Priceline
The Challenge
Reimagine the entire Vacation Packages product vertical from the ground up. Transform a product with a shrinking customer base and shrinking revenue in to a product that will serve as a model for change across all Priceline digital products. Our team was tasked with: leveraging new backend and frontend technology, championing consistency, raising the bar of user-centric design, laying the foundation for adopting a new design system, promoting innovation and growing revenue.
The Solution
Unify all products under a shared search and checkout experience that will provide users with maximum flexibility to build a vacation packages.
The Result
Revenue for the vacation packaging product experienced +200% revenue growth after being down -30% year over year. The vacation packaging product performed so well it actually improved revenue for the three other main Priceline product verticals and was eventually reskinned to be reused for Booking.com.
The Team
Our team consisted of 12 Engineers, 2 Product Managers, a Junior Product Designer and myself as the Lead Designer driving vision along with owning all UI/UX design.
Packages Marketing Email
Packages Shopping Cart
Packages Hotel Search Results
Packages Flight Details
Packages Mobile Checkout
Packages Responsive User Flow
Packages Advanced Search Concept
Packages Flight Map Concept
Vision
Packages Home Page Concept
Packages Home Page Concept
Mobile Search Concepts
Mobile Home Page Concept
Hero Concepts
Search Results Concept
Destination Map Concept
Hotel Details Page Concept
The Challenge
The Head of Design and the CEO of Priceline challenged design to think blue sky with no boundaries in order to create a vacation packaging experience that would leverage innovation to take market share from our biggest competition.
The Solution
Experimentation and exploration played a key part in defining a holistic innovative vision for the vacation packaging experience.
The Result
We designed landing pages, home pages, search pages, and emails based on the needs of actual users that all inspired the final vacation packaging experience.
UX Research
The Challenge
The challenge and the opportunity with Vacation Packages was to leverage true user experience research and discovery methods to give the project the best chance for success.
The Solution
The solution took shape in the form of multiple research and discovery exercises to uncover the needs of the business, the needs of the user and understand the current bar set by the competition.
The Result
We conducted over 20 usability tests, 15 stakeholder interviews, 6 design thinking workshops, multiple competitive user tests, deep analysis of existing analytics, and created forward-thinking conceptual designs that all helped make vacation packages a success.
User Mental Model
Mental Model Working Session
Value Effort Matrix Workshop
Package Building Ideation
Advanced Search Ideation
Prioritizing Usability Testing Feedback
Wireframe Prototype Screens
Wireframe Onboarding
Complete User Flow Wireframe
