Allen Xu - Product Designer
Allen Xu – Product Designer
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Priceline – Hotel Flexible Dates Search Case Study

The flexible dates search feature was initially designed when the App Search with deep linking was announced for iOS 9 in 2015. The iOS team partnered with our SEO team to test it as a MVP to see if it would help increase our customers engagement and conversion rates. 

When users search for hotels, flights or rental cars in the iOS default search screen, they would get a list of deals from different traveling websites, if the deals happen to be from Priceline, we could take them directly to the app details screen if the Priceline app’s installed on their phones, otherwise, they would be taken to the mobile site. 

Problem, Initial Approach & Result

Problem, Initial Approach & Result

The problem with this feature was that users would have to go back to the search screen to pick the dates, which was not intuitive. So we needed to come up with a way for them to change dates without all the hassles.

For testing purpose, my initial design was just adding a calendar icon to the top right of the detail screen, and changing the call to action at the bottom to Choose Dates. The changes only applied to the hotel retails path. The test was positive and we decided to also add the feature to express deals, and name your own price hotel paths. 

The test was positive, so we added the feature across the hotel paths for retails, express deals and Name Your Own Price.

My Process

My Process

To evaluate my design approaches, I would swipe through my wireframes of the flow on a mobile device to get a sense of how real users would interact with it. Once I had a good feeling about a few approaches, I would ask the stakeholders and few other colleagues to go over the flows and get feedbacks before moving on to the design phase. One tradeoff I made in the designs was to remove the calendar and bed icons for small iPhones screens to prevent the text from being too small to read. The goal here was to help users choose the dates with ease, so usability was my main focus. Even though the visual treatment was the same across the retail, Express Deals, and Name Your Own Price on the hotel path, the challenge was to decide where in each path we asked users to pick the dates. For that, I worked closely with the product manager on figuring out the best possible solutions to A/B test it.

The Result

The Result

The test was positive, and the feature provided a 4.97% conversion lift to the Name Your Own Price hotel products.

My responsibilities include ideation, competitive research, sketching, wireframing, designing, QA and provided variations to developers for A/B testing.