Allen Xu - Product Designer
Allen Xu – Product Designer
pcln_flexible_search_cover.png

Priceline – Flexible Dates Search Case Study

The idea of this project came up when Apple first introduced the Deep Linking feature for iOS9 in 2015. I worked with a project manager in the iOS team and partnered with the SEO team to test it as an MVP.

The goal of the test was to find out if there’s any positive impact on the conversion rate and user engagement with our iOS app.

I was responsible for competitive research, sketching, wireframing, user flows, UI and UX designs, production assets, design QA and providing extra materials to developers for A/B testing.

When a user searched for a trip in the spotlight search screen, whether it's a city, an airline, or a rental car, he would see a list of results that were relevant to his search. If he already had the Priceline app installed on his phone, tapping on any of the Priceline results would open up the app and take him to the details screen. On the other hand, a mobile web experience would be presented.

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, so we decided to also add the feature to express deals, and Name Your Own Price for the hotel products.

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 final result 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.