EXPEDIA

Personalized Car Offer

Overview

For a logged in traveler, we now know their shopping preferences good enough to make a suggestion on which car offer most likely fits their needs.

I designed visual treatment to revamp the personalized offer card on the car search results page to increase traveler conversion for Expedia.

Role

Visual Design
Wireframing
Prototyping

Insights

It was important to understand how the offer card would behave when a traveler interacts with the sort & filter options for mobile and desktop. I defined four different sort & filter use cases:

1. Default
2. Filter selected – does not match personalized result
3. Filter selected – matches personalized result
4. Sort by changed

Upsell

Overview

The Cars Shopping team wants to help travelers get the best rental car experience within their desired price range. When a traveler selects a car that is not the best deal they can get, we should notify them of other cars available.

To help increase revenue and meet business needs, I built a side sheet that presents alternative rental car options priced similarly to the travelers initial selection.

Role

Visual Design
Wireframing
Prototyping
User research

Research

Using an unmoderated concept evaluation through UserTesting, I worked closely with our research team to ensure the side sheet added value, learned how travelers interpret information, understand how travelers compare options, and get a sense of how disruptive an upsell side sheet is to the shopping flow. 

Travelers were shown one of two prototypes; one prototype had a cheaper and more expensive option in the side sheet, and the other prototype had two more expensive options.

Findings

When travelers think of “deals,” they think about saving money first

  • Price – not value – was the most common factor among travelers when explaining what makes something a deal

  • A larger car that was $10 more per day wasn’t considered a deal, which can make “we found more deals for you” misleading

Travelers don’t assume rental details will be consistent across upsell options

  • When travelers open the side sheet, they aren’t sure if the alternatives include the same features as the original selection because the confidence messaging and car details are no longer present

The details travelers need to compare cars depends on the traveler and trip

  • Travelers in this study listed a wide variety of additional information they would use to compare options in the side sheet

  • None of the details travelers listed stood out as common among all travelers, which means deciding what to show travelers in the side sheet will be difficult

Comparable Deals

Overview

Data has shown users often switch between the details page, back to search results. Therefore, we formed the hypothesis of offering comparable cars on the details page to the traveler so they can find what they’re looking for quicker.

I worked to launch comparable deals on the details page offering additional options for consideration.

Role

Visual Design
Wireframing
Prototyping

Scope

  • Maintain same car type as the original selection

  • Maintain cancellation type to match the original selection

  • Ideal if the comparable deal is in top 15 deals (in recommended sort order) - Flexible criteria

  • Price range - within 30% of the original selected deal

  • In case of no match for car type + other criteria above, look for other car types with the same capacity as the originally selected deal and apply all other criteria

  • Min 1 and max 4 comparable deals to be offered on the car info site