Flights Attribute Based Shopping
'Smart Shopping' - former 'Attribute-based shopping' - is a cross-Expedia initiative that encompasses products and features across all lines of business, aiming to create an experience which:
- Saves time for travellers by providing greater clarity in trip choices while driving value through improved room & rate matching.
- Provides partners with incremental value through a deeper understanding of traveler behaviour while optimising their inventory.
The Media Solutions “Flights Value Based Shopping” initiative aligns with the wider Smart Shopping.
Our goal is to add unique airline content that airlines want to promote and that is relevant for flight shoppers.
ENGAGE
Workshop
We organised a 'Design swarm' including designers and stakeholders from multiple lines of business to align on the wider 'Smart Shopping' work stream.
The goal of the swarm was to "help travellers find the most valuable flight option with relevant media products, that solves traveler problems in a way that feels like natural part of the experience".
The main insight picked for discovery was 'Value for Money': Help travellers understand the value behind each option, hence help them select the one that suit their needs.
IMMERSE
Flights data
Filters interaction
- 1.4% carry-on
- 1.2% seat selection
- 0.61% no-change fee
CVR cabin
- 6.81% Economy
- 13.06% Premium
- 7.72% Business
- 10.33% First Class
Additional insights
- 44% of visitors open the side sheet
- 22% see 2 or more fares
- 55% of bookings are non-restrictive (highest in solo travellers)
- 85% of orders are non low-cost
User Research
We gathered feedback from travellers and two main themes have been highlighted:
What do I get by upgrading?
Flight shoppers need a way to better understand the value provided when looking at more expensive fares.
How is the experience different between options?
Travellers need relevant information that allows them to better compare and differentiate between the options presented.
I paid $100 to upgrade our seats on our transatlantic flight, but the seats I paid for were just as cramped as what we would have been sitting in without the extra fees
I did not realize that Economy is now split into Basic Economy, Economy and Economy Plus. I do not fly a lot so probably part of the problem was my ignorance, but some clarification from Expedia would have been appreciated
Partners Research
We conducted 1:1 interviews with our major Air Partners.
Two main needs have been highlighted.
Up-sell
Air advertisers want to promote their key differentiators and standout within a standardised search experience.
Showcase the options
Airlines want to promote their premium offering and showcase the experience and value offered.
I think the premium economy product is something that is attainable for many people… upselling is very important for us…
You really can only come in with one price right so most airlines, like us, are going to pick the lowest price in the lowest cabin to the cheapest destination… showcase multiple destinations with your best price… or you want to showcase different cabins of service…
Current Experience
UX Observations
FSR (flight search results)
- Should I select United or Delta?
- Which of these options allow me to select seats?
- Which of these options include carry-on and checked bag?
- Which of these airlines provide flat-bead seats?
Side sheet
- Which fare provide better value for money?
- Which services/amenities are provided within each fare?
- What are the difference between the 3 economy fares?
- Why would I select “First Class” if there's no difference with “Premium Economy”?
FRAME
Project scoping: why are we doing this?
Travellers
Based on Research and performance data we realised that our flights shopping journey can be improved: by providing valuable information to travellers to help them choose the best option for their needs.
Partners
Experience optimisation
- more clarity for travellers about what the in-flight experience might be, what is included and what is not;
- opportunity for Partners to highlight specific benefits and increase sales.
Two high-level themes have emerged and due to the complexity of each we decided to split this initiative into two separate work streams: 'Up-sell value' and 'Fares differentiation'.
Flights Up-sell Value
Flight shoppers need a way to better understand the value provided when looking at more expensive fares.
Currently this is done in a standardised way across airlines and fares, based on the Flights Search Results and Side Sheet information displayed.
Advertiser problem
Airlines want to promote their premium offering and showcase the experience and value offered, so that travel shoppers are more likely to book those fares with the airline.
Benchmarking
The benchmark analysis included not only our competitors websites, but also the airlines as they invest a lot into showcasing services and amenities offered.
Some airlines have really immersive experiences on their websites and apps, aiming to explain every detail to customers and also to invite them into trying their amazing services with more expensive fares.
First design concepts
Our native products generally link to landing pages, but for this new concepts we explored a journey which fully integrates within the flight shopping path, making it is our first product with a fully native end-to-end experience.
UX Strategy:
- Propose variants more prominent on FSR and others on side sheet
- Introduce expandable functionality, its interaction will be a good feedback from customers
Challenges
- translating initial concepts and adapting them into the design system
- Leverage value-based content that can be standardised across multiple airlines
Up-sell value
1 - Expando on FSR
Placing an expandable module on the FSR will allow the Customer to choose if they want to see more info about the Ad disclaimer.
By expanding the module the Customer will remain on the same page but can access additional information.
At this point the Customer can choose if they want to upgrade to a higher fare, or select the basic fare instead.
2 - Featured card on Side sheet
The Customer will choose the flight option which more suits their needs.
When reaching the side sheet they can compare the different fare options and perks.
The featured card will display additional information which are not displayed by default, special perks and amenities will be highlighted and visually represented with media.
The Customer can then select "see details" and the card will flip into the standard card which allows comparison with the other options and eventually selection.
Flight options differentiation
1 - Expando on FSR and carousel
By expanding the module the Customer will not leave the page, and will be able to have a quick preview of the different fares and their value propositions.
By selecting "see details" the Customer will go through the side sheet where they can compare the options.
2 - Enhanced cards on Side sheet
The Customer will choose the flight option which more suits their needs.
When reaching the side sheet they can compare the different fare options and perks.
All cards will display the fare price, an image or media to give a better understanding of the in-flight experience, additional copy to further present amenities and services, followed by the standard card information.
Goals
- Engagement
- CTR and CVR
- Trust
Challenges
- Ad content
- Design system constraints
- Standardisation
Methodolgy
- User Research (traveller and advertiser)
- Benchmarking
- User Testing