behavior designing for expedia customers: buy sooner & with more confidence
DESCRIPTION
The Expedia representative (in a design challenge) wanted customers to 1) buy sooner 2) buy with more confidence. I designed a "crummy trial" of the service idea that we had, rapidly tested it, and collected results. For more go to: www.behaviordesigns.comTRANSCRIPT
Alex, David, Mithun
May 17, 2013
Consumer Mind and Behavior Design
Design Challenge
Our design challenge
How might Expedia shift the buying habits of their users so
that they purchase an airline ticket with more confidence ?
Our proposed solution
SEARCH BUY
Our proposed solution
SEARCH BUY
Our proposed solution
SEARCH
MONITOR
BUY
User Research
Our user is a busy professional who needs to buy airline tickets with more confidence BECAUSE she has a lack of trust in 3rd party vendors
• “Would like to outsource this set of activity to someone else?”
• “You always should keep looking – you don’t know what others have to offer ?”
• Expedia is good for searching flights but to buy you would go to the airline website
• Think Expedia is not very flexible
• Play with date/time options (simulation)
• Try to predict the price changes
• Feels like buying ticket is a painful experience
• Expedia’s old jingle still remembered and still annoying
Quotes / Defining Words (Act)
Thoughts / Belief
(Thinking)
Action / Behavior (Do)
Feeling / Emotions (Feel)
Consumer Psych
Illusory control
Attributional biases
Salience
Endowment
Prototype
Our user is a busy professional who needs to buy airline tickets with more confidence BECAUSE she has a lack of trust in 3rd party vendors
Prototype
Add to Flight Tracker
Add to Flight Tracker
AddedAdded
start
current
version 0
version 1
Add More Flights to TrackerAdd More Flights to Tracker
version 2
version 3
comparison
Takeaways & Next StepsSeeing prices increases is “depressing”
Feedback happened when prices rose
User searched for +1 day later
Do it for them
Trigger something to take away the depressing feeling
Capitalize triggers when prices rise.
Recommend them to do something.
Did this (Bing).
Vision for Future Service
Thank You
Alex DePaoli David Ngo Mithun Sheth
[email protected]@[email protected]
PhD in Business Administration
Stanford’s 1st & Only Behavior Design Major GSB Sloan Fellow
Consumer Psych
Illusory control
Attributional biases
Salience
Endowment
