Let’s get usability insights into offering products in an intuitive, inviting way – at the right place, the right time, with a minimum of distractions or pressure.
Each of these prototypes explored offering additional products, using intuitive displays and simplified additional pricing. Cross-selling during the booking path or in a post-booking confirmation performed better than doing the same at the very outset, on the homepage.
Learnings from the usability tests – covering types of display models and interactions, amount of detail and animation needed, placement of options and “exits,” messaging approaches, etc. – informed later development decisions.
Orbitz Worldwide · 2004, 2006, 2007
Creative direction: Andrew Day, Melissa Moore · Design: Andrew Day, Yanni Lolis (early homepages) · Information architecture: Nick Iozzo, Janna DeVylder, Matt Hanson · Engineering: Joe Monahan, Brian Hunt, et al.
In user testing, customers needed to add a hotel to a flight-only itinerary. This prototype from 2007 explores additive pricing, different display models, and animation and interactive tools – while striking a balance between consistency with the existing content and inviting “findability” on an already busy page.
A price slider filter affected a carousel of hotels within the module.
Other filter manipulations included tabbed thumbnails and a notched slider.
Transportation needs could be sorted by vehicle type, brand, location, or price.
Product details and further selections appeared in lightbox panels, without having to leave for another page.
Activities cross-sells
Top of pageThis prototype, from a year earlier, examines different display models and interactions for adding activities to an itinerary.
This tile view used "postcards" of activities and events and allowed multiple items to be bundled.
Calendar view
List view, with compact footprint
Expanded details panel from an alternate tile view [unused]
Tile view, with Flash-animated filtering of a superset of activities [unused]
Homepage search packaging
Top of pagePrototying from 2004 examined interactions, messaging, and sequences for showing benefits of packaging multiple products into a single search. Despite potential savings, most customers were wary of large-sum bundled purchases and reiterated a preference for buying items incrementally.
Expandable searchbot interactions, beginning with the simple question of “Where?” Each provides savings messaging and visual feedback when multiple products are selected.
Earlier homepage merchandising test sketches that helped inform the packaging exploration.
