behavior designing for expedia customers: buy sooner & with more confidence

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

adepaoli@stanford.eduadepaoli@stanford.eduMithun.Sheth@gsb.stanford.edu

PhD in Business Administration

Stanford’s 1st & Only Behavior Design Major GSB Sloan Fellow

Consumer Psych

Illusory control

Attributional biases

Salience

Endowment