The document discusses a design challenge for Expedia to shift users' buying habits. It proposes a solution involving monitoring flight searches and automatically purchasing flights when they meet certain criteria. User research found that people lack trust in third parties and find buying flights a painful experience. The proposed prototype would help users buy tickets with more confidence by removing some control and "doing it for them" based on their initial searches.
6. 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)
9. 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
24. Takeaways & Next Steps
Seeing 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).
26. Thank You
Alex DePaoli David Ngo Mithun Sheth
adepaoli@stanford.edu adepaoli@stanford.edu Mithun.Sheth@gsb.stanford.ed
u
PhD in Business
Administration
Stanford’s 1st & Only
Behavior Design Major
GSB Sloan Fellow
Expedia currently makes it easy for users to search for and buy flights, but users are left to monitor the flights and price changes on their own. Transition from search + buy >> Monitor
Expedia currently makes it easy for users to search for and buy flights, but users are left to monitor the flights and price changes on their own. Transition from search + buy >> Monitor
Expedia currently makes it easy for users to search for and buy flights, but users are left to monitor the flights and price changes on their own. Transition from search + buy >> Monitor
Trigger external (email/website) internal (anything that reminds of travel) Action Choosing flights to follow Opening email Reading price info Variable reward Anticipation of price rise and fall Purchase decision Investment Selection of flights Time spent following
Present full solution first We want to test the first behavior and so validated the initial prototype
Present full solution first We want to test the first behavior and so validated the initial prototype
Present full solution first We want to test the first behavior and so validated the initial prototype
Trigger external (email/website) internal (anything that reminds of travel) Action Choosing flights to follow Opening email Reading price info Variable reward Anticipation of price rise and fall Purchase decision Investment Selection of flights Time spent following