In late 2017 Priceline began to rebuild their entire website in React using a newly minted design system. Since Vacation Packages (hotel + flight + car) had the lowest traffic, it was the first product to completely adopt the new design language and architecture.
This is an ongoing project.
Originally I was responsible for designing the Trip Summary, Checkout, and Receipt experience. Since this summer I’ve become the lead designer on Packages, responsible for user research and design.
Packages was on the verge of being financially unviable, so this rebuild was not only being used to test the new design system components for the rest of the website, it also had to become profitable in short order.
After one year, the Packages path has grown by roughly 200% in daily bookings.
The most important part of Vacation Packages is the Trip Summary page, where users are able to view and edit all of the travel products in their trip before moving onto checkout. The updated design focused on creating more context for users and included a new set of navigation links, a more explanatory summary of charges, and simpler product cards.
The checkout path also received an overhaul. At this time, each product had its own unique checkout pages, which made this rebuild a great opportunity to design a new checkout that could accommodate each product (hotel, flight, car) and lay the groundwork for developing a universal checkout.
First mobile package product
When Packages first launched it did not scale down to mobile, preventing a large number of users from searching and booking Packages on their phones. The updated Packages is fully responsive and the new mobile version has significantly improved our business.
in 2018 we introduced Suggested Trips, a carousel of locations with cached price points. Our goal was to provide users with a rough estimate of a trip cost as well as an opportunity to book a trip at that exact price. This feature resulted in a 7% conversion increase for Packages.
All Inclusive Resorts
In order to help customers shopping for All-Inclusive vacations understand their options, we designed responsive, custom detail pages that highlight all of the perks, amenities, and activities that each resort has to offer.
Another key part of the design update was designing new loading screens. Due to the amount of data being called during every page refresh, Priceline customers were experiencing up to 15 seconds of emptiness. W used these long page loads as an opportunity to include some promotional and instructional copy, making it seem like less of a wait.