Priceline Iterative Experimentation
Priceline is an online travel agency with a mission to be the best travel dealmakers in the world. This is a collection of iterative A/B tests that I’ve designed.
Role
Leading Product Design as a Design Manager
Outcome
Each of the tests highlighted here saw a win aligned to relevant metrics
Pick up where you left off
Hypothesis: By highlighting a user’s recent activity more consistently & in more context, we will see an increase in conversion & less site visits prior to booking.
Process Highlight: These changes were phased out, with each tests’ results informing the next phase.
Results: Across a series of test, we saw either flat results, signaling no negative impact, or modestly successful win rates (over 50% win probability for most). These findings have informed future iterations as well.
Rental car cross-sell
Hypothesis: By improving the display of our rental car cross-sell in the packages path, we will see an increase in conversion & bundling rates.
Process Highlight: This ask required collaboration with other designers & close developer collaboration.
Results: This was a fantastic success, seeing a 100% win probability.
Persistent trip display on confirmation page
Hypothesis: By displaying a user’s related upcoming trips on their confirmation page, we will see less customer care contacts & increased user satisfaction with our post booking experience.
Process Highlight: This component was designed & developed with flexibility in mind for future use cases.
Results: We saw a 93% win probability for this test as well as marked improvements in user bookings & total value as well.