Consistency is Key

With 25 years of experience in online travel booking, Priceline helps us experience the moments that matter. Whether booking a flight, renting a car, or finding a place to stay, travelers will find ways to save. Let’s make it easier.

Landing page proposed search and navigation.

When I joined the Priceline team our customers trust was waning. Take inventory of all product lines and you’ll see why. Land on flights and you get one search engine. Switch to car rentals and get a slightly different search engine. There are some similarities and many differences. From colors to font-size to hover and tap states - the separation of products caused inconsistencies throughout the site.

Let’s start with color. We don’t need a color palette of 100. We just need primary, secondary, and greys.

I quickly became known as consistency the queen. I relished collaborating with all product lines and worked hard to find updates that would cause the least amount of friction. It should be easy for every product line to pull from.

Adding input, active, error, confirmation, and final states.

I like to pay attention to tiny details like the curve of these button corners. More curve equates to friendly. Priceline is here to help.

Armed with data, user interviews, and personal experience I went on to tackle cards. Price is the most important piece of information . Customers want to get the best travel deals. How can we create a card that’s malleable enough to function across all products? Remove extraneous information and keep what is necessary.

Having so many colors and form fields and tags and tick boxes - the cognitive overload is abundant. It’s hard to focus on the search. Through all these small design updates I was able to remove a lot of information.

Look at the difference! Customers want to get into searching immediately. So, let’s move it to the top. This negated the navigation because the search form becomes the navigation.

With the presentation done it was up to the product team as to whether or not this was implemented as I left the company shortly after. Even though it was never implemented I’m happy to have been a part of an exercise that created consistency out of chaos.

Team

Visual UX | UI Designer: Victoria Brooks