How would you improve the "Price Trend" feature located to the left of the flight results page to appeal to the widest audience? Explain how you arrived at the redesign of what is currently on KAYAK.
I began by reading comments from regular readers of the NYT who offered their opinions about flight price trend tracking and KAYAK. I highlighted the comments that stood out to me.
Select Comments from The Art of ‘Farecasting’ the Lowest Airfare
Overall, we see that Price Trend feature can be most successful for a wide audience by offering:
Currently, KAYAK advises users to:
There is effectively no semantic difference between Wait and Watch. The user will either Buy or Not Buy.
With this reasoning, advice should be narrowed to two options:
"Wait" is preferred over "Watch" because we want to provide the users with peace of mind and confidence that they don't need to constantly watch alertly, anxiously. They can simply wait, and return at their leisure after KAYAK reminds them that it is time to "Buy."
While I was working on this project, a friend of mine saw me on KAYAK and remembered to check to see if his flight had switched from "Wait" to "Buy." He did not return to KAYAK for the price, but he returned for the advice.
The alert should offer more than just price. It should offer advice from the KAYAK trend prediction algorithm, and tell the user as soon as the trend switches to "Buy." This is a win for the audience and for KAYAK.
Notice how mockups emphasize feature consistency. The Price Trend feature helps the audience make an educated decision about their purchase. If the advice says "Wait," users wait calmly until the time is right. After receiving an email alert as soon as the trend switches from "Wait" to "Buy," they return to KAYAK and purchase a ticket. This system highlights KAYAK's unique algorithm and trend forecast system, keeping audience needs in mind.
The following mockups depict: Loading; Loaded, Data Unavailable; Price Trend, Future Confidence; and, Create Alert, Buy Advice.