When CheapOair redesigned it's homepage, it was a massive success. Visually unlike any of it's competitors, it brought attention to the site and a huge boost to conversion. However it also created a disjointed experience as the rest of the site is still outdated. I aim to fix that.
The current flight listing page is in a dismal state and is a bottleneck in the conversion funnel. Woefully outdated, it's become a victim of "dollar store design" over the many years it's spent on the site. As features have been added, it simply has not been able to accommodate them. A full redesign is necessary.
The initial concept was completely unlike the existing page. It leverages existing data and test results such as simpler price display, orange CTAs, and compact fare display, while building forward. It also incorporates many features currently on the development roadmap, such as the Easy Pick matrix and fixed footer.
From there, the design was refined to give a wider, more prominent display to the fares. Special messaging, such as flexible dates and urgency were given a standarized and clean display.
Most searches yield an overwhelming amount of results. Leveraging existing research on how users refine their searches, I designed simplified filters to ease the process.
The existing page's Fare Matrix is an overwhleming spreadsheet of information. Here, we intelligently choose a few flights that would be most commonly prefered by customers.
Each fare contract has been made much easier to read, given ample space, and has consistency in messaging to help customers scan through information and compare flights
Data shows that customers search 3-4 times before selecting their flight. The fixed footer allows the user to quickly jump back to previous searches or start a new search.
The final design solidifies prior ideas of simplification and standardization, with a few additions. It highlights the search refinement options to speed the process. The Fare Alert signup form has been moved in line with the fares for ease of use. And lastly, tabbed recent searches are added to the fixed footer with modify search available as a toggle.