OneTravel is the sister site of CheapOair, but it's not as well-known and doesn't get as much traffic. It is, however, perfect for testing out new ideas. This conceptual redesign aimed to drastically rethink the online travel agency's homepage, improve conversion, and help streamline the search experience.
Heavily inspired by the minimalism of Kayak, I decided to try a single-line search widget approach to streamline the input process. Since the site's main focus is flights, the widget was reduced to simply flight search, allowing tabs to represent types of flights.
This design incorporated a lot of prior research. The arrow connecting the promotional code to the call-to-action had boosted conversion in previous A/B testing. Here, that connection is emphasized even further. Rarely used inputs were consilidated into a hidden "advanced options" container.
From there, the design was refined based on internal feedback – other verticals were added back in, recent searches were more visually prominent, and newsletter sign up was returned to prime real estate.
The search widget's call-to-action could not scream louder. With prominent color, logical placement, emphatic sizing and guiding arrow – it's perfectly clear what the user needs to do here.
The widget has a clear flight focus, but enables users to tab through the other verticals with a simple, standardized design for each product.
Using geolocation, the home page's random smattering of flight deals is now refined to be relevant to the visitor's current location.
OneTravel's mobile app is very good. Here it's given ridiculously prominent real estate so that visitors can see it in all its glory.
At this point, the project was handed off to the team in India, where I worked with the team to tweak and iterate on the design until it became something worth challenging the existing design. This design is currently being A/B tested.