The document discusses a design challenge for Expedia to shift users' buying habits. It proposes a solution involving monitoring flight searches and automatically purchasing flights when they meet certain criteria. User research found that people lack trust in third parties and find buying flights a painful experience. The proposed prototype would help users buy tickets with more confidence by removing some control and "doing it for them" based on their initial searches.

1. Alex, David, Mithun
May 17, 2013
Consumer Mind and Behavior Design
Design Challenge

2. Our design challenge
How might Expedia shift the buying habits of their users so that

3. Our proposed solution
SEARCH BUY

4. Our proposed solution
SEARCH BUY

5. Our proposed solution
SEARCH
MONITOR
BUY

6. User Research
Our user is a busy professional who needs to buy airline tickets with more confidence
BECAUSE she has a lack of trust in 3rd
party vendors
• “Would like to outsource this set of
activity to someone else?”
• “You always should keep looking – you
don’t know what others have to offer ?”
• Expedia is good for searching flights
but to buy you would go to the airline
website
• Think Expedia is not very flexible
• Play with date/time options (simulation)
• Try to predict the price changes
• Feels like buying ticket is a painful
experience
• Expedia’s old jingle still remembered
and still annoying
Quotes / Defining
Words (Act)
Thoughts /
Belief (Thinking)
Action /
Behavior (Do)
Feeling /
Emotions (Feel)

7. Consumer Psych
Illusory control
Attributional
biases
Salience
Endowment

8. Prototype

9. Our user is a busy professional who needs to buy airline tickets with more confidence
BECAUSE she has a lack of trust in 3rd
party vendors
Prototype

11. Add to Flight Tracker

12. Add to Flight Tracker
AddedAdded

17. start
current

18. version 0

19. version 1

20. Add More Flights to TrackerAdd More Flights to Tracker
version 2

21. version 3

22. comparis
on

24. Takeaways & Next Steps
Seeing prices increases is
“depressing”
Feedback happened when
prices rose
User searched for +1
day later
Do it for them
Trigger something
to take away the
depressing feeling
Capitalize triggers
when prices rise.
Recommend them to
do something.
Did this (Bing).

25. Vision for Future Service

26. Thank You
Alex DePaoli David Ngo Mithun Sheth
adepaoli@stanford.edu adepaoli@stanford.edu Mithun.Sheth@gsb.stanford.ed
u
PhD in Business
Administration
Stanford’s 1st & Only
Behavior Design Major
GSB Sloan Fellow

27. Consumer Psych
Illusory
control
Attributional
biases
Salience
Endowment