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Alex, David, Mithun
May 17, 2013
Consumer Mind and Behavior Design
Design Challenge
Our design challenge
How might Expedia shift the buying habits of their users so that
Our proposed solution
SEARCH BUY
Our proposed solution
SEARCH BUY
Our proposed solution
SEARCH
MONITOR
BUY
User Research
Our user is a busy professional who needs to buy airline tickets with more confidence
BECAUSE she has a lack...
Consumer Psych
Illusory control
Attributional
biases
Salience
Endowment
Prototype
Our user is a busy professional who needs to buy airline tickets with more confidence
BECAUSE she has a lack of trust in 3...
Add to Flight Tracker
Add to Flight Tracker
AddedAdded
start
current
version 0
version 1
Add More Flights to TrackerAdd More Flights to Tracker
version 2
version 3
comparis
on
Takeaways & Next Steps
Seeing prices increases is
“depressing”
Feedback happened when
prices rose
User searched for +1
day...
Vision for Future Service
Thank You
Alex DePaoli David Ngo Mithun Sheth
adepaoli@stanford.edu adepaoli@stanford.edu Mithun.Sheth@gsb.stanford.ed
u
P...
Consumer Psych
Illusory
control
Attributional
biases
Salience
Endowment
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence
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Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence

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The Expedia representative (in a design challenge) wanted customers to 1) buy sooner 2) buy with more confidence. I designed a "crummy trial" of the service idea that we had, rapidly tested it, and collected results. For more go to: www.behaviordesigns.com

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  • Expedia currently makes it easy for users to search for and buy flights, but users are left to monitor the flights and price changes on their own. Transition from search + buy >> Monitor
  • Expedia currently makes it easy for users to search for and buy flights, but users are left to monitor the flights and price changes on their own. Transition from search + buy >> Monitor
  • Expedia currently makes it easy for users to search for and buy flights, but users are left to monitor the flights and price changes on their own. Transition from search + buy >> Monitor
  • Trigger external (email/website) internal (anything that reminds of travel) Action Choosing flights to follow Opening email Reading price info Variable reward Anticipation of price rise and fall Purchase decision Investment Selection of flights Time spent following
  • Present full solution first We want to test the first behavior and so validated the initial prototype
  • Present full solution first We want to test the first behavior and so validated the initial prototype
  • Present full solution first We want to test the first behavior and so validated the initial prototype
  • Trigger external (email/website) internal (anything that reminds of travel) Action Choosing flights to follow Opening email Reading price info Variable reward Anticipation of price rise and fall Purchase decision Investment Selection of flights Time spent following
  • Transcript of "Behavior Designing for Expedia Customers: Buy Sooner & with More Confidence"

    1. 1. Alex, David, Mithun May 17, 2013 Consumer Mind and Behavior Design Design Challenge
    2. 2. Our design challenge How might Expedia shift the buying habits of their users so that
    3. 3. Our proposed solution SEARCH BUY
    4. 4. Our proposed solution SEARCH BUY
    5. 5. Our proposed solution SEARCH MONITOR BUY
    6. 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. 7. Consumer Psych Illusory control Attributional biases Salience Endowment
    8. 8. Prototype
    9. 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
    10. 10. Add to Flight Tracker
    11. 11. Add to Flight Tracker AddedAdded
    12. 12. start current
    13. 13. version 0
    14. 14. version 1
    15. 15. Add More Flights to TrackerAdd More Flights to Tracker version 2
    16. 16. version 3
    17. 17. comparis on
    18. 18. 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).
    19. 19. Vision for Future Service
    20. 20. 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
    21. 21. Consumer Psych Illusory control Attributional biases Salience Endowment
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