This case study discusses how Hotwire.com redesigned their air travel booking site to build trust with users by restricting certain flight information like airline names and logos. The redesign aimed to focus on price, schedule, and quality of service rather than specific airline allegiance in order to provide an unbiased booking experience and satisfy different customer priorities around cost, convenience, and reliability. Testing showed the redesign improved users' perception of Hotwire.com as a trustworthy booking partner.

1. Building trust through restricted information:
A case study of the Hotwire.com air redesign
IA Summit 2008
Melissa Matross
Senior Manager, User Experience
mmatross@hotwire.com

2. Trust

3. brands I trust

4. Excellent service
Stands behind products with a “no questions
asked” return policy
brands I trust

5. Excellent service
Stands behind products with a “no questions
asked” return policy
Quality for good price
Focus on trend design
brands I trust

6. Excellent service
Stands behind products with a “no questions
asked” return policy
Quality for good price
Focus on trend design
Excellent service
Makes life easier when bad things happen
brands I trust