Priceline

Overview

Redesigned Priceline's hotel booking experience from search results through checkout, improving conversion and establishing a unified design system.

Objectives

• Increase hotel booking conversion by modernizing the search-to-checkout flow
• Standardize UI patterns across landing, details, map, and checkout pages
• Create a living pattern library and style guide for design and engineering teams
• Validate design decisions through A/B testing and usability research

Approach & Activities

• Conducted a full UI audit to catalog and standardize existing patterns
• A/B testing and stimulus testing on key funnel steps
• User interviews, surveys, and eye-tracking studies
• Paper and clickable prototypes for rapid validation
• Redesigned the hotels landing page, detail page, and map experience
• Delivered a pattern library and style guide used by 20+ designers and developers

Challenges & Lessons

• Legacy booking flow had deeply entrenched patterns that users and stakeholders resisted changing
• A/B testing required careful statistical rigor to isolate design impact from seasonal booking trends
• Coordinating pattern library adoption across 20+ designers and developers with varying standards

Impact