1. Default sorting by agony has been wonderful for me. I'm willing to pay a moderate amount more for a flight that doesn't suck - whereas most travel sites would rather assume I'm a complete scrooge that wants to squeeze every last dollar off the price, redeyes and multi-airline connections be damned!
Hipmunk lets me look at pricing and "quality of experience" at a glance. The nifty bars also let me make my own decision about the "agony" of the flight instead of simply trusting Hipmunk's own metric.
2. IMHO, nonsense. I've never been once confused by the "from $XXX" term on Hipmunk - it means that the price can vary depending on what I select for the other leg. Secondly, the problem with Kayak's approach is that I have to sift through endless pages of the same departing flight, but with varying returning flights - or vice versa. That's not empowering, that's tedium. If I could count the times on Kayak where I've had to compare prices, then compare if the two have the same departing flight... or the same returning flight... argh.
3. I don't even know how to respond to this one. Everyone I've shown Hipmunk to, ever, has been ecstatic about being able to pick the legs separately. Methinks the blog author falls into an edge case and is not representative of the general population. Hell, I think this is one of those things that will make Hipmunk win.
4. So why is the precise departure or arrival important when deciding which flight you want to book? Does 9:05am vs. 9:20am really make a salient difference? From what I can tell, the whole point of Hipmunk is that it gives you a more powerful overarching view of your choices, instead of getting you stuck in the details. Getting the precise time is as easy as clicking on a choice - but when I'm making a decision on the quality of a flight I sure as heck don't need to know my times down to the minute.
5. I'll agree on this part. Being able to specify departure/arrival time ranges is pretty powerful.
6. Could not disagree more. One thing that's I've liked about Hipmunk is the ability to run multiple searches in parallel. Kayak on the other hand forces me to open a new tab, fill in everything all over again to do the same. The fact that Kayak will time-out your (very, very bodacious) search results after some time makes this doubly annoying. Kayak dumps you a metric ton of data and expects you to comb through it in how long?
Bottom line: I think the author is disconnected from what consumers want out of flight searches. Or rather, what a large segment of consumers want, who are under-served by the current players in the market - that is to say, the people who are willing to pay some premium for a flight experience that isn't painful, and want a tool that will allow them to make this decision easily.
Kayak was a godsend when it first came out - it was so, so far ahead of what we dared call online flight booking. But, it's starting to show its age - lately I don't even want to go to Kayak, the search results page is like nails on chalkboard.
Here's a suggestion to Kayak that (IMHO) would massively improve the UX: group flight pairs by departing flight. Give me each departing flight, then for each departing flight give me the available returning flights and the corresponding package prices. That would make the results so much easier to parse. As it is I get 10 different results that are all actually the same departing flight paired with every possible returning flight under the sun. It's annoying.
Last time I took a trip I tried out Hipmunk and was very confused about the picking my return flight separately. Once I figured it out, it was pretty cool. I still used Kayak though.
Kayaks ability to specify departure and arrival times is just too convenient if you're trying to work around a schedule. I think people like picking flights separately on Hipmunk to solve that exact problem and it's much simpler to do that on Kayak. Maybe I'm wrong, but that's why I like Kayak better.
As far as timing out searches goes, flight prices really do change every few minutes. I've waited an hour to buy a plane ticket and had to pay 20 more dollars. Kayak lets you save searches so at least you don't have to enter all your information again.
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If I ran a website and my users were using such a thing I'd consider that a major fail on my part.
And you get the precise duration as well, including the precise duration of each leg and the layovers if there are any.
> 5. I'll agree on this part. Being able to specify departure/arrival time ranges is pretty powerful.
You can. It's even shown on the tips during search (#4): drag the black bars on the side. The dropbox on the right has some preselected ranges (redeye, no redeye, no early morning, no morning)
1. Both of you agree that the core intention of removing just plain bad flights is a good default for users since you're looking out for what most people would consider unreasonably painful flights. The difference is whether or not calling it "Agony" makes sense to most people. A good solution is to call out for new users that "we have removed flights with 3+ stops or out of the way connections. to see all flight options, clear filters" and remove the pre-set filter conditions.
2. I would agree with Durga here that "From.." sounds like a lead price and is normally looked up on in retailing with some skepticism. However, in the case of Hipmunk, because you are picking one leg, it makes sense since there is a wide range of pricing that begins with that base departure leg.
3. On Kayak, see a departing flight you like? Hover over and click on it and it'll now filter and show only flights with that departure leg so pages of results become usually just one or two pages all with the same departing flight. Maybe one way to solve this without a second click is to show all of the return options on hover over a departure leg on Hipmunk.
4. Durga's point is that for flights with multiple stops, it's useful to know actual time in air so for people who hate flying you can optimize your price-vs-fly-time tradeoff.
5. Agreed, you can do some basic grouping like most travel sites do with early morning/morning/afternoon/evening/night.
6. I've been thinking about this a bit as we work on our product and the pros of the tabs are: You can see a better layout of the information vs. the default display in a browser tab but the cons are heavier weight within the browser especially if your site has multiple views/layouts. Also, if you start creating too many searches, the tabs start breaking other elements of the layout. By default, you could make "new search" open a new tab landing on an optimized search page w/ your last search parameters pre-filled.
7. Agreed to a large degree but I can see how they might want people to know that there IS live help available, just not right now. Maybe put more useful info like "Offline - back at 8AM" or "Offline - Email Us".
Great to see your thoughts.
1. Sorting by agony: I'm glad to hear that this feature is useful for some folks. But why do I have to go to the FAQ page to understand what Agony is? Do you really believe mainstream users would go and read FAQs before buying products? The benefit of sorting by "Agony" must be explicit on the results page itself. How to make it explicit is something the UI designers at Hipmunk need to think about.
2. From $639: When I'm walking by a store and my wife points me to a sign that says "dresses from 99$", the sceptic in me reminds her that there are probably just a few dresses that are priced $99(maybe just 1?). The rest are probably priced at 199 or 299 or even 2599. We sometimes still end up going in and buying something, but are very aware that the "From" is deceiving.
Or when we see a sign that says "Discount upto 60%" where the fontsize of the "Discount upto" part is 20 and the "60%" part is 1000. We know there could be just one item that has a 60% discount. We are skeptical.
When a user sees "From 200$" on Hipmunk, the same flag is raised. I'd say, just remove the "From". As long as they get at least one flight at that price, they're not going to complain. Why confuse users with an extra confusing word?
3. Picking flight legs separately: I'm not sure what the basis is of labeling this an edge case. I search for flights, Hipmunk presents me with onward options. At this stage, I have zero visibility into what return options I have for each flight shown. How would you find out the return options? By selecting each individual flight in turn and going to the choose return flight page. That sounds like a lot of potential back and forths (read clicks!) to me. We all know what increasing the number of clicks does to conversion numbers on ecommerce websites.
I'm not saying being able to pick legs has no benefit. I'm arguing that this is not the most common use case users care about. A business traveler who has enough time and doesn't have to worry about prices would probably love this feature. But that doesn't sound like the mainstream user to me. And if I were Hipmunk, my target would be mainstream users who aren't the most patient. Think bounce rates? :)
4. We might be talking of different things here. my fourth point was about flight durations, I'd like to know how long a flight is. Hipmunk just shows a strip between vertical time markers are spaced 4 hours apart. To find out the duration: (a) I have to hover over the flight (2) I need to do a quick calculation in my head of how long a flight is that departs at 6 am PST and lands at 4.35 PM PST. Not easy.
Flight durations are important: they indicate how long I'm stuck on a flight.
6. How common is the use case of a person searching for more than 1 flight at the same time? Say, you were looking for a weekend flight from SFO to Boston. What added benefit would you get from opening two tabs?
I'm open to the notion that folks might want to run parallel searches. I just don't understand the logic or benefit of doing it. Please educate me :)
I think Hipmunk is quite promising. I wrote this when it came out:
My problem is: I keep telling my wife I like Hipmunk, but when it's time to book a flight, I end up going to the somewhat ugly but really easy to use Kayak. That should ring an alarm bell for Hipmunk: when well wishers praise your product but never use it. So I could have very well titled my blog post "Why I love Hipmunk but never use it.."