Conversion-optimized design for Surprice Hotels – making the blind booking process intuitive and sales-driven.
Client
Surprice Hotels
Industry
Travel & Leisure
Solution
Webshop
Technology
Web
Services
Technical ConsultingUX DesignVisual DesignSoftware DevelopmentDevOpsProducing
Blind Booking with Trust: Conversion-oriented Design for Surprice Hotels.
Users want to save money but not lose the feeling of security.
Blind Booking creates doubt: Travelers only know the hotel name after booking and hesitate despite attractive prices. Our task was to reduce booking abandonment and increase checkout conversion, measured by checkout rate and abandonment behavior with a strong mobile-first focus.
The target audience consists of experience-oriented, price-conscious travelers who primarily book on mobile devices. The search results page is the central touchpoint; it must provide compact information while also integrating the map.
Goal: higher conversion with fewer abandonments.
A design that transforms uncertainty into decision-making power.
Delivered was a modular blind booking flow with surrounding maps, heatmap overlays for activities, aggregated ratings from multiple portals, atmospheric images, and a streamlined checkout with clear price disclosure – all optimized for mobile.
The heatmaps make popular neighborhoods and activities visible, thereby replacing missing hotel names with relevant context. This immediately creates a sense of location and experience, building trust and facilitating decision-making.
Four phases led from insight to launch.
We started with research and prototyping, tested various list-map interactions, built a performant, responsive UI, and rolled out iteratively. The focus was on clear price labels, explanatory microcopy, and short, trust-building checkout steps.
The crucial moment is the synchronous interaction of list and map: When scrolling, the map highlights relevant options, detail cards show images, ratings, and price badges. This immediate connection reduces doubt and guides users safely to checkout.
Transparent information builds trust and increases conversion.
The key insight was that targeted contextual information, clear pricing, and an emotional visual language are more effective than disclosing the hotel name. Explanatory microcopy, visible ratings, and simple interaction steps reduce doubt and sustainably improve the conversion rate.