Back in 2015, I was tasked in reevaluating Marriott.com’s search results page. In its current state, it was heavy, and cluttered with information that wasn’t necessary to the user’s booking journey at this point in the process. Additionally, our filters (which were thrown below the fold underneath the search on the right rail) wasn’t being utilized. Every time we point it out to customers, they are shocked that it exists. Placement didn’t help.
So in order to optimize this page’s efficiency, I decided to show relevant information only: Location, dates and room information.
This did a couple of things:
Not only did revenue jump because of increased bookings, but I also started asking, what would happen if that “search bar” traveled with the user as they ventured through the booking process? There was searching, exploring and then finally booking, and information evolved in every step.
Thus sticky summary was born, read the full details in the document here, revolving around the rules of how it is to be used and developed here.
You can also play with the prototype that I created for user (and stakeholder) testing, here.