Case Study: eDreams Usability Study (2025)
Results from testing showed the following major issues:
- 100% of tested users abandoned the checkout process during booking.
- 100% of users had low trust in the process of booking.
- 50% of users found the site did not perform as expected which lowered site trust.
- The sequence and presentation of add-ons overwhelmed users, and led to abandoned tasks.
To resolve these issues, the redesign did the following:
- Consolidated all add-ons onto one page, reducing clicks from 11 to 2.
- Simplified bundle selection to one required choice.
- Added a progress indicator to reflect user position in the flow.
- Redesigned Prime offer to display options upfront and removed tabs.
- Removed fear-based warning labels.
- and more....
Users were struggling to complete flight bookings on the eDreams mobile site due to confusing navigation, vague error messages, and unclear summary details.
- Identify usability issues in the mobile booking flow
- Understand where and why users drop off
- Recommend improvements to increase task completion and satisfaction
- 2 remote participants
- Ages 25-50
- Mix of travel frequency and tech comfort levels
- Focus on mobile-first users
- Moderated usability testing (via Zoom screen share)
- Task: Book a round-trip flight with specified constraints
- Post-task interview for context and feedback
- Data: Screen recordings, behavioral notes, SUS scores
- Misleading Subscription Pricing:
All participants misunderstood the discount subscription as a paid service due to unclear labeling. - Perceived Deceptive Pricing:
Participants described the pricing model as “shady,” citing lack of transparency and unclear fee breakdowns. - Broken Input Behavior:
The email confirmation field failed to support standard actions like copy/paste, causing user errors. - Logo Navigation Issues:
Clicking the eDreams logo did not return users to the homepage, violating navigation expectations. - Frustrating Add-On Flow:
The sequence and presentation of add-ons (baggage, insurance, seating) overwhelmed users, who were unsure what was required, optional, or bundled.
Users clicked on the blue “discount price” without realizing they were signing up for a subscription
Clarify and Condense Pricing Structure:
- Renamed “Price” to “Total” to improve cost clarity and trust.
- Simplified the totals box for easier scanning.
- Redesigned Prime offer to display options upfront and removed tabs.
- Removed fear-based warning labels.
- Shortened copy throughout for quick comprehension.
Reduce Add-On Complexity:
- Consolidated all add-ons onto one page, reducing clicks from 11 to 2.
- Simplified bundle selection to one required choice.
- Standardized iconography and labels for clarity.
Improve Navigation & System Feedback:
- Added a progress indicator to reflect user position in the flow.
- Made navigation consistent across pages with better access to support.
- Moved trip duration into the progress section.
- Fixed eDreams logo to return to homepage as expected.
Enhance Accessibility & Visual Design:
- Updated colors for better contrast and accessibility compliance.
- Unified font color styles to meet WCAG standards.
- Replaced feedback tab with a help button for real-time support.
Streamline Information Architecture:
- Displayed full price breakdown upfront—removed extra clicks.
- Aligned and standardized add-on box visuals.
- Moved passenger and billing sections to a new page to reduce fatigue.
- Updated green border to clearly indicate selected items.
The updated progress bar helps users know where they are in the process. The header is also updated with helpful and consistant navagation that follows the user from page to page to create trust.
- Design Deviations & Implementation Notes
- During high-fidelity mockups, the original card format for add-ons was preserved to fit content constraints, deviating from wireframe plans.
- The simplified add-on card and bundle layout were re-integrated due to spacing and clarity concerns.
- Several non-essential elements (e.g., auto-expanded flight details, banner ads) were removed or collapsed to reduce cognitive load. These may be revisited in a future iteration.
- Investigate ways to reduce decision fatigue in add-on selections.
- Explore the user impact of the green border as a selection indicator.
- Study the visual hierarchy of tags on add-on cards—some were perceived as “buttons,” which may mislead interaction expectations.
- Reassess the Prime membership offer for clarity, transparency, and ethical design alignment.
Reflection
This study highlighted the critical role of transparency in building user trust, especially around pricing. Small design issues—like unclear labels or poor contrast—can create significant barriers and anxiety. Simplifying content, aligning with user expectations, and applying ethical design principles helped reduce cognitive load and frustration. Adapting designs mid-process reinforced the need for flexibility and early testing to prioritize user clarity, trust, and agency.
Up next...
Unpacking Complexity: A Human Factors Usability Study (2025)
Next
Case Study: eDreams Usability Study (2025)
Results from testing showed the following major issues:
- 100% of tested users abandoned the checkout process during booking.
- 100% of users had low trust in the process of booking.
- 50% of users found the site did not perform as expected which lowered site trust.
- The sequence and presentation of add-ons overwhelmed users, and led to abandoned tasks.
To resolve these issues, the redesign did the following:
- Consolidated all add-ons onto one page, reducing clicks from 11 to 2.
- Simplified bundle selection to one required choice.
- Added a progress indicator to reflect user position in the flow.
- Redesigned Prime offer to display options upfront and removed tabs.
- Removed fear-based warning labels.
- and more....
Users were struggling to complete flight bookings on the eDreams mobile site due to confusing navigation, vague error messages, and unclear summary details.
- Identify usability issues in the mobile booking flow
- Understand where and why users drop off
- Recommend improvements to increase task completion and satisfaction
- 2 remote participants
- Ages 25-50
- Mix of travel frequency and tech comfort levels
- Focus on mobile-first users
- Moderated usability testing (via Zoom screen share)
- Task: Book a round-trip flight with specified constraints
- Post-task interview for context and feedback
- Data: Screen recordings, behavioral notes, SUS scores
- Misleading Subscription Pricing:
All participants misunderstood the discount subscription as a paid service due to unclear labeling. - Perceived Deceptive Pricing:
Participants described the pricing model as “shady,” citing lack of transparency and unclear fee breakdowns. - Broken Input Behavior:
The email confirmation field failed to support standard actions like copy/paste, causing user errors. - Logo Navigation Issues:
Clicking the eDreams logo did not return users to the homepage, violating navigation expectations. - Frustrating Add-On Flow:
The sequence and presentation of add-ons (baggage, insurance, seating) overwhelmed users, who were unsure what was required, optional, or bundled.
Users clicked on the blue “discount price” without realizing they were signing up for a subscription
Clarify and Condense Pricing Structure:
- Renamed “Price” to “Total” to improve cost clarity and trust.
- Simplified the totals box for easier scanning.
- Redesigned Prime offer to display options upfront and removed tabs.
- Removed fear-based warning labels.
- Shortened copy throughout for quick comprehension.
Reduce Add-On Complexity:
- Consolidated all add-ons onto one page, reducing clicks from 11 to 2.
- Simplified bundle selection to one required choice.
- Standardized iconography and labels for clarity.
Improve Navigation & System Feedback:
- Added a progress indicator to reflect user position in the flow.
- Made navigation consistent across pages with better access to support.
- Moved trip duration into the progress section.
- Fixed eDreams logo to return to homepage as expected.
Enhance Accessibility & Visual Design:
- Updated colors for better contrast and accessibility compliance.
- Unified font color styles to meet WCAG standards.
- Replaced feedback tab with a help button for real-time support.
Streamline Information Architecture:
- Displayed full price breakdown upfront—removed extra clicks.
- Aligned and standardized add-on box visuals.
- Moved passenger and billing sections to a new page to reduce fatigue.
- Updated green border to clearly indicate selected items.
The updated progress bar helps users know where they are in the process. The header is also updated with helpful and consistant navagation that follows the user from page to page to create trust.
- Design Deviations & Implementation Notes
- During high-fidelity mockups, the original card format for add-ons was preserved to fit content constraints, deviating from wireframe plans.
- The simplified add-on card and bundle layout were re-integrated due to spacing and clarity concerns.
- Several non-essential elements (e.g., auto-expanded flight details, banner ads) were removed or collapsed to reduce cognitive load. These may be revisited in a future iteration.
- Investigate ways to reduce decision fatigue in add-on selections.
- Explore the user impact of the green border as a selection indicator.
- Study the visual hierarchy of tags on add-on cards—some were perceived as “buttons,” which may mislead interaction expectations.
- Reassess the Prime membership offer for clarity, transparency, and ethical design alignment.
Reflection
This study highlighted the critical role of transparency in building user trust, especially around pricing. Small design issues—like unclear labels or poor contrast—can create significant barriers and anxiety. Simplifying content, aligning with user expectations, and applying ethical design principles helped reduce cognitive load and frustration. Adapting designs mid-process reinforced the need for flexibility and early testing to prioritize user clarity, trust, and agency.
Up next...
Unpacking Complexity: A Human Factors Usability Study (2025)
Next
Case Study: eDreams Usability Study (2025)
Results from testing showed the following major issues:
- 100% of tested users abandoned the checkout process during booking.
- 100% of users had low trust in the process of booking.
- 50% of users found the site did not perform as expected which lowered site trust.
- The sequence and presentation of add-ons overwhelmed users, and led to abandoned tasks.
To resolve these issues, the redesign did the following:
- Consolidated all add-ons onto one page, reducing clicks from 11 to 2.
- Simplified bundle selection to one required choice.
- Added a progress indicator to reflect user position in the flow.
- Redesigned Prime offer to display options upfront and removed tabs.
- Removed fear-based warning labels.
- and more....
Users were struggling to complete flight bookings on the eDreams mobile site due to confusing navigation, vague error messages, and unclear summary details.
- Identify usability issues in the mobile booking flow
- Understand where and why users drop off
- Recommend improvements to increase task completion and satisfaction
- 2 remote participants
- Ages 25-50
- Mix of travel frequency and tech comfort levels
- Focus on mobile-first users
- Moderated usability testing (via Zoom screen share)
- Task: Book a round-trip flight with specified constraints
- Post-task interview for context and feedback
- Data: Screen recordings, behavioral notes, SUS scores
- Misleading Subscription Pricing:
All participants misunderstood the discount subscription as a paid service due to unclear labeling. - Perceived Deceptive Pricing:
Participants described the pricing model as “shady,” citing lack of transparency and unclear fee breakdowns. - Broken Input Behavior:
The email confirmation field failed to support standard actions like copy/paste, causing user errors. - Logo Navigation Issues:
Clicking the eDreams logo did not return users to the homepage, violating navigation expectations. - Frustrating Add-On Flow:
The sequence and presentation of add-ons (baggage, insurance, seating) overwhelmed users, who were unsure what was required, optional, or bundled.
Users clicked on the blue “discount price” without realizing they were signing up for a subscription
Clarify and Condense Pricing Structure:
- Renamed “Price” to “Total” to improve cost clarity and trust.
- Simplified the totals box for easier scanning.
- Redesigned Prime offer to display options upfront and removed tabs.
- Removed fear-based warning labels.
- Shortened copy throughout for quick comprehension.
Reduce Add-On Complexity:
- Consolidated all add-ons onto one page, reducing clicks from 11 to 2.
- Simplified bundle selection to one required choice.
- Standardized iconography and labels for clarity.
Improve Navigation & System Feedback:
- Added a progress indicator to reflect user position in the flow.
- Made navigation consistent across pages with better access to support.
- Moved trip duration into the progress section.
- Fixed eDreams logo to return to homepage as expected.
Enhance Accessibility & Visual Design:
- Updated colors for better contrast and accessibility compliance.
- Unified font color styles to meet WCAG standards.
- Replaced feedback tab with a help button for real-time support.
Streamline Information Architecture:
- Displayed full price breakdown upfront—removed extra clicks.
- Aligned and standardized add-on box visuals.
- Moved passenger and billing sections to a new page to reduce fatigue.
- Updated green border to clearly indicate selected items.
The updated progress bar helps users know where they are in the process. The header is also updated with helpful and consistent navigation that follows the user from page to page to create trust.
During high-fidelity mockups, the original card format for add-ons was preserved to fit content constraints, deviating from wireframe plans.
The simplified add-on card and bundle layout were re-integrated due to spacing and clarity concerns.
Several non-essential elements (e.g., auto-expanded flight details, banner ads) were removed or collapsed to reduce cognitive load. These may be revisited in a future iteration.
- Investigate ways to reduce decision fatigue in add-on selections.
- Explore the user impact of the green border as a selection indicator.
- Study the visual hierarchy of tags on add-on cards—some were perceived as “buttons,” which may mislead interaction expectations.
- Reassess the Prime membership offer for clarity, transparency, and ethical design alignment.
Reflection
This study highlighted the critical role of transparency in building user trust, especially around pricing. Small design issues—like unclear labels or poor contrast—can create significant barriers and anxiety. Simplifying content, aligning with user expectations, and applying ethical design principles helped reduce cognitive load and frustration. Adapting designs mid-process reinforced the need for flexibility and early testing to prioritize user clarity, trust, and agency.
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