Improving Price Transparency in Booking.com

I tried to book a hotel in Dubai for a visit and noticed something odd. The price shown on the search page was much lower than what I saw at checkout. 🤨 So I told my friend to try booking it himself who was living in Dubai. A few minutes later, he messaged me: “Bro… the final price is confusing. im not sure how it works!” That’s when it clicked, this was a UX flaw around price transparency. I teamed up with my ux colleague ruwaiz haja to do a quick case study. We broke down the Booking.com flow, causing user frustration and drop-offs. We created a quick small ux change of the flow to show final prices upfront creating a more honest, user-friendly booking experience. It was a fun and insightful collab that reminded us: ✨ Good UX is clear, honest, and respectful of user trust.