How Kayak addresses user's uncertainties

Planning a trip can be overwhelming and filled with uncertainty, but Kayak helps users find the perfect deal with reviews, comparisons, and flexible options, so you can relax knowing you won't overpay or miss out. 

Taking in mind that 64% of users are actively looking for information on the page they’re browsing, it make the user experience much more friendly. (Source)

What is Uncerainty?

Uncertainty is a situation when your customer has incomplete or missing information. A situation when their questions, concerns and fears aren’t answered. so there is hesitation to act.


Uncertainty is like the feeling where you'd rather stick with what you know than try something new, even if it might be better. It's like when you're afraid of the unknown, even more than you're excited about the possibilities.
This makes you make choices where you cling to the familiar, even if sometimes it means missing out on opportunities for growth or change.

But what is most important, uncertainty stops people from taking any action! This is why we can't ignore this principle.

See how this behavioral principle is used to impact your perception and motivation in UX.

• See detailed breakdown on Behance

• See detailed breakdown with all examples on UserMindful.Design

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Other Principles:

• Read about Social Proof and see how it influences your decision-making through the behavior and opinions of others.

• Read about Defaults and see how it helps you make decisions without knowing

• Read about Uncertainty and how it stops you from taking action

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Behavior Design: 

As UserMindful.Design we aim to introduce behavioral frameworks, models and methods closer to the UX community in order to support development of ethical, inherently engaging digital products that redefine how people connect, thrive and persevere.

Contact us: [email protected]

Follow us on Behance

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Disclaimer:

*This material is created for educational and analytical purposes only. UserMindful is not affiliated with, endorsed by, or sponsored by Kayak or its parent company, Booking Holdings. All logos and trademarks used in this material belong to their respective owners and are included here under fair use for educational purposes. This work is independent and has not been authorized, sponsored, or otherwise approved by Kayak.