Fare Tones

When you book a Basic Economy flight with an airline, you're constantly reminded about the restrictions and fees that come with your selection. Many websites ask you to check a box or confirm your choice to ensure you know what you're getting into. All this friction is to let users know that some fare classes just don't have that much to offer.

We wanted to do something similar, but we wanted to do it with Hopper delight.

During the booking experience, our beloved Fair Bear tells you all the details on what's included in your fare class and the option to upgrade too. If you chose to continue with Basic Economy, we confirm your selection with a half-screen prompt to remind you the primary restrictions that many of our users care about most: seat selection and/or carry-ons.

Here's the fun part for us designers at Hopper: we truly believe in validating designs through experiments, and also have the resources to run multiple variants. So for this project, we're testing different copy tones and illustrations (by @Thomas Fitzpatrick) to see which one resonates the most with our users. The variants we'll be testing is cautious, friendly and salesy.

Which one will win? You tell us!