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Introduction
Hurb, a renowned travel company specializing in flexible travel packages, embarked on a journey to address frustrations associated with delayed travel confirmations. As a Product Designer/Service Designer at Hurb, my objective was to develop a new flight product that offered immediate confirmation while maintaining flexibility within reasonable parameters. This case study outlines our process of experimentation, research, and development as we introduced flexible flight options to enhance the customer experience.

Discovery Phase: Uncovering Customer Insights
During our extensive conversations and in-depth interviews with customers, we discovered a significant segment that faced a unique challenge due to their traditional employment settings. These individuals were required to confirm their vacation dates well in advance to schedule their limited time off. While they had the option to make changes to their vacation dates, it was often a cumbersome process that required significant advance notice.

Moreover, the challenge extended beyond their individual vacation time. Many of these individuals were planning trips with their families, including children who had specific school holidays. This meant that they had to navigate the complexities of aligning vacation dates not just for themselves but also for their travel companions, who were often limited to high-demand periods due to school schedules.

This aspect of their work and family obligations posed a considerable challenge when it came to utilizing existing flexible-date packages. The delay in receiving confirmed travel dates caused frustration and hindered their ability to plan effectively. Our research insights provided a deep understanding of these pain points, enabling us to develop a solution that addressed their specific needs and allowed for seamless travel planning within the constraints of their work schedules and family obligations.

Experimentation Phase: Testing Value Propositions
To better understand the needs and preferences of our target audience, we conducted a series of experiments. We aimed to test and refine our value propositions by offering alternatives to the existing flexible-date packages. Our goal was to develop a solution that allowed customers to have more control over their travel plans while maintaining a reasonable level of flexibility.

Experiment 1: Assisted Travel Form
In this experiment, we introduced an assisted travel form that allowed customers to specify their preferred destinations, travel dates, and other relevant details. We aimed to understand if customers were open to modifying their preferred destinations based on attractive opportunities and if they had flexibility within certain parameters. By gathering data on customer responses and preferences, we gained valuable insights that helped shape the subsequent stages of development.

Experiment 2: Price Alert Notifications
Simultaneously, we implemented a price alert notification system to assess customer response to discounted flights. Customers could sign up to receive email notifications with curated flight offers. By comparing prices against market averages, we created a sense of urgency and value. This experiment enabled us to evaluate customers' impulsive behavior towards low-priced flights and their willingness to take advantage of such offers.

Results: Streamlined Booking Experience with Flexibility
Based on the positive outcomes from our experiments and continuous user feedback, we developed a prototype that addressed the specific needs of our target audience. The resulting flexible search flow empowered customers to search for flights without specifying a destination or fixed travel dates, while still providing a price range. This approach allowed them to explore various options and find the best deals that aligned with their specific requirements. The search results were categorized to display the cheapest possible flights within the selected origin, along with options for flights offering the best cost-benefit ratio and further optimized prices based on user preferences. Additionally, the website's offer pages showcased flights with the best cost-benefit ratio for the day, emphasizing the comparison to average prices.

Conclusion: Enhancing Travel Booking at Hurb
The research-driven approach to developing flexible flight options allowed Hurb to successfully address the challenges faced by customers with fixed work schedules and family obligations. By incorporating user feedback and insights from our experiments, we delivered a streamlined booking experience that provided immediate confirmation while maintaining flexibility. The flexible search flow, as the final deliverable, represented our commitment to serving the needs of our target audience and optimizing their travel booking experience.

The iterative process of experimentation, research, user testing, and continuous feedback refinement resulted in a customer-centric flight booking experience that aligned with the unique requirements of our audience. By providing customers with greater control and flexibility, Hurb solidified its position as a trusted travel provider dedicated to delivering exceptional service. As a Product Designer/Service Designer, my contribution to the development of flexible flight options was driven by extensive research and a deep understanding of our customers' needs and preferences.