In Brief

Simple layout changes to search queries could help airlines sell more tickets.

Hipmunk is a more visual counterpart to other travel comparison sites like Expedia, Priceline, Orbitz, and Travelocity.

With the help of visual organizations, the site creates an interface that allows for easier price comparisons. Color schemes are assigned to airlines; departure and arrival times along with prices are also available at a quick glance. Additional flight details are appear through pop-ups and a chat window.

Filters such as the “worse” button reveal more expensive flights.  Along with the “Agony” filter, which is composed of factors such as price and length of flight, these search features point to connotation filters. Rather than just display relevancy through a single lens, imagine searching for other types of content, then applying “funny” or “inspiring” filters to the topic to see even more pertinent results.

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