The UX Techniques That Make You Settle for Higher-Priced Flights

You may think that by using an aggregator, or by booking directly with an airline, you're getting the best deal on a flight.

You're probably not. Sometimes not even close.

It's a cocktail of product psychology and deceptive design.

This 3-part series explores the techniques that each participant uses and how subtle design cues can alter your behaviour.

At times it borders on the obscene—such as encouraging customers to pay £2.90 to receive an SMS via an "upgrade".

We'll cover how brand value is built up over multiple sessions, making you less and less likely to shop around.

Let's start by looking at the experience of searching and selecting flights.