Skip to main content
UX Content
  • Case Studies
  • UX Bites
  • Cheatsheets
  • Psychology
BFM+
  • Instant Feedback
  • MCP
  • Figma Plugin
  • Tiers & pricing
  • Free newsletter
  • Log in
Other
  • Archive
  • About
  • Help
  • Changelog
Services
UX audits

A complete audit of your user experience, delivered in a format that you can't ignore.

Book an audit

Built for Mars Ltd is a company registered in England and Wales (Company No. 12731987).

Account
  • Log inAccess your library and activities
  • SubscribeUnlock all features and access to the library
Learn from the best companies in the world

A library of content that even non-designers find interesting.

Subscribe todaySubscribe today
Structured learning
  • UX BootcampEnroll in a 5-week bootcamp
  • PathwaysCreate custom learning Pathways to work towards any goal, industry or topic
  • CollectionsBrowse Case Studies by key topics
  • QuizzesTest your knowledge
Explore the library
  • Case StudiesSlideshows that are packed with research
  • UX BitesReal examples of design magic
  • CheatsheetsQuickly level up in a particular area
  • Product PsychologyLearn the essentials
  • NewsletterGet research straight to your inbox
  • CompaniesBrowse by company
Learn from the best companies in the world

A library of content that even non-designers find interesting.

Subscribe todaySubscribe today
Tools to help you
  • AI InsightsUpload screenshots of your design, and get instant feedback from our AI
  • MCPAccess the entire library from your favourite agent
  • Figma pluginAccess our AI tools, and our entire library, directly from Figma
One-to-one help
  • UX AuditsThe fast-track for growth
Includes tools that help you ship better products

Learning never stops, but sometimes you need a little more.

Subscribe todaySubscribe today
Log inSubscribe today
Home
Company
Kayak
Kayak

Kayak

Compare travel options

Kayak nudges users towards better deals, warning when filters hide cheaper options or when extra rental hours cost more. With case studies on travel checkout pricing.

Key takeaways from 3 Case Studies and 2 UX Bites

  • Flags when active filters are hiding cheaper results, i.e. admitting its defaults cost you money

  • Warns when a few extra hours of car rental tip you into a pricier bracket

  • Case studies show how bundling and 'best value' tags manufacture the feeling of a good deal

Often uses:

Browsing & Filtering
Discomfort & Frustration
Attention & Interest
Booking & Reserving
Perception of Value

Similar companies:

Travel & Transportation
Eighty Days logo
Eighty Days
Car Wow logo
Car Wow
BlinkIt logo
BlinkIt
Evri logo
Evri
12Go logo
12Go
Last updated: 27/08/2026
UX Bites
Case Studies

Real world examples

Car rental tips

UX Bitefrom
Kayak logoKayak
Reduce frustration+ 2 more
BFM+Exclusive

Cheaper options are hidden

UX Bitefrom
Kayak logoKayak
Greater attention+ 1 more
BFM+Exclusive

UX Case Studies

BFM+Exclusive
8 min to learn...

How Airline Checkouts Make You Pay More for The Same Seat

with aCase Study
focused on
Hopper Logo
Kayak Logo
Google Logo
+3 more
Hopper logo
Preview study
BFM+Exclusive
10 min to learn...

How to Retain Customers, When AI is Pushing Them to Competitors

with aCase Study
focused on
Hopper Logo
Expedia Logo
Kayak Logo
+3 more
Expedia logo large
Preview study
BFM+Exclusive
12 min to learn...

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

with aCase Study
focused on
Hopper Logo
Kayak Logo
Booking Logo
+3 more
Skyscanner logo
Preview study
The UI displays a large white "S" centered on a solid purple-blue background, with no additional text, logos, or interface elements visible.The UI shows a stylized "M" logo with teal, cream, and red color blocks on a dark blue background. No text or markings are highlighted or underlined.

There are more than 1400 UX Bites like this

Subscribe to BFM+

If features can be coded in minutes, thoughtful design is what wins

  • Unlock the entire library
  • Create custom UX courses
  • Access our AI tools
£8/monthbilled annually
See the benefits
or, wait for the free stuff

Join the free newsletter

Get the free content when it's released, straight to your inbox, no account required

"An exceptional resource for learning how to build habit-forming products that people love."

The UI contains the yellow book cover "HOOKED" by Nir Eyal in the bottom right, with black text in a white box with blue borders stating "COMPLETELY REVISED AND UPDATED."
Nir EyalAuthor of Hooked

"I’d never met anybody who looks at usability and UX the way I do until I met Peter. Only he’s smarter."

Photo: site-map sketches with pen annotations, yellow sticky notes and folder of labeled cards, black phone cord, red book cover reading "DON'T MAKE ME THINK".
Steve KrugAuthor of Don't Make Me Think

"The completest view of the psychological underpinnings of human behaviour that I’ve ever seen."

Circular avatar: smiling man, navy jacket, blue‑checked shirt, blurred green bg. Overlays: red EA badge lower-right; black square with white up‑left arrow.
Bing GordonKleiner Perkins & EA

"What a nice idea! Christopher Alexander would be proud to see patterns collected like this."

Profile picture of a man with medium-length hair and stubble wearing a grey hoodie and dark jacket. Two app icons overlay bottom right: yellow Asana and blue Miro.
DHHHey! & Basecamp