What appears at first to be an industry driven by price, is actually a battle of who can make you believe that you got the best price, while charging 3x more for baggage.
Using psychology to create value
Identifying insider blind spots
Contextualising data better
You don’t just lose customers to price—you lose them to uncertainty. When users hesitate, they search again, and every new search is a chance for a competitor to win them over.
The headwind of AI summaries
Boosting retention across multiple sessions
Creating high-intention triggers
Two people on the same flight, in identical seats, could pay dramatically different prices. Why? Because airlines use pricing strategies designed to upsell and confuse you at checkout.
How checkouts utilise strategic bundling to convert more
The value of certainty in design
Why you shouldn't trust "best value" tags