This project was to improve the functionality and look of KAYAK's smarty dropdowns. Several experiments were set up focusing on making the front doors more engaging and easier to use. One of which was to improve our smarty dropdowns by adding more contextual information and inspirational content.
For first time users upon clicking into the empty hotel and flight destination fields (if nothing has been previously selected), it displays suggestions of regions to search. This also included the functionality to search "anywhere". Also, more space was added around the icons and each location got a "tag" of whether it was an airport, city, location, etc. which makes these more clear to the user. The objectives were to capture undecided users, showcase KAYAK capabilities, and overall make these dropdowns more clear to our user.