In this episode, I share how my team transformed confusing airline fare options into an intuitive booking experience. Rather than trying to explain complex fare differences, we created a customized approach where travelers select desired features first. By implementing progressive disclosure techniques and focusing on user decision-making patterns, we dramatically improved conversion rates and customer satisfaction. The episode offers five practical takeaways about reframing categorization problems, measuring emotional journeys, and challenging industry conventions.

Key takeaways include:

• Reframe complex categorization problems by focusing on user goals first
• Implement progressive disclosure techniques to simplify decision-making
• Measure emotional journeys alongside traditional conversion metrics
• Focus on user decision-making patterns when designing complex flows
• Challenge industry conventions when they don't serve user needs