Haven Stays books boutique properties, but the search-to-checkout funnel lost most visitors at two specific steps. I redesigned the search results, property page, and checkout around the questions people were actually asking at each point.
Haven Stays
UX Designer
8 weeks
Web · Responsive
2025
Analytics showed the same story every month: strong traffic into search, a steep drop at the property page, and another drop right before payment. The team had theories — too many photos, not enough trust signals, a confusing date picker — but no way to know which mattered.
I started by watching ten people book a (fake) stay, unscripted. The property page wasn't the problem people expected. It was that the price shown in search results almost never matched the price at checkout, once fees and dates were factored in — and people noticed.
The search results now show a price that includes the fees that used to appear at checkout. It's a smaller number of pixels, but it removed the single biggest source of the drop-off — the moment people felt the price had changed on them.
I reordered the property page around the sequence of questions a guest actually has: is this place right for me, is it available when I need it, and is it good value — rather than the team's internal priority order, which had availability buried below a long amenities list.
The previous checkout split details, payment, and confirmation across three pages, each a fresh load. The new version keeps everything on one scrollable screen with persistent order summary, so people always know what they're paying for.
Each change was shipped behind a flag and measured against the existing flow for two weeks before rolling out fully. The combined changes moved completed bookings meaningfully, with the largest single gain coming from the price-matching change — validating that the 'too many photos' theory had been a red herring all along.