Personalizing the Index to Match the Trip
Redesigned the Attractions index page at Booking.com to show users trip-relevant content — reducing bounce and driving engagement by using what we already knew.
Challenge
Most users landed on the Attractions index page after booking their stay — but we weren't doing anything with that information. Despite knowing where they were going and when, we showed them the same generic content as everyone else.
Unsurprisingly, bounce rate was around 70%. We were wasting intent.
Approach
I proposed a simple question: How might we personalize the index page using what we already know?
From past work, I knew this had potential. A previous experiment — showing 'upcoming trip' cards — had increased conversion by 12%. So I leaned into that signal and explored how to surface more relevant options earlier.
Working with a PM and full-stack developer, we designed a personalized version of the index page. It used known trip data to display relevant things to do — based on destination and timing — at the top of the experience. The design was mobile-first, with a focus on swipeable modules and quick exploration.
Outcome
The new version significantly outperformed the generic index:
- 48% bounce rate (a 31.43% improvement)
- 25.5% swiped on mobile
- 46% viewed a product page
- 19% click-through rate
- +17% increase in product views
Showing users what mattered, sooner, worked.
Impact
This was a small shift — but one grounded in empathy and timing. We didn't ask for more data. We used what we already had. That made the product smarter without making it louder. Personalization isn't about complexity. It's about context.
Key Learnings
Personalization isn't about complexity. It's about context. We made the product smarter without making it louder.