In the world of travel, user experience is king; customers planning a trip are looking for the easiest, most effective experience while they prepare for points of friction inevitably found elsewhere in the process. With this in mind, the rise of UX has impacted the world of online travel agencies (OTAs) especially hard, turning a seamless customer experience into an absolute necessity.
In a conversation during Forrester’s CXSF 2016 conference, Expedia VP of User Experience Scott Jones explained that creating the perfect user....