Senior Product Designer
Designing native growth at eDreams
When we rolled out Price Freeze as part of our push to grow the native app, the results quickly showed its value. Here are some of the key outcomes.
For confidentiality reasons, the actual values have been changed.
Summary
A shift in where loyalty begins
eDreams had long been a web-first product, but the data told a different story. Users who downloaded the app were much more likely to come back and book again. This behavior signaled an opportunity to drive growth and loyalty by shifting more users into the native experience.
Our mission on the Native Apps team was to act on that insight: encouraging app adoption and designing experiences that kept users coming back.
Booking shouldn’t be this stressful
From the user side, booking a trip often felt rushed and uncertain. Prices would jump, deals would vanish, and people felt pressured to decide quickly. That stress led to hesitation or worse, abandoning the process entirely.
We wanted to ease that pressure. We looked at key points where users slowed down or dropped off, not because they weren’t interested, but because they didn’t feel ready. By solving those moments, we weren’t just streamlining the flow we were helping users feel confident and in control. Features like Price Freeze came from this thinking: give people flexibility without punishing them for taking a little more time.
Overview
Company: eDreams ODIGEO
Product: eDreams / Opodo / Go Voyages native mobile app (iOS & Android)
Market: Online travel agency (OTA), focused on flight and travel bookings
Business Model: B2C, revenue through flight bookings, upsells, and Prime subscription
Platforms: Web, iOS, Android
Challenge: Convert one time web visitors into loyal app users by designing targeted, low friction native experiences that incentivize app adoption and retention
Role and team
My role: Product designer on the Native Apps team
Team: PM, iOS and Android engineers, data analyst, copywriter, QA, and designers from other web-focused squads
I was the only designer fully dedicated to the native apps. That meant I worked closely with engineering and product daily while also bridging design consistency with the broader web design teams.
What I did:
Defined UX strategies aligned with growth KPIs
Designed app exclusive and hybrid features to increase acquisition and retention
Led the UX/UI of Price Freeze across platforms
Collaborated across marketing, legal, and development to ensure consistent and clear user communication
Shaped copy and UX for trust building, seamless feature understanding, and clear redemption logic
Key Projects
Price Freeze: freezing prices, unlocking growth
Business opportunity
Flight prices change fast, and users don’t like feeling rushed. Many dropped off mid booking when they weren’t ready to commit. At the same time, companies like Hopper offered similar features, but theirs often came with complicated terms or higher fees. We saw an opportunity to make things simpler and more user friendly.
Goal
Make booking feel safer and more flexible
Give users peace of mind without forcing commitment
Use the feature to encourage app downloads and long term engagement
Challenge
Show the feature on both web and app, but limit redemption to mobile without frustrating users
Clearly explain what the user is paying for and what happens next
Build trust around the promise to hold the fare and cover increases
Insights and experiments
Show the feature on both web and app, but limit redemption to mobile without frustrating users
Clearly explain what the user is paying for and what happens next
Build trust around the promise to hold the fare and cover increases
Results
+18% app downloads directly tied to Price Freeze, since redemption required using the native app
2.3x higher booking rate among users who froze a fare compared to those who didn’t
92% of surveyed Price Freeze users rated the feature as useful or very useful
Design and UX strategy
To bring this feature to life, we had to think beyond UI screens. The work spanned strategy, UX, and product design—balancing business goals, user clarity, and scalable solutions. Here are the core design initiatives that helped shape the final experience.
End-to-end experience design
We approached Price Freeze as a complete product flow, not a one-off feature. From the moment it was offered in the booking journey to the app download prompt, the redemption process, notifications, and checkout—we ensured every touchpoint was consistent, clear, and seamless.
We ran three rounds of usability testing using Trymata (formerly TryMyUI), focusing on both flow logic and clarity of communication. These iterations helped us fine-tune UI, copy, and expectations, reducing misunderstandings and building confidence across stakeholders. The final experience was the result of deep collaboration between product, design, and marketing, shaped through evidence and iteration.
Visual countdown system
At 7 days
At 4 days
At 1 day
After expiration
Once a user froze a fare, the experience didn’t stop. We designed a visual countdown system with animations and contextual illustrations to maintain engagement and reinforce urgency.
I created a visual timeline that changed as the expiration approached:
At 7 days remaining: a calm, neutral illustration
At 4 days: a slight visual shift to remind users time was passing
At 1 day: urgency was emphasized with visual cues
After expiration: a specific visual state showing that the frozen price was no longer available
We also used an animated hourglass to draw attention to the countdown, helping users visually track their remaining time and encouraging them to return and complete their booking.
Built for international scale
Because eDreams operates in over 40 countries across Europe and North America, we built the feature to support full internationalization from the start. Price Freeze needed to work seamlessly across brands like eDreams, Opodo, and Go Voyages, in multiple languages and currencies.
Learnings and reflection
Working on Price Freeze reinforced the value of treating a feature as a complete product, from initial offering to post-purchase communication. The success came from balancing business goals with user needs, using continuous testing to fine-tune both the flow and the messaging. Finally, building for scale from day one proved essential in a global company like eDreams, where localization and brand consistency directly impact adoption and perception.
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During my time at eDreams, I contributed to a variety of other projects beyond Price Freeze. This included work on personalization, refining onboarding experiences, and designing placements within the booking flow to promote additional products such as hotels. If you’d like to know more about these initiatives, feel free to reach out.