MX 2012 | Melissa Matross | Better Revenue through UX: Bringing Down the Banners the Hotwire Way

As User Experience professionals, we are often faced with features that produce revenue but are counter productive to a good user experience. In her role as Director of User Experience for Hotwire.com, Melissa Matross regularly lamented the global navigation banner ads on the site. The response: “If you want to get rid of them, find a way to replace the the revenue.”

By understanding the Hotwire experience, you will gain insight in ways to manage the difficulties of changing systemic experience-poor (but money making) features and turn “bad” revenue into good.