What it does
Going is a subscription service designed to help users find and book cheap flights. The app's core function is to monitor airfare from user-selected airports and send alerts when prices drop significantly or when mistake fares appear. It provides a discovery platform for travelers to find affordable trips around the world, with options to filter by price, dates, and other preferences.
Where it shines
Going excels in making flight deal discovery both intuitive and exciting. The interactive map view (01:30) is a standout feature, immediately giving users a global perspective on where they can travel affordably. It's a visually engaging way to answer the question, "Where can I go on my budget?" Another strength is the real-time password validation during sign-up (00:34). This simple checklist turns a typically frustrating step into a guided, error-free process, reflecting a thoughtful approach to user experience from the very beginning. The app's ability to cater to different search styles, from open-ended map browsing to curated list views (04:35), makes it a versatile tool for various types of travelers.
UX highlights
- Dual Discovery Modes: The app allows users to switch between an immersive map view for geographical browsing and a scannable list view for direct comparisons (01:30 and 04:35).
- Live Form Validation: The sign-up form provides instant feedback on password requirements, preventing submission errors and reducing friction (00:34).
- Contextual Onboarding: The onboarding quiz (00:57) subtly introduces app features. Asking about fare class preferences, for instance, educates users that the app tracks more than just economy deals.
- Clear Filters: The filter panel is comprehensive yet easy to navigate, with options for price range, months, deal types, and even specific airlines (01:43).
- Points Integration: The app includes a dedicated section for deals that can be booked with points, catering to travel hackers and loyalty program members (05:00).
- Actionable Deal Pages: Each deal page provides a clear itinerary, a price history graph, and a direct "Book this deal" call-to-action (02:37).
Monetization & growth
The app's primary monetization strategy is a premium subscription, presented as a soft paywall during onboarding (01:07). It offers a 2-week free trial to reduce the barrier to entry. The paywall clearly lists the key features unlocked by the 'Premium' and 'Elite' tiers, such as mistake fares and business class deals. The app also features a referral program, encouraging growth by offering a $100 gift card for every three friends who sign up (07:29). Upsell prompts to the higher 'Elite' tier are present for users who are interested in business and first-class deals (03:33).
Who it’s for
Going is for budget-conscious and flexible travelers who prioritize a good deal over a specific destination or date. It's ideal for users with an open mind who are looking for inspiration for their next trip. The app also serves frequent flyers and travel enthusiasts who want to take advantage of mistake fares and point-based deals. The interface is simple enough for casual vacation planners but has enough depth to appeal to more experienced travel hackers.
Notes & opportunities
The app forces a sign-up and subscription decision before the user can explore the main interface. While this ensures every user is registered and has seen the offer, it creates significant upfront friction. Allowing users to browse the map as a guest, with certain features locked, could improve initial adoption and demonstrate the app's value more directly before asking for commitment. Additionally, the airport search at 03:51 returns "No results found" for a valid query ("Cdg"). Improving the search algorithm's flexibility to handle common abbreviations would reduce user frustration.