Going: Find Flight Deals

What it does

Going is a subscription service designed to help travelers find and book cheap flights. The app's core function is to monitor airfare from a user's home airport and send alerts for significant price drops, mistake fares, and deals that can be booked with loyalty points. It serves as a discovery tool for affordable travel opportunities rather than a traditional flight booking engine.

Where it shines

Going excels at making deal discovery both intuitive and engaging. The initial map view (01:41) provides a delightful, low-effort way for users to explore potential destinations based on price. The app also demonstrates a deep understanding of its target users by including a dedicated section for booking with points (04:22), a feature that sets it apart from more generic competitors. Finally, the ability to create highly specific price alerts (06:12) for particular routes and dates transforms the app from a passive discovery tool into a proactive travel planning assistant.

UX highlights

The app offers multiple browsing paradigms, including an interactive map, a sortable list of deals (02:14), and curated 'Expert finds' (02:55), catering to different user intentions.
The real-time password validation during sign-up (00:27) is a small but thoughtful touch that removes a common point of friction.
When viewing a deal, a visual price comparison bar (01:57) shows the deal price versus the typical price, immediately contextualizing the value of the offer.
The watchlist feature (03:32) is simple and effective, allowing users to save destinations of interest and get notified of future deals.
Filters are comprehensive, allowing users to narrow down deals by price, month, stops, airlines, and more (04:47), giving power users precise control.

Monetization & growth

Monetization is central to the user journey. After a brief personalization quiz, the app presents a two-tiered subscription paywall (01:12) that clearly outlines the features of its 'Premium' and 'Elite' plans. The Elite plan unlocks premium economy, business, and first-class deals, creating a clear upsell path. The app uses a free trial model, confirmed through the native iOS App Store purchase flow (01:23), to lower the barrier to entry for new subscribers.

Who it’s for

Going is for two main types of travelers. The first is the flexible, budget-conscious traveler who is open to new destinations as long as the price is right. The second is the more sophisticated travel hacker who wants to maximize the value of their credit card points and airline miles. The app's dual focus on both cash deals and points-based redemptions caters effectively to both of these audiences.

Notes & opportunities

The app is highly polished, but there are small areas for improvement. The initial ATT permission prompt (00:02) appears without a warm-up screen, which could be an opportunity to build more trust and explain the benefits of tracking. Additionally, while the map view is great for exploration, adding price labels directly on the map for major hubs could reduce the number of taps needed to gauge prices in a region.