FlexPro
Scaling Trip Flexibility
into a $1B+ SaaS Product
FlexPro
Scaling Trip Flexibility into a $1B+ SaaS Product
Role: Lead Product Designer
Company: Engine (formerly Hotel Engine)
Date: July 2023
FlexPro
Scaling Trip Flexibility into a $1B+ SaaS Product
Role: Lead Product Designer
Company: Engine (formerly Hotel Engine)
Date: July 2023
FlexPro
Scaling Trip Flexibility into a $1B+ SaaS Product
Role: Lead Product Designer
Company: Engine (formerly Hotel Engine)
Date: July 2023
Lead Product Designer | Engine (Formerly Hotel Engine) | July 2023
In 2023, Hotel Engine’s "Flex" feature was a manual, per-booking add-on that caused decision fatigue for travelers and budget volatility for finance teams. I led the end-to-end design to transform this feature into FlexPro – a company-wide subscription that shifted the platform from a booking tool to a risk-absorbing infrastructure.
Outcome
Scaled to protect $1B+ in travel spend
Saved customers over $202M in non-refundable booking fees
Protected bookings now account for ~70% of total customer spend
DISCOVERY
DISCOVERY
Defining the subscription architecture
Defining the subscription architecture
Defining the subscription architecture
The directive was to build a subscription, but the business logic was a blank slate. To define the mechanics of FlexPro, I started by grounding the problem in both user behavior and existing patterns – conducting a comprehensive audit of the current Flex experience and a competitive analysis of leading subscription products (OneKey, Uber One, DashPass, Coinbase One).
This research was anchored in a clear user reality: 93% of business travelers expected their plans to change within a week of travel. For our users, unpredictability wasn’t an edge case – it was the default.
From this audit, three structural pillars emerged:
The directive was to build a subscription, but the business logic was a blank slate. To define the mechanics of FlexPro, I started by grounding the problem in both user behavior and existing patterns – conducting a comprehensive audit of the current Flex experience and a competitive analysis of leading subscription products (OneKey, Uber One, DashPass, Coinbase One).
This research was anchored in a clear user reality: 93% of business travelers expected their plans to change within a week of travel. For our users, unpredictability wasn’t an edge case – it was the default.
From this audit, three structural pillars emerged:
The directive was to build a subscription, but the business logic was a blank slate. To define the mechanics of FlexPro, I started by grounding the problem in both user behavior and existing patterns – conducting a comprehensive audit of the current Flex experience and a competitive analysis of leading subscription products (OneKey, Uber One, DashPass, Coinbase One).
This research was anchored in a clear user reality: 93% of business travelers expected their plans to change within a week of travel. For our users, unpredictability wasn’t an edge case – it was the default.
From this audit, three structural pillars emerged:
The directive was to build a subscription, but the business logic was a blank slate. To define the mechanics of FlexPro, I started by grounding the problem in both user behavior and existing patterns – conducting a comprehensive audit of the current Flex experience and a competitive analysis of leading subscription products (OneKey, Uber One, DashPass, Coinbase One).
This research was anchored in a clear user reality: 93% of business travelers expected their plans to change within a week of travel. For our users, unpredictability wasn’t an edge case – it was the default.
From this audit, three structural pillars emerged:
1. Commitment
1. Commitment
1. Commitment
1. Commitment
I analyzed how services used billing cycles to anchor value. Annual plans aren't just about price; they represent a "set it and forget it" mental model that is highly attractive to Finance teams looking for predictable yearly budgets.
I analyzed how services used billing cycles to anchor value. Annual plans aren't just about price; they represent a "set it and forget it" mental model that is highly attractive to Finance teams looking for predictable yearly budgets.
I analyzed how services used billing cycles to anchor value. Annual plans aren't just about price; they represent a "set it and forget it" mental model that is highly attractive to Finance teams looking for predictable yearly budgets.
I analyzed how services used billing cycles to anchor value. Annual plans aren't just about price; they represent a "set it and forget it" mental model that is highly attractive to Finance teams looking for predictable yearly budgets.
2. Proof of value
2. Proof of value
2. Proof of value
2. Proof of value
Successful models show the user exactly how the subscription pays for itself. This informed my strategy for any active benefit indicators in the checkout flow – ensuring the traveler saw the $0 Flex fee as a direct result of their company’s subscription.
Successful models show the user exactly how the subscription pays for itself. This informed my strategy for any active benefit indicators in the checkout flow – ensuring the traveler saw the $0 Flex fee as a direct result of their company’s subscription.
Successful models show the user exactly how the subscription pays for itself. This informed my strategy for any active benefit indicators in the checkout flow – ensuring the traveler saw the $0 Flex fee as a direct result of their company’s subscription.
Successful models show the user exactly how the subscription pays for itself. This informed my strategy for any active benefit indicators in the checkout flow – ensuring the traveler saw the $0 Flex fee as a direct result of their company’s subscription.
3. From insurance to infrastructure
3. From insurance to infrastructure
3. From insurance to infrastructure
3. From insurance to infrastructure
3. From insurance to infrastructure
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
The takeaway
The takeaway
The takeaway
FlexPro’s real value wasn’t pricing – it was eliminating booking risk entirely. By shifting from an opt-in insurance model to an always-on utility, we removed the cognitive burden of deciding when protection was “worth it.”
FlexPro’s real value wasn’t pricing – it was eliminating booking risk entirely. By shifting from an opt-in insurance model to an always-on utility, we removed the cognitive burden of deciding when protection was “worth it.”
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
Strategy
Strategy
Navigating cross-functional deadlock
Navigating cross-functional deadlock
Navigating cross-functional deadlock
The most complex part of this project wasn’t the interface – it was alignment.
I facilitated workshops and working sessions with Legal, Finance, Product, and Engineering to resolve several major points of tension:
The most complex part of this project wasn’t the interface – it was alignment.
I facilitated workshops and working sessions with Legal, Finance, Product, and Engineering to resolve several major points of tension:
The most complex part of this project wasn’t the interface – it was alignment.
I facilitated workshops and working sessions with Legal, Finance, Product, and Engineering to resolve several major points of tension:
Universal Eligibility
Universal Eligibility
Universal Eligibility
I advocated for allowing all business types to enroll. I argued that limiting eligibility would introduce friction, complicate sales, and undermine the simplicity of a company-wide subscription. This became the final direction.
I advocated for allowing all business types to enroll. I argued that limiting eligibility would introduce friction, complicate sales, and undermine the simplicity of a company-wide subscription. This became the final direction.
I advocated for allowing all business types to enroll. I argued that limiting eligibility would introduce friction, complicate sales, and undermine the simplicity of a company-wide subscription. This became the final direction.
Easy-In, Easy-Out
Easy-In, Easy-Out
Easy-In, Easy-Out
Legal and Finance initially pushed for a call-to-cancel requirement. I strongly advocated for a fully digital, self-serve cancellation experience, arguing that a product built on flexibility couldn’t justify friction at its most critical moment. This shipped at launch.
Legal and Finance initially pushed for a call-to-cancel requirement. I strongly advocated for a fully digital, self-serve cancellation experience, arguing that a product built on flexibility couldn’t justify friction at its most critical moment. This shipped at launch.
Legal and Finance initially pushed for a call-to-cancel requirement. I strongly advocated for a fully digital, self-serve cancellation experience, arguing that a product built on flexibility couldn’t justify friction at its most critical moment. This shipped at launch.
Pragmatic Prioritization
3. From insurance to infrastructure
Pragmatic Prioritization
Pragmatic Prioritization
I identified “pause subscription” as an important feature for seasonal businesses and included it in early designs. Ultimately, I supported moving it to a future iteration to avoid delaying launch and adding technical risk to the MVP.
The most effective subscription products didn’t just offer discounts – they redefined responsibility. This reframed FlexPro from optional trip insurance into an always-on system that absorbs travel uncertainty on behalf of the business.
I identified “pause subscription” as an important feature for seasonal businesses and included it in early designs. Ultimately, I supported moving it to a future iteration to avoid delaying launch and adding technical risk to the MVP.
I identified “pause subscription” as an important feature for seasonal businesses and included it in early designs. Ultimately, I supported moving it to a future iteration to avoid delaying launch and adding technical risk to the MVP.
Execution
Designing for Autonomy
I designed the complete end-to-end experience across the subscription lifecycle:
- Sign-up and pricing selection
- Payment methods and billing cadence
- Subscription management and ROI visibility
- Cancellation and downgrade flows
- Checkout experience for active subscribers
I designed the complete end-to-end experience across the subscription lifecycle:
- Sign-up and pricing selection
- Payment methods and billing cadence
- Subscription management and ROI visibility
- Cancellation and downgrade flows
- Checkout experience for active subscribers
I designed the complete end-to-end experience across the subscription lifecycle:
- Sign-up and pricing selection
- Payment methods and billing cadence
- Subscription management and ROI visibility
- Cancellation and downgrade flows
- Checkout experience for active subscribers
Always-On Checkout
For FlexPro members, I removed the manual Flex toggle and replaced it with a clear “covered by subscription” state. Protection became default instead of a decision.
Always-On Checkout
For FlexPro members, I removed the manual Flex toggle and replaced it with a clear “covered by subscription” state. Protection became default instead of a decision.
Always-On Checkout
For FlexPro members, I removed the manual Flex toggle and replaced it with a clear “covered by subscription” state. Protection became default instead of a decision.
Transparent Subscription Management
I designed subscription management to mirror sign-up in simplicity: users could update payment methods, see total value saved, and cancel online without contacting support.
Alongside the UI work, I created service maps and documentation connecting front-end flows to backend requirements across accounting, invoicing, and legal compliance.
Transparent Subscription Management
I designed subscription management to mirror sign-up in simplicity: users could update payment methods, see total value saved, and cancel online without contacting support.
Alongside the UI work, I created service maps and documentation connecting front-end flows to backend requirements across accounting, invoicing, and legal compliance.
Transparent Subscription Management
I designed subscription management to mirror sign-up in simplicity: users could update payment methods, see total value saved, and cancel online without contacting support.
Alongside the UI work, I created service maps and documentation connecting front-end flows to backend requirements across accounting, invoicing, and legal compliance.
Impact
Impact
Impact
A Foundation for Growth
FlexPro launched in July 2023 as Engine’s first true subscription product.
Since launch:
- Customers have applied FlexPro to over $1B in travel spend.
- Flex and FlexPro have collectively saved customers over $202M.
- In 2024, bookings with Flex or FlexPro represented 70% of total customer spend.
Beyond metrics, FlexPro fundamentally shifted Engine’s positioning—from a booking tool with a helpful feature to a platform that proactively absorbs business travel risk.
It also established the design patterns, product model, and operational foundation for future subscription products at Engine.
FlexPro launched in July 2023 as Engine’s first true subscription product.
Since launch:
- Customers have applied FlexPro to over $1B in travel spend.
- Flex and FlexPro have collectively saved customers over $202M.
- In 2024, bookings with Flex or FlexPro represented 70% of total customer spend.
Beyond metrics, FlexPro fundamentally shifted Engine’s positioning—from a booking tool with a helpful feature to a platform that proactively absorbs business travel risk.
It also established the design patterns, product model, and operational foundation for future subscription products at Engine.
FlexPro launched in July 2023 as Engine’s first true subscription product.
Since launch:
- Customers have applied FlexPro to over $1B in travel spend.
- Flex and FlexPro have collectively saved customers over $202M.
- In 2024, bookings with Flex or FlexPro represented 70% of total customer spend.
Beyond metrics, FlexPro fundamentally shifted Engine’s positioning—from a booking tool with a helpful feature to a platform that proactively absorbs business travel risk.
It also established the design patterns, product model, and operational foundation for future subscription products at Engine.
Get in touch
Denver, CO
jesspikecreative@gmail.com
217-413-9904
© Jessica Pike 2022 - Designer