The page where guests decide

A premium product, presented like a spreadsheet

Guests told us Blueground felt high-end and trustworthy, but the listing page didn't carry that feeling. The photos competed with the details, the price was hard to read for long stays, and the questions that decide a rental ("what's included?", "what's the building like?", "how do I pay?") were buried or missing.

Image first. Price honest. Nothing left unanswered.

Scroll through the page to see how each principle shows up:

Explaining the service, not just naming it

"Managed by Blueground" was the most important promise on the page, and the least understood. Guests saw the phrase but couldn't say what it included. So the page now names the service up front, then spells out what comes with every home: fully furnished and move-in ready, a fully equipped kitchen, Wi-Fi and utilities set up, professional cleaning, fresh linens and toiletries, and app support that's a tap away.

One card, three honest states

The listing card is the most repeated element in the product. It shows exactly what we know, no more and no less: a price when dates are set, a prompt when they aren't, and availability first when that's the deciding fact.

Add-ons that feel like part of the home

Parking, pets, pool, gym and business upgrades used to be an afterthought. I turned them into a tactile card system and specified every state: hover, selected, quantity, disabled, loading. Each has a details dialog, so guests know what they're adding before they add it.

Designed for every screen and language

The page ships across five breakpoints and several languages, with variants for promotions and headers. Mobile got its own layout, not a stacked desktop.

Fewer clicks to checkout, and that's the point

Research after launch confirmed guests now understand the things that used to stall a booking: how Blueground works, what's included, the cancellation terms, and how what they pay today connects to their payment options.

We then ran a 47-day A/B test of the new pricing module on the listing page. Fewer guests clicked Reserve, but bookings didn't drop. The people who stopped clicking were the ones who would have dropped at checkout anyway. Now the page shows them one step sooner whether the home fits their budget.