Bookit.com

**Low-level concepts **
====Bookit.com uses neon green throughout the whole site and it serves as the highlight of all the important information such as price of special deals, user ratings, popular destinations, or travel themes. The color is cheerful and thrilling and it seems like it is encouraging people to book whatever they see. Fonts are in relatively reasonable size for the most part. The layout of the homepage seems more of a downside since the colorful pictures make the whole page looks a little dazzling, but overall the correct parts are visible and they all convey the correct message in terms of visibility. ====

**Middle-level concepts **
====The site provides various affordances such as selectable drop down menus from the search panel, buttons, and users can also enter text by using keyboard. Such functionality is considerate and convenient for users. For frequent users, they can save some time from simply enter the airport code and the system will automatically transfer it to a recognizable format in order to execute the query (2nd Golden Rules). The navigation bar and the search panel remain at the same location on all the pages. The consistency helps with users’ mental models since they know what to expect and where to go to find what they need. In general, Bookit.com did a pretty good job in terms of the middle-level concepts. ====

**High-level concepts **
====The navigation bar across the top of each page is very intuitive and the links direct users to different pages like Packages from a chosen area, Hotels, Flights, Destinations and More. It is easy to be done and doesn’t cause any confusedness. It certainly defines a good conceptual model here since each tab simply tells users where to find what they want. The photo slideshow attracts users right when they enter the homepage and it triggers user’s imagination of being at places like the pictures. It makes the site more appealing. For privacy protection, the site will secure users information by using https to ensure everything is encrypted. As for credibility, the site has listed its contact information and the physical address is actually listed on yellow page proving that it should be pretty reliable. ====