THE PROBLEM
Not existing product, seeks for existence
The problem at hand is the complex nature of the project, which involves creating a hotel booking website while taking into account the leading competitors in the market. This undertaking presents both simple requirements and intricate challenges. Additionally, there is a sense of uncertainty akin to swimming in unknown waters, as the direction to follow is not clear.
To tackle this project successfully, it is crucial to thoroughly consider the positive and negative aspects of the competitors, conduct in-depth research on their products, and implement effective design solutions within the web booking website. The absence of previous data necessitates the creation of a new website from scratch. Moreover, it is essential to address the issues that arise due to market competition.
In order to accomplish the task of creating a hotel booking website and refining the booking process, a comprehensive research and analysis phase is imperative. This will not only enable the resolution of concurrent user problems but also facilitate the incorporation of positive aspects observed from competitors. The ultimate goal is to deliver an exceptional end-user booking experience on our hotel booking website.
MY ROLE
Roles: UX analysis, research, and design.
Tools: Figma, PowerPoint, Mirro, Photoshop, Google forms, Zoom
UNDERSTANDING THE USER
What happens with users and how does it affect conversion rate?
Based on the research (LINK), it was found that people used to travel more extensively before the pandemic, showing a strong inclination towards both short and long-term planning. However, the current challenge lies in finding ways to generate profit when potential users are hesitant to leave their homes.
Our primary target audience expresses a preference for booking hotels through their laptops or desktops, as it provides them with a sense of safety. Positive reactions are observed when users come across certain certificates indicating room disinfection, transparent pricing for budget planning, and flexible cancellation policies, which are all integral aspects of trip planning.
It is important to note that our user demographic ranges from 16 to 65, with the majority falling within the 23 to 32 age group, often referred to as the "golden middle."
IT IS CRUCIAL TO MAKE THEM FEEL SAFE!
During the global pandemic, there has been a significant shift in consumer behavior, with people now placing increased emphasis on disinfection certificates and clear information regarding cancellation policies and costs.
The research highlights the crucial need to prioritize the safety and peace of mind of our users.
BREAKING DOWM THE PROCESS
BREAKING DOWM THE PROCESS
Just what they need, confirmed with research
Based on the research conducted, several problems and pain points were identified that users commonly experienced while interacting with hotel booking websites. These problems include difficulty with filters, information accessibility, and price transparency.
Users encountered challenges with filters, making it difficult to refine search results according to their preferences. Additionally, they reported difficulties in finding necessary information for making a booking, which could lead to confusion and hinder the decision-making process.
Price transparency was also a concern, with users finding it challenging to determine whether taxes were included in displayed prices. This ambiguity could result in surprises during the booking process. Furthermore, brand language confusion and booking process challenges were identified. Some competitors' brand language caused confusion among users, potentially hindering navigation and understanding. The user flow for the booking process was found to be difficult, indicating challenges or complexities in completing a booking ( or making changes).
Addressing these problems is crucial to enhance the user experience, improve satisfaction, and increase confidence and trust in the platform. Simplifying the booking process and clarifying brand language are essential steps in creating a more user-friendly and intuitive hotel booking website.
Methodologies
USED METHODS
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Competitive Benchmark
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Survey
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Affinity diagram
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Customer Journey map
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Flow Diagram
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Prototyping
THESE WERE SOME MAJOR LEARNINGS OR POINTS WE WANTED TO CALL OUT
Difficulty with Filters
Users encountered challenges with filters, making it difficult for them to refine their search results according to their preferences. This could lead to frustration and hinder users from finding the most suitable options.
Information Accessibility
Users reported difficulties in finding the necessary information required for making a booking. This lack of accessible information could create confusion and hinder the decision-making process.
Price Transparency
Price transparency emerged as a significant concern for users. They found it challenging to determine whether taxes were included in the displayed prices or not, leading to ambiguity and potential surprises during the booking process.
Brand Language Confusion
Some competitors had developed their own brand language, which resulted in confusion among users. This branding inconsistency could potentially deter new users from achieving their goals and cause difficulty in navigating and understanding the website.
Booking Process Challenges
The user flow for the booking process was found to be difficult, indicating potential challenges or complexities in the steps required to complete a booking. These difficulties could create friction and frustration for users, leading to a suboptimal booking experience.
Conclusion
By resolving these pain points, users can have a smoother and more transparent booking experience, leading to increased confidence and trust in the platform.
Simplifying the booking process and clarifying brand language are essential steps in creating a more user-friendly and intuitive hotel booking website.
KEY DESIGN DECISIONS AND THEIR IMPACTFUL RESULTS
Filters
In every booking website, search filters are a common feature, but the question is: where are they located? Are they easily discoverable and aligned with users' behavior patterns?
Based on our research findings, we made the decision to implement filters in specific locations that would provide the most positive user experience. These locations include the Homepage, Hotel search page, and room search page, where the filters are directly connected to the relevant content.
Our goal was to optimize the Homepage search bar filter by including the most frequently searched items, enabling users to streamline their hotel room booking process from the start.
Related to the hotel search results and hotel rooms page, these filters enable users to conveniently refine their search based on criteria such as type, amenities, and sorting preferences.
By adopting this approach, we observed a significant reduction in search time for users, with a 25% improvement, thereby enhancing their overall experience.
Search bar filter
Hotel search filter
Room search filter
Simplified user flow
The issue was that users were unable to modify their selected offers or their initial search, causing frustration.
By implementing the option to make changes on each page, we significantly reduced user confusion and empowered them to have more control over their choices.
The main objective of this implementation is to ensure that the chosen offers are constantly visible and easily accessible to the user.
As a result, the prototype model achieved a remarkable 57% increase in user satisfaction.
Hotel search bar
Room search bar
Simple flow
Safety and securitey
Our landing page follows the 5-second rule, capturing users' attention and promoting a sense of safety with certificates for a lower price, no cancelation fees, commitment to clean, and no hidden costs.
Recent research indicates an impressive 83% increase in customer satisfaction regarding safety, validating our continuous efforts to prioritize high hygiene standards and transparent pricing, in line with my initial objectives.
Icon Certificates
Price transparency
The issue was that users were unable to modify their selected offers or their initial search, causing frustration.
By implementing the option to make changes on each page, we significantly reduced user confusion and empowered them to have more control over their choices.
As a result, the prototype model achieved a remarkable 57% increase in user satisfaction.
Room price summary
Payment - Booking summary
TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED
User-Centric Approach and Prototype Validation: Insights for Further Improvement
My journey in executing this project had a steep learning curve. The increasing complexity of user needs posed a significant challenge. Understanding these needs proved to be the most difficult part. Thankfully, utilizing mixed methods not only saved me valuable time but also guided me toward designing optimal solutions.
On a positive note, the website prototype received a positive response, with 8 out of 10 interviewed users validating my findings.
However, there is still room for improvement. Enhancements are required to refine the data filtering process, ensuring that the view is tailored to meet the specific requirements of the users.