Let's Book
ECOMMERCE REDESIGN
Let's Book
2019/2020, Product Design
Problem
"Le'ts Book," a booking engine by Pmweb, serves as a customizable solution for hotels seeking to enhance their direct sales without incurring the taxation associated with platforms like Booking. The primary competitor, The existing design presented a significant hurdle—being outdated and disorganized, users struggled to navigate the booking process, particularly in understanding rate variations and available room options.
Goal
The overarching goal of this project was a comprehensive redesign of the booking flow and user experience. The focal point was to overcome the complexities posed by the outdated design, ensuring an intuitive purchasing journey. The key components of the solution involved extensive market research, benchmarking against competitors, and iterative user testing. The end result achieved a cleaner, more organized page layout, accommodating customer customization preferences seamlessly.
Results
Post-implementation of the project improvements, a notable shift occurred in direct reservations made on customer platforms—from an initial 23% to a significantly improved 30%.
MY ROLE
Study
Research / Competitors Analyzes
UX
Design System / Information Architecture/ Site Map / Wireframe / Research
UI
Style
SOFTWARES
KPIs
What we thought
What we got
Open rate
CTR
Reservations
30%
1%
28%
43%
2.75%
30%
"AS A TRAVELER, I WANT TO MAKE A RESERVATION DIRECTLY ON THE HOTEL WEBSITE SO THAT I CAN PAY FOR MY RESERVATION WITH CHEAPEST PRICES
WHO IS THIS FOR
Proto-Persona | Traveler
Description
People between 30 - 60 years old.
Living in Brazil.
Full-time job.
Behavior
Individuals within this persona hold a deep appreciation for hotel quality, viewing the hotel itself as a pivotal aspect, if not the main attraction, of their travel experiences. Their preference leans towards specific hotels, and as such, they actively seek out the dedicated websites of these establishments when making reservations.
For them, the choice of a hotel is not merely a practical necessity but a key element that enhances and defines the overall enjoyment of their trip.
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Needs
Efficiency is paramount for these travelers. They seek a streamlined reservation process, valuing a swift, secure and clear transaction. Choosing the right accommodation is not just a logistical detail for them; it's an essential element that significantly contributes to the overall success of their trip.
PROJECT PLAN
1. Persona validation
Persona speculation.
Survey submission for validation.
2. Persona refinement
Refinement of spectra.
3. Flow analises
Review of current experience.
4. Benchmarking
Competitors analyses.
5. UX
Wireframes
User test
Flow validation
6. UI
Visual concept
Design system
Components library Interactive prototype
Final test and corrections
STUDY STEPS
Phase 1
Create Spectral Guesses
Develop spectral definitions of customer types, encompassing different personas based on their unique needs. Generate a comprehensive list that includes existing spectrums within Let's and those we aspire to engage.
Study Market Trends
Analyze trends in the digital tourism market, gaining insights into evolving customer expectations and identifying novel features that should be incorporated into websites.
Spectra Validation Research
Design online survey to delve into the needs and desires of online reservation users. Distinguish between corporate and tourism clients, refining tourism spectrums based on research findings.
Benchmarking
Conduct benchmarking specific to the tourism market, evaluating usability and features. Compare Let's with competitors, identifying gaps and assessing how well competitors meet the needs identified in the research.
Phase 2
Lets Analysis Today
Scrutinize all current Let's processes and features, creating a comparative table. Understand Let's position relative to competitors and our predefined spectrums.
Lets Analysis Tomorrow
Review current issues and future plans within Let's with fresh insights gained from the analysis. Align future considerations with the discoveries made during the assessment.
Phase 3
Focused Searches
Conduct research to validate hypotheses before task development. Consolidate tasks with versions 1 and 2, even if the ideal solution is not immediately apparent
Integration of Devs into the Process
Involve developers in the research process, understanding Let's strengths and weaknesses from their perspective. Foster discussions about the challenges they face to inform the next steps.
Revisit Issues
Reassess current needs, reevaluating the future roadmap for Let's with a fresh perspective. Use data-driven insights to determine what to retain, discard, or modify in the ongoing development of Let's.
SURVEY
The primary aim of this research was to juxtapose the company's identified persona with the current user base of Let's Book, recognizing potential shifts in people's behaviors concerning travel and hotel preferences. Given the evolving landscape, we sought to gauge changes in user preferences. The survey, conducted online and distributed via email to hotel customers, generated valuable insights.
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Willingness to Pay for Experience
The survey revealed a notable inclination among customers to invest in pleasant travel experiences. This indicates a growing recognition of the value placed on the overall quality and enjoyment derived from their travel ventures.
Shift in Priority: Location vs. Structure
The survey disclosed a noteworthy shift in customer priorities, emphasizing that the location of accommodation has surpassed the importance traditionally attributed to its physical structure. This evolution in preferences underscores the significance of geographical positioning in users' decision-making processes.
Want to see the research script?
COMPETITORS ANALYSES
In our thorough examination of competitors, our primary goal was to uncover potential opportunities and pinpoint shared practices with our own. This analysis served a dual purpose: not only did it illuminate commonalities among industry players, but it also provided valuable insights into prevailing patterns widely employed in hotel and reservation websites. By scrutinizing our competitors, we aimed to extract actionable insights that could inform our strategies and contribute to elevating the Let's Book experience for our users.
Below, you can see an example of the analysis carried out on each competitor.
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UX and Positioning Analysis
In assessing the UX and positioning, Ownibees emerges as Let's Book's primary and most significant competitor due to closely aligned strategies. While both platforms share similar features, the key distinction lies in the approach to user interaction. Ownibees adopts a UI with a pronounced sales focus, employing a more aggressive visual strategy highlighted by vibrant colors and sales devices. This dynamic layout actively attracts users, presenting a contrast to Let's Book, which currently maintains a more neutral appearance.
Despite similarities in layout, Ownibees excels in prioritizing and filtering information on its site. Notably, it strategically showcases essential details while avoiding redundancy or overly detailed descriptions.
The hotel section effectively utilizes icons to represent available areas, complemented by succinct text descriptions. Each room rate employs keywords to swiftly communicate distinctions, streamlining the decision-making process.
While Let's Book may still offer a quicker booking experience with fewer clicks, the abundance of information increases user decision time, particularly for meticulous users. The layout, while functional, may benefit from improvements in essential elements like displaying values on the calendar and payment methods. Although Ownibees' approach is more limited in these aspects, it does not significantly impede the purchasing process and contributes to a more streamlined layout.
Strategy in Words
Dynamic, lively, attractive, direct, and laser-focused on leisure, our strategy emphasizes economic advantages, ensuring an enticing and vibrant experience for our users.
Opportunities for Enhancement:
Page 1: Home Hotel
1. Portuguese, Spanish, English and German
2. Book like an investor.
Page 2: Search
3. Improved Search Experience: When no results are found, implement a compelling Call to Action (CTA) inviting users to explore available dates at alternative hotels.
Page 2: Search - Success
4. Iconic Highlights: Utilize icons to showcase the hotel's key advantages and facilities.
5. Visual Steps: Incorporate step photos for a seamless browsing experience, eliminating the need for additional clicks.
6. TripAdvisor Integration: Display TripAdvisor ratings for added credibility.
7. Initial Rate Visibility: Highlight the starting rates for featured rooms prominently.
8. Concise Rate Information: Condense rate details using keywords for quick user comprehension.
15. Package Suggestions: Introduce curated package suggestions to enhance user choice.
Page 3: Personal Data
10. Booking Breadcrumbs: Implement breadcrumbs throughout the booking process for clearer navigation.
11. Detailed Closure: Provide a comprehensive summary of values during the finalization stage.
12. Best Price Guarantee: Integrate seals affirming the best price guarantee for user confidence.
13. Visible Finalize Button: Enhance user visibility by relocating the finalize button to the end of the registration process.
LOW-EFFORT IMPROVEMENTS
Following these analyses, identified opportunities for quick enhancements were pinpointed, requiring minimal development effort and no design overhaul. The objective was to swiftly boost the reservation flow's performance, keeping developers engaged while the design team conducted additional testing before embarking on a comprehensive redesign.
Iconic Highlights
Integrate icons depicting the hotel's key advantages and facilities for a visual and easily understandable presentation.
Effortless Image Browsing
Implement a photo passer feature, eliminating the need to open each image individually.
Breadcrumbs Implementation
Introduce breadcrumbs throughout the user journey for improved navigation and clarity.
Best Price Tag
Apply a prominent "Best Price" tag to signify the guarantee and attract user attention.
Room Video Showcase
Enhance user engagement by incorporating videos showcasing the rooms and accommodations.
Payment Methods Highlight
Highlight accepted payment methods, providing users with clear and accessible information during the booking process.
A/B TESTING FOR ROOM SELECTOR PAGE
In addressing concerns about the booking flow, our primary focus was on simplifying the overwhelming number of room and rate options available to customers. In our competitor research, we identified two potential solutions: either minimize rate information within the existing listing format or utilize tabs to conceal rates and room descriptions.
Surprisingly, the A/B test favored the traditional listing format, showing a 4% faster user flow time and a 5% higher reservation completion rate. This affirmed the effectiveness of a clear and straightforward presentation in aiding user engagement and efficiency.
Initial questions
-
Should we pre-select the tariff for the user, simplifying their decision-making process?
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Does the user prefer to see a detailed list of fares, or do they prefer a more streamlined selection with fewer decisions?
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If we choose to hide the fees, is there a risk of "misleading" the user, and how would it impact their experience?
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How crucial is the room description in influencing user decisions during the booking process?
A - Tabs
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B - Opened rates
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FINAL SCREENS
Incorporating additional UX improvements, the final screens address issues with the outdated design, credibility conveyance, and color inconsistencies with customers' branding. Subtitles have been strategically added to enhance information clarity, overcoming previous difficulties in comprehension. These enhancements collectively contribute to a more polished and user-friendly interface.
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Background and Element Highlight
Changed background color and utilized shadows to highlight key elements.
Icon Captions and Suggestions
Added captions to all icons and suggestions for improved clarity.
Reservation Button Visibility
Enlarged the reservation button to improve visibility.
Hotel Description Read More
Hidden part of the hotel description with an option for users to "read more" and view the complete text.
Font Standardization
Standardized fonts and changed title color from dark blue to dark gray
Contact List Icons:
Included icons in the contact list for enhanced visual appeal.
Payment Method Logos
Reduced the size of payment method logos for a cleaner appearance.
Caption for Room Rate
Added a caption for the value "R$50.00/night" to provide context.
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This proposal has been the version one focus.
Today you can access the site and take a look at the latest versions.
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Let's Book is a Pmweb project. This project is also part of Pmweb and my workmates' portfolio.
