Content
Overview
Enhancing Pre-Booking Experience: Simplifying Taxi Services for Booking.com Users
Duration
Oct 2019 - Jan 2020
My Role
UI/UX Designer
Travel Solution
Booking Platform
Web Application
Mobile Application
Booking.com
Booking.com is a leading online travel platform that connects millions of travellers with diverse accommodation options worldwide. From hotels and vacation rentals to unique stays and experiences, Booking.com offers a seamless booking experience, comprehensive customer support, and tailored recommendations to help travellers find the perfect place to stay for their trips.
Problem
From research, we learned that 8.3% of travellers pre-booked a taxi for their last trip and an additional 6.81% considered booking a taxi with us. We considered this as a sizeable audience and an opportunity for us to deliver more value to our customers.
Result
The experiment ran for 8 weeks, significantly more visitors (gross +0.0006%, net +0.0004%) became accommodation re-bookers. However, on the contrary, we started getting requests like - customers want a particular type of taxi and that became a different problem entirely.
Goal
To optimize the booking experience and increase customer satisfaction by simplifying messaging, enhancing accommodation conversion, and improving rebooking metrics.
Objectives
Make sure customers understand our offers without needing to contact customer service.
Get more people to book accommodations when they visit the platform.
Encourage customers to choose Booking.com again for their next trip.
My Process
Using the Double Diamond Design Process, we discovered from research that 8.3% of travellers pre-booked taxis and 6.81% considered booking with us, highlighting a significant opportunity. We defined the problem of converting these potential users, developed and tested solutions over 8 weeks, and delivered improvements that increased re-bookings slightly. However, we also identified a new challenge of customers requesting specific types of taxis, demonstrating the need for ongoing iteration and refinement.
User Persona
USER PERSONA
Sarah
“I rely on pre-booking services to make my travel experience seamless and stress-free”
Scenario
Tara is planning a business trip to Chicago. She wants to ensure everything is pre-booked, from flights to accommodation and transportation. She logs into our platform, appreciating the streamlined process for booking accommodation and now considering pre-booking a taxi to avoid the hassle upon arrival. However, she wishes she could specify the type of taxi, such as a luxury sedan for a comfortable ride to her meeting location.
Age
34
Education
B.Sc. Mass Communication
Occupation
Marketing Manager
Location
Seattle, Washington
Goals
To have a seamless and hassle-free travel experience.
To save time by booking all travel-related services in advance.
To ensure reliable and comfortable transportation upon arrival.
Challenges
She experiences occasional stress related to travel logistics and values services that minimize this aspect.
Sarah expects high service standards and clear communication from the taxi booking platform
Sarah spends a lot on travel and is eager to save money whenever she can.
Technology and Tools
Travel Apps: Expedia, Airbnb, Uber
Social Media: Instagram, Facebook, Twitter
Navigation: Google Maps, Apple Maps
Personality
Organized
Adventurous
Detail Oriented
Hi-Fi
In the high-fidelity iteration of the Booking.com platform, we focused on enhancing the user experience and delivering clear value to our customers through several key features:
Free Taxi Indication for Bookings Above a Certain Amount in Search Results
The high-fidelity design now includes a clear indication in the search results, highlighting free taxi services for bookings above a certain amount. This feature aims to attract more customers by showcasing added value directly in their search experience, making the platform more competitive and appealing.
Discount Indication on the Hotel Page
In the high-fidelity iteration, the hotel page now prominently displays any discounts offered. This transparent pricing strategy enhances user trust and encourages more bookings by clearly showing the value and savings customers can achieve.
Discount Display Just Before Completing Your Booking
The high-fidelity design now shows any applicable discounts at the stage where users enter their details, just before completing their booking. This ensures that customers are fully aware of the savings they are receiving, providing a sense of satisfaction and reinforcing the benefits of booking through the platform.
Booking Savings Display on the Complete Booking Stage
Upon completing a booking, users now see a detailed breakdown of their total savings in the high-fidelity iteration. This final confirmation of the value they’ve received enhances customer satisfaction and loyalty, leaving them with a positive impression of their overall booking experience.
Takeaways
Experiment results
Over the 8-week experiment, there was a marginal increase in the number of visitors who became accommodation re-bookers, indicating some success in improving rebooking metrics.
New customer requests
Customers started asking for specific types of taxis, which was a new challenge for us. We realized we needed to improve how we offer different types of taxi services.
Designing and adapting
We kept improving our designs based on feedback. This included making booking processes easier and improving overall customer experience.
Overview
Enhancing Pre-Booking Experience: Simplifying Taxi Services for Booking.com Users
My Role
UI/UX Designer
Duration
Oct 2019 - Jun 2020
Travel Solution
Booking Platform
Web Application
Mobile Application
Booking.com
Booking.com is a leading online travel platform that connects millions of travellers with diverse accommodation options worldwide. From hotels and vacation rentals to unique stays and experiences, Booking.com offers a seamless booking experience, comprehensive customer support, and tailored recommendations to help travellers find the perfect place to stay for their trips.
Problem
From research, we learned that 8.3% of travellers pre-booked a taxi for their last trip and an additional 6.81% considered booking a taxi with us. We considered this as a sizeable audience and an opportunity for us to deliver more value to our customers.
Result
The experiment ran for 8 weeks, significantly more visitors (gross +0.0006%, net +0.0004%) became accommodation re-bookers. However, on the contrary, we started getting requests like - customers want a particular type of taxi and that became a different problem entirely.
Goal
To optimize the booking experience and increase customer satisfaction by simplifying messaging, enhancing accommodation conversion, and improving rebooking metrics.
Objectives
Make sure customers understand our offers without needing to contact customer service.
Get more people to book accommodations when they visit the platform.
Encourage customers to choose Booking.com again for their next trip.
My Process
Using the Double Diamond Design Process, we discovered from research that 8.3% of travellers pre-booked taxis and 6.81% considered booking with us, highlighting a significant opportunity. We defined the problem of converting these potential users, developed and tested solutions over 8 weeks, and delivered improvements that increased re-bookings slightly. However, we also identified a new challenge of customers requesting specific types of taxis, demonstrating the need for ongoing iteration and refinement.
User Persona
USER PERSONA
Sarah
“I rely on pre-booking services to make my travel experience seamless and stress-free”
USER PERSONA
Sarah
“I rely on pre-booking services to make my travel experience seamless and stress-free”
About
Sarah is planning a business trip to Chicago. She wants to ensure everything is pre-booked, from flights to accommodation and transportation. She logs into our platform, appreciating the streamlined process for booking accommodation and now considering pre-booking a taxi to avoid the hassle upon arrival. However, she wishes she could specify the type of taxi, such as a luxury sedan for a comfortable ride to her meeting location.
Age
34
Education
B.Sc. Marketing
Occupation
Marketing Manager
Location
Seattle, Washington
Goals
To have a seamless and hassle-free travel experience.
To save time by booking all travel-related services in advance.
To ensure reliable and comfortable transportation upon arrival.
Challenges
She experiences occasional stress related to travel logistics and values services that minimize this aspect.
Sarah expects high service standards and clear communication from the taxi booking platform
Sarah spends a lot on travel and is eager to save money whenever she can.
Technology and Tools
Travel Apps: Expedia, Airbnb, Uber
Social Media: Instagram, Facebook, Twitter
Navigation: Google Maps, Apple Maps
Personality
Organized
Adventurous
Detail Oriented
Hi-Fi
In the high-fidelity iteration of the Booking.com platform, we focused on enhancing the user experience and delivering clear value to our customers through several key features:
Free Taxi Indication for Bookings Above a Certain Amount in Search Results
The high-fidelity design now includes a clear indication in the search results, highlighting free taxi services for bookings above a certain amount. This feature aims to attract more customers by showcasing added value directly in their search experience, making the platform more competitive and appealing.
Discount Indication on the Hotel Page
In the high-fidelity iteration, the hotel page now prominently displays any discounts offered. This transparent pricing strategy enhances user trust and encourages more bookings by clearly showing the value and savings customers can achieve.
Discount Display Just Before Completing Your Booking
The high-fidelity design now shows any applicable discounts at the stage where users enter their details, just before completing their booking. This ensures that customers are fully aware of the savings they are receiving, providing a sense of satisfaction and reinforcing the benefits of booking through the platform.
Booking Savings Display on the Complete Booking Stage
Upon completing a booking, users now see a detailed breakdown of their total savings in the high-fidelity iteration. This final confirmation of the value they’ve received enhances customer satisfaction and loyalty, leaving them with a positive impression of their overall booking experience.
Takeaways
Experiment results
Over the 8-week experiment, there was a marginal increase in the number of visitors who became accommodation re-bookers, indicating some success in improving rebooking metrics.
New customer requests
Customers started asking for specific types of taxis, which was a new challenge for us. We realized we needed to improve how we offer different types of taxi services.
Designing and adapting
We kept improving our designs based on feedback. This included making booking processes easier and improving overall customer experience.
Overview
Enhancing Pre-Booking Experience: Simplifying Taxi Services for Booking.com Users
My Role
UI/UX Designer
Duration
Oct 2019 - Jun 2020
Travel Solution
Booking Platform
Web Application
Mobile Application
Booking.com
Booking.com is a leading online travel platform that connects millions of travellers with diverse accommodation options worldwide. From hotels and vacation rentals to unique stays and experiences, Booking.com offers a seamless booking experience, comprehensive customer support, and tailored recommendations to help travellers find the perfect place to stay for their trips.
Problem
From research, we learned that 8.3% of travellers pre-booked a taxi for their last trip and an additional 6.81% considered booking a taxi with us. We considered this as a sizeable audience and an opportunity for us to deliver more value to our customers.
Result
The experiment ran for 8 weeks, significantly more visitors (gross +0.0006%, net +0.0004%) became accommodation re-bookers. However, on the contrary, we started getting requests like - customers want a particular type of taxi and that became a different problem entirely.
Goal
To optimize the booking experience and increase customer satisfaction by simplifying messaging, enhancing accommodation conversion, and improving rebooking metrics.
Objectives
To optimize the booking experience and increase customer satisfaction by simplifying messaging, enhancing accommodation conversion, and improving rebooking metrics.
User Persona
USER PERSONA
Sarah
“I rely on pre-booking services to make my travel experience seamless and stress-free”
USER PERSONA
Sarah
“I rely on pre-booking services to make my travel experience seamless and stress-free”
About
Sarah is planning a business trip to Chicago. She wants to ensure everything is pre-booked, from flights to accommodation and transportation. She logs into our platform, appreciating the streamlined process for booking accommodation and now considering pre-booking a taxi to avoid the hassle upon arrival. However, she wishes she could specify the type of taxi, such as a luxury sedan for a comfortable ride to her meeting location.
Age
34
Education
B.Sc. Marketing
Occupation
Marketing Manager
Location
Seattle, Washington
Goals
To have a seamless and hassle-free travel experience.
To save time by booking all travel-related services in advance.
To ensure reliable and comfortable transportation upon arrival.
Challenges
She experiences occasional stress related to travel logistics and values services that minimize this aspect.
Sarah expects high service standards and clear communication from the taxi booking platform
Sarah spends a lot on travel and is eager to save money whenever she can.
Technology and Tools
Travel Apps: Expedia, Airbnb, Uber
Social Media: Instagram, Facebook, Twitter
Navigation: Google Maps, Apple Maps
Personality
Organized
Adventurous
Detail Oriented
My Process
Using the Double Diamond Design Process, we discovered from research that 8.3% of travellers pre-booked taxis and 6.81% considered booking with us, highlighting a significant opportunity. We defined the problem of converting these potential users, developed and tested solutions over 8 weeks, and delivered improvements that increased re-bookings slightly. However, we also identified a new challenge of customers requesting specific types of taxis, demonstrating the need for ongoing iteration and refinement.
Hi-Fi
In the high-fidelity iteration of the Booking.com platform, we focused on enhancing the user experience and delivering clear value to our customers through several key features:
Free Taxi Indication for Bookings Above a Certain Amount in Search Results
The high-fidelity design now includes a clear indication in the search results, highlighting free taxi services for bookings above a certain amount. This feature aims to attract more customers by showcasing added value directly in their search experience, making the platform more competitive and appealing.
Discount Indication on the Hotel Page
In the high-fidelity iteration, the hotel page now prominently displays any discounts offered. This transparent pricing strategy enhances user trust and encourages more bookings by clearly showing the value and savings customers can achieve.
Discount Display Just Before Completing Your Booking
The high-fidelity design now shows any applicable discounts at the stage where users enter their details, just before completing their booking. This ensures that customers are fully aware of the savings they are receiving, providing a sense of satisfaction and reinforcing the benefits of booking through the platform.
Booking Savings Display on the Complete Booking Stage
Upon completing a booking, users now see a detailed breakdown of their total savings in the high-fidelity iteration. This final confirmation of the value they’ve received enhances customer satisfaction and loyalty, leaving them with a positive impression of their overall booking experience.
Takeaways
Experiment results
Over the 8-week experiment, there was a marginal increase in the number of visitors who became accommodation re-bookers, indicating some success in improving rebooking metrics.
New customer requests
Customers started asking for specific types of taxis, which was a new challenge for us. We realized we needed to improve how we offer different types of taxi services.
Designing and adapting
We kept improving our designs based on feedback. This included making booking processes easier and improving overall customer experience.