Project Scope: 8 - 10 months
Project Type: Expedia - Brand migration (Hotels.com to Expedia) - B2C
Team: Product partners, Design leaderships, Developers
Platforms: Web, mweb, Android and iOS
Activities: Experience reviews, Design reviews, research findings Tools: Figma, Clarabridge(Customer reviews) and Adobe analytics
My Role
In this project, my task is like being a travel wizard, bringing all of Expedia's brand magic into one enchanting platform. This means I get to understand the brand's personality, communicate with all stackholders like product partners, researchers, designers, and leadership teams.
As a Product Designer, my mission is like searching for hidden treasures in data. I figure out where we all see eye-to-eye and where we might have different maps. Then, I use this knowledge to solve travel puzzles that benefit everyone and finally, craft some exciting designs for our journey.
The Migration fixes
In this project, my task is like being a travel wizard, bringing all of Expedia's brand magic into one enchanting platform. This means I get to understand the brand's personality, communicate with all sorts of fellow explorers like product partners, researchers, designers, and leadership teams.
As a Product Designer, my mission is like searching for hidden treasures in data. I figure out where we all see eye-to-eye and where we might have different maps. Then, I use this knowledge to solve travel puzzles that benefit everyone and finally, craft some exciting designs for our journey.
An example - Home page audit
It all begins with the division of different stages of the journey, such as the Homepage, Search Results page, Product Description page, and Checkout. Brand Expedia has dedicated teams for each of these stages, making collaboration a crucial aspect of this project.
Here, I have provided an example of the Homepage and its modules.
The recently viewed module
Too illustrate furthermore, I have explain the how each modules were handled and designed.
Problem statement
As a traveler browsing property and planning a trip. I want to start browsing again where I left my search, so I can continue my search again without starting from scratch.
Hypothesis
Providing traveler with a "Recently viewed" feature, allowing them to pick up their property search from where they left off, will lead to increased user engagement and satisfaction, as it will save time and effort, ultimately resulting in more successful trip planning and property bookings.
Success metrics
1. Traveler Engagement
Usage Frequency: Measure how often users utilise the "Recently viewed" feature. An increase in the frequency of use indicates higher engagement.
Session Duration: Track the average time traveler spend on the platform while using the feature. Longer sessions may signify increased engagement.
2. Traveler Satisfaction:
Net Promoter Score (NPS): Calculate the NPS to assess how likely users are to recommend the platform to others based on their experience with the feature.
3. Efficiency:
Time Saved: Measure the average time saved by users who utilize the "Recently viewed" feature compared to those who do not. This can help quantify the efficiency of the feature.
Task Completion Rate: Evaluate whether users are more likely to complete property searches and bookings after using the feature, indicating improved efficiency.
4. Trip Planning and Bookings:
Conversion Rate: Monitor the percentage of users who successfully transition from property search to booking after using the "Recently viewed" feature. An increase in this rate suggests more successful trip planning.
Booking Frequency: Track the number of bookings made by users who use the feature versus those who don't. A higher booking frequency would indicate the feature's positive impact.
5. Traveler Retention:
Return travelers: Assess how many users return to the platform after using the feature. Higher return rates indicate increased satisfaction and value.
Churn Rate: Measure the decrease in user churn (i.e., traveler leaving the platform) following the implementation of the feature.
6. Technical Metrics:
Error Rates: Monitor technical aspects of the feature, such as error rates, crashes, or glitches, to ensure a smooth user experience.
Load Times: Keep an eye on the load times for the feature to ensure it doesn't frustrate users.
7. User Feedback and Support Tickets:
Analyse the volume and nature of traveler sentiments and support tickets related to the "Recently viewed" feature. Resolve issues promptly to maintain user satisfaction.
Brands audit:
Too illustrate furthermore, I have explain the how each modules were handled and designed.
Hotels.com legacy
Vrbo legacy
Past research analysis
After conducting an exhaustive examination of the research and data pertaining to the expectations and behaviors of travelers, with specific emphasis on the "recently viewed" functionality.
Summary
1. Users desire the capability to seamlessly resume their activities from where they last left off.
2. Users are pleased by our ability to retain their progress and recall it upon their return.
3. Users appreciate the time-saving aspect of our system, as it eliminates the need for them to re-enter their search criteria.
4. Users seek the option to effortlessly delete or remove their recent searches and viewed items when they are no longer required.
Data wise
1. App is easier as identification rates is north of 75%, but on App is ~30% making value and engagement lower
2. BEX travelers engaged at a higher rate when their searches for the same trip (different LOB’s) were grouped together.
3. BEX APP Potential Trips based on Recent searches - saw 2x 7d Cross Shop Rate (with entry points to other LOB’s alongside their searches), 1.5x 7d RVR, and 2x visits per visitor.
Kano Study
1. This feature was highly valued and greatly appreciated for its usefulness.
2. The verbatim transcripts provided prove to be extremely beneficial in her work.
3. It is both practical and expected to have this feature.
4. This feature saves valuable time and prevents frustration by eliminating the need for repetitive searches.
5. It significantly enhances the search experience, making it easier and faster to find information without having to start from scratch.
6. It is common and efficient to plan and work on projects over multiple sessions or days.
7. However, it is important to note that using the incognito mode may limit certain functionalities.
8. Regardless of the user's login status, it is imperative to have access to this feature.
9. It should be automatically available without any additional steps required.
10. To further enhance the experience, it would be beneficial to include not only search results but also a centralised location where viewed items can be easily accessed and edited.
Design exploration
I embarked on a comprehensive understanding of the brand modules' architecture, engaging in effective communication with the developers to ensure alignment with the available schema and shared user interface. As a designer, it was my unwavering responsibility to strike the perfect balance between delivering an better user experience and adhering to technical limitations.
Feedback
Throughout the course of the project, I consistently held design review meetings with both the designer and stakeholders, guaranteeing comprehensive follow-up. Engaging in open discussions and receiving valuable feedback played a crucial role in pinpointing areas that needed improvement. I diligently examined each design element, contributing valuable insights and offering well-thought-out suggestions. Additionally, I actively facilitated efficient communication and coordination, fostering a seamless and harmonious collaboration.
The proposal
In conclusion, it is advisable to have two versions (similar to Hcom and Vrbo patterns) for the purpose of conducting a multi-variant test (MVT). This approach enables us to gain insights into what resonates better with the traveler, or if both versions are effective in different scenarios, as they each cater to different mental models.
Result
I have dedicated significant efforts to thoroughly analyzing the influence of migration on our work processes and future planning. Moreover, I have deeply explored its implications for our collaboration and the incorporation of our collective experiences.
