Hotels App Revamp
Company Goibibo . Year Mid 2018
Objective:
Create dynamic UX that made a booking smooth.
Improve decision making
Bring out social validations
Design Scalable design components
Re-design Search results page and details page of hotel
Key Problems in Current Design
Not much info for decision making
A lot of emphasis on offers
Lesser number of results
Lack of valuable info at the details page
Over a long duration of time, there have been inconsistencies across the flow from Search to Booking confirmation due to various product changes that have been done. There was a need to bring about a seamless experience for the users to make an informed decision.
User Personas
To start off we targeted two kinds of users Couples and Business Travellers as they attribute to 50% of our bookings, followed by profiles like Family, Student, Pilgrimage and more.
Based on user studies done on the target groups below are the few findings that they were looking for while booking a hotel.
New Layout
Through the Happy re-design for goibibo, the new layout and structure were defined (Goibibo Redesign Project). Since Hotels was the first one to go live with quite a bit of UX issues addressed, the new layout helped us to scale and solve user problems.
User research
We did a couple of things to understand what the user is trying to find on the app through various tests/recordings.
Test Labs by User research team: The actual users were called to our office and asked to book a hotel to understand where the flaws are. This helped us understand what kind of information are the users looking at, what's missing, what are the factors for making the decision, etc.
HotJar(Desktop): Through Hotjar video recordings we were able to analyze where the users are dropping off, what are the touchpoints they are looking at.
Apart from the above findings, we had historical data of what was working and what was not. A lot of features were tried and tested and improvised further to solve many experience issues in the funnel.
Reasons for drop off
Below were the reasons for dropoffs
Solutions to the problems
Search Results Page:
The new layout helps in bringing out core information about a hotel on the results page itself. Changes made:
Bigger Image for greater visibility
Prices + Offers + Taxes block to know the clarity of prices and offers
Point of Interest / UGC Persuasion to help decide based on User reviews, or nearby attraction or transport hubs, etc.
Details Page:
In the new details page, we re-organized the complete information architecture on the page.
Bigger Image Gallery that helps users to scroll through (Same section to autoplay videos)
Overview section, to know hotel info in a snippet.
Reorganized info blocks with social connections that will help the user connect with friends.
Social Validations
Impact
Multiple refinements on each screen backed by user group studies have helped us in improving the booking experience. Overall, we could see a 0.8% uptake attributable to this initiative on Domestic Hotels, translating to 10% overall improvement in conversion on Android and 1% uptake, translating to 12.5% overall improvement in conversion on iOS.
On the whole this resulted in increase in 2000 room nights per day!