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Key Task
The primary goal of this case study is to develop a hotel booking app that provides travelers with a convenient, intuitive, and efficient platform to discover and book their ideal accommodations. Through a comprehensive usability test, we aim to gather valuable feedback from real users, understand their needs, and uncover pain points in the app.. By leveraging these insights, we will create actionable recommendations to refine the app's design and create a seamless and enjoyable booking experience.
User Research
1 When was the last time you visited a hotel website or app?
Within the last 4 weeks
Within 3 months
Within 6 months
More than 6 months
2 Which app or website generally you use to book hotel?
3 What is the main purpose of booking?
4 Why did you visit the hotel website or app that day? What were you trying to do?
Price comparison
Availability
Check reviews
To book a room
5 Were you able to complete your task that day?
6 What type of apps you generally use to book accomodation?(eg booking.com, direct hotel site etc)
7 What is the main factor you use to determine while booking your accommodation?
Price
Dates
Amenities
Others
2 Which app or website generally you use to book hotel?
iPhone
Androids
Desktop
Tablet
User Journey Map
User Persona
"I want a hassle-free booking experience with plenty of options for kid-friendly hotels in great locations. Being able to check reviews and policies before booking is crucial to me."
David Smith
Age: 45
Gender: Male
Occupation: Civil Servant
Location: Dublin, Ireland
Travel Behaviour
- Frequent family holidays.
Recently visited Poland, Ireland, Spain, etc. - Prefers booking hotels online through platforms like Trivago and Booking.com.
- Main criteria: Kid-friendliness and convenient location.
- Plans well in advance for the best accommodation options.
Booking Approach
- Thoroughly researches hotel options before booking.
- Considers reviews, price and cancellation policy for informed decisions.
- Values a smooth and enjoyable booking experience with minimal issues.
- Recently booked a kid-friendly hotel for himself, spouse, and two kids.
Goals and Needs
- Find family-friendly accommodations with convenient locations for trips.
- Seek an easy-to-use hotel booking app with clear information and user-friendly navigation.
- Desire a seamless booking process with transparent pricing and cancellation policies.
Frustrations
- Frustrated by complex or cluttered interfaces hindering quick access to relevant information.
- Disappointed by inefficient search filters and unclear pricing structures.
- Lack of reliable reviews or limited hotel options can be disappointing.
"I want a reliable and straightforward hotel booking app that offers high-rated hotels in convenient locations. A hassle-free experience is crucial for making my travel plans enjoyable.”
Liam Johnson
Age: 29
Gender: Male
Occupation: Account Manager
Location: Dublin, Ireland
Travel Behaviour
- Liam mostly books hotels for leisure travel.
- He enjoys exploring different destinations and has recently visited places like America, The Bahamas, England, etc.
Booking Approach
- Prioritises hotel ratings and a desirable location.
- His main criteria: Hotel ratings and convenient location.
- Prefers booking hotels online through popular websites like Trivago and Booking.com.
- Values a smooth, hassle-free booking experience without significant issues.
Goals and Needs
- Primary goal is to find hotels with excellent ratings and in prime locations for a pleasant stay.
- Seeks a user-friendly hotel booking app that streamlines the booking process, saving him time and effort.
Frustrations
- Gets frustrated with websites or apps that have a complex or confusing user interface.
- Any discrepancies in hotel ratings or location information can be disappointing for him.
Usability Test Tasks
Task 1: Barcelo.com
Book a Hotel in Barcelona for 7 days from 12th June to 19th June for 2 people with breakfast included, the possibility of cancellation, and pay on arrival.
Task 2: The Doyle Collection
Book a twin room with breakfast included in a London hotel for 2 people, for a long weekend starting from the 2nd or 3rd Friday of April and return on the following Monday.
Usability test findings
Task 1: Barcelo.com
User 1 Actions
- Clicked on "book the room" on the Home Screen.
- Searched for hotels in Barcelona, relying on kid-friendliness and location as main criteria.
- Took time to find filter or sort options for selecting a hotel.
- Checked Tripadvisor reviews and liked the banner images and date picker features.
- Booked a hotel room after reviewing the available options and add-ons.
User 2 Actions
- Clicked on "book the room" on the Home Screen.
- Searched for hotels in Barcelona, emphasizing hotel ratings and location as main criteria.
- Didn't face any significant issues during the search process.
- Booked a hotel room for himself and his girlfriend, prioritizing hotel ratings and convenient location.
User 1 - Positive interactions
- The banner image created a positive impression.
- Liked the presence of Tripadvisor reviews on the site.
- Appreciated the option for free cancellation.
User 2 - Positive interactions
- Liked the hashtag photo on the home screen.
- Found it easy to locate hotels from the map view.
- Appreciated the scrolling images of hotels and rooms.
- Was pleased with the add-ons offered during the room selection.
User 1 - Pain points
- Difficulty locating filter or sort option to select hotels based on location.
- Slow loading time for the calendar to pick dates.
- Unable to find a money converter to check prices in his own currency.
- Unhappy with the add-ons offered during the room selection.
User 2 - Pain points
- Disliked the presence of hotels other than the search results.
- Dissatisfied with the lack of detailed hotel or room descriptions.
- Unable to find reliable reviews on the site.
User 1 - Mental Model
- User struggled due to the absence of a clear filter/sort option and ended up spending more time than necessary on the search.
- Main criteria were child-friendliness, location, and price.
User 2 - Mental Model
- User quickly found the hotel and room they wanted and valued detailed descriptions.
- Main criteria were location, room amenities, and review reliability.
Task 2: The Doyle Collections
User 1 - Actions
- Clicked "Explore" on the Home Screen.
- Chose The Marylebone from the hotel options, using the map feature to select a location.
- Found the date picker slightly tricky but managed to select the entry and return dates.
- Booked a twin room after easily navigating through the room options and descriptions.
User 2 -Actions
- Clicked "Explore" on the Home Screen.
- Chose The Kensington based on the images and detailed hotel description.
- Found the date picker slightly tricky but managed to select the entry and return dates.
- Booked a twin room for himself and his girlfriend, considering the amenities and price.
User 1 - Positive Interactions
- Found the location selection process straightforward.
- Appreciated the detailed hotel descriptions.
- Liked the ability to select hotels from the map view.
User 2 -Positive Interactions
- Liked the beautiful images of hotels and rooms.
- Appreciated the detailed descriptions of hotel and room amenities.
User 1 - Pain Points
- Calendar input was not conventional and caused confusion while selecting arrival and departure dates separately.
- Some icons, like the "+", were not clear until clicked.
- Expected more payment options.
User 2 - Pain Points
- Calendar input was not conventional and caused confusion while selecting arrival and departure dates separately.
- Some icons, like the "+", were not clear until clicked.
- Expected other payment options.
- Felt that the number of hotel choices was limited.
User 1 - Mental Model
- The user relied on their previous experience with the hotel chain and made decisions based on images and detailed descriptions.
User 2 - Mental Model
- The user relied on their previous experience with the hotel chain and made decisions based on images and detailed descriptions.
Key Insights
1 Users have distinct preferences and behaviors while booking hotels, depending on their travel habits and priorities.
2 Prioritizing key factors like location, kid-friendliness, and hotel ratings are common criteria for selecting accommodations.
3 Users value a smooth and hassle-free booking process, and any issues with filter options or date picker cause frustration.
4 Mobile app optimization is crucial, as users frequently access the internet through their phones for booking.
5 Offering personalized recommendations based on user preferences can enhance the booking experience.
6 Additional filters for amenities, price ranges, and room types provide more tailored search results.
Style Guide
Font
Components
APP Prototype
Simplified Home screen
The minimalist home screen offers a quick and effortless way to enter your target destination, check-in and check-out dates, as well as the number of adults and rooms and provides Immediate access to a curated list of potential hotels that match user’s preferences. This layout ensures the following benefits:
Clarity: The minimalistic layout reduces distractions and enhances focus, ensuring users can easily input their preferences without confusion.
User-Friendly: The streamlined design caters to both tech-savvy and non-tech-savvy users, making the app accessible and enjoyable for all.
Enhanced Search Experience
Easily Sort and Filter: Users can effortlessly sort and filter search results using the icons provided on the top right side of the screen, tailoring the listings to their preferences.
Instant Access to Popular Filters: Commonly used search keywords or filters, such as "kid-friendly," "adventure," and "nature," are conveniently displayed as chips on the screen, enabling users to quickly access their desired hotel choices.
Explore on the Map: Users can switch to the map view, which displays all hotels in their selected area, providing a better understanding of the location and surroundings for more informed decision-making.
Hotel details screen
Immerse in Hotel Experience: This screen offers a comprehensive view of the hotel, showcasing images, location, details, amenities, and room types, allowing users to explore every aspect before making a decision.
Real Insights from Guests: Users can view the hotel reviews here. They can also clicks on the reviews to read them and gain valuable insights from previous guests.
Instant Communication: With options to call or message the hotel directly, users can quickly address any queries or special requests.
Room details screen
Delve into Room Comforts: Clicking on a room type leads users to an informative page displaying images of the room and an extensive list of available amenities, ensuring users have a clear picture of the offered comforts.
Personalize Your Stay: Users have the flexibility to enhance their room booking by adding extra services like gym access, spa treatments, and more, tailoring their stay to their preferences.
Booking summary screen
Upon clicking the "Book" button, users are presented with a comprehensive booking summary, consolidating all the details in one convenient place.
This screen allows users to review their booking information, including hotel choice, room type, dates, and any additional services or preferences, ensuring accuracy before final confirmation.
Conclusion
The usability test of the hotel booking app provided valuable insights into user experiences and behaviors. Users' preferences for specific features, such as filters, reviews, and location-based selection, were evident during the tasks. Several positive interactions were identified, such as beautiful banner images, straightforward location selection, and detailed hotel descriptions. However, some pain points, including slow-loading calendars and unclear icons were also highlighted.
To improve the app's usability, it is recommended to implement a clear filter/sort option, enhance the calendar's performance, provide more payment choices, and ensure icons are intuitive. Additionally, integrating reliable reviews directly on the site could further enhance user trust.