Simplifying A Global Marketplace

Simplifying A Global Marketplace

Simplifying a Global Market Place. UX Bristol 2012 userexperience@laterooms.com

Who are we?
Pete Greenwood [ the small one ]
Information Architect

Mark Webster [ the beardy one ]
User Experience Designer

Ashley Kay [ the pale one ]
User Experience Designer


50,000 hotels worldwide


Europe, South America, Asia, India
Subcontinent, Australasia


17 Countries
From England to Australia


In the next hour
We’ll show you how to :

Learn more about your customers, markets & data
Document and organise user insights
Find common ground between markets
Uncover key differences
Use insights into human behaviour to solve problems


The Big Question

Do we need a Can we deliver
different user OR one experience
experience for that works
each of our across them
markets? all?


Give me six hours to chop down a tree
and I will spend the first four
sharpening the axe.
Abraham Lincoln - President


Testing one customer early in the
project is better than testing fifty later
on.
Steve Krug – Author Advanced Common Sense


How did we start to understand
our global markets better?
Understanding our customers
User testing in market, focus groups, remote testing, personas,
recruitment briefs & listening to calls and complaints

Learning about our key markets
User testing in market, competitor research, cultural research,
analytics & hotel interviews

By using data to inform decisions
Analytics, customer data & market trends


Sometimes it’s not always that easy


Does resource and budget affect the
results?


User testing in market is great,
but who has the budget to
repeat that process on every
project?


Can a team based in the UK
understand customer needs across
markets and countries?


I don’t know the key
to success but the
key to failure is trying
to please everybody
Bill Cosby – Doctor & Father


Can we be creative and provide
one solution that fits all markets?


Take time to
understand your
customers, markets,
and data before
picking up your
pencil and sketching


The Workshop


The Problem
Arcader are a global online game
reseller. User testing has shown that
genuine customer reviews of games
are very important to their
customers.

However the current design of review
scores isn’t understood across their
key markets.


The Task
Today you’ll be working as part of a UX
consultancy team for Arcader to generate ideas
and create one review system that works across
all Arcader’s key markets.


Insight Cards Explained
COUNTRY
OF THE
INSIGHT INSIGHT
FROM A
USER
TEST
THE TEST
TYPE

CENTRAL
REPOSITORY


Task 1 - Sort the Insight Cards
Use the Insight Cards from your table and reference the
country in the top right corner to place the Insight Card
in the relevant segment in the Venn Diagram


What’s a Mental Model, Mum?
At high level it’s the thought process that the user goes
through before, during and after using your site. It can be
for one market or fifty


Task 2 - Use the Mental Model
We’ll look at a small segment of the Mental Model
that focusses on comparing and deciding. Place the
key Insights Cards into the relevant column


Other Tools
Mental Notes are designed to be idea starters
and can be used at almost any stage of
development. You can use this to spark an
idea for the next step of the task.


Task 3 - Bringing it all together
Using the insights and understanding from the
last two tasks, start to think about ideas that
could improve how the customer review data
could be communicated.

Feel free to sketch this out or make a list of
thoughts and ideas. Go!


Task Summary


How we did it
We created Key Insight Cards that were based on
research, data and testing from our key markets
and countries. Coupled with our Mental Model this
allowed us to make informed design decisions on
how to visually communicate our Hotel Review
data.


The Result
1451
Genuine Guest Reviews

Based on 1451 reviews


What we learned
Involve
You need the involvement of real users in the markets you’re targeting to
understand cultural differences & developments to gain insight and create the
mental model. We conducted research across Asia and Europe though on a smaller
scale it could be focus groups/remote testing/competitor research.

Brilliant Basics
Don’t build a site from scratch for each market, once you’ve understood the general
themes, a good clear journey will go a long way.

Localise
Build on the basics by tailoring the experience to each market , localised phone
numbers and correct use of terminology is essential for example Zip/Postcode.

Test & Refine
Don’t be afraid to try things across markets, we often Multi-variate Test elements to
see how different markets react to them.


Any Questions?
You can reach us at userexperience@laterooms.com


Thank you UX Bristol


Simplifying A Global Marketplace

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