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Prototyping at Booking.com: Lessons & Failures
- 1. Minimum Viable Pain Melody David & John Iseghohi | UXDX Amsterdam 2019 | Mar 20 Prototyping at Booking: Lessons & Failures
- 2. Melody David. Senior UX Copywriter Leadership 75% Cultural Sensitivity 80% Like people touching my hair 0% User-Focus 90%
- 3. 1.5M+ room nights booked every day 147,000+ destinations 227 countries & territories 28 million total reported listings 43 languages available 17,500+ employees worldwide 200+ offices 70+ countries 140+ different nationalities
- 4. Research & Research Qualitative Usability Testing Google Analytics Surveys and Questionnaires Hotjar Recording Previous data Local offices
- 5. Words matter Identify the user journey and potential issues Designer and copywriter work together on the user flow Non-biased interview script for user testing No lorem ipsum! Localization - 43 languages
- 6. John Iseghohi. UX Designer Football Fan 100% Knowledge 80% Empathy 90% Network 80% Experience 75%
- 7. Case Study: WebDirect Designing a seamless onboarding experience for new users of WebDirect
- 8. 1st MVP
- 9. 2nd MVP
- 10. Final MVP
- 11. Most of the partners already had a website They expect everything to work once they click the “buy” button Partners wanted more than just themes, fonts and color selection Main Learnings
- 12. We’re hiring! Melody David Twitter: @melodymeets LinkedIn: /in/melody-david-233a6ab https://careers.booking.com John Iseghohi Twitter: @jeberulz LinkedIn: /in/johniseghohi/
Hinweis der Redaktion
- Hi everyone! Today we’re going to talk to you through a prototyping case study for our accommodation partners. We’ll give you the context of Booking.com, our process for doing research, testing and prototyping new products. We’ll also share our main learnings from this study. But before I talk about how we always aim for minimum viable pain, I’d like to introduce myself.
- So I’m Melody, I’m a Senior UX Copywriter in our tech department. My background is in psychology and I’ve worked in advertising for six years then as a journalist. I joined Booking.com in 2016 as a junior copywriter and my first product team was responsible for solving pricing issues for guests. One of the major pain points we tried to solve was making it clearer for guests what the final price would be. Due to the way we’d historically built our platform it wasn’t always easy to see if there were extra charges/taxes or fees. Unexpected charges of course lead to customer service calls and can be very frustrating for guests so we spent a lot of time prototyping solutions to try eliminate this friction. Now it’s quite difficult to create solutions for complex user problems such as pricing when working at Booking.com because of scale.
- As one of the leading travel platforms in the world, our customers come from all over the globe and they travel to over 145,000 destinations in 228 countries/territories, and they book over 1.5 million room nights on our site everyday. We have over 17,000 employees worldwide across 200 offices but our HQ and tech dept, is based here, in Amsterdam. We have over 200 product teams working on our site, these range from solving problems for our guests, accommodation partners and affiliate partners. Our product teams consist of product managers, UX Designers, UX Copywriters, Developers (full-stack, FE, BE). We often work alongside product marketing managers and programme managers too who are responsible for commercial operations. We work in a very agile way usually in two week sprints with a backlog of prioritised tasks. We’re very data-driven meaning that we don’t build things unless we can see evidence and indicators to do so. This means we do lots of research, user testing and we often A/B test new features and products on real users.
- Before we dive into a new product or feature, we like to do our research. We spend time understanding, identifying and defining the user problem. To understand the value of solving these problems both for our users and the business, we vary our research methods. This can include usability tests where we observe a user interacting with our product or running a survey on our site. We also look at historical data and patterns as well as speak to our colleagues in our local offices and customer service sites. Product teams, especially UX Designers and UX Copywriters are very involved in user research. Most teams have a dedicated user researcher to help them come up with a research plan and identify the appropriate methodology. Once we’ve identified a user problem, we begin to work on possible solutions. To validate solutions we often create prototypes and go back to users and ask them to interact with the prototype.
- A large part of the prototyping process is working out how to communicate the value of your new feature to the user. How does this new thing solve their problem? To do this effectively the designer comes up with a rough mockup and then they work and together with the copywriter to go through each step of the proposed flow. This is a great way to identify potential issues or frictions ahead of testing. As UX Copywriters it’s up to us to make sure that the copy and action we want the user to take, flow together. We’re also responsible for the information architecture to make sure the user isn’t overwhelmed with words. From the call to actions to clear headings that direct the customer, we try to make the MVP as simple as possible. The reason why copywriters are involved in prototyping is that bad copy or placeholder copy such as lorem ipsum confuses users and wastes valuable research time. User testing is expensive and we want customers to critique our feature, not our grammar or get distracted from the research goal. Another reason we test with real copy written by a copywriter is to get feedback on the words! When we iterate our design or flow based on the prototype, it often includes updates to the copy. Our website is in 43 languages so it’s very important that we use language that is easy to localize. We often need to get our prototypes translated. Recently I worked on a new feature for Indonesian guests, so we had to get the prototype translated into Bahasa ahead of the user test as most of our participants felt more comfortable using our app in their native tongue. In addition to all this, copywriters also work with the user researcher on the script and to ensure that the questions are written in a clear and unbiased way. I’ll now handover to John, who’ll introduce himself and our case study.
- Moved to Amsterdam 12 months ago from Lagos - Nigeria Worked as a UX designer in telecommunication, ecommerce, and finally Payments before joining Booking.com in total I have over 9 years experience advocating for users and aligning with business goals to ensure we deliver top-line revenue and delightful experiences for our customers. Booking.com opened my eyes to a whole new level of design, at Booking we’re data driven and the experience has changed the way I think about design. So far so good, I’m excited to be working with the amazing team at Booking.com
- WebDirect is an easy-to-use website builder thats gives our accommodation partners control over their online presence and direct bookings. With WebDirect our accommodation partners can set-up their website in minutes, automatically sync their property availability and content from booking.com, guests can book in 40 languages and 50 currencies, accept secure, direct bookings within minutes. The retention rate for the product wasn't where we wanted it to be and growth wasn't as fast as we had hoped. In addition, we noticed that our accommodation partners who signed up for the product were frustrated with certain aspects and not completely satisfied with their experience.
- From our research findings we started exploring ways to solve the problems, we decided to introduce an onboarding process with the goal of helping the users discover the product’s MAGIC MOMENT at phase after signing up. The product never had an onboarding process and we learnt a lot during the research phase, users were really frustrated with the product and never had an AHA moment with the product. Once they sign up for WebDirect, they get an email with their login details. These partners receive more than 80 emails daily about their property, guest and other information that require their attention and they never get to open the email from WebDirect. This increased inbound calls from partners asking about the same details we have sent to them. We built a three step setup flow and remove the need for the partner to sign in after sign-up instead they get signed in automatically and we quickly answer the following questions : What the product is about? What did I(user) pay for? (Magic moment) What do I do next?
- 2nd Iteration - We introduced the following to the next iteration: Questionnaire in step 1 (To learn more about partners that already have a website domain/host) Customization and LIVE preview of website (Select theme, select font and website color) Direct link to admin dashboard and Published website URL
- https://booking.invisionapp.com/share/UER0USE9N8A
- Most of the partners that signed up already have a website and once they discover the theme we pre-selected for them, they want to either change it or switch domain which requires more technical implementation and not within the team’s scope for the quarter. Partners are expected to carry out some basic website maintenance task such as - update property photos, write articles and publish, setup SEO and make sure the website is well optimized for guest engagement. We discovered early that partners don’t have time to do this from talking to them and off-site visit and that led to another problem we need to solve - “HOW MIGHT WE GET PARTNERS TO COMPLETE CERTAIN ACTIONS WE KNOW WILL HELP THEM GET THEIR FIRST DIRECT BOOKING AFTER SETTING UP THEIR WEBSITE?” The MAGIC moment(Step 2 - Customization) increased engagement with the product but also came with a new set of problems for us to solve and the journey continues.
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