Overview
I've used Booking.com, which is the world’s largest online hotel booking website, to look for post-booking ideas to increase customer experience and new features in the app. This UX research goal is to identify pain points and give more user-friendly app ideas.
I've identified two personas who are the real customers of Booking.com, staying at hotels and business tours to foreign cities.
Timeline
March 2021
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Affinity mapping
I've conducted a small interview with five people and identified the following structure of their thinking patterns. Here you can see the different phases of the whole journey from one booking to the next booking were firstly defined in a cycle. My main focus is on the post-booking experience, which can be divided into four phases; 4. Pre-visit; 5. During visit; 6. Post-visit, and back to 7. Travel idea.
User personas
Two types of primary personas were defined based on real users: 1. the backpacker; 2. the business traveller. Each persona has different purposes for the trip as well as different needs and behaviors.
Primary persona - Backpacker
Primary persona - Business traveller
Customer Journey Mapping
During the actual trip with the real users, I tried to make all the decisions from the primary persona's mindset and recorded their emotional changes. Users' pain points, especially the unsatisfied ones, are where the service can be improved.
Concept generation
Based on customer journey mapping, several app features needs to be improved from user's perspective. When we look back previous affinity map, it's clear where and when these features can benefit users in the journey.
Build the strategy
I've developed two directions;
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First, inside the hotel experience developments such as auto access to wifi, facilities, maintenance, etc. Other hotel details will be displayed as the same.
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Second, outside hotels experience improvement, such as public transportation, things to do, etc. These features can keep customers using the app
