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Online booking process for hotel

This project aimed to design an optimised, user-centred booking experience for a hotel chain’s website, utilising both qualitative and quantitative user research and competitor benchmarking.

ROLE
🔎 UX Research
💻 UX/UI Designer

TOOLS
Google forms
Figma + Figjam

Overview and goals

Whether for work, a city break, or an exotic holiday, booking a hotel room should feel as seamless and stress-free as the stay itself.

I was tasked with conducting user research to inform the design of a medium-fidelity prototype for an online hotel booking flow, reducing user friction and addressing pain-points.

This was my final project as part of my Professional Diploma in UX Design.

  • Define user journey, goals, behaviours, and pain points through rigorous user research

  • Reduce user friction in the online booking process, reducing clicks from search to payment

  • Deliver a positive user experience that addresses key goals, and seamlessly guides the user through the booking process

Discovery

Through competitive benchmarking and a user survey, we discovered that:
75% of users reported problems with price transparency
48% of users had the primary goal of booking 1 hotel room
83% of users that price and date available were the most important factors when booking a hotel room
100% of users felt that reviews were important/very important

SEE FULL SURVEY RESULTS

User testing

Based on the user priorities of transparency, availability, and reviews, we conducted a competitor user test to assess and validate these factors. Common themes we uncovered were:

  • Complicated user flows
  • Lack of system feedback (leading to uncertainty and frustration)
  • Desire to compare options

‘I prefer not scrolling as much to compare the different rooms…’

‘I don’t know how confident I feel…’

Design

I designed a medium-fidelity, proof of concept prototype with annotations that addressed the primary user goal of booking 1 hotel room for 2 people, focusing on clarity, simplicity, and a high level of search customisation with in-depth filters.

VISIT PROTOTYPE

Hotel search

  • Search for locations, hotels, and 'vibes' in one search
  • Easy single calendar selector displaying dates and number of nights
  • Simplified field headings

Room selection

  • Easily compare room prices and amenities on one page
  • 'Best choice' highlighted based on search criteria and room popularity
  • Simplified prices to display total cost and cost per night so users know exactly what they are paying for

Confirmation

  • Clear summary of everything the user is paying for
  • Options to emend booking at the confirmation stage
  • Create an account for next time without forcing the user to provide lots of extra information

Impact

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12%
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87%
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$5000
Metric description
87%
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