Grow your bookings by increasing your loyalty

March, 2017

Grow your bookings by increasing your loyalty

PRESENTER

Diana ArvayoUX Researcher at Nearsoft

@dianonina

PRESENTER

Maria LígiaUX Designer at Booking.com

@marialigiak

HOST

Jorge SymondsContent Creator

@jorgepistola

+

Diana

Jorge

Maria

Uhmmmm… butI’m different!!!

Let’s try something different!!!

Gotcha!

You’re not the only one...

Similar, right?

Loyalty :(

Loyalty =

Loyalty Rewards Programs

=

Loyalty Rewards Programs

≠

Loyalty

Understand Your Users First“Real loyalty is earned with

great service, and great

service starts with user research.”

Understand Your Users First

Understand your users

User Research =

Loyalty

Understand your users

Engagement

Case Study

Increase the conversion rate on their Evernote integration.

Challenge:

☺ ☹ Benefits

☺ ☹ Trust

☺ ☹ Effort

6 ScreensTravel Preference Form

EffortBenefits Trust

☺ ☹ 13 StepsTo get the first hotel suggestion.

A big effort invested blindly.

Clearly Communicate the Benefits

1. Benefits

2. Trust

2. Trust

2. Trust

3. Effort

4 Steps☺ ☺

Ongoing Feedback Loop

Users’ Engagement

Case Study

Where do ideas come from?

Where do ideas come from?

Friends & Family

Where do ideas come from?

Colleagues

Where do ideas come from?

User research

User research

A/B Testing

Stop making opinion-driven decisions

Experiments need a hypothesis

A/B Testing

Hypothesis

We believe that changing [the horizontal lines that’s now separating the

property's information to vertical lines so it separates one property from

the other] for [all users] will make them [more legible and easy to

understand their purpose and hierarchy of information].

We will know this when we see [effect(s)] happen to [metric(s)].

This will be good for customers, partners and our business because [it will

help people make a better decision based on their needs].

A/B Testing

Base

Variant

Making decisions

Did they use it the way you intended and did that help their experience with booking their holiday?

Did you make the experience worse for them?

It didn’t make enough of a change to be conclusive.

OR

OR

What's next?

Learnings + Follow ups + Constant iteration +Customer Service

= Loyalty

TAKEAWAYS:

Grow your bookings by increasing your loyalty

1. All customers are unique(Understand your users first)

2. Engagement

3. Loyalty = Great Service

4. Stop making opinion-driven decisions

Be different, but don’t forget to iterate constantly...

Gotcha!

Gotcha!

Gotcha!

Gotcha!

Gotcha!

Gotcha!

Gotcha!

Gotcha!

Contact Maria

maria.klokner@booking.com

Want to know More?

slideshare.net/MariaKloknerworkingatbooking.com

Thanks!

Thanks! Want to know More?

Contact Sandra at (408) 890-2115

ux.nearsoft.com

ux-team@nearsoft.com