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This is a slideshare of the Hotel Industry UX Benchmark Study, where you can see the webinar presentation, including highlight results of the study made by UserZoom
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Webinar:
Hotel Industry UX Benchmark Study
June 29th, 2010
Overview
Introductions (2 min)
Study Background (3 min)
Methodology and Technology (3 min)
Executive Summary (3 min)
Findings and Opportunities (20 min)
Questions and Comments (15 min)
Introductions
Alfonso de la Nuez
Partner & Chief
Marketing Officer
at UserZoom
Ania Rodriguez
Founder and CEO at
Key Lime Interactive
About UserZoom
Leading online (remote) user experience research software company
9 years experience in UX research & consulting
Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)
Created because traditional UX research methods are great but not enough
About Key Lime Interactive
Experienced market research and usability professionals
Over 12 years of consulting experience testing Internet 500 websites and providing actionable results
Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
Cross-Industry Expertise
Ability to scorecard against competition
Ability to suggest cross-industry recommendations to improve ease of use
Independent Third Party
Impartial with no-hidden agenda
Ability to work with business team and developers to “get everyone onboard”
Expert Reviews
Study Background
Study Background
Today’s Session Goals
What's the most popular hotel brand?
Can users successfully find a room? What matters most to users searching for a hotel room?
Can users successfully find a weekend deal? If they couldn't, why not?
What needs to be improved?
How is the overall user experience?
Would they recommend the site to friends?
What common patterns did we find out with regards to user behavior?
Tasks
Find beach destination hotel: Your task is to find a hotel you would consider booking on the Hotel site for the 4th of July weekend. Make sure that the hotel is within 2 miles from the beach destination of your choice and that it has a fitness center, pool, and high-speed Internet. Your budget is $250/night.
Find parking cost at specific hotel: Your task is to find out how much on-site parking cost at <hotel name> for one night.
Study structure
Introduction:
When planning for a vacation and booking for a hotel to stay at, what is the first hotel that comes to mind?
What type of content do you need to see before making an online reservation?
Based on your experience, how negative or positive is your perception of the following hotel brands?
Are you part of any of the following rewards programs?
Post-task:
Self-reported success
Ease of use
Ease of navigation
Clear where to start
Satisfaction with amount of time to complete task
What content is missing or would make it easier to find what you are looking for?
Wrap-up:
Likelihood to recommend : (Net Promoter Score )
Post-task brand image
IntroductionIntroduction
ScreenerScreener
N=200
HiltonHilton
n-=50
Marriott
Marriott
Wrap-upWrap-up
Task 1Task 1
Task 2Task 2
IHGIHG Sheraton
Sheraton
Task1:Task1:
Task 2Task 2
Task 1Task 1
Task 2Task 2
Task 1Task 1
Task 2Task 2
n-=50 n-=50 n-=50
HyattHyatt
Task 1Task 1
Task 2Task 2
n-=50
Methodology and Technology
Online Usability Testing Solution
UZ Self-Serve Edition
100% on-demand, web-based software solution
To manage & conduct various types of online UX research projects
How does UserZoom add value?
By allowing you to see the BIG picture
Testing large samples of geographically spread participants
Combining statistically-significant usability + user behavior data
Measuring Customer Experience cost-effectively
Getting actionable insights
Usability Lab Studies
Web Traffic Analysis
Online UX
Studies
Online SurveysFocus
Groups
Qualitative
Quantitative
Behavio
rA
ttit
ude
s
How does UserZoom add value?
• Hundreds of users participate in a study
• In their natural context
• From geographically spread locations
• Users try to complete tasks (or goals) + answer questions
• No human moderation needed
• Our browser bar connects users with our secure servers
Our method
User recruitment options
Choose the user
recruitment yourself
Panel*
Intercept
Private mailing list
*Partners of
Participants
Gender
MaleFemale60%
18-2526-3536-4546-5455-6061-6465 and over
Age Range
Executive Summary
Executive Summary
Hilton and Marriott are the top 2 most popular brands Hilton ranks #1 using the KLI UX Score Hilton, Marriott, Intercontinental, and Starwood provide the a significantly better search
experience than Hyatt Hilton has the highest success rate (95%) for an open search for a beach destination
Marriott leads in terms of ease of use (63%) and ease of navigation (64%) Intercontinental participants were most satisfied with the amount of time it took to
find a beach destination that met the requirements and felt it was the most clear to know where to start
Marriott had the highest success rate (71%) for finding the parking rate and participants found it the easiest to navigate, however 72% of Marriott participants were unclear where to start Intercontinental participants found the site easiest to use and easy to know where
to start when looking for a hotel’s parking rate Nonetheless, after spending about 10 minutes on the site, both brand perception and NPS
were low Hilton leads with a -7% NPS. Hilton has the highest overall brand perception pre and post, however experienced a
12% drop pre to post experience
Findings and Opportunities
Price, style of room, deals and ratings are the most important content when making an online reservation.
93% typically compare specific dates rather than flexible dates when booking a hotel for a vacation.
Hilton and Marriott are the top 2 brands that are top of mind when users were asked unaided.
Net Promoter Score (NPS®)
0 1 2 3 4 5 6 7 8 9 10 NPS
Marriott (n=50) 2% 2% 0% 6% 6% 12% 16% 14% 20% 12% 12% -20%
Hyatt (n=50)12% 6% 0% 8% 10% 14% 8% 8% 16% 14% 2% -40%
Starwood (n=50)12% 0% 6% 6% 8% 10% 8% 24% 10% 12% 6% -31%
Hilton (n=50) 4% 0% 2% 4% 4% 14% 7% 18% 21% 13% 14% -7%
InterContinental(n=50)
10% 4% 0% 4% 12% 18% 6% 10% 12% 12% 12% -30%
Detractors Promoters
NPS% of Promoters
(9s and 10s)Detractors
(0 through 6)= -Copyright 2010. Key Lime Interactive and UserZoom. All Rights Reserved.
After spending about 10 minutes on the site, all hotels had a low NPS score indicating that the user experience for the given tasks adversely affected loyalty. Hilton leads with a -7% NPS.
Hotel Brand Perception*
Starwood(Sheraton)
Marriott
InterContinental(Holiday Inn Express*)
Hyatt Place
Hilton
0% 20% 40% 60% 80% 100%
43%
55%
36%
38%
56%
53%
67%
44%
48%
68%
PrePost
12%
10%
8%
12%
10%
All hotels had a drop in brand perception pre to post, indicating that none of the sites have optimized the experience to meet expectations for the given tasks.
Nonetheless, Hilton and Marriott have a significantly better brand perception pre and post than Hyatt and Intercontinental at 90% CI
• Participants were asked to find parking for a Holiday Inn Express. ** A difference of 17% is significantly worse than Hilton or Marriott.
Find a hotel given a beach theme on specific dates & budget
Success Ease of Use Ease of Navigation
Clear where to start
Satisfaction with Time
KLIScore
1 Hilton 95% 62% 53% 47% 64% 77%
2 Marriott 80% 63% 64% 56% 54% 70%
3 Intercontinental 74% 59% 60% 65% 65% 68%
4 Starwood 75% 48% 53% 55% 58% 63%
5 Hyatt 64% 41% 56% 50% 44% 55%
Task 1 Metrics
Indicates significantly worse than top runner
Indicates top runner
Intercontinental (65% were satisfied with amount of time to completion)
Hyatt (44% were satisfied with amount of time to completion)
Task 1 Behavior and Time reveals users satisfaction with “perceived” time to completion
Sites (n=50 per site)
Success Ease of Use Ease of Navigation
Clear where to start
Satisfaction with Time KLI Score
1 Marriott 71% 53% 61% 28% 53% 61%
2 Hilton 70% 51% 57% 41% 48% 60%
3 Intercontinental 54% 56% 48% 52% 67% 55%
4 Starwood 73% 30% 25% 19% 35% 51%
5 Hyatt 62% 29% 36% 12% 23% 44%
Task 2 MetricsFind how much parking is at a specific hotel
Indicates significantly worse than top runner
Indicates top runner
52% were clear where to start- 44% searched by City/Town- 15% searched by Brand
Task 2: Find Parking Details
28% were clear where to start- 58% searched by City- 19% searched by State<2% searched by Brand
Some IHG started by clicking on the Brand whereas <2% of Marriott participants filtered by Brand
15%
Task 2: Find Parking Details
Overall Ranking using KLI score
Task 1 Task 2 KLI UX Score
1 Hilton 77% 60% 72%
2 Marriott 70% 61% 67%
3 Intercontinental 68% 55% 64%
4 Starwood 63% 51% 60%
5 Hyatt 55% 44% 52%
Q&A
UserZoom (USA)
440 N. Wolfe Rd. Sunnyvale,CA 94085 Phone: +1 (408) 524 7445 Contact: Alfonso de la Nuezalfonso@userzoom.com
Key Lime Interactive
1221 Brickell AvenueMiami FL 33131Phone: 1 (305) 804 2930
Contact: Ania Rodriguezania@keylimeinteractive.co
Thanks so much for your time!
Check out our upcoming events at www.userzoom.com & www.keylimeinteractive.com
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