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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
Let’s try something different!!!
Gotcha!
You’re not the only one...
Understand Your Users First“Real loyalty is earned with
great service, and great
service starts with user research.”
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
Want to know More?
slideshare.net/MariaKloknerworkingatbooking.com
Thanks!
Thanks! Want to know More?
Contact Sandra at (408) 890-2115
ux.nearsoft.com
