2023
The Saint Alban
Venturing Into The Unknown
Brief
The brief was simple. Design the optimal primary user flow for completing an online booking on a hotel website.
The wider objective was to simplify the overly complicated process of booking a hotel in a world a complex processes, vast overloads of information and confusing content for users to navigate through.
Project
Discovery Phase
We explored hotel booking sites to understand market trends and user behaviour, using competitive benchmarking analysis to assess top sites for usability, content clarity, and pricing transparency. User feedback and competitor insights shaped the foundation for a streamlined booking experience.
Research & Analysis Phase
This phase focused on gaining a deep understanding of user behaviour, needs, and pain points throughout the booking journey. In conducting user testing sessions and building a detailed Customer Journey Map, it allowed us to visualise the end-to-end experience, and consolidate our findings to identify common themes and issues.
Design Phase
In this phase, medium-fidelity prototypes were built in Figma with all UI elements intentionally removed to focus solely on the core user flow. This allowed for a clear evaluation of structure and usability without visual distractions. The prototypes were tested with users, and key metrics - like task success, speed, and satisfaction - were collected. Insights from this validation process informed further refinements, ensuring a smoother, more intuitive booking experience before progressing to high-fidelity design.
Outcome
Problems
01
Complexity
The primary user flow for booking a hotel takes the user down so many rabbit holes, putting up so much irrelevant information whilst neglecting the important stuff.
02
Transparency
There was a clear problem with the accessibility of content. There was a lack of transparency with pricing and fees, confounded by difficult customisation and add-ons sections.
03
Performance
The booking process can be a long and arduous process, which frustrates the user and leads to fewer visits.
Solutions
The complex user flow was addressed by removing UI elements to focus purely on UX. The flow was streamlined with progress indicators, intuitive layouts, and easy backtracking options. A save-progress feature improved continuity, while content was prioritised using hierarchy, progressive disclosure, and visual cues for better comprehension.
Complexity
01
A reorganisation of the Information Architecture made information more easily available to the user. The creation of a “digital receipt” feature showed the full breakdown of costs and adjusted in real-time through back-end development.
Transparency
02
A simplified approach to the project and a reduction in the complexity of the website increased performance speed and improved responsiveness.