CUSTOMER JOURNEY MAP- Hotel booking (desktop) I need a holiday... Motivation
``I need a holiday , would like a hotel with a pool and roof top bar...``
Research multiple hotels Homepage- Search aggregator
``Let`s explore !’’
F E E L
UX Design Institute /Module 3/ Assignment 6 Paulina Naruseviciute
Shortlist and comparison Filters
``Ouch.. There are so many destinations and hotels, which one to choose?’’
Selects specific hotel Hotel info page
``Wow, yes i want that one’’
Selects room Room info page
Selects add-ons
Proceeds to payment
Add-on page
Payment page (details- card info)
``Looks like a good deal, I will book that one’’’
``Oh too many, I will just skip those’’
``Am I blind? I cannot see the price?..’’
Customer returns to website Feedback
``The room was just as in pictures, wonderful experience!’’
G O A L S
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B E H A V I O U R
Behaviour:
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C O N T E X T
Context:
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P A I N P O I N T S
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To look for a hotel in desired destination, for desired price and be assured it is going to be a nice stay and great experience
Google searches the destinations Google search hotels, Booking.com searches Talk to friends and family to get recommendations
`I usually sit comfortably on the sofa and scroll my I pad’ Access internet via Desktop or mobile device, at home or work on a day to day basis
Website is not mobile/ iPad friendly: text overlaps
`I know exactly when and where I want to go ‘‘ `I am flexible and looking for deals’
The user who knows exactly where and when they want to go uses search engine without browsing the web.
The user who is flexible” • Explores the available destinations via map or word search • Explores available offers • Shares information with travel buddy/ partner if travels with someone • Reads the information about the hotel • Searches for inspiration
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Looking to feel inspired and excited .’’ Positive words , images and deals gets you excited and attracts you to wanting to see more’’
Too much text to read on the web homepage, would rather read highlights Photographs of the hotel are misleading- not showing enough to understand the offering Calendar is difficult to use: too much scrolling, not highlighting which dates are unavailable, not highlighting the price. Not clear what dates hotel is on offer, Not clear what dates properties are available for flexible trips
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Choose a specific hotel in desired location, for desired price and best available facilities.
Compares prices Compares location Reads reviews Checks pictures of the hotel, restaurant, room Checks amenities and facilities Checks transport links Googles desired location, checks map to familiarise with the destination Shortlist the potential options
Feeling nervous and frustrated if cannot compare the hotels easily
Difficult to compare the price as you need to go to each individual hotel info page Many tabs opened Multiple websites opened: each hotel, google maps, google reviews. Map is not interactive, difficult to move around and does not have enough information on it to allow to compare all hotels pinned on map Shortlist is not automatically remembered by the website Cannot shortlist potential options Cannot see the snapshot of all available hotels Long descriptions and information pages Would like to see just filtered hotels on display: f.e filter proximity to city centre
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Understand what is user paying for and what are booking terms and conditions Find enough information to allow user to make a decision to make a booking
Compares prices Checks discounts and offers Compares location Reads reviews Checks pictures of the hotel, restaurant, room, bathroom Checks amenities and facilities Checks check-in/ check-out times Checks transport links Rings the hotel directly if has any questions
Feeling excited and inspired about the selected hotel
Long description of the hotel: confusing and difficult to remember all information when comparing multiple hotels. Short description and essential information preferred. A worry pictures of the hotel are not realistic and does not represents the true picture of the hotel. Reviews are not current- looks suspicious Cannot understand the location of the hotel: transport links, proximity to the city center, back lane/ main street, building type. Cannot see the times when amenities are closing: for example swimming pool, bar, restaurant. No information about attractions around the hotel
Understand what is included in the room Understand the size of the room Find enough information to allow user to make a decision to make a booking
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Reads information what is included in the room: view, fridge, hairdryer, size of bed, wifi, music connection, bathrobe, slippers, toiletries.. Checks out photographs of the specific room Checks if breakfast is included Checks cancellation policy
Feeling excited and inspired about the selected room
Too much scrolling when choosing the roomfilters preferred Long description of the room: confusing and difficult to remember all information when comparing multiple rooms. Short description and essential information preferred. Descriptions and photographs are not specific to the room Room that user is booking does not have pictures Rate and price of the room is not clear. Cannot see if breakfast and free cancellation are included in the booking Cannot see final price
Book extras to enhance their stay, pick different specials, weekend/ spa stay
Chooses add ons from the list Skips add-ons page
Add customer`s details Review the booking details Pay for the booking Receive the confirmation of the booking.
Adds guest details Reviews the final booking Chooses payment option for the booking: pay at the hotel or pay now.
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Feeling excited and inspired about the selected add-ons
Add-ons list too long and not concise. Too much scrolling. Would rather first book a room and then choose add ons if desired Add- ons description is not clear Add-ons price is not clear as it doesn’t show the final price
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Feeling cautious , carefully checks the booking details before processing to final payment.
Does not show the error message if details are not fully entered. Does not allow to proceed to payment Registration is compulsory Booking summary is not in one screen. You need to scroll No booking visible in the hotel on arrival. Price change while booking
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Give feedback on their stay.
Writes a review Shares on social media Uploads hotels pictures , if there is an option Registers for membership to get discount, get to know about specific deals and offers Recommends to friends and family Returns to hotel again
Customer returns to the website after the stay
Website does not allow to review Hotel did not meet their expectation on arrival Photographs misrepresented the hotel: more dated, small, old.. Cannot find social media links
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
OPPORTUNITY
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Only essential text, short graphic information, highlight the key information
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Concise and just essential information about the hotel. Pictures say more than words.
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Concise and just essential information about the room:
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Offer the membership - clearly state the benefits
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Calendar to have minimal clicks and add prices for customers looking for flexible trips and offers
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Have interactive map next to hotel description
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Information to be specific to the room
Make sure booking details are visible on one page all the time- no scrolling.
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Proximity to the city centre, transport links, closing times of amenities , local attractions, are important for the customer
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Breakfast and cancellation policy should be within the room rates.
Ensure final price and booking details- dates, times what is included what is not are clear.
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Ensure confirmation of booking is sent to the customer after reservation is made.
Create a feed (for example instagram) where current guests could share their pictures . Or allow add pictures in reviews.
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Make sure when user share information on social media and copies the link , the key image that appears is representative of hotel brand.
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Increase website traffic: keywords, add website to online directories, use compelling titles Make website mobile devices friendly and vice versa.
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Information on discounts and offers to be clear: dates when applies, prices.
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Have a map with pinned hotel locations and essential info: quickly flick through images, price , location. Create an opportunity to shortlist potential options for registered users ‘‘Favourites” tab.
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Create a feed (for example instagram) where current guests could share their pictures . Or allow add pictures in reviews.
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Make sure customer can see final price all the time
Important add ons like breakfast free cancellation, airport shuttle could be next to room description when selecting rates. Other add ons could be selected after booking or sent by email.
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If information is not filled in correctly , error message should always be shown.