⸺
Agoda is a global online travel agency for hotels, vacation rentals, flights, and airport transfers. The business purpose for most of the design tasks is to get more conversion rates from booking.
Overview
Agoda is a global online travel agency for hotels, vacation rentals, flights, and airport transfers. The business purpose for most of the design tasks is to get more conversion rates from booking.
Role:
Research
User Experience
Visual Design
Timeline:
July 2019
⸺
Challenge
How can we help Agoda decreases booking time rate with various prices and option offered?
⸺
Hypothesis
Typical behavior of the user, who uses marketplace, e-commerce services, from my observation is that they often open multiple tabs on their browser to view all selected choices at the same time to find the best offer that fits their needs.
On other marketplace products, they provided the comparison mode for prices, functionality, specs, etc. So the comparison mode might help to filter the perfect selection faster for the user. And it could lead to an increased conversion rate.
On other marketplace products, they provided the comparison mode for prices, functionality, specs, etc. So the comparison mode might help to filter the perfect selection faster for the user. And it could lead to an increased conversion rate.
⸺
Solution 1: Dedicated screen for comparison tables
PROS:
Create a prominent and transparent to all options. User can make their decision without distracted by any unwanted rooms.
CONS:
Required an amount of effort on the development. The extra screen could interrupt the user's booking flow.
⸺
Solution 2: Continuing booking message
PROS:
Create a prominent and transparent to all options. User can make their decision without distracted by any unwanted rooms.
CONS:
Limited number of compared options
⸺
Key learnings
The solution the team picked was the second method because of development effort. We can also test whether comparison will work with the minimum effort before going for a larger scale like the first direction.
In the end, all ideas are assumptions. Therefore, designers should test the design will real users. Be deliberate about each design choice. It’s good to take a step back, doubt your gut feelings, and ask for feedback from others, especially if you want what best for our users.