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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
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Challenge
How can we help Agoda decrease a booking time rate with various prices and options offered?
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Hypothesis
Hypothesis
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.
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Solution 1: Dedicated screen for comparison tables
Cons:Required an amount of effort on the development. The extra screen could interrupt the user's booking flow.
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Continuing booking message
Pros:Create a prominent and transparent to all options. User can make their decision without being distracted by any unwanted rooms.
Cons:Limited number of compared options
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Key learnings
The solution the team picked was the second method because of the 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 with 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.