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[Case 01]

Flexible promotions with quality recommendations for B.com's partners.

Travel

Increasing B.com promotion adoption by 5.1% by making our products more flexible and giving real-time recommendations for better setups.

Increasing product adoption and reducing product misuse by delivering flexible options with real-time recommendations.

[Project Overview]

Some Booking.com partners found our products too inflexible to meet their goals. This revealed a clear opportunity to address the pain point and drive adoption. Once launched, the next step was to deliver real-time recommendations for better setups and to help mitigate the added complexity.

[Problem Statement]

Some of our products lacked the flexibility partners needed to run strategic promotions, limiting their effectiveness and adoption. This presented an opportunity to improve product flexibility and better align with partner needs. To address the added complexity this could introduce, we also prioritised real-time recommendations to support partners during setup.

[Industry]

Travel

[My Role]

Senior UX Designer

[Platforms]

Desktop and Webmobile

[Timeline]

2024

View full case study

View full case study

[Persona]

B.com Small hotel owners

Accommodation owners

Small hotel owners juggle every aspect of their business, often overwhelmed during busy mornings and evenings. They rarely have time to manage OTAs and expect a simple, time-efficient platform that helps them keep guests happy and profits up.

Age: --

Location: All countries and regions

Tech Proficiency: Novice to Moderate

Gender: --

[Goal]

To setup quality promotions that boosts bookings and maximize occupancy.

To interact with an intuitive page and digital experience.

Easy access to help.

[Frustrations]

Lack of account manager who could guide them.

Making changes in the correct way.

Under-optimizing the product by not understanding properly how to set it.

[Process]

[01] User Research

Deep dived into all the research already conducted and collected the insights for later collaborative work, alignment and common understanding.

Benchmarked against competitors to identify best practices and how flexible they were in terms of features and options.

Conducted user interviews with 8 participants to understand their frustrations and preferences while testing the first iteration of the design.

[01] User Research

Deep dived into all the research already conducted and collected the insights for later collaborative work, alignment and common understanding.

Benchmarked against competitors to identify best practices and how flexible they were in terms of features and options.

Conducted user interviews with 8 participants to understand their frustrations and preferences while testing the first iteration of the design.

[01] User Research

Deep dived into all the research already conducted and collected the insights for later collaborative work, alignment and common understanding.

Benchmarked against competitors to identify best practices and how flexible they were in terms of features and options.

Conducted user interviews with 8 participants to understand their frustrations and preferences while testing the first iteration of the design.

[02] Insights

Partners found the added flexible features straghtforward and easy to set. This proved our hypothesis of more complexity wrong from a usability perspective.

By tracking the metrics over time, we learned that partners started to misuse the product which meant that the newly added options where causing some sort of confusion.

Real-time setup recommendations helped ease that pain, with 88% positive feedback via the tool’s tracker.

[02] Insights

Partners found the added flexible features straghtforward and easy to set. This proved our hypothesis of more complexity wrong from a usability perspective.

By tracking the metrics over time, we learned that partners started to misuse the product which meant that the newly added options where causing some sort of confusion.

Real-time setup recommendations helped ease that pain, with 88% positive feedback via the tool’s tracker.

[02] Insights

Partners found the added flexible features straghtforward and easy to set. This proved our hypothesis of more complexity wrong from a usability perspective.

By tracking the metrics over time, we learned that partners started to misuse the product which meant that the newly added options where causing some sort of confusion.

Real-time setup recommendations helped ease that pain, with 88% positive feedback via the tool’s tracker.

[03 Design Solution]

New component with a new pattern and behaviour for flexibile features.

UX improvements on the date picker for the block dates feature.

Promotion score with quality recommendations for guidance while setting the product.

[03 Design Solution]

New component with a new pattern and behaviour for flexibile features.

UX improvements on the date picker for the block dates feature.

Promotion score with quality recommendations for guidance while setting the product.

[03 Design Solution]

New component with a new pattern and behaviour for flexibile features.

UX improvements on the date picker for the block dates feature.

Promotion score with quality recommendations for guidance while setting the product.

[04] Testing & Iteration

Conducted A/B testing with a large group of partners, comparing the base and iterated redesign.

Tracked the business metrics through B.com's internal experimentation tool.

Experiment post-analysis and reporting the results before launching full-on.

[04] Testing & Iteration

Conducted A/B testing with a large group of partners, comparing the base and iterated redesign.

Tracked the business metrics through B.com's internal experimentation tool.

Experiment post-analysis and reporting the results before launching full-on.

[04] Testing & Iteration

Conducted A/B testing with a large group of partners, comparing the base and iterated redesign.

Tracked the business metrics through B.com's internal experimentation tool.

Experiment post-analysis and reporting the results before launching full-on.

[Outcome]

5.1% increase in product adoption.
3.5% increase in convertion rate.
88% of positive feedback from Booking's partners.

[Key Learnings]

Flexibility in settings is relevant.

A more restricted promotion reaches less people, but can attract specific guests that may fill their accomodations. Knowing how ti set these es key fo them.

Flexibility in settings is relevant.

A more restricted promotion reaches less people, but can attract specific guests that may fill their accomodations. Knowing how ti set these es key fo them.

Flexibility in settings is relevant.

A more restricted promotion reaches less people, but can attract specific guests that may fill their accomodations. Knowing how ti set these es key fo them.

Guidance is what they need.

There are different types of partners. Some more strategic and data savy and some that are less. It's our job to make their experience seamless.

Guidance is what they need.

There are different types of partners. Some more strategic and data savy and some that are less. It's our job to make their experience seamless.

Guidance is what they need.

There are different types of partners. Some more strategic and data savy and some that are less. It's our job to make their experience seamless.

Partners want personalisation.

The more personalised the experience is, the more relevant is to them. But we have to make sure that the information and data we're providing is trustworhty.

Partners want personalisation.

The more personalised the experience is, the more relevant is to them. But we have to make sure that the information and data we're providing is trustworhty.

Partners want personalisation.

The more personalised the experience is, the more relevant is to them. But we have to make sure that the information and data we're providing is trustworhty.

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