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[Case 04]

Stacking clarity for B.com's partners

Travel

Increasing partner understanding and clarity over the stacking logic by a 48%, with an increase of 17% in confidence with the final prices.

Boosting understanding and confidence through transparency and interactive learning.

[Project Overview]

Stacking has been identified as a major pain point for partners using promotion tools at Booking.com. Research studies consistently highlight partners' confusion and frustration with the stacking mechanisms, leading to blockers in adoption, incorrect setup, and high churn rates.

[Problem Statement]

A small amount of B.com's partners understand stacking. Not understanding leads to the fear of the final price being to low and that everyone will see that same lowest price. This uncertainty leads to either churn or not adopting new promotions.

[Industry]

Travel

[My Role]

Senior UX Designer

[Platforms]

Desktop

[Timeline]

2024

View full case study

View full case study

[Persona]

Home and small hotel owner to big hotel chains.

Accommodations owners and revenue managers.

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]

Understand how stacking works to take better and more informed decisions.

Understand how multiple discounts (promotions) work together and how this affect the final price they are offering to guests.

Understand what audiences they are targeting and what final prices each will see.

[Frustrations]

Everything is about discounts.

Fear of offering to many discounts because of the price being to low.

Fear of the price being the same to all their guests.

[Process]

[01] User Research

Deep dived into all the research related to stacking conducted until that moment by the Research team.

Benchmarked against competitors to identify how stacking was communicated and how their partners interacted with their solutions.

Conducted user interviews to test different initial ideas and get the feedback needed for the final iteration.

[01] User Research

Deep dived into all the research related to stacking conducted until that moment by the Research team.

Benchmarked against competitors to identify how stacking was communicated and how their partners interacted with their solutions.

Conducted user interviews to test different initial ideas and get the feedback needed for the final iteration.

[01] User Research

Deep dived into all the research related to stacking conducted until that moment by the Research team.

Benchmarked against competitors to identify how stacking was communicated and how their partners interacted with their solutions.

Conducted user interviews to test different initial ideas and get the feedback needed for the final iteration.

[02] Insights

Partners have wrong assumptions about stacking and they don't know where to look for information.

Learned that most partners created their own calculator on Excel to help them understand and play with the discounts.

They start gradually understanding the logic after they interact with the design solution (Interactive learning)

[02] Insights

Partners have wrong assumptions about stacking and they don't know where to look for information.

Learned that most partners created their own calculator on Excel to help them understand and play with the discounts.

They start gradually understanding the logic after they interact with the design solution (Interactive learning)

[02] Insights

Partners have wrong assumptions about stacking and they don't know where to look for information.

Learned that most partners created their own calculator on Excel to help them understand and play with the discounts.

They start gradually understanding the logic after they interact with the design solution (Interactive learning)

[03 Design Solution]

Envisioned the whole initiative and broke it down to phases and MVPs.

Explored 3 calculator design approaches and conducted crit sessions with peers and validations with stakeholders.

Mocked up the prototype to be tested with partners and Account Managers.

[03 Design Solution]

Envisioned the whole initiative and broke it down to phases and MVPs.

Explored 3 calculator design approaches and conducted crit sessions with peers and validations with stakeholders.

Mocked up the prototype to be tested with partners and Account Managers.

[03 Design Solution]

Envisioned the whole initiative and broke it down to phases and MVPs.

Explored 3 calculator design approaches and conducted crit sessions with peers and validations with stakeholders.

Mocked up the prototype to be tested with partners and Account Managers.

[04] Testing & Iteration

Partners are able to understand what it does after the first couple of interactions.

Most partners couldn't figure out why some promotions doesn't stack, so I iterated and made that piece more relevant and visible.

The audience cards weren't entirely clear and visible, so I iterated that piece in collaboration with UX Writing.

[04] Testing & Iteration

Partners are able to understand what it does after the first couple of interactions.

Most partners couldn't figure out why some promotions doesn't stack, so I iterated and made that piece more relevant and visible.

The audience cards weren't entirely clear and visible, so I iterated that piece in collaboration with UX Writing.

[04] Testing & Iteration

Partners are able to understand what it does after the first couple of interactions.

Most partners couldn't figure out why some promotions doesn't stack, so I iterated and made that piece more relevant and visible.

The audience cards weren't entirely clear and visible, so I iterated that piece in collaboration with UX Writing.

[Outcome]

After a follow up survey, we learned that partners stacking understanding increased by 48%.
Partner confidence in the final price they were offering to guests increased by 17% thanks to this tool.
Partner's feedback indicated a positive 91% with comments mostly praising the interaction and the information given.

[Key Learnings]

Interactions help people to understand.

As people see changes on the screen while interacting with certain elements, it reveals the concept in a more clear way than with words.

Interactions help people to understand.

As people see changes on the screen while interacting with certain elements, it reveals the concept in a more clear way than with words.

Interactions help people to understand.

As people see changes on the screen while interacting with certain elements, it reveals the concept in a more clear way than with words.

Visuals as complement.

Though the interactions help, having relevant information explained with copy and visuals help to complete the story.

Visuals as complement.

Though the interactions help, having relevant information explained with copy and visuals help to complete the story.

Visuals as complement.

Though the interactions help, having relevant information explained with copy and visuals help to complete the story.

The 'action' element is a key piece.

Based on the project's phases, the second step after proving this tool's value was to make it actionable, so partners can activate the products within the same space.

The 'action' element is a key piece.

Based on the project's phases, the second step after proving this tool's value was to make it actionable, so partners can activate the products within the same space.

The 'action' element is a key piece.

Based on the project's phases, the second step after proving this tool's value was to make it actionable, so partners can activate the products within the same space.

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