Hotel reservation app, a UX case study
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Introduction
In 2023, I enrolled in the 'Professional Diploma in UX Design' course offered by the UX Design Institute. This online course spanned a duration of 6 months. Throughout the program, I gained valuable insights into design thinking, product design, and the principles underlying UX concepts. The course not only broadened my understanding of design but also provided me with a deeper perspective on how to approach UX design effectively.
Goals of the project
For this case study, I was given a brief that states: 'Your client is a new hotel. They are seeking to develop a user-friendly online booking experience that is accessible and built upon a comprehensive understanding of their target users.'
In accordance with this brief, my objective was to create a series of projects over the course of six months, following a robust UX design process. The culmination of this was the development of a prototype that addresses the mentioned requirements.
Date
2023
My role
This is my case study for the UX design course I attended online. I have realized all projects by myself following the course’s briefs and guidelines.
Location
I have worked remotely on this project, the school being based in Ireland and myself being in France. The interviews and other meetings were splitting between online and physical. English language was mainly used.
Research
The research part for this project was done through 4 different techniques to get rich data and a deep dive into the problems and behaviours that occurs with hotel booking online.
Competitive benchmark
The first technique employed was conducting a competitive benchmark. In this process, three direct competitors and one industry-related competitor were selected to gain insights into common practices prevailing in the market. Four categories within their respective apps were examined to gather data: Splash screens, Main page overviews, Search tools, and Booking processes.
By thoroughly testing these apps, we obtained valuable insights into prevalent practices for booking hotel rooms in the present day. Additionally, we identified certain pain points that must be taken into consideration while crafting our own user experience.
Online survey
The second approach involved conducting an online survey to gain further insights into the goals of potential customers. While analyzing four different apps, I recognized the need to gather information directly from actual users. It was essential to understand users' goals, behaviors, and contexts when booking hotels online.
To achieve this, I prepared a set of 11 questions that would provide a combination of both QUALITATIVE and QUANTITATIVE answers.
The survey was created using Google Forms and shared across my social media platforms.
Several thoughts and concerns that emerged during the competitive benchmark were either confirmed or refuted. For instance, we discovered that providing a direct means of contacting the hotel or incorporating a wishlist feature can significantly enhance user engagement with the app. Additionally, we learned that offering clear and relevant information about rooms and hotels greatly assists users in their decision-making process.
Overall, we observed that people desire reassurance to a considerable extent before finalizing their hotel bookings, often relying on reviews, details, photos, videos, and other relevant information.
Note taking & Usability testing
The third and fourth phases of the research involved Usability testing and note-taking techniques. The note-taking process was based on the analysis of two videos that recorded usability tests conducted on similar apps with comparable tasks to accomplish (one test per app). Each usability test involved a single user and included an interview component.
Both of these techniques proved to be exceptionally effective in collecting valuable data. They provided insights into the contextual usage of online booking apps, revealing users' objectives, behaviors, and moments of interaction with the product during the hotel booking process.
Analysis
After gathering high-quality data, the next step was to analyze it. Data analysis allowed us to identify and articulate the specific user problems we aimed to address. This analysis involved two techniques: the Affinity diagram and a Customer Journey Map.
Affinity diagram
To create the Affinity diagram, I collaborated with my brother, who had not been involved in the previous stages of the process. I shared the research results with him, and he thoroughly reviewed the findings two days prior to the session, ensuring he had a comprehensive understanding of the progress made thus far. We then proceeded with the Affinity diagram process, making necessary adjustments and engaging in discussions to arrive at a clear and well-organized representation of the data.
Customer journey map
In addition, I utilized a Customer Journey Map to outline the high-level steps in the user journey. For each step, I documented the user's goals, any positive interactions or pain points experienced, and identified any behaviors that the website or app did not facilitate effectively.
Furthermore, I assessed whether each step of the experience was positive or negative, and where relevant, included direct quotes from customers to bring the journey map to life.
Designing
I have now embarked on the design phase of the mobile app, with the overarching objective of addressing the issues identified during the research, as highlighted in the affinity diagram and customer journey map.
User flow
For this project, I focused on a single flow, specifically one primary use case. The aim was to gain a thorough understanding of how users would navigate through the design. The flow was carefully crafted to ensure it was smooth, simple, and provided users with the right amount of information for reassurance, as well as empowering actions.
Detailed sketches
Entering the 'solution mode,' I grabbed a pencil and paper and began sketching based on the user flow and previous work. Through multiple quick sketches, I iterated and refined until I arrived at a set of screens that effectively addressed the problem, incorporating the various design elements. Subsequently, I used a pen to create a cleaner finish, while still being mindful of time and aiming for a good result.
Prototyping & Handover
Prototyping
As part of this project, my task was to develop a medium-fidelity prototype for the mobile app, specifically tailored to the process of booking a hotel stay. Given that I had already defined a significant portion of the solution through flow diagrams and sketches, my focus shifted to enhancing the prototype with more details in terms of interactivity and visual design.
This step allowed me to refine and validate the overall user experience, taking into consideration elements such as navigation, visual aesthetics, and interactive components.
Prototype
Handing the design over
Finally, I defined the extra details that developers will need to build this product. I created a set of annotations following the guidelines shown in the lessons and I made sure the notes contained all the necessary detail a developer would need to build the application accurately.
To conclude
Following the completion of my case study for the UX design course, I have since had the opportunity to apply and further integrate the knowledge and skills I acquired. Through consistent practice and investment of time, I have gained a deeper understanding of the concepts and methodologies, making them more ingrained in my own design process.
What would I do differently
I would welcome the chance to go even deeper into the research phase, ensuring clearer and more concise conclusions regarding the various techniques employed. This would enable me to easily revisit and retrieve the relevant data when needed, as well as facilitate effective communication and collaboration with different stakeholders in future projects.
