Testing New High-Level Concepts for Trip Planning
Client: Booking.com | Year: 2024
Context
Booking.com sought to elevate its platform by expanding beyond booking services to offer comprehensive trip planning capabilities. Recognizing the evolving needs of travelers, the company aimed to provide users with end-to-end support in planning their trips, from inspiration to booking.
Goals
The primary objective was to assess the user reception of new trip planning concepts through a series of usability tests conducted with a prototype. By understanding user comprehension and interest, Booking.com aimed to refine and prioritize features for future development.
Methods
We conducted four rounds of unmoderated usability testing, engaging with a total of 40 participants from the UK and US. Each round consisted of in-depth interactions with the prototype, allowing participants to explore and provide feedback on the proposed trip planning concepts.
In the third round, we introduced quantitative assessments alongside qualitative evaluations to gather more robust insights into user preferences. This hybrid approach provided a comprehensive understanding of user reactions, enabling us to make informed decisions for further iterations.
In the third round, we introduced quantitative assessments alongside qualitative evaluations to gather more robust insights into user preferences. This hybrid approach provided a comprehensive understanding of user reactions, enabling us to make informed decisions for further iterations.
Outcome
The iterative nature of the testing process enabled us to refine the prototype and gather valuable insights for the design and product teams. Each round of testing contributed to the evolution of the trip planning concepts, allowing us to address usability issues, validate features, and prioritize enhancements.
By analyzing participant feedback, we identified key areas of improvement and validated the interest for certain features. This iterative approach not only de-risked the development process but also provided valuable insights for future product roadmap planning.
Overall, the series of usability tests helped Booking.com to gain a deeper understanding of user needs and preferences in trip planning. The insights gleaned from the testing process informed strategic decisions and paved the way for innovative solutions to enhance the travel experience for Booking.com users in 2024 and beyond.
Testimonial
"I had the opportunity to manage Ben as he joined our team to complete a particularly challenging project. He continually made sure set reasonable deadlines, and kept the customer at the center of his insights. Outside of his work product Ben’s positive attitude and optimism brought an additional sense of camaraderie not only on my team but with other colleagues."
- Samantha Fenelus, UX Research Manager
