Page

Thinker

The results of the usability testing revealed the following pain points within both the old and new designs:

Thinker

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Matilda Usterud 2023

Travels 3-5 times per year

Matilda Usterud

Home

Impatient Ivan

Personality

Reflective

Personality

Highlighting group training activities included in the price: These need to be more prominently displayed, and the training calendar should be more accessible to facilitate planning

Travels 2-3 times per year

About

Practical

Distance to the beach and city

Harmonizing design with user needs: an in-depth research study

Thea, 35

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Patient

Traveling is not just about the destination; it's about finding the perfect experience that resonates with my family's preferences.

https://www.linkedin.com/in/matilda-usterud-961758148/

Travelers searching for hotels with training facilities possess distinct but not well-defined information requirements. Apollo introduced a new design for a specific user segment, keeping the original design available for the rest. Yet, the alignment of both designs with user needs remained unexamined, creating potential gaps. Such discrepancies might have resulted in confusion or dissatisfaction, risking the loss of potential customer attraction and retention.

User personas

Recruit

User reserach

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Home Recruit

The study provided Apollo with concrete data on what travelers prioritize when searching for hotels with training facilities. This data-driven approach ensured that design changes were not based on assumptions but on actual user needs. User personas provided Apollo with a clear picture of their diverse user base, enabling them to design solutions tailored to specific needs and preferences of different traveler segments. By eliminating points of confusion or dissatisfaction, Apollo reduced the risk of losing potential customers, ensuring that travelers would be more likely to return and book again. Instead of spending time and resources on features or designs that might not resonate with users, Apollo could now focus on areas that would deliver the most value, leading to more efficient use of resources.

Facts and facilities

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Adventurous Anna

Unclear booking process for certain services: For instance, how to rent a bicycle is not clear

To gain deeper insights into travelers' information priorities, Maze was used to conduct a remote card sorting session with 21 participants. Additionally, remote usability tests on both the old and new designs were executed with 5 participants, using a script that outlined specific scenarios and tasks. This approach ensured that all usability or informational discrepancies were identified and addressed. From the insights gathered during the interviews, user journey maps were created. These maps provided a deeper empathy towards users, presenting a holistic visualization of their journey, from initial interactions to the achievement of their end goals.

Organized

There's still so much of the world to see, and I'm not done exploring yet!

Adventurous

Travels 1-2 times per year

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Personality

Impatient

The results of the card sorting sessions indicated the following order of importance for information on the hotel page:

Need: Ivan wants the booking process to be simple and quick. He wants clear and transparent prices so that he knows what is included in the trip and what he is paying for. He also wants the ability to customize his trip according to his preferences.

Need: Thea needs clear and comprehensive information about travel destinations, including accommodations and activities. She wants personalized suggestions based on her family's preferences and a sense of security and confidence in the chosen travel destination.

Lack of clarity regarding pricing: Travelers are seeking clearer information about what's included in the price and which activities require additional payment

Background

Thoughtful Thea

Prioritizing insight

Detail-oriented

Thinker

Problem

Customer reviews

Apollo

Impact

Anna, 65

An enhanced ad creation process for a more streamlined and intuitive user experience

Simplify the booking process and give me transparent prices so I can customize my travel experience

Ivan, 45

View Project

Issues with the map feature: Travelers desire a more refined map function to understand the hotel's layout, the location of different rooms, and where activities take place. There's also difficulty in discerning the actual distance between different hotels on the current map

Information about the hotel and images

Apollo is a travel site that provides a wide range of travel services, including hotel bookings, flights, vacation packages, and destination information. With a strong presence in the industry, Apollo is known for its extensive network of hotel partnerships, ensuring a diverse selection of accommodations for travelers.

I led a workshop using a prioritization matrix to refine our decision-making. This approach ensured that both user needs and business goals were balanced. It fostered collaboration and alignment among stakeholders, leading to a clear, shared vision for the project's next steps.

Energetic

Themed trips and specific training activities: Travelers are expressing a desire for more themed trips focused on specific training activities

Need: In order for Anna to have a satisfying booking experience, it needs to be easy and seamless for her to manage her friends' needs for multiple rooms and different meal options. It is important that these features are prominently displayed and user-friendly.

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Curious

Pricing lists for sports & spaces aren't date-specific: This can lead to confusion as prices might vary based on the chosen dates