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Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
Hotel Industry UX Benchmark Study
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Hotel Industry UX Benchmark Study

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This is a slideshare of the Hotel Industry UX Benchmark Study, where you can see the webinar presentation, including highlight results of the study made by UserZoom

This is a slideshare of the Hotel Industry UX Benchmark Study, where you can see the webinar presentation, including highlight results of the study made by UserZoom

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  • 1. Webinar: <br />Hotel Industry UX Benchmark Study<br />June 29th, 2010<br />
  • 2. Overview<br />Introductions (2 min)<br />Study Background (3 min)<br />Methodology and Technology (3 min)<br />Executive Summary (3 min)<br />Findings and Opportunities (20 min)<br />Questions and Comments (15 min)<br />
  • 3. Introductions <br />Alfonso de la Nuez<br />Partner & Chief <br />Marketing Officer<br />at UserZoom<br />Ania Rodriguez<br />Founder and CEO at<br />Key Lime Interactive<br />
  • 4. About UserZoom<br />Leading online (remote) user experience research software company<br />9 years experience in UX research & consulting<br />Offices in Sunnyvale (CA), London (UK) and Barcelona (Spain)<br />Created because traditional UX research methods are great but not enough<br />
  • 5. About Key Lime Interactive<br /><ul><li>Experienced market research and usability professionals
  • 6. Over 12 years of consulting experience testing Internet 500 websites and providing actionable results
  • 7. Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
  • 8. Cross-Industry Expertise
  • 9. Ability to scorecard against competition
  • 10. Ability to suggest cross-industry recommendations to improve ease of use
  • 11. Independent Third Party
  • 12. Impartial with no-hidden agenda
  • 13. Ability to work with business team and developers to “get everyone onboard”</li></ul>Expert Reviews<br />
  • 14. Study Background <br />
  • 15. Study Background <br />
  • 16. Today’s Session Goals<br />What's the most popular hotel brand?  <br />Can users successfully find a room?  What matters most to users searching for a hotel room?  <br />Can users successfully find a weekend deal?  If they couldn't, why not?  <br />What needs to be improved?  <br />How is the overall user experience?  <br />Would they recommend the site to friends? <br />What common patterns did we find out with regards to user behavior?  <br />
  • 17. Tasks<br />Find beach destination hotel: Your task is to find a hotel you would consider booking on the Hotel site for the 4th of July weekend. Make sure that the hotel is within 2 miles from the beach destination of your choice and that it has a fitness center, pool, and high-speed Internet. Your budget is $250/night.<br />Find parking cost at specific hotel: Your task is to find out how much on-site parking cost at <hotel name> for one night.<br />
  • 18. Study structure<br />Introduction:<br />When planning for a vacation and booking for a hotel to stay at, what is the first hotel that comes to mind?<br />What type of content do you need to see before making an online reservation?<br />Based on your experience, how negative or positive is your perception of the following hotel brands?<br />Are you part of any of the following rewards programs? <br />Post-task:<br />Self-reported success<br />Ease of use<br />Ease of navigation<br />Clear where to start<br />Satisfaction with amount of time to complete task<br />What content is missing or would make it easier to find what you are looking for?<br />Wrap-up:<br />Likelihood to recommend : (Net Promoter Score )<br />Post-task brand image<br />Screener<br />N=200<br />Introduction<br />Hilton<br />Marriott<br />IHG<br />Sheraton<br />Hyatt<br />n-=50<br />n-=50<br />n-=50<br />n-=50<br />n-=50<br />Task 1<br />Task1:<br />Task 1<br />Task 1<br />Task 1<br />Task 2<br />Task 2<br />Task 2<br />Task 2<br />Task 2<br />Wrap-up<br />
  • 19. Methodology and Technology <br />
  • 20. Online Usability Testing Solution<br />UZ Self-Serve Edition<br />100% on-demand, web-based software solution<br />To manage & conduct various types of online UX research projects<br />
  • 21. How does UserZoom add value?<br />By allowing you to see the BIG picture<br />Testing large samples of geographically spread participants<br />Combining statistically-significant usability + user behavior data<br />Measuring Customer Experience cost-effectively<br />Getting actionableinsights<br />Behavior<br />Usability Lab Studies<br />Web Traffic Analysis<br />Online <br />UX<br />Studies<br />Attitudes<br />Online Surveys<br />Focus Groups<br />Qualitative<br />Quantitative<br />
  • 22. How does UserZoom add value?<br />
  • 23. Our method<br /><ul><li>Hundreds of users participate in a study
  • 24. In their natural context
  • 25. From geographically spread locations
  • 26. Users try to complete tasks(or goals) + answer questions
  • 27. No human moderation needed
  • 28. Our browser bar connects users with our secure servers</li></li></ul><li>User recruitment options<br />Choose the user <br />recruitment yourself<br /> Panel*<br /> Intercept<br /> Private mailing list<br />*Partners of<br />
  • 29. Participants<br />
  • 30. Executive Summary <br />
  • 31. Executive Summary <br />Hilton and Marriott are the top 2 most popular brands<br />Hilton ranks #1 using the KLI UX Score<br />Hilton, Marriott, Intercontinental, and Starwood provide the a significantly better search experience than Hyatt<br />Hilton has the highest success rate (95%) for an open search for a beach destination <br />Marriott leads in terms of ease of use (63%) and ease of navigation (64%)<br />Intercontinental participants were most satisfied with the amount of time it took to find a beach destination that met the requirements and felt it was the most clear to know where to start<br />Marriott had the highest success rate (71%) for finding the parking rate and participants found it the easiest to navigate, however 72% of Marriott participants were unclear where to start <br />Intercontinental participants found the site easiest to use and easy to know where to start when looking for a hotel’s parking rate<br />Nonetheless, after spending about 10 minutes on the site, both brand perception and NPS were low<br />Hilton leads with a -7% NPS. <br />Hilton has the highest overall brand perception pre and post, however experienced a 12% drop pre to post experience<br />
  • 32. Findings and Opportunities <br />
  • 33. Price, style of room, deals and ratings are the most important content when making an online reservation. <br />
  • 34. 93% typically compare specific dates rather than flexible dates when booking a hotel for a vacation. <br />
  • 35. Hilton and Marriott are the top 2 brands that are top of mind when users were asked unaided. <br />
  • 36. Net Promoter Score (NPS®)<br />After spending about 10 minutes on the site, all hotels had a low NPS score indicating that the user experience for the given tasks adversely affected loyalty. Hilton leads with a -7% NPS. <br />Detractors<br />Promoters<br />-<br />=<br />% of Promoters<br />(9s and 10s)<br />Detractors<br />(0 through 6)<br />NPS<br />Copyright 2010. Key Lime Interactive and UserZoom. All Rights Reserved. <br />
  • 37. Hotel Brand Perception*<br />All hotels had a drop in brand perception pre to post, indicating that none of the sites have optimized the experience to meet expectations for the given tasks. <br />Nonetheless, Hilton and Marriott have a significantly better brand perception pre and post than Hyatt and Intercontinental at 90% CI<br />12%<br />10%<br />8%<br />12%<br />10%<br /><ul><li>Participants were asked to find parking for a Holiday Inn Express. </li></ul>** A difference of 17% is significantly worse than Hilton or Marriott. <br />
  • 38. Task 1 Metrics<br />Find a hotel given a beach theme on specific dates & budget<br />Indicates top runner<br />Indicates significantly worse than top runner<br />
  • 39. Task 1 Behavior and Time reveals users satisfaction with “perceived” time to completion<br />Intercontinental (65% were satisfied with amount of time to completion) <br />Hyatt (44% were satisfied with amount of time to completion)<br />
  • 40. Task 2 Metrics<br />Find how much parking is at a specific hotel <br />Indicates top runner<br />Indicates significantly worse than top runner<br />
  • 41. Some IHG started by clicking on the Brand whereas <2% of Marriott participants filtered by Brand<br />Task 2: Find Parking Details<br />Task 2: Find Parking Details<br />15% <br />52% were clear where to start<br /><ul><li> 44% searched by City/Town
  • 42. 15% searched by Brand</li></ul>28% were clear where to start<br /><ul><li> 58% searched by City
  • 43. 19% searched by State</li></ul><2% searched by Brand<br />
  • 44. Overall Ranking using KLI score<br />
  • 45. Q&A<br />
  • 46. Thanks so much for your time!<br />Check out our upcoming events at www.userzoom.com & www.keylimeinteractive.com<br />UserZoom (USA)<br />440 N. Wolfe Rd. Sunnyvale,<br />CA 94085 <br />Phone: +1 (408) 524 7445 <br />Contact: Alfonso de la Nuez<br />alfonso@userzoom.com<br />Key Lime Interactive<br />1221 Brickell Avenue<br />Miami FL 33131<br />Phone: 1 (305) 804 2930 <br />Contact: Ania Rodriguez<br />ania@keylimeinteractive.co<br />

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