Session A5
Chris Rourke
Make it easy to take it easy : User experience in the Travel,
Tourism and Leisure industry
chris@u...
What the user expects

2
..and more pages
for payment

3
The UX challenge for travel, tourism & leisure
 Travel is emotional - expectations are high





Relaxation
Entertain...
5
Control, confidence and come back
 High

 Medium

 Low
6
Main usability and UX challenge areas
 First impressions
 Workflow of the search & book process
 Page level interaction...
Choice Parameters - flights
Secondary parameters
Loyalty points
Service level
Connections
Date/ time

Price
8
Choice Parameters – hotels, holidays, leisure

Location

Date

Price
9

Secondary parameters
Quality, Service level
Room s...
Workflow – Flights
Previously
 Put in some info
 And some more
 And more to specify
 Press submit
 Scroll through hug...
Workflow – Hotels, holidays & leisure
 Offer options to let customer learn & decide by
what matters to them
 Price – loc...
Browsers

Browsers
Not sure what they want
Seek inspiration as much as information
Open minded
Visuals and offers

12
Hunters

Hunters
Know roughly what they want
Compare and contrast to convince
Analytical
Use sort and compare tools

13
Buyers

Buyers
Know exactly what they want
Get it as quickly as possible
Speed and minimal distractions
Use search

14
First impressions matter

15
First Impressions Count

16
17
18
Simple Date Selector

19
Welcome indecision and offer options

20
Welcome indecision and offer options

21
Allow graceful revelations and previews

22
Allow graceful revelations and previews

23
Innovate & exceed expectations

24
Innovate & simplify

25
Innovate & simplify

26
Take advantage of maps

27
Satisfice your customer

28
Satisfice your customer
If no results,
query
relaxation
allows me to
choose options
slightly outside
my original
search.

...
Be Persuasive
 Reciprocity – If you do something for them (offer a
discount, give a free sample, add in an optional extra...
Persuasion in Action (2)
Reciprocity

31

Commitment and Consistency

Social Proof

Authority

Liking

Scarcity
Be honest

32
Be mobile
 Mobile is the glue for the
user experience
 Can make – or break experience
 Allow customisation in
settings
...
UX Research for the sector
 Recruit specifically for credibility
 Experience - What people bring with
them is important
...
Content & journey inventory
Chart describes a typical research journey and where the information needs are met

INFORMATIO...
Key takeaways






36

Recognise – and foster – the emotional aspect of travel
Discover your target users’ parameter...
Thank you

Chris Rourke
Managing Director
0131 225 0850
chris@uservision.co.uk
@uservision
@crourke
www.uservision.co.uk

...
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User Experience in the Travel and Tourism Industry - Ucd2013 conference talk by Chris Rourke

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One of the great ironies of the web is that researching and booking a relaxing holiday can be one of the most stressful things you can do online. Before you can flop yourself on a beach in a far-away clime you need to consider and navigate through a choice of options that all begin to look the same and hope that you get through the long booking process without making a critical mistake.
We have worked with airlines, luxury hotel chains and regional tourism bodies performing usability testing, user needs research and iterative user centred design. We’ve seen and heard usability test participants do everything from looking dreamily at gorgeous foreign beach hotels to clenching their fists in frustration at barriers they hit booking their flight. We’d like to share these experiences with you and identify what are the key elements that make or break the user experience in researching, booking and managing travel & leisure online. This talk will cover
 The psychology of booking travel : known unknowns and unknown unknowns
 Primary and secondary choice parameters in travel, tourism and leisure
 Typical barriers in researching and booking travel
 The role of mobile UX in the complete travel customer experience
 Innovative ways of presenting information for the travel & leisure context
 International aspects – what works for one audience may not work for another

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User Experience in the Travel and Tourism Industry - Ucd2013 conference talk by Chris Rourke

  1. 1. Session A5 Chris Rourke Make it easy to take it easy : User experience in the Travel, Tourism and Leisure industry chris@uservision.co.uk @crourke @uservision @ucduk #ucd2013 Supporters Sponsors Organiser 1
  2. 2. What the user expects 2
  3. 3. ..and more pages for payment 3
  4. 4. The UX challenge for travel, tourism & leisure  Travel is emotional - expectations are high     Relaxation Entertainment – self & family Service Catering for special circumstances  Travel booking is complex - many parties involved  Flight operations & parameters  Third parties & partners  Site and booking process may not be fully controlled 4
  5. 5. 5
  6. 6. Control, confidence and come back  High  Medium  Low 6
  7. 7. Main usability and UX challenge areas  First impressions  Workflow of the search & book process  Page level interactions       7 IA and categorisation Search Date selector Form interactions Smart defaults Geolocation (mobile)
  8. 8. Choice Parameters - flights Secondary parameters Loyalty points Service level Connections Date/ time Price 8
  9. 9. Choice Parameters – hotels, holidays, leisure Location Date Price 9 Secondary parameters Quality, Service level Room size Images Facilities (gym etc) Restaurants Kids? Loyalty points Accessibility Dietary needs
  10. 10. Workflow – Flights Previously  Put in some info  And some more  And more to specify  Press submit  Scroll through huge results list  Start again or revise Not in control 10 Now  Put in little info  Submit  See the results  Filter & refine In control & confident
  11. 11. Workflow – Hotels, holidays & leisure  Offer options to let customer learn & decide by what matters to them  Price – location – hotel – room  Hotel – price – room     11 Location information Inspiring photos Clear differences between room options Facilities
  12. 12. Browsers Browsers Not sure what they want Seek inspiration as much as information Open minded Visuals and offers 12
  13. 13. Hunters Hunters Know roughly what they want Compare and contrast to convince Analytical Use sort and compare tools 13
  14. 14. Buyers Buyers Know exactly what they want Get it as quickly as possible Speed and minimal distractions Use search 14
  15. 15. First impressions matter 15
  16. 16. First Impressions Count 16
  17. 17. 17
  18. 18. 18
  19. 19. Simple Date Selector 19
  20. 20. Welcome indecision and offer options 20
  21. 21. Welcome indecision and offer options 21
  22. 22. Allow graceful revelations and previews 22
  23. 23. Allow graceful revelations and previews 23
  24. 24. Innovate & exceed expectations 24
  25. 25. Innovate & simplify 25
  26. 26. Innovate & simplify 26
  27. 27. Take advantage of maps 27
  28. 28. Satisfice your customer 28
  29. 29. Satisfice your customer If no results, query relaxation allows me to choose options slightly outside my original search. www.newzealand.com. 29
  30. 30. Be Persuasive  Reciprocity – If you do something for them (offer a discount, give a free sample, add in an optional extra) people are more likely to do something for you  Commitment and Consistency – If people commit in writing to an idea or goal, they are more likely to honour that commitment. So the more people type in details, the more invested they are in proceeding  Social Proof – If other people are doing it, people become much more confident that they too are doing the right thing  Authority – People will tend to obey authoritative figures. These can be classic authority figures, celebrities, or official ratings and scales  Liking – People are easily persuaded by people “just like me”, as demonstrated by the power of viral marketing 30  Scarcity – If something is short supply, or time-limited supply, it will generate demand and pressure to buy in case you lose out on a bargain
  31. 31. Persuasion in Action (2) Reciprocity 31 Commitment and Consistency Social Proof Authority Liking Scarcity
  32. 32. Be honest 32
  33. 33. Be mobile  Mobile is the glue for the user experience  Can make – or break experience  Allow customisation in settings  Usual airport  Usual payment card  Usual seat etc 33
  34. 34. UX Research for the sector  Recruit specifically for credibility  Experience - What people bring with them is important  More “let off the leash” tests – let the user set their own parameters  Remote  moderated testing  self moderated testing  unmoderated testing  A/B & Multivariate testing for conversion funnels 34
  35. 35. Content & journey inventory Chart describes a typical research journey and where the information needs are met INFORMATION NEED Price        Weather        Latest deals?        What is included in price?        How does XXXXX compare?        What is there to do for kids?        What is there to do locally?        What’s new with XXXXX ?        Special deals for customers?        35
  36. 36. Key takeaways      36 Recognise – and foster – the emotional aspect of travel Discover your target users’ parameters Let the user play by their own rules, be in control Allow previews, avoid pogosticks Research in context
  37. 37. Thank you Chris Rourke Managing Director 0131 225 0850 chris@uservision.co.uk @uservision @crourke www.uservision.co.uk 37
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