The chance to design for 43 different languages and 200+ countries comes with the challenge of balancing a lot of information per pixel. Booking.com gets millions of users everyday with different needs and goals, and designers need to understand how to best approach them without bringing more complexity to the product. In this talk we will go through how Booking.com deals with that problem using design to best leverage Machine Learning with personas, user journeys and AI to build a personalized experience to our customers.
The difference between designing for everyone and designing for context is in the understanding of who your customers are, their intent with your product and what can we do to anticipate their needs without disrupting the experience. Data Science is a powerful tool to get to that goal, but without a well thought of design behind it the intended experience will probably not be fulfilled.