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Designing for Mobile Commerce
- 1. Designing for Mobile Commerce Sam Shank CEO, HotelTonight @samshank
- 2. Last-minute mobile hotel deals 2
- 3. HotelTonight - 692 Days Ago 3
- 4. HotelTonight - Now • Top 10 travel app • Top rated hotel booking app • 6m downloads • 2500 top hotels • 100 Cities, 12 countries • 100+ employees • $35M in funding 4
- 5. We compete on product quality • Focused team • Mobile-only • No legacy systems • Analytics-driven 5
- 6. Why does quality matter? 6 Google SEM Google SEO Mobile Apps Deep Pocket$ ✔ ✗ ✗ Make Algo Happy ✔ ✔ ✗ Make Users Happy ✗ ✗ ✔ This is great news for mobile startups
- 7. What makes a great mobile company?
- 8. #1 Simple & Focused • 5 word simplicity – HotelTonight - Book last-minute hotel deals – Uber - Hail a car – Runkeeper – Measure my workouts – Grubhub – Order food – Postagram – Turn photos into postcards – Will Call – buy last-minute tickets – Coaster – skip the bar line 8
- 9. 9 Book a hotel in 3 taps and a swipe #2 Efficient Task Completion
- 10. HT vs. Legacy Travel Website Apps • Tap 0 20 40 60 80 100 120 Priceline Hotels.com 4 taps 8 seconds 52 taps 102 seconds 40 taps 109 seconds
- 11. • On-brand, proprietary & mobile-optimized 11 #3 Superb Merchandising
- 12. • It’s a marketing expense 12 #4: Great Customer Support
- 13. • Rates equal or better than anywhere • Eliminate the need for price comparison 13 #5: Pricing you can Trust
- 14. • Entertain, don’t just process transactions 14 #6: Easter Eggs
- 15. Design problems & solutions
- 16. Improving Multi-Night Bookings • Problem: booking 2+ nights was tedious • No way to see availability across all hotels
- 17. Improving Multi-Night Bookings • Had to individually check each hotel • Livable with 3 hotels, inadequate with 9+
- 18. Improving Multi-Night Bookings • Solution: Move night- selector to city page • Result: Increase nights/booking by 20%
- 19. Improving Multi-Night Bookings • New problem: Make hotel page UX consistent with city page
- 20. Improving Multi-Night Bookings • Solution: Move nights control to top right. • New Problem: Share button too prominent
- 21. Improving Multi-Night Bookings • Solution: Look at usage data: only .04% of visitors to page shared it. Remove the button.
- 22. Improving Check Out Process • Problem: 3-taps to book led to “fat finger bookings” who claimed they booked accidentally • .2% incidence rate caused 4% impact to profits
- 23. Improving Check Out Process • Solution: New page that required customer to enter initials • Result: fat-finger complaints dropped to .01% • New Problem: 2% drop in conversion rate. Felt “bureaucratic”
- 24. Improving Check Out Process • Solution: Replace initials with “h-bed trace” • Result: 5% improvement to conversion rate. Delighted customers • New Problem: .1% didn’t realize they needed to complete page
- 25. Improving Check Out Process • Solution: Move instructions above bed and brighten animation. On previous page, change button label from “Confirm Booking” to “Continue” • Result: non-completion rate reduced by 75%
- 26. Design iterations on checkout
Editor's Notes
- Every day at noon in 22 destinations, we publish last-minute same-day hotel deals. Hip, Elegant, Basic – something for everyone. We curate the selection – only top hotels in each category - and show 3 per city – this makes it easy for the customer to book on a small device, vs. wading through 600+ results they’ll see in the travel apps from the big guys. Hotels compete for these 3 spots which encourages them to give us their best deals for unsold inventory. The selection of hotels rotates every day, so you never know what you’re going to get – which protects hotels from encouraging their loyal customers to wait to book and save.
- We are very much a startup. A year ago this is all we had. We hadn’t written a line of code, hired anyone, or talked to a hotel. We didn’t even have a name for the company.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- But we’ve proven a lot and accomplished even more in 12 months.
- Hotel Tonight – we’re here to change the way you book hotels – and we’re already doing it.