You can grow your bookings by increasing customer loyalty. The powerful UX techniques you'll learn in this webinar will help you increase loyalty. We’ll walk you through practical examples of A/B Testing and Scenario Swimlanes and how they've been used successfully for this purpose.

1. March, 2017
Grow your bookings
by increasing your
loyalty

2. PRESENTER
Diana Arvayo
UX Researcher at Nearsoft
@dianonina
PRESENTER
Maria Lígia
UX Designer at Booking.com
@marialigiak
HOST
Jorge Symonds
Content Creator
@jorgepistola

3. +

4. Diana
Jorge

5. Maria

8. Uhmmmm… but
I’m different!!!

9. Let’s try
something
different!!!

10. Gotcha!

11. You’re not the only one...

17. Similar, right?

18. Loyalty :(

19. Loyalty =

20. Loyalty Rewards
Programs
=

21. Loyalty Rewards
Programs
≠

22. Loyalty

23. Understand Your Users First
“Real loyalty is earned with
great service, and great
service starts with user
research.”

24. Understand Your Users First
Understand
your users
User
Research =

25. Loyalty
Understand
your users
Engagement

26. Case Study

27. Increase the
conversion rate on
their Evernote
integration.
Challenge:

31. ☺ ☹
Benefits

32. ☺ ☹
Trust

33. ☺ ☹
Effort
6 Screens
Travel Preference Form

34. EffortBenefits Trust
☺ ☹13 Steps
To get the first hotel suggestion.
A big effort invested blindly.

37. Clearly
Communicate
the Benefits
1. Benefits

39. 2. Trust

40. 2. Trust

41. 2. Trust

43. 3. Effort

44. 4 Steps☺ ☺
Ongoing Feedback Loop
Users’ Engagement

45. Case Study

46. Where do ideas come from?

47. Where do ideas come from?
Friends & Family

48. Where do ideas come from?
Colleagues

49. Where do ideas come from?
User research

50. User research
A/B Testing

51. Stop making opinion-driven decisions

52. Experiments need a hypothesis

53. A/B Testing

54. Hypothesis
We believe that changing [the horizontal lines that’s now separating the
property's information to vertical lines so it separates one property from
the other] for [all users] will make them [more legible and easy to
understand their purpose and hierarchy of information].
We will know this when we see [effect(s)] happen to [metric(s)].
This will be good for customers, partners and our business because [it will
help people make a better decision based on their needs].

55. A/B Testing
Base
Variant

56. Making decisions
Did they use it the way you intended and did that help their
experience with booking their holiday?
Did you make the experience worse for them?
It didn’t make enough of a change to be conclusive.
OR
OR

57. What's next?
Learnings +
Follow ups +
Constant iteration +
Customer Service
= Loyalty

58. TAKEAWAYS:
Grow your
bookings by
increasing your
loyalty
1. All customers are unique
(Understand your users first)
2. Engagement
3. Loyalty = Great Service
4. Stop making opinion-driven
decisions

59. Be different, but
don’t forget to
iterate constantly...

60. Gotcha!
Gotcha!
Gotcha!
Gotcha!
Gotcha!
Gotcha!
Gotcha!
Gotcha!

61. Contact Maria
maria.klokner@booking.com
Want to know More?
slideshare.net/MariaKlokner
workingatbooking.com
Thanks!

62. Thanks! Want to know More?
Contact Sandra at (408) 890-2115
ux.nearsoft.com
ux-team@nearsoft.com