This document presents a UX research project focused on a hotel aggregator, detailing market research, user personas, journey mapping, and design elements. It outlines user frustrations with cluttered interfaces and emphasizes the need for improved navigation and personalized experiences. Key findings include preferences for mobile accessibility, effective search filters, and the importance of user engagement throughout the booking process.

1. 1
UX Research:
Hotel Aggregator
Petros Antoniou

2. 2
UX Research:
Hotel Aggregator
Petros Antoniou
Market research & Competitive analysis 3
User Persona & User Journey Map 10
User flow 13
Prototype 17

3. 3
Market research &
Competitive analysis

4. 4
https://www.thinkwithgoogle.com/marketing-resources/experience-design/mobile-landing-page-
design-strategy/
https://ec.europa.eu/eurostat/statistics-explained/index.php/Statistics_on_ICT_use_in_tourism
H. Crnojevac, Igor & Musulin,Jadranka & Karlovčan, Saša. (2010). eTourism: A comparison of online and
offline bookings and the importance of hotel attributes.Journal of Information and Organizational
Sciences; Vol 34, No 1 (2010). 34.
=>
Articles => ways to aproach
this particular group of users
Mobile use.
Personalized experiences
=>
Booking hotel with
smart assistants
Voice search on the
rise
Reading reviews =>
huge factor for
booking a hotel

5. 5
Clean layout,
powerfull filters easilly accessible.
Non traditional search queries
(landmarks buildings etc).
Use of popups and icons (brand colors
only in icon strokes and logo).
Green => positive thoughts
Semi hidden toolbars

6. 6
Somewhat clattered results,
Search filters split between sidebar
and top navigation.
Clean landing page thumbnails and
promo articles.
Yellow form, blue search button =>
iconic, eye catching.
Map showing all search results is
really useful, although not easily
accessible.

7. 7

8. 8
Interesting use of pastel colors and white space. Landing page desgin is fresh
and stands out. Inner pages not very pleasing (messy and incosistent proportions
and use of colors)

9. 9
Use of tags and other not really
common ui elements.
Target audience mostly young
people. Polar bear => ♥
Use of graphs in search filter
Large UI elements, & white space.

10. 10
User Persona &
User Journey Map
Through a hotel aggregator website

11. 11
Travel Preferences
Goals
She wants to organise her summer vacations with her girlfriends. She has a tight schedule
and there's not a lot of time for research.
Background
Enjoys working as an architect,
although it's a quite demanding job
and she is always busy.
Has to travel frequently for work, but
never for pleasure.
Motivations
Organised info
Clever search filters and tools
Image oriented
Frustrations
Distractions
Cluttered interface
Lack of tools
Demographic
Female years37
Thessaloniki
Architect
€ 950 / month
Master's Degree
Single
Lives alone
Frequent traveler
Personality
Openness to experience
0 25 50 75 100
Conscientiousness
0 25 50 75 100
Extraversion
0 25 50 75 100
Agreeableness
0 25 50 75 100
Neurotism
0 25 50 75 100
Devices
NAME
Sofia, 37, Thessaloniki
MARKET SIZE
20 %
TYPE
Rational
Online Booking Experience
Prefers to choose hotels by herself, although she is somewhat loyal to two specific hotel
brands.
Frequent user of travel aggregators and she makes online purchases often.
Quote
It's time to focus on myself and my needs.
I want to plan ahead for my summer vacations.
PROJECT: Hotel Aggregator

12. Sofia, 37,
Thessaloniki
Enjoys working as an
architect, although it's a
quite demanding job
and she is always busy.
Has to travel frequently
for work, but never for
pleasure.
DESIRE GENERAL RESEARCH HOTEL SEARCH BOOKING ARRIVAL FEEDBACK
Desire to travel Select destination & booking platform Hotel Search Filters Examine & Refine Search Results Compare Results Final Selection Booking & Payment Confirmation Substage title Substage title
Preparation,
Travelling idea => reality
Picks a destination, get relevant info.
Selects booking platform from
Google search results.
Searches for accommodation using
platform's search tools.
Skims through initial
results. Checks out hotel photos.
Second search with more realistic
criteria.
Starts eliminating hotels. Identifies
what's actually important.
Start searching based on location
and comparison tools.
Final shortlist.
1 Hotel => 1 tab in the browser
Fast guest checkout vs sign up dilemma
Fills in personal & payment details
Transaction
Receives booking confirmation.
... Time Jump!...
Reminder of impending journey
Checks booking details
Help locate hotel
Check in
Submit a hotel review.
... Time Jump!...
Recommends hotel aggregator to friends.
Is willing to use again platform in the future
Booking Confirmation
You have booked a hotel for
August 21st-27th!
Your Booking Details: ...
Hmm summer holidays! Spain it is!
But where should we stay?
For 2 adults...
June...
At least everything isn't already
booked.
Too expensive! Hooray Wifi! Far away.
Decent reviews! Pff...
That's probably it. But let's take
another look.
I'm going to Ibizaaa! Payment was successful. Cool. Cool. Found it! Everything was great.
Desire to travel. Start planning vacation, research. Search for a hotel. Examine search results.
Make more specific queries.
Hotel Comparison: Prices, location,
amenities, reviews, photos
Select the best match.
Stop searching.
Register and book hotel. Help during travel preparations.
Reminders.
Provide hotel info.
Check In.
Post-travel feedback & Engagement.
love
distraction
interest
overwhelmed
optimism
serenity
boredom
joy
anticipation
trust
Urge to use other popular aggregators.
May postpone booking.
Many destructions.
Insecurity (cluttered/ugly interface)
Feelingunimpressed (limited
number of results and tools)
→
may switch to competitors.
Limited number of results.
Poor navigation.
→
May abandon website for good.
Search and comparison tools must
be easily discoverable.
If info is missing from a hotel listing,
the user may leave website and may
book in other platforms/directly..
User may postpone.
Cart abandonment.
Particularly if booking process seems overwhelming or
insecure.
Promotional pre-travel emails may make a bad impression. Incorrect/old hotel details. Impersonal or stock responses to user reviews.
Frequent generic newsletters.
Improve Google ranking
Social Media presence
Promote site based on provided
experiences/ travel opportunities.
Make a nice first impression
Get quickly to the point,
Present alternatives,
Dynamic results with AI integration
Personalise search experience.
Comparison tools.
Rich searchable user reviews with
infographics and/or icons.
Hotel listings must follow certain
specifications and provide users
with the same set of minimum
details.
Regularly update hotel info.
Guest checkout.
Simple and clean checkout process.
Integrate
Send customized travel tips pre-travel.
Personalized communication.
Booking details need to be reached easily.
Seamless hotel check in and identification
process.
Encourage user reviews and social media
engagement.
Personalized and specific responses to customer
comments/complaints.
Constant review of hotel partnerships and
direct communication with hotels.
Investigate all complaints.
Description
Storyboard
Quotes
Process and
channels
Touchpoints
Experience
Dangers
Opportunities
PROJECT: MAP:Hotel Aggregator User Journey Map

13. 13
User flow
Hotel search, hotel selection,
identification, transaction, and confirmation

14. Search form
Input fields:
1. Destination*
2. Check-in date
3. Check-out date
Travel
Recommendations
Article descriptions
& Photos: links
Yes
No
User reached
hotel
aggregator
through web
browser
(either
desktop or
mobile).
User knows
destination?
Mark hotel as a
favorite,
or add to
comparison tool
Search Results
Yes
Link is a
destination?
Link is a
hotel?
No
Hotel Listing
Yes
Related
Article/Content
Contains links to
search results
and/or hotel
listings
No
Found an
intresting
result?
Yes
Yes
Gives
Access to
Search Filters & Search
Tools
1. Location (landmarks,
interactive map)
2. Date Change
3. Room Type Change
4. Short by ratings
5. Short by Price
No
Room
availability?
Yes
Booking
Process
No
+ New Search
Landing Page
14

15. Registration Page
1. Contact details *
2. Payment details
Yes
No
User decides
to book a
room.
Is user a
returning
customer?
Checkout
Proccess
Yes
User verified?
No
Login Form
No
Booking Page
Step 1
User has to log in
User is
logged in?
Yes
Booking Button
Prompt to check
email inbox
15

16. 16
Yes
User is
identified and
ready to book
a room
User deserves
discount / has
coupon?
Booking Page
Step 2
Booking details
Booking Details
Input Fields
Booking Page
Step 3
Transaction
Payment
successful?
Calculate Discount
Tax Calculation
Payment Method
Selection
No
Payment No
Summary &
Confirmation
Email

17. 17
Prototype
tinyurl.com/y2o5mh38

18. 18

19. 19