Ali Baba
Better Experience in Hotel Booking
Alibaba
(Product Overview)
Alibaba Travels Co. has been active in Iran’s travel and tourism business since January 2014 as a startup. Alibaba Travels Co. is the pioneer of online travel services in Iran. Our offices are located in Mashhad. We provide innovative, competitive, and enjoyable services for the people who visit Iran and all Iranians traveling around the world.
Design Strategy
Design Process (What i did)
(Product Overview)
Usability Test
This test was performed online and remotely on 4 users with relatively different features. (Currently, 5 users show us 85% of usability problems and the reason why this test is 4 users: The two users cancel meeting a few minutes before test started and lack of time to find a suitable user for the test)
Important User Flows
- Search for a hotel in a tourist city (Istanbul)
- Select the time period of presence
- View the list of search results for choosing hotels
- View hotel details
- See hotel details on the map
- Choose a hotel from results
Before starting the test, I asked questions from users to know their general experiences in using hotel booking and the positive and negative points.
Before Start
01
Remember the last time you booked a hotel? Where was it? What metrics did you have to choose it?
02
Why did you choose that hotel? (Positive points)
03
What were the negative points in some hotels that made you reject it?
04
User demographics
Usability Test
Suppose you want travel to Istanbul and visit Alibaba to book a hotel. According to the following metrics find similar hotels and choose one. Metrics include short distance to see , facilities to suit your taste and cost between 200 to 400$ per night.
I give SUS questions to users after test for measure System Usability Scale.
Scenario
Ux Metrics (Ux Kpi)
- 50% of users were able to perform all the tasks. (Task Success)
- 100% of users understood how the hotel service works.
- 0% of users recommend the app to others. (NPS)
- System Usability Scale was 48.12 that shows the poor usability status in the hotel booking. (SUS)
- Time on task was not measured due to limit time
