Hotel cards
Problem Statement
Current cards are not following industry best practices. User research and competitor analysis show that users want to see key information highlighted. Cards are missing information users expect to see.
Recommendations
Before search
User Needs
I want to be able to narrow down results easily. I don’t usually purchase travel in one sitting so I’d like easily pick up where I left off. To do that, be able to:
Scan cards for key information
Save, share and come back to the properties I’m interested in
best practices
1. Provide Multiple Thumbnails in the Search Results
Source: Baymard Institute #1958
2. Display Both the Nightly Rate and the Total Cost Of Stay
Source: Baymard Institute #1941
3. Ensure Property Listing Thumbnail Is Visually Enticing and Highlights Key Property Details
Source: Baymard Institute #2343
4. Always Include the User Ratings and number of ratings
Source: Baymard Institute #2284 and #441
5. Ensure Prices Are Clear in List Items ls
Source: Baymard Institute #452
6. Implement Save Features
Source: Baymard Institute #798
Qualitative Research
We reviewed feedback from A/B prototype tests of T+L GO, as well as competitor website layouts.
Users expect a photo carousel on cards, users want as many images as possible of the property
Users want relevant information on the cards so they don’t have to go to the details page to get it, including price, rating, amenities, descriptions.
Competitor Analysis
Adding suggested information to cards would put Travel + Leisure Go on par with competitors
What to test
Does removing any info such as hotel class and/or location impact conversions?
What way of displaying savings performs better?
Question
Data suggest that more cards on screen converts higher.
Does removing hotel class and/or location impact conversions?
• Do most users look for hotel class on cards or do they filter based on hotel class if it’s important to them?
• Do we need to display “New York” if they searched for “New York”?
• Competitor analysis inconclusive
Next Step: Further testing required
Question
What performs better?
• cross-out
• percentage
• dollar amount off
• call out (ie: member favorite, great deal, best deal)
• combo of the above
Next Step: Further testing required
