Booking.com

Mobile, Web, Prototyping, Experimentation

Helping travellers make better decisions with User-generated Content.

Context

I worked in the User Generated Content (UGC) team at Booking.com, primarily focused on using user content to make it easier for customers to make more informed decisions on the website and mobile apps.

The Challenge

The project started with a survey we ran to find out what information was important to our customers, and we found out that:

“Customers want to know whether or not pictures are accurate and whether or not their experience will match expectations”.

We had seen indications that customers don’t trust property photos, as they feel it is more marketing than honesty.

This feedback lead me to realize that we could explore using user photos to show users a more realistic view of the property, but we need to be careful what photos to show.

The property page

My Role

I worked in a cross-functional team comprising of developers, data scientists, product owners, copywriters, and other stakeholders.
My role in the team cut across; working closely with our researcher, product owner and developers to come up with the best experience for users, designing and developing user interfaces, working on some UI implementation and working to get user-feedback throgh qualitative and quantitative feedback.

The property photo gallery entry point

We started with user photos

In order to holistically approach this problem, we carried out a workshop with the team to have a shared understanding of the landscape of user photos and come up with ways in which we could solve this problem amongst others.

Facilitating a design workshop

I facilitated a brainstorm with stakeholders, consisting of “how might we”, brainstorm, dot-voting exercise, and solution sketching.

We prioritized the ideas based on how novel, useful, and based on perceived impact it would have when implemented.

Collaboration and co-working

Because some of the ideas we would be generating overlapped with areas of the product that weren’t owned by my team, I had to invite other stakeholders to the workshop. And also, after the workshop other designers also helped visualize some of the prioritized ideas we wanted to work on.

We started implementation by prioritizing ideas from the workshop. One of the ideas was to show similar photos from users when a customer is viewing the property photos, to get a more balanced view.

Some solution sketching from the design sprint

Explorations

In just a few weeks of work, we were able to get some changes live on the site, and we were able to conclusively increase bookings for properties that saw our introduced change - similar user photos.

Some of the explorations I worked on for the desktop gallery

Implementation

In just a few weeks of work, we were able to get some changes live on the site, and we were able to conclusively increase bookings for properties that saw our introduced change - similar user photos.

Similar user photos that match the property photo
User info and date shown on hover

Impact and Learnings

In just a few weeks of work, we were able to get some changes live on the site, and we were able to conclusively increase bookings for properties that saw our introduced change - similar user photos.

Redesigning the review panel
Mobile review screen refresh

Follow-up

In just a few weeks of work, we were able to get some changes live on the site, and we were able to conclusively increase bookings for properties that saw our introduced change - similar user photos.

Making it easier to filter reviews on mobile