Enhancing tiket.com's Hotel Comparison Feature to Improve User Decision-Making
TIME
2023
ROLE
Product Designer
This hotel comparison tool makes it simple for customers to select and contrast hotels that meet their needs, whether they are traveling with children or taking a work vacation. It does this by providing theme-based recommendations.
Overwhelming Hotel Selection Process
Planning a trip can often feel overwhelming, especially when faced with an endless array of hotel options, each offering different perks. Travelers frequently experience decision paralysis, akin to navigating a vast library without a map. Our task was to address this issue by creating an innovative feature for an online travel agency (OTA) as part of our Capstone Project. The challenge was to simplify the hotel selection process, making it both easy and enjoyable for users to compare and choose hotels based on their specific needs.
Key Issues:
Travelers face choice overload, leading to indecision and frustration.
Existing comparison features are either inadequate or already in use, lacking user-friendly design.
Solution: Thematic Comparison Feature
To tackle the challenge, our team embarked on an innovation journey using the 4C Framework—Collect, Choose, Create, and Commit. We began by studying popular travel sites like Airbnb and Booking.com to gather inspiration and identify gaps in existing features. With the guidance of our mentors, we realized that while our initial idea of a comparison feature wasn't entirely new, we could enhance it by focusing on simplicity and inclusivity.
Feature Highlights:
Thematic Categories:
Introduced categories such as "Kids-Friendly" and "Workcation" to help users filter options quickly.
Curated recommendations to reduce choice overload and streamline decision-making.
User-Friendly Design:
Developed an intuitive user flow to ensure seamless navigation.
Conducted workshops and usability tests to refine the design based on real user feedback.
As we refined our concept, we mapped out the user experience and observed how individuals interacted with the feature. These insights helped us replace confusing elements, like the swap button, with a more intuitive scroll feature, enhancing overall usability.
Refinements:
User Feedback:
Implemented changes based on feedback, improving filters for better customization and ensuring users could adjust comparisons easily.
Engaged in prototype testing to gather insights and iterate on design improvements.
Empowering User Decisions
The final comparison feature transformed the hotel selection process into a simple, enjoyable, and personalized experience. By offering thematic recommendations and allowing side-by-side comparisons, travelers were empowered to make informed and confident decisions without feeling overwhelmed.
Lessons Learned:
Teamwork & Adaptability:
We learned the importance of flexibility and collaboration in overcoming obstacles and achieving our goals.
Innovation & Determination:
Our journey demonstrated how creativity and persistence can lead to impactful solutions, even in the face of challenges.
