Communication

design for an

wholistic travel

experience

THE BRIEF

As booking.com makes the shift from being an accommodation only company to wholistic travel company, my team was responsible for intelligently communicating to the users the product offering.

ROLE & RESPONSIBILITIES

As UX designer for the marketing team I am responsible for leading the design strategy and work closely with the product owner, I am also responsible collaborating with other stake holders synergising and communicating the design strategy with the larger team. I was also responsible for creation of design mocks / protoype, building frontend for emails and landing pages and validation of the ideas through user reasearch and experiementation.

DESIGN WORKSHOP

I organized and facilitated a design workshop to enable us to generate ideas and get everyone at the same level of understanding of the challenge we are solving. Activities performed in the workshop included, how might we's, sketching and rafting of discussion of working. How might We's, Sketches, Journey Map, Idea Presentation & Dot voting.

Getting everyone together to generate ideas brings fresh perspective

SOLUTIONS SKETCHING

With lot of creative energy packed up from the design workshop I was able to collate a lot of great Ideas that we could start working on. Ideas generate from the workshop included creation of several one of campaigns to educate users about the booking.com new products offerings, streaming email campaigns triggered by anticipating users needs based on behavioural patterns. This will be delivered mainly in form of emails and push notifications.

High fidelity

designs based

on the sketches

USER RESEARCH

After creating the first drafts of email designs based of the ideas from the workshop, I was important that I validated the design, figure out what works what in each design and find which is the best. To get the is done I used usertesting.com to get participate to give insights and recommendations on the designs.

DEVELOPMENT AND EXPERIMENTATION

Based on the result of the test I need to build the final designs, as the teams UX designer coded out this emails, working with the translation team to ensure that the email works in 43 languages and also working with backend developers to ensure that the dynamics contents are rendered properly. The design communications built were ran though A/B testing experiments to give more insight on user behaviour on a larger scale.

The metrics monitored in the experiments includes:

  • Conversion rate
  • Engagement
  • Unsubscribe
  • Customer services
  • Attach rate
  • Click through rate

CONCLUSION

With several weeks of designing , experiementation and iteration the commnunication designed have been very successful at communicating users to take advantage of Booking.com product offering. Over the period of year this emails have been the entrypoint to over a millions to book diffenrent products for there vacations and business trips.