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Grow your bookings by increasing your loyalty

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Improve your software product

You can grow your bookings by increasing customer loyalty. The powerful UX techniques you’ll learn in this webinar will help you increase loyalty.

We’ll walk you through practical examples of A/B Testing and Scenario Swimlanes and how they’ve been used successfully for this purpose.

YOU WILL LEARN

  • How to run A/B Testings to validate changes in your site
  • How to apply Scenario Swimlanes to identify user’s motivations and barriers
  • The impact of storytelling in your user’s journey
  • How travel industry leaders have applied these techniques to earn customer’s loyalty

WEBINAR ASSETS

Don't miss this webinar!

Save your spot!

Participants

Diana Arvayo

UX Researcher

Maria Lígia

UX Designer

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Grow your bookings by increasing your loyalty

Improve your software product

You can grow your bookings by increasing customer loyalty. The powerful UX techniques you’ll learn in this webinar will help you increase loyalty.

We’ll walk you through practical examples of A/B Testing and Scenario Swimlanes and how they’ve been used successfully for this purpose.

YOU WILL LEARN

  • How to run A/B Testings to validate changes in your site
  • How to apply Scenario Swimlanes to identify user’s motivations and barriers
  • The impact of storytelling in your user’s journey
  • How travel industry leaders have applied these techniques to earn customer’s loyalty

Participants

Diana Arvayo

UX Researcher

Maria Lígia

UX Designer

Loyalty in the Travel Industry

This text is extracted from minute 3:18

Every company wants to differentiate itself from their competitors. To do it, they try to innovate, and make small changes now and them. However, it doesn’t take long for the competition to catch up and copy their ideas.

This happens also in the travel industry. If we visit different hotels or flights sites, we’ll see many similar elements, colors, and experiences.

Companies can not build loyal customers if there is no differentiation. Each brand must have their own identity. Many companies use reward program to promote loyalty. However, it is not the solution.

Loyalty program do work and they can be useful. But, if you only rely on loyalty programs someone will offer your customer more points or rewards. You’ll end up losing them.

“Real loyalty is earned with great services, and great service starts with user research.”

How Nearsoft Helps Travel companies Engage with Their Users

This text is extracted from minute 11:40

Nearsoft helped Olset increase the conversion rate of their Evernote integrations. Transforming the product from 13 steps to make a reservation to only four steps using the following methodologies,

Affinity Diagrams

Understanding your target audience is indispensable to build a good lasting experience. One way to do it is by interviewing users and identifying patterns. These practices will give you great feedback on your users’ motivation and barriers when they interact with your product.

However, gathering feedback is only the first step. What really matters is to identify patterns that will help you discover insights. A great tool to do this is Affinity diagrams, they allow you to group a large amount of data based on their natural relationship between variables in the data.

Scenarios Swimlanes

It is a method that summarizes the entire experience from the user and the backend. This allows you to understand the entire user experience and analyze the impact a change can have at every level.

 

Where Are Ideas Coming from at Booking.com?

This text is extracted from minute 19:00

We can get ideas from different places. They can come from friends, families or colleagues. They are also our users. However, most ideas come from user research. Booking is known from our A/B testing practice.

We value data, we are pretty well-known for our A/B Testing

How Does Booking.com apply A/B Tests?

This text is extracted from minute 22:45
  1. Stop making opinion-driven decisions.
  2. Define a hypothesis and a metric that helps you measure your progress.

A Hypothesis can be structured in the following way,

We believe that changing [problem] will make them [solution]. We’ll know this when we see [effects] happening  to [metrics].

This will be good for customers. Partners and our business [end result expected].

  1. Run an A/B test by splitting your traffic in 50%. Half of the people will view the standard version and the other half will get the updated version. Based on the metrics, the version with higher results is the one that stays.  
  2. Make a decision, to do so you can ask yourself the following question,
  • Did they use it the way you intended?
  • Did it help their experience?
  • Did you make the experience worse for them?
  • Did it make enough of a change to be conclusive?

Making a change whether it is positive or not, should bring insights that you can apply to your experience. This depth in learning insights is what makes Booking.com a strong leader in the travel industry. Users keep coming back.

We are shaping the experience based on user feedback. When they come back to the site they will find a better experience.

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