Bidaway

THE CHALLENGE
Bidaway was facing a Conversion challenge. Potential customers were visiting the BidAway website but participation in the bidding process was too low.
Tech Travel Mobile
ABOUT THE APP

Bidaway is a website that uses an auction process for a chance to win a reduced hotel fare.

Alternatively, if users prefer not to participate in the bidding process, the site allows them to buy and book directly at a competitive price.

DESIGNING AN ACTION PLAN

Our scope was to increase conversion by identifying if Bidway met users’ expectations when deciding vacation destinations.

PHASE 1

Measuring Users’ Emotional Reactions to Individual Features of a System

Through Kano Analysis we were able to identify that,

  • Direct booking build trust among Bidaway users.
  • Facility details, pricing and a full mobile version developed the perception of quality service.
  • Travel Inspiration and Packages were perceived as a novelty.
  • Refined Search was perceived as a Quality enhancer.

PHASE 2

Restructuring Bidaway Based Users’ Satisfaction Potential

In 1 on 1 interviews with Bidaway users we discovered,

  • The absence of Travel Inspiration and Packages would cause little dissatisfaction but its presence would dramatically increase satisfaction..
  • Likewise, Refined Search and Browse by Theme would also cause significant satisfaction..
  • Bid at Auctions, Social Reviews and Deal Alerts are also opportunity areas.

PHASE 3

Improving Bidaway’s User Conversion

Our UX Research unveiled insights to implement a new feature to inspire Bidaway users and drive conversion by adding new sections like,

  • What You Like - A variety of images and options that fit your vacation style.
  • Where You Want to Go - Select how close or far from home you want to travel.
  • Finally, with a click on the “Inspire Me” button customers are presented with the bidding options that best fit their needs.

Understanding users’ expectations improves conversion

Bidaway’s engagement increased considerably once we started making data-driven decisions based on our UX Research.
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