UX Case Study
Improving Agoda's Post-Booking Experience
Improving Agoda's Post-Booking Experience
Project
Project
Agoda Mobile App Redesign
Agoda Mobile App Redesign
My Role
My Role
UX Researcher
UX/UI Designer
UX Researcher
UX/UI Designer
Duration
Duration
4 Weeks
4 Weeks
Problem Statement
Problem Statement
Agoda users face inconvenience due to confirmed bookings being denied upon arrival at their chosen accommodations, leading to stressful travel experiences.
Agoda users face inconvenience due to confirmed bookings being denied upon arrival at their chosen accommodations, leading to stressful travel experiences.
Key research insights
Key research insights
Having no access to primary research like interviews, survey and Agoda's internal data, I did Secondary Research
Having no access to primary research like interviews, survey and Agoda's internal data, I did Secondary Research
Reviews analysis from various sources like - playstore, youtube, instagram, etc.
Reviews analysis from various sources like - playstore, youtube, instagram, etc.
Competitive analysis (makemytrip, Goibibo, Oyo)
Competitive analysis (makemytrip, Goibibo, Oyo)
Heuristic analysis (NN/g 10 heuristic principle)
Heuristic analysis (NN/g 10 heuristic principle)
User Reviews
User Reviews
Reviews data revealed that customers struggled to find trustful property and encountering problems after booking
Reviews data revealed that customers struggled to find trustful property and encountering problems after booking
💡
💡
I found that users are facing similar problems in different groups, while doing review analysis coming up with 1 major problems and other side problems
I found that users are facing similar problems in different groups, while doing review analysis coming up with 1 major problems and other side problems
Bookings denied upon arrival at their chosen accommodations
Bad Customer Service
Cancelation & Refund
Bookings denied upon arrival at their chosen accommodations
Bad Customer Service
Cancelation & Refund
What people say
What people say
Many users expressed frustration about denied bookings, with Some travelers stating
Many users expressed frustration about denied bookings, with Some travelers stating
The hotel I booked from Agoda says they don’t work with agoda and refused to check-in, I want my money back
The hotel I booked from Agoda says they don’t work with agoda and refused to check-in, I want my money back.
Last time I made reservation at hotel, but as you arrive at hotel the rooms were allotted to other people, booking ID means nothing to them and even Agoda’s customer service is worst
Last time I made reservation at hotel, but as you arrive at hotel the rooms were allotted to other people, booking ID means nothing to them and even Agoda’s customer service is worst.
Understanding users pain points
Understanding users pain points
Denied booking by hotels
Denied booking by hotels
Even after receiving booking & payment confirmation from Agoda, on arrival at chosen hotel, hotel’s host refuse to check in, clearly stating that they do not work with Agoda
Even after recieving booking & payment confirmation from agoda, on arrival at chosen hotel, hotel’s host refuse to Check-in clearly stating that they do not work with agoda
Wrong listing of properties
Wrong listing of properties
Most hotels on Agoda are not verified or wrong listing
Most hotels on agoda are not verified or wrong listing
Extra charges
Extra charges
Hotels ask extra pay or are overbooked even after booking confirmation and pre-payment
Hotels ask extra pay or are overbooked even after booking confirmation and pre-payment
Bad customer service
Bad customer service
After all this frustration bad customer service, low response time
After all this frustration bad customer service, low response time
Delayed refunds
Delayed refunds
No refunds or takes longer time
No refunds or takes longer time
This problem is more specific to Indian region to particular groups
This problem is more specific to Indian region to particular groups
User group 1
User group 1
Solo travelers, budget travelers
Solo travelers, budget travelers
User group 2
User group 2
Family travelers
Family travelers
data Suggests 90 %
Data Suggests 90 %
users are Indian domestic travelers
users are Indian domestic travelers
data Suggests 10 %
Data Suggests 10 %
travelers are Foreigners who travels to India
travelers are Foreigners who travels to India
competitive analysis
competitive analysis
I conducted Competitive Analysis To understand more about what others are doing to solve this
I conducted Competitive Analysis To understand more about what others are doing to solve this
Competitive analysis revealed Leading OTA's Excel in showcasing trustworthy properties, personalizing searches, and offering instant booking with immediate confirmation. This creates a seamless and confidence-inspiring experience for customers.
Competitive analysis revealed Leading OTA's Excel in showcasing trustworthy properties, personalizing searches, and offering instant booking with immediate confirmation. This creates a seamless and confidence-inspiring experience for customers.
Hypotheses
Hypotheses
No Room at the Inn: Unraveling Booking Nightmares leading to trust & booking issue
No Room at the Inn: Unraveling Booking Nightmares leading to trust & booking issue
Last-minute cancellations by host without proper notification are resulting in denied bookings of customers on arrival due to Inadequate communication between booking platforms and hotels regarding room availability
Last-minute cancellations by host without proper notification are resulting in denied bookings of customers on arrival due to Inadequate communication between booking platforms and hotels regarding room availability
Property verification Focus
Property verification Focus
Hypotheses 1
Hypotheses 1
If Agoda implements a more rigorous property verification process and clearly displays verified status throughout the booking flow
If Agoda implements a more rigorous property verification process and clearly displays verified status throughout the booking flow
Then users will be better informed and experience less anxiety throughout the booking process
Then users will be better informed and experience less anxiety throughout the booking process
Because A key pain point is the mismatch between listings and reality, impacting user trust and leading to last-minute cancellations
Because A key pain point is the mismatch between listings and reality, impacting user trust and leading to last-minute cancellations
💡 More prominent hotel verification badges on the Agoda search results
💡 More prominent hotel verification badges on the Agoda search results
💡 Provide a "highlights" badge for properties in review section of recent reviews
💡 Provide a "highlights" badge for properties in review section of recent reviews
Agoda Verified
Agoda Verified
Booking Confirmation Clarity
Booking Confirmation Clarity
Hypotheses 2
Hypotheses 2
If Agoda provides a clear and easily accessible channel for users to contact customer support directly from their booking confirmation
If Agoda provides a clear and easily accessible channel for users to contact customer support directly from their booking confirmation
Then users will feel more supported and confident in resolving any issues that may arise and fewer denied bookings upon arrival
Then users will feel more supported and confident in resolving any issues that may arise and fewer denied bookings upon arrival
Because Sometimes issues stem from users not fully understanding policies or the listing itself due to information overload
Because Sometimes issues stem from users not fully understanding policies or the listing itself due to information overload
💡 User control and accessibility given at right place
💡 User control and accessibility given at right place
💡 Avoiding chaos and providing transparency in communication
💡 Avoiding chaos and providing transparency in communication
Customer service
Heuristic evaluation
Heuristic evaluation
heuristic evaluation and component analysis
heuristic evaluation and component analysis
Before begin with brainstorming and sketching, first I have to understand what is the Ideal key components and Information Architecture for booking flow and analyze the current design of Agoda mobile app and the problems.
Before begin with brainstorming and sketching, first I have to understand what is the Ideal key components and Information Architecture for booking flow and analyze the current design of Agoda mobile app and the problems.
NN/g
10 principal of heuristic evaluation
10 principal of heuristic evaluation
Highlights
Highlights
Lack of Text Consistency, Alignment and spacing
Lack of Text Consistency, Alignment and spacing
Inconsistent, Icons and repetitive elements
Inconsistent, Icons and repetitive elements
Lack of User Control and Accessibility
Lack of User Control and Accessibility
💡
If we improve these nuances and maintain better overall consistency, then most of the errors could be prevented and accessibility could be improved.
If we improve these nuances and maintain better overall consistency, then most of the errors could be prevented and accessibility could be improved.
Ideation
Ideation
Ideating the solution through brainstorming and sketching
Ideating the solution through brainstorming and sketching
I like sketching so, I grab a paper & pencil to began by brainstorming a wide range of potential solutions, keeping in mind to improve overall booking flow while focusing on these main areas :
I like sketching so, I grab a paper & pencil to began by brainstorming a wide range of potential solutions, keeping in mind to improve overall booking flow while focusing on these main areas :
🤝🏼
🤝🏼
Pre-Booking Verification
Pre-Booking Verification
How might we ensure the listed property is legitimate and available?
How might we ensure the listed property is legitimate and available?
📞
📞
Booking Confirmation
Booking Confirmation
How can we make booking details crystal clear and instill user confidence?
How can we make booking details crystal clear and instill user confidence?
🎧
🎧
Support and Resolution
Support and Resolution
How do we provide prompt, accessible help if problems arise?
How do we provide prompt, accessible help if problems arise?
🏨
🏨
🎧
🎧
✈️
✈️
✈️
✈️
🔎
🔎
📍
📍
Search, hotel listing and filter screen
Search, hotel listing and filter screen
I start sketching what comes in my mind and repeatedly did few iterations, generating ideas, anoted important points, well sketching done for search, filter, listing screen and got some points to work on later.
I start sketching what comes in my mind and repeatedly did few iterations, generating ideas, anoted important points, well sketching done for search, filter, listing screen and got some points to work on later.
📍
📍
Hotel info screen
Hotel info screen
Looks like I have done great job here, I got some great Idea while sketching this Hotel info page, let's see further how it reflects in final designs.
Looks like I have done great job here, I got some great Idea while sketching this Hotel info page, let's see further how it reflects in final designs.
📍
📍
Manage Booking screen
Manage Booking screen
Main focus is minimize the errors, and even if something goes wrong, what next or how to handle it. Let's find out…
Main focus is minimize the errors, and even if something goes wrong, what next or how to handle it. Let's find out…
Design
Design
Designing the solution
Designing the solution
The main Goal is to Improve overall Agoda’s hotel booking experience to gain user's trust and to show validation of property by showing relevant data and visuals, which will minimize the abandoned rates and will reduce denied booking
The main Goal is to Improve overall Agoda’s hotel booking experience to gain user's trust and to show validation of property by showing relevant data and visuals, which will minimize the abandoned rates and will reduce denied booking
1. Property listing screen
1. Property listing screen
Enhanced Trust & Filtering
for reliability and refined searches.
Enhanced Trust & Filtering
for reliability and refined searches.
I noticed that the property details with Inconsistencies which undermines user trust. Users seek validation of properties and more personalized results.
I noticed that the property details with Inconsistencies which undermines user trust. Users seek validation of properties and more personalized results.
Before
After
Before
After
I added a noticeable Agoda verified tag on property details to gain users trust. The Filter Nudge feature is added to encourage users to find better results. Other minimal changes - stars rating, user reviews, location, deal popup are now consistent and clearly visible.
I added a noticeable Agoda verified tag on property details to gain users trust. The Filter Nudge feature is added to encourage users to find better results. Other minimal changes - stars rating, user reviews, location, deal popup are now consistent and clearly visible.
Note - on access of primary data insights, property listing could be more improved and personalized for each user.
Note - on access of primary data insights, property listing could be more improved and personalized for each user.
2. Hotel info screen
2. Hotel info screen
Improved Accessibility and Building Trust
Simple Changes for a Better User Experience
Improved Accessibility and Building Trust
Simple Changes for a Better User Experience
I focused on enhancing the clarity of the review section and accessibility of the page. While the overall Information Architecture is solid, minor inconsistencies need attention.
I focused on enhancing the clarity of the review section and accessibility of the page. While the overall Information Architecture is solid, minor inconsistencies need attention.
Before
After
Before
After
I Improved Review section, added new feature reviews highlights (experimental) and tab bar for better accessibility, improved Top search bar and other minor changes.
I Improved Review section, added new feature reviews highlights (experimental) and tab bar for better accessibility, improved Top search bar and other minor changes.
3. Manage booking Screen
3. Manage booking Screen
Book with Confidence
Clear Confirmations, Trusted Reservations
Book with Confidence
Clear Confirmations, Trusted Reservations
The current design provides all necessary info, but it's overwhelmed with noise and chaos and no Confirmation Clarity from the host. There are too many buttons, repetitive info, and a confusing, unorganized information architecture that doesn't prioritize what users are looking for.
The current design provides all necessary info, but it's overwhelmed with noise and chaos and no Confirmation Clarity from the host. There are too many buttons, repetitive info, and a confusing, unorganized information architecture that doesn't prioritize what users are looking for.
Before
After
Before
After
A pop-up message appears to show that host has confirmed your booking
for better accessibility get details on WhatsApp button is provided
Visibility of booking details are clear now, avoiding chaos and multiple buttons
Instant Agoda Customer Service fab button is provided if any issue occurs
A pop-up message appears to show that host has confirmed your booking
for better accessibility get details on WhatsApp button is provided
Visibility of booking details are clear now, avoiding chaos and multiple buttons
Instant Agoda Customer Service fab button is provided if any issue occurs
Prototype
Prototype
Interactive prototype of Agoda mobile app
Interactive prototype of Agoda mobile app
Try Interactive prototype below or Click link - Agoda prototype
for better experience, try this prototype on mobile.
Try Interactive prototype below or Click link - Agoda prototype
for better experience, try this prototype on mobile.
Reflections and Next Steps
Reflections and Next Steps
👨💻 What I Learned
👨💻 What I Learned
This project taught me the importance of putting users first, even when I couldn't talk to them directly. Online reviews were super helpful for understanding their frustrations. I also learned how to brainstorm and test ideas quickly, which is key to being a good designer.
This project taught me the importance of putting users first, even when I couldn't talk to them directly. Online reviews were super helpful for understanding their frustrations. I also learned how to brainstorm and test ideas quickly, which is key to being a good designer.
🧑 Where I Could Improve
🧑 Where I Could Improve
Not having real data from Agoda was tough, but it made me appreciate how valuable that information is. In the future, I'd love to test my designs with real Agoda users to see if they actually solve their problems.
Not having real data from Agoda was tough, but it made me appreciate how valuable that information is. In the future, I'd love to test my designs with real Agoda users to see if they actually solve their problems.
🙋♂️ My Passion for Agoda
🙋♂️ My Passion for Agoda
Working on this has made me even more excited about Agoda's mission. I'd be thrilled to join the team and use my skills to help travelers have better experiences. I'm ready to keep improving on this project, looking forwards.
Working on this has made me even more excited about Agoda's mission. I'd be thrilled to join the team and use my skills to help travelers have better experiences. I'm ready to keep improving on this project, looking forwards.
Glad you came here
thankyou for all your support
Glad you came here
thankyou for all your support
Please let me know your valuable feedback,
I will be Greatfull for that.
Please let me know your valuable feedback,
I will be Greatfull for that.