Company
FTI Group
Services
Product Design UI & UX Design User Research B2C
Industries
Travel
Date
June 2023 - 2024, 1+ years
The current Internet Booking Engine (IBE) on FTI's travel website suffers from several significant issues that hinder user experience and business performance. The hotel cards display too much information, overwhelming users and making it difficult to quickly identify key details. Additionally, the design of these cards does not align with FTI's new design system, resulting in a lack of visual cohesion and an unprofessional appearance.
What we learned from our customers
Price, location and ratings are most important for customers selecting a hotel across all destinations.
Hotel reviews are critical for the decision making process regarding the Hotel selection & booking.
Hotel-Location, Hygiene & Amenities are most important for hotel selection - in dependency of destination.
Elderly customers carefully consider hotel food selection and quality when booking and have high expectation for All Inclusive offers.
Usability prototype testing
After identifying the main problem by analyzing our existing customer insights, interviews, and collaborating with stakeholders; running many Design Critique workshops, I was finally be able to come up with a design solution.
Of course, we didn't want to implement that design solution right away, so we decided to run a prototype test with our current customers.
With the collaboration with the UX Researcher in our team, we conducted usability tests and gathered both quantitative and qualitative data on user interactions based on the design idea that I've proposed by using Maze tool. Here are some of the data findings:
Multiple choice
Please take a look at this list of hotel cards. What do you think is the main purpose or functionality of this list?
7
Responses
57%
4
It provides an overview of package deals, including accommodation and additional services as well as the initial price.
57%
4
It lists available hotel options for a location.
29%
2
It shows an overview of only available package deals including accommodation, additional services and final prices.
0%
0
I'm not sure what the purpose of this hotel card list is.
How easy was it for you to find the hotel amenities such as the pool on this hotel map?
1
0
Opinion scale
7
3.9
Responses
Average
0%
14%
29%
1
2
3
4
5
2
14%
1
43%
3
Not easy
Very easy
Imagine you are looking for a hotel for your trip that offers both transfer and breakfast included.
Prototype test
0.0%
71.4%
7
75.2s
42.3%
Direct success
Mission unfinished
Misclick rate
Avg duration
Total testers
Imagine you want to find a hotel with a pool for your trip.
Prototype test
71.4.0%
14.3%
7
27.3s
52.6%
Direct success
Mission unfinished
Misclick rate
Avg duration
Total testers
Time to kick off design solution
By analyzing insights from Maze, I was able to iteratively refine and optimize the design solutions. This data-driven approach was essential in validating design decisions and ensuring that my solutions were truly user-centered and effective.
Areas of improvement
1.
Improve visual hierarchy
2.
Build logic for USP Badges
3.
Improve amenities info
4.
Make the layout clean
5.
Follow design system rules
6.
Prevent the confusion of the card interaction
Nico Santangelo
Design Team Lead, ADP List Mentor, Design Systems
Working with Gülce has been an absolute pleasure and I can state with confidence that she is a great person and professional. She is skilled in coming up with fresh ideas, complex designs, and useful prototypes. Her work constantly demonstrates a great degree of precision and inventiveness.
Gülce's ability to work harmoniously with each member of the team is one of her strongest suit. Her optimistic, joyful, and serene personality promotes a successful and peaceful work atmosphere.
She is an important member of any team, and I warmly recommend her.
This is how we change the whole Hotel List page
Despite the unfortunate circumstances of FTI's insolvency, which ultimately prevented the full implementation of our design solutions, this project underscored my ability to lead and execute a comprehensive user-centered design approach. It highlighted my proficiency in collaborating effectively across multidisciplinary teams, driving impactful design solutions informed by robust research, iterative testing, and continuous refinement. These experiences have equipped me with invaluable skills and insights that I am eager to apply in future projects, ensuring exceptional user experiences and business success.