Booking.com Case Study
Tailored feature addition to cater to the working needs of digital nomads.
Project Timeline
80 hours
Project Type
Digital Nomads
Work Requirements
Conceptual
Contributor
Simran Singal
UX/ UI Designer
My Contributions
UX Research
UI Design
Starting Point
Booking.com, founded in 1996, is an Amsterdam-based online travel platform that connects travelers with accommodations worldwide. With a focus on innovation and user experience, Booking.com has grown to become a leading player in the industry, offering a wide range of accommodations, competitive prices, and instant confirmations. Today, it operates in over 230 countries and continues to empower people to explore the world through seamless and enjoyable travel bookings. Over the years, it has also incorporated flight bookings, car rentals and booking local tours as part of its booking features to provide a more holistic experience to its users.
In light of the increasing population of digital nomads, the company stands to gain by incorporating tailored features that address the unique travel requirements of these users. While immersing themselves in new destinations and embracing local cultures remains a strong driving force, the ability of digital nomads to meet their work obligations may suffer if they struggle to locate a conducive and productive work environment. By comprehending the diverse travel objectives of these individuals, the company can develop a more encompassing product.
Research Plan
To understand the current landscape pertaining to digital nomads and what is their travel planning process, I developed the following research plan with specific goals and objectives in mind to fully grasp the needs and pain points of our target audience.
Goal
We want to know the unique travel requirements and work related needs of digital nomads so that we can develop tailored features to enhance their ability to find productive work environments while traveling to new destinations
Research Objectives
Explore the diverse travel objectives and preferences of digital nomads to identify common patterns and unique needs.
Understand the specific challenges faced when it comes to finding conducive and productive work environments while traveling.
Investigate the impact of the work environment on the productivity and overall travel experience of digital nomads.
Identify the key factors that digital nomads consider when selecting accommodation for both work and leisure purposes.
Examine the existing tools used by digital nomads for finding suitable workspaces while traveling.
Determine the expectations and pain points of digital nomads regarding the booking process and availability of work friendly amenities.
Participants
Have extensive travel experience (for purposes of this research sprint - a minimum of 2 weeks of traveling while actively working)
Work type - Freelancer, entrepreneur, remote employees etc.
Highly tech savvy.
Any age range/ gender/ ethnicity.
User Interviews to Affinity Mapping!
Following a quick evaluation of booking.com, I delved into user interviews with three digital nomads, each representing different roles—entrepreneur, remote employee, and freelancer.
Digital nomads, inherently flexible, highlighted essential needs like reliable Wi-Fi, a basic work setup, and quiet spaces as must haves. For them, booking accommodations with confidence is not easy when crucial information is lacking, hindering their ability to work effectively and compromising their digital nomadic experience.
Example questions
How do you select an accommodation based on your work needs?
What are some of your must haves for a productive work environment when traveling?
What are some deal breakers for you to reject an accommodation based solely on your productivity needs?
The ensuing patterns became the cornerstone for my design approach.
Problem Statement
Enhance the work and travel experience for digital nomads by addressing the issue of insufficiently verified information regarding essential work amenities, such as Wi-Fi and workspace, in accommodations, which currently hinders their ability to work effectively and impacts their overall nomadic lifestyle.
User Personas
Two distinct personas have surfaced, shaped by work profiles and duration of stay. Remote employees typically embark on extended 2-3 month digital nomadic experiences, opting for a diverse mix of accommodations such as hostels, hotels, and co-livings. On the other hand, aspiring entrepreneurs, constrained by budget considerations and seeking heightened social engagement, tend to opt for hostels during their shorter stays of about a week or two.
Kayla, The Flexible Novice
Kayla, a psychology graduate with a passion for entrepreneurship, embarked on her dream of starting a sneakers business. Opting for budget travel while laying the foundation for her business, she strategically chooses hostels for affordability and basic work setups. Despite shorter trips, Kayla maximizes experiences while staying on a shoestring budget, blending her love for travel with entrepreneurial pursuits.
Tom, The Organized Pro
Dublin native Tom, a data analyst, revived his passion for travel after a Covid-related layoff. Embracing remote work opportunities, he now works for a US-based IT company, traveling to destinations like Thailand and Greece while excelling in his career. Tom expertly balances exploration and productivity in his newfound lifestyle.
Solution
To cater specifically to the emerging user base of digital nomads, I’m introducing a set of features (filters and information sections) to booking.com that will provide the users with relevant and verified information on the work related amenities to help them confidently book accommodations for all their upcoming trips.
The feature as a whole will be broken down into the following sub features -
“I’m a digital nomad” checkbox filter on the home page (similar to “I’m traveling for work”) which will club the ‘Wifi Speed Test’, ‘Workspace Availability’, ‘Access to Quiet Spaces’, ‘Co-works Nearby’ filters.
Information features on the respective accommodation page,
a NEW section dedicated to wifi speed will be added, which will include the details of the wifi speed test and customers reviews mentioning the wifi speed all in one location.
The listing owner will add booking.com verified images of the workspace, in their image gallery, that is available to the customers.
Add a tag of ‘Quiet Spaces’ (if available) along with their other tags under the description of the listing.
The inclusion of a dedicated digital nomad filter on the homepage streamlines user access to pertinent information. Additionally, the incorporation of four specified work amenities enhances the user's ability to confidently choose and book accommodation tailored to their needs.
Add a subsection of ‘Workspaces’ in their section of ‘Nearby’ to showcase the coworks and work cafes available near the accommodation.
Task Flow
Given that the emphasis is on features facilitating information access on the listing page, the primary flow that I designed preludes this action.
The ‘I’m a digital nomad’ checkbox flow involves the existing search flow but with a focus on this new checkbox filter. The objective is to evaluate whether users notice this filter during their search process and find the subsequent filters, categorized under 'digital nomad', intuitive and aligned with their expectations.
High Fidelity Wireframes
Aligning with the established UI of booking.com, I aimed to seamlessly integrate the new digital nomad features, ensuring they harmonize with the company's existing visual design.
“I’m a digital nomad” filters
Accommodation Listing Page Info Feature
Testing the Prototype
I conducted usability tests with 3 digital nomads using Zoom and in-person sessions.
Filter Flow Test: The first part involved a flow test for the 'I'm a digital nomad' checkbox filter. Users navigated a concise search flow, and I gathered qualitative and quantitative feedback at the end.
Feature A/B Test: For the second part, I employed an adjusted A/B testing approach. Users first reviewed a listing without the new features, assessing its work amenities in a short time period to reduce cognitive load. Then, they viewed a similar listing with the new features, and I noted if they noticed these additions.
A Test (With no additional features)
B Test (With 4 additional features)
After capturing their initial impressions, I asked specific questions about each of the four features:
Whether they noticed that feature?
Was placement of that feature where the user expected it to be?
Did the information make sense?
Was it relevant to their booking experience as a digital nomad?
How to improve it?
The compiled data formed the basis of the feedback report.
