Marketplace for booking travel experiences

Client

GetYourGuide Deutschland GmbH

Location

Berlin, Germany

COLLABORATORS

• 5 Engineers

• 1 Product Manager

• 1 Copy Writer

• 1 UX Researcher

YEAR

2015 - 2016

GetYourGuide is the world’s largest online platform for booking tours, attractions and activities. They create the best customer experience possible so travelers can book a worry-free vacation.

business objective

In Q2 of 2015, product development set out to increase revenue month-over-month on its desktop platform. Here is an example of one use case, its challenges and its success.

Data showed that there was a significant drop-off on the activity details page causing a decrease of conversion to the checkout funnel.

My ROLE

Product Designer

My RESPONSIBILITIES

Organize and facilitate brainstorming sessions with engineers
As interim PM, prioritize opportunities and groom backlog
Identify UX Research methods
Design variants for A/B testing and prototypes for UX tests
Coordinate with Design and Content on design vision

user CHALLENGES

Research indicated that users did not trust the organizers and activities. This was validated by the drop-off rate on the activity details page.

By surfacing ratings and reviews to high click-through areas on the page, we believed that we could increase conversion from the activity details page to the checkout funnel by 4.0%.

What we did

After gathering feedback from stakeholders, I designed up to 16 versions of ratings and reviews for the activity details page then tested them, remotely, on a global audience using scenarios, tasks and UserTesting.com. Research and testing methods included:

Persona Research
Journey Mapping
Remote Usability Testing
Comparative testing in UX Research
A/B Testing in platform

What we learned

We pulled reviews from our database, and quickly realized that we could not pre-determine typos or the number of characters shown for each review, which made it difficult to control the visual layout on devices. That, and we didn't know how customers would react to the quality of the reviews. Would typos affect trust and conversion?

Research indicated that typos in reviews actually helped because customers felt reassured that a real person experienced the activity and wrote the content.

After A/B testing, we learned that we surpassed our initial objective. We increased conversion from the activity details page to the checkout funnel by 2.6% more than our goal metric.

Follow-up research indicated that highly visible ratings and reviews on an activity reduced choice paralysis
The red color on star ratings was most visible to users but yellow converted better
A five point numeric scale and stars was more universally understood among a global audience