Agoda Families
"How might we integrate personalized family travel recommendations to create memorable, stress-free vacations?"
Year
2018
My team (Agoda Traveler Segment Products - Family & Group Travelers)
🇮🇳 Subhanshu Saxena - Product Manager
🇺🇸 Christopher Thomas - Product Manager
🇺🇸 Lauren Bowers - Design Lead
🇹🇭 Chutimon Tangtanaporn - UX/UI Designer
🇺🇸 Monica Lees - Senior UX Researcher
My Responsibilities
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End-to-end features design, working with diverse cross-functional teams to vision and breakdown the design complexity.
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Observing and summarizing with the researcher to address key findings in the research session with customers (research sessions were held in Bangkok and Kuala Lumpur)
Project Background
"The Rise of Family and Group Travel"
The landscape of travel is ever-evolving, with distinct trends emerging that shape the way travel platforms like Agoda cater to their users. One such trend is the significant growth in the family and group travel segment. This demographic shift presents both opportunities and challenges for online travel agencies (OTAs) in terms of user experience (UX) design. Agoda, as a leading OTA, is poised to optimize its platform to better serve this burgeoning market segment.
Insights from Agoda's own surveys and market research indicate a substantial increase in family and group travel. The Agoda 'Family Travel Trends 2018' survey reveals that four out of five travelers are likely to take a family vacation in the next 12 months, with a notable preference for traveling with friends or extended family. This trend is echoed globally, with a focus on spending quality time with loved ones as a key driver for travel.
Project goals
The primary goal of this UX design project is to integrate personalized family travel recommendations/features into Agoda's platform, thereby creating a more memorable and stress-free vacation planning experience. This involves:
1. Streamlining the search and booking process to accommodate the unique needs of family travelers.
2. Enhancing the visibility and accessibility of family-friendly accommodations and amenities.
3. Providing tailored recommendations that resonate with the preferences of family travelers.
4. Simplifying the navigation and decision-making process with a user-friendly interface.
5. Incorporating feedback mechanisms to continuously refine the UX based on user insights.
Working Process
The Challenges
Understanding the Family Travelers
With a variety of age group and travel styles, family travelers often have complex needs. Seeking accommodations that offer more space, perhaps with cooking facilities, as well as services such as babysitting, kids' clubs, extra beds, or interconnecting rooms. Their decision-making process is influenced by a variety of factors, including cost, safety, and the availability of family-oriented activities and amenities.
Overall Usability Issues that also impacted the target users
The challenge lies in addressing the pain points of those planning family trips. Agoda's UX/UI case studies have highlighted issues such as poor navigation, inconsistent icons, and difficulties in applying and redeeming coupons, which can disrupt the user experience. Moreover, the need for transparency in pricing and ease of booking are critical factors influencing family travelers' satisfaction.
Spoke with three family segments to understand their needs and test our UX
1. Family with young kids
2. Family with pre-teens/teens
3. Group of friends
Found major needs that consistently the same across
all groups
1. Room Size
2. Hotel Location
3. Clean Room
4. Bed & Room Configuration
Web & Mobile
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Black Edition
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