Designing for Mobile Commerce
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Transcript of Designing for Mobile Commerce
Designing for Mobile Commerce
Sam ShankCEO, HotelTonight
@samshank
Last-minute mobile hotel deals
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HotelTonight - 692 Days Ago
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HotelTonight - Now
• Top 10 travel app• Top rated hotel booking app• 6m downloads• 2500 top hotels• 100 Cities, 12 countries• 100+ employees• $35M in funding
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We compete on product quality
• Focused team• Mobile-only• No legacy systems• Analytics-driven
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Why does quality matter?
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Google SEM
Google SEO
Mobile Apps
Deep Pocket$ ✔ ✗ ✗Make Algo Happy ✔ ✔ ✗Make Users Happy ✗ ✗ ✔
This is great news for mobile startups
What makes a great mobile company?
#1 Simple & Focused
• 5 word simplicity– HotelTonight - Book last-minute hotel deals– Uber - Hail a car– Runkeeper – Measure my workouts– Grubhub – Order food– Postagram – Turn photos into postcards– Will Call – buy last-minute tickets– Coaster – skip the bar line
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Book a hotel in 3 taps and a swipe
#2 Efficient Task Completion
HT vs. Legacy Travel Website Apps
• Tap
PricelineHotels.com
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20
40
60
80
100
120 4 taps 8 seconds
52 taps 102 seconds
40 taps 109 seconds
• On-brand, proprietary & mobile-optimized
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#3 Superb Merchandising
• It’s a marketing expense
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#4: Great Customer Support
• Rates equal or better than anywhere
• Eliminate the need for price comparison
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#5: Pricing you can Trust
• Entertain, don’t just process transactions
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#6: Easter Eggs
Design problems & solutions
Improving Multi-Night Bookings
• Problem: booking 2+ nights was tedious
• No way to see availability across all hotels
Improving Multi-Night Bookings
• Had to individually check each hotel
• Livable with 3 hotels, inadequate with 9+
Improving Multi-Night Bookings
• Solution: Move night-selector to city page
• Result: Increase nights/booking by 20%
Improving Multi-Night Bookings
• New problem: Make hotel page UX consistent with city page
Improving Multi-Night Bookings
• Solution: Move nights control to top right.
• New Problem: Share button too prominent
Improving Multi-Night Bookings
• Solution: Look at usage data: only .04% of visitors to page shared it. Remove the button.
Improving Check Out Process
• Problem: 3-taps to book led to “fat finger bookings” who claimed they booked accidentally
• .2% incidence rate caused 4% impact to profits
Improving Check Out Process
• Solution: New page that required customer to enter initials
• Result: fat-finger complaints dropped to .01%
• New Problem: 2% drop in conversion rate. Felt “bureaucratic”
Improving Check Out Process
• Solution: Replace initials with “h-bed trace”
• Result: 5% improvement to conversion rate. Delighted customers
• New Problem: .1% didn’t realize they needed to complete page
Improving Check Out Process
• Solution: Move instructions above bed and brighten animation. On previous page, change button label from “Confirm Booking” to “Continue”
• Result: non-completion rate reduced by 75%
Design iterations on checkout
Build Great Things