Improving the hotel booking
experience on expedia.com
Understand if Expedia shoppers can navigate and shop with confidence with the new redesign.
DETAILS
Graduate coursework project (10 weeks) with a team of 4 members.
This project is NDA protected and therefore, I am unable to share the details here.
MY ROLE
Moderating sessions, research synthesis and coming up with recommendations for the design team.
Understanding phase
Learnings
  1. INCORPORATING EXPLORATORY VS FOCUSED TASKS IN THE STUDY
    I learnt how to use exploratory and focused tasks to get targeted data that helps us answer our research questions. Having an explorative task provided much needed insight into the user's mental model for shopping online.
  2. USING EYE-TRACKING TO PRIORITIZE FEATURES
    Including eye-tracking in our research plan helped us define the severity of the recommendations/fixes that we suggested to the design team. The improvements to the features of the page that were most visually engaging to the user ranked high on our list.
  3. SYNTHESIZING QUALITATIVE AND QUANTITATIVE RESEARCH
    I got an opportunity to perform a thematic analysis to find themes in the data that eventually led to our recommendations. While the qualitative data gathered helped in forming our suggestions, the quantitative data helped us back our recommendations based on user engagement.