Partner features on the Booking app

Partner features on the Booking app

Introducing partner features to the Booking app for higher traffic and better cross-platform parity

Introducing partner features to the Booking app for higher traffic and better cross-platform parity

TLDR

While strategic and affiliate partners are pivoting their focus on mobile-first experiences, my product team and I looked to match all our offerings and features to the Booking app, driving cross-platform parity from 25% to 90%in 2 years.

TEAM

Solo designer with a product manager, product marketing manager, 4+ developers

ROLE

Led and decided on the UX and research, aligned with all stakeholders needed, delivered designs and research analysis

TIMELINE

On and off for 2 years

APPROACH

Define

Scope definition

Defining goals

Identifying needed methods

Assess

Feature desktop audit

Stakeholder identification

Touchpoint mapping

Design

Explorations

Cross-functional alignment

Prototyping

Delivery

Evaluate

User testing

Experimentation

Analysis and insight extraction

Next step definition

CONTEXT

New ways to tap untapped markets

New ways to tap untapped markets

The goal of the Partnerships department is to provide solutions and products to thousands of strategic and affiliate partners where they can earn commission on bookings made on Booking through them. In return, we access new users and markets.

The goal of the Partnerships department is to provide solutions and products to thousands of strategic and affiliate partners where they can earn commission on bookings made on Booking through them. In return, we access new users and markets.

CURRENT OFFERING

CURRENT OFFERING

Some of the products built there

Some of the products built there

Some of the products built there

Many of the products in Partnerships (and our focus in this case study) are consumer-facing:

Many of the products in Partnerships (and our focus in this case study) are consumer-facing:

White labels and

co-brands

to enforce the partnership to the consumers' eyes

Reward campaigns

where consumers can get miles and loyalty points, Booking credits, or instant discounts

Want to see it in action?

Live experience

OPPORTUNITY

OPPORTUNITY

Staying on top of things

Staying on top of things

Staying on top of things

While our products have been available for a decade primarily on the browser, where users found comfort in booking their trips on bigger screens, the recent world shift to mobile usage has accelerated the development and optimisation of the Booking app.

While our products have been available for a decade primarily on the browser, where users found comfort in booking their trips on bigger screens, the recent world shift to mobile usage has accelerated the development and optimisation of the Booking app.

PROBLEM

All these features have existed for years on the desktop and mobile browser experience

OPPORTUNITIES

More than 80% of gross bookings are now made through the Booking app


Partners are shifting their priorities and building mobile-first products - seeking an end-to-end seamless journey from their mobile platform to ours

Feature parity between desktop and app is at 20% for partnerships consumer-facing products

EXPECTED IMPACT

By building products and features that already exist on the app, we increase the 80% share of gross bookings and earn the loyalty of partners prioritizing mobile experiences

From big screens to small ones

From big screens to small ones

From big screens to small ones

​It is not secret that small screen design requires a distinct approach due to limited screen real estate, unique visual constraints, and the need to adapt accordingly - even and especially when conveying the same message.

​It is not secret that small screen design requires a distinct approach due to limited screen real estate, unique visual constraints, and the need to adapt accordingly - even and especially when conveying the same message.

Real estate was limited - the fixed banner throughout the flow would take up significant space

All components and visual touch points guiding the user through the flow had to be less-intrusive, and more visually efficient to avoid constraints

Horizontal patterns and touch points

Horizontal patterns and touch points

Horizontal patterns and touch points

Reward campaigns, with their multiple touchpoints and varying messages and actions that converge towards a single end goal, presented a unique challenge in ensuring a seamless user experience.

Reward campaigns, with their multiple touchpoints and varying messages and actions that converge towards a single end goal, presented a unique challenge in ensuring a seamless user experience.

CHALLENGE

Poor communication and execution of touch points when consumers are promised rewards, can lead to increased customer support tickets and potential legal issues.

UNIVERSAL REGULATED EXPERIENCE

UNIVERSAL REGULATED EXPERIENCE

The effect of big companies

The effect of big companies

The effect of big companies

As opposed to startups, companies like Booking, with hundreds of designers, count on a consistent regulated experience throughout all platforms, answering to one universal brand language.

As opposed to startups, companies like Booking, with hundreds of designers, count on a consistent regulated experience throughout all platforms, answering to one universal brand language.

Cross-functional alignment

The different funnel stages and areas remains fragmented across various core teams. Defining touchpoints (that need to be scalable and adaptable by different partners) throughout the entire funnel was challenging due to the siloed ownership of individual screens and areas.

The different funnel stages and areas remains fragmented across various core teams. Defining touchpoints (that need to be scalable and adaptable by different partners) throughout the entire funnel was challenging due to the siloed ownership of individual screens and areas.

One design system and language

Our robust design system and reusable components significantly streamlined the interface design of of the touch points. This allowed me to prioritise strategic positioning, foster collaboration, and conduct thorough research, as well as accelerated development, a universal consistent app experience, and enhanced accessibility.

Our robust design system and reusable components significantly streamlined the interface design of of the touch points. This allowed me to prioritise strategic positioning, foster collaboration, and conduct thorough research, as well as accelerated development, a universal consistent app experience, and enhanced accessibility.

POST-DESIGN RESEARCH

POST-DESIGN RESEARCH

Driven by our users and data

Driven by our users and data

Driven by our users and data

Both qualitative and quantitative methods were used post-design delivery. Findings were then acted on according to their criticality.

Both qualitative and quantitative methods were used post-design delivery. Findings were then acted on according to their criticality.

Unmoderated user testing - Led by me and supported by our researcher, we revealed pain points and needs, such as confusing copy elements ("Limited time offer", "Travel Credits"…)

Experimentation on our in-house tool - Booking is known for its heavy experimental environment, with its own in-house tool. Between non-inferiority tests, and tests with specific goals according to that specific traffic, we were able to gather data that guided future iterations.

Using the outcome - there was no alarming outcome, so gradually we went live feature by feature. As for more orange flag findings, with some prioritized based on the project strategy and launch timelines, and UX criticality

PAIN POINT DISCOVERY

PAIN POINT DISCOVERY

Experiment consequences

Experiment consequences

Experiment consequences

There, we identified a significant negative impact associated with a mandatory input field required for receiving rewards.In response, I conducted a comprehensive design audit and reviewed customer support tickets to reimagine this element accordingly and experiment again.

There, we identified a significant negative impact associated with a mandatory input field required for receiving rewards.In response, I conducted a comprehensive design audit and reviewed customer support tickets to reimagine this element accordingly and experiment again.

Redesigning based on bad data

A few months into launch, we monitored app performance metrics and compared them to web data to assess the impact of design changes on conversion, bookings, and customer support.

MEASURING SUCCESS

MEASURING SUCCESS

Impact to date

Impact to date

Over the past two years, we have successfully launched various features with ongoing enhancements. 

 

The positive impact of feature parity in Partnerships, achieved through effective product processes and production, is evident in the aggregated numbers for Q2 2024.

Over the past two years, we have successfully launched various features with ongoing enhancements. 

 

The positive impact of feature parity in Partnerships, achieved through effective product processes and production, is evident in the aggregated numbers for Q2 2024.

In retrospective

A project that taught me patience and that unlike fast-paced startups, there's a lot more that goes into building features. Finding the right dependencies in time and aligning accordingly eventually streamlined my work.

Cross-platform parity ≠ Same components and IA

Not only due to the difference in real estate, but also to the expected behavior and capabilities a native app can offer as opposed to a browser experience

Design deliverables have an expiry date

Due to the slow production process and technical blockers in some of the features, a year would pass before they look at the front-end. By that time, I needed to review the UX and make sure it still aligns with any changes on any screen through the flow.

Different screens, different owners

While I designed touch points for one end-to-end funnel, each screen and stage on that funnel was owned by a different team and different designers.

They often work differently, expect different alignment approaches; and so adaptability to achieve my goals was key.

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