Ciricino hotel app case study
Agency / Rick Limbachia
Role / UX Research, UX Design, UI Design, Creative Direction
Client / UX Design Institute
Brand / Ciricino
Role / UX Research, UX Design, UI Design, Creative Direction
Client / UX Design Institute
Brand / Ciricino
Unfortunately, many hotel apps are failing to deliver a seamless booking experience.
Users are encountering difficulties in navigating through the app to find relevant information. Additionally, the booking process lacks clarity, leading to user frustration and abandonment at various stages.
Users are encountering difficulties in navigating through the app to find relevant information. Additionally, the booking process lacks clarity, leading to user frustration and abandonment at various stages.
A speculative project I've worked on, aimed at addressing genuine issues encountered in hotel app usability.
Objective
Identify and address the pain points, streamline the booking process and enhance overall user satisfaction to improve conversion rates
and retention. Prioritising improvements based on user feedback.
Identify and address the pain points, streamline the booking process and enhance overall user satisfaction to improve conversion rates
and retention. Prioritising improvements based on user feedback.
Research Approach
I conducted a mix of qualitative and quantitative research to triangulate richer insights such as user behaviours, pain points, and preferences.
This included online surveys, user interviews and analysis of user interaction data within hotel apps.
This included online surveys, user interviews and analysis of user interaction data within hotel apps.
Subsequently utilising usability tests, competitive benchmarks, affinity diagrams and customer journey mapping to further identify areas
for improvement.
for improvement.
The initial research findings indicated that users were experiencing pockets of confusion throughout their app experience.
Analysis Results
Upon analysis of the research data, significant pain points were identified. Particularly prominent within following stages of the user journey:
Hotel search results • Selected hotel • Room selection • Room rates
Hotel search results • Selected hotel • Room selection • Room rates
Design Decisions
Improved User Flow
I streamlined the user flow to follow a linear and slightly more content-focused approach. Introducing clearer call-to-action buttons and progress indicators during the guest information and payment screens. Creating overall a more friction free experience.
Key Information Discovery
Improved the prominence of details crucial to the user, such as hotel information, enhancing the readability. While establishing a clearer hierarchy aids in users quickly locating information, fostering user satisfaction.
Streamlined Booking
Users encounter unnecessary complexities during the booking processes, including mandatory registration and excessive information requests.
To streamline this experience, I eliminated superfluous forms and offered clearer guidance. Resulting in a more efficient process, reducing the number of steps needed for users to finalise their bookings.
I streamlined the user flow to follow a linear and slightly more content-focused approach. Introducing clearer call-to-action buttons and progress indicators during the guest information and payment screens. Creating overall a more friction free experience.
Key Information Discovery
Improved the prominence of details crucial to the user, such as hotel information, enhancing the readability. While establishing a clearer hierarchy aids in users quickly locating information, fostering user satisfaction.
Streamlined Booking
Users encounter unnecessary complexities during the booking processes, including mandatory registration and excessive information requests.
To streamline this experience, I eliminated superfluous forms and offered clearer guidance. Resulting in a more efficient process, reducing the number of steps needed for users to finalise their bookings.
Outcomes
Subsequent usability testing conducted post-design of The Ciricino Collection app yielded the following findings:
Positive Brand Perception
User feedback indicated a positive perception towards the brand, reflecting improved brand affinity and loyalty.
Positive Brand Perception
User feedback indicated a positive perception towards the brand, reflecting improved brand affinity and loyalty.
Time Optimisation
Users reported a reduction in the time taken to find their preferred hotel & room, indicating that the designed interface effectively presented relevant information without overwhelming users with unnecessary details.
Users reported a reduction in the time taken to find their preferred hotel & room, indicating that the designed interface effectively presented relevant information without overwhelming users with unnecessary details.
Improved Visual Hierarchy
The designed interface incorporates a clearer visual hierarchy, with essential information prominently displayed. Resulting in decreased user confusion and hesitation during the booking process.
The designed interface incorporates a clearer visual hierarchy, with essential information prominently displayed. Resulting in decreased user confusion and hesitation during the booking process.
Decreased Abandoned Bookings
With clearer and more concise hotel information, there is a decreased chance in abandoned bookings at the final stage of the booking process. Users indicated they were able to make informed decisions more confidently.
With clearer and more concise hotel information, there is a decreased chance in abandoned bookings at the final stage of the booking process. Users indicated they were able to make informed decisions more confidently.
Enhanced User Confidence
Users felt a increase in confidence with their booking decisions, as the clear presentation of hotel information instilled trust and reassurance that they were making the right choice, leading to higher user satisfaction overall.
Users felt a increase in confidence with their booking decisions, as the clear presentation of hotel information instilled trust and reassurance that they were making the right choice, leading to higher user satisfaction overall.
Conclusion
Through a strategic approach combining research analysis and iterative design I successfully addressed user pain points and significantly improved the hotel booking experience. The positive outcomes demonstrate the effectiveness of user-centred design in meeting user needs and driving objectives.
Ongoing iteration and optimisation will remain essential to sustaining these improvements and ensuring continued user satisfaction and success.
Branding Created
