B&B Hotels

A seamless online check-in experience for B&B customers 

Client Brief

The analysis led internally and the data collected show that the online check-in journey presents difficulties, both on desktop and mobile. The B&B Hotels group wish to identify the weak points, and define improvement leads. Quantitative or remote approaches with little moderating do not give the same results as an expert qualitative approach.

Year

2020

Expertise
    Disciplines
    • Ergonomie
    • UX design
    • UX research
    • UX strategy
    Tools

      01

      An expert evaluation to start assessing what’s in place

      Both B&B Hotels mobile app and website pages were evaluated based on ergonomic criteria and on our experience with digital product uses

      Following the work done on the cross-canal journey modelling, we did an ergonomic evaluation of the check-in process.

      Each phase of the customer journey (booking, payment, online check-in, feedback, email reception…) has been analyzed using heuristic criteria. Elements negatively impacting UX were identified and helped us define the topics and different focuses  of the user test scenarios.

      Picture of an expert evaluation slide
      Example of evaluation slide
      02

      Customers in charge: user tests

      User tests were conducted to assess users feelings and user journey’s effectiveness.

      A representative user panel is recruited by our partner Point Virgule . User tests have been carried out in their offices.

      French, German, and Italian users were involved. Their reactions and comments have been recorded and registered as the scenarios unfold.

      Alice during a user test
      A user testing navigation in the app
      A user reading the instructions of the test
      A user sorting cards during the second phase of the test
      A user testing navigation in the app
      A user sorting cards during the second phase of the test

      12 user tests
      in 3 days

      User test of the B&B website on mobile
      A user browsing the application while commenting on his reasoning out loud (“think aloud protocol”)
      03

      Online check-in journey optimization workshop

      We presented a report regarding the test results, before starting the co-design workshop on improvement leads.

      Step by step, we collected and prioritized commercial feedbacks from French, German, Italian and Spanish B&B Hotels teams.

      B&B Workshop
      Co-design workshop
      Presentation of the work achieved during the workshop
      Commercial prioritization of the booking journey improvement opportunities
      Co-design workshop
      Commercial prioritization of the booking journey improvement opportunities

      During the second phase of the workshop, the teams reflected on online check-in improvement leads, taking into account the users’ feedback.

      Participants laughing during a workshop
      Small group ideation
      Paper sketching
      Sketching to explain ideas
      Small group ideation
      Sketching to explain ideas
      04

      Summary and improvement proposals

      Based on leads identified during the workshop, a summary has been provided, indicating the possible online check-in user journey optimizations.

      Co-designed improvement recommendations met B&B Hotels team’s objectives and requirements by proposing a simplified mobile app use.
      User journeys appear to be more fluid, providing the right information at the right time. The general coherence of the whole is ensured.

      Summary presentation
      How opportunities are worked into the screen sequence
      Summary presentation
      Focus on an example of journey optimization in the app
      How opportunities are worked into the screen sequence
      Focus on an example of journey optimization in the app

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