B&B Hotels

An international cross-channel vision of customer journey in hotels 

Client Brief

How do you improve traveler experience in the context of a hotel stay? What are the needs, expectations, and problems a visitor might have regarding his/her global experience? At the international level of the B&B Hotels group, these are strategic questions raised on the eve of their digital ecosystem redesign. A final user- centered approach offers the possibility to get tangible answers.

Year

2019

Expertise
    Disciplines
    • Ergonomie
    • Ethnographie
    • UX research
    Tools

      01

      Cross-referencing approaches for optimal requirements gathering

      We met B&B clients and staff members in order to collect high quality datas. Situations varied from field surveys to individual interviews and collective focus groups.

      Our field study took place at the core of B&B Hotels experience: we have observed and interviewed both end-users and staff members in one of the hotel chain’s hotels.

      Charlotte meeting a client in a B&B hotel entrance hall
      Charlotte meeting a client in a B&B hotel entrance hall
      Interview in a B&B hotel between our UX researcher and one of the hotel staff members
      Alice interviewing a hotel staff member in a B&B hotel
      Charlotte meeting a client in a B&B hotel entrance hall
      Alice interviewing a hotel staff member in a B&B hotel

      Handing out little journals to be filled during the stay to B&B guests : what better way to collect quality individual feedback, while giving the user an opportunity to autonomously tell us more about him/herself ?

      Journal handed out to B&B customers to collect information on their experience
      Journal handed out to B&B customers to collect information on their experience
      First paper sketch of the journal
      First paper sketch of the journal
      Detail of the journal handed out to B&B customers: individual data
      Journal detail: individual data
      First paper sketch of the journal
      Journal detail: individual data

      By organizing two focus groups in Madrid and Paris, we have had the opportunity to place end-users at the center of a genuinely participative approach. Two targets have been addressed, one business-oriented, one leisure-oriented.

      Focus group in Spain to work on B&B customer experience
      Focus group in Spain to work on B&B’s customer experience
      One of the focus group participants writing down ideas on a sticky note
      One of the focus group participants writing down ideas on a sticky note
      Focus group in Spain to work on B&B’s customer experience
      One of the focus group participants writing down ideas on a sticky note

      The final step of this phase consisted of remote interviews, whose purpose was to highlight intercultural differences between the different countries involved in B&B cross-canal project, and to investigate emotional aspects of the customer journey. Thanks to this method, users have been able to express themselves in all confidence


      76 users involved

      02

      Analyzing and synthesizing all the data

      The team goes into action to conduct an analysis and a synthesis of the data collected during the research phase.

      All the collected data are aggregated and synthesized. We identify big trends in terms of needs and expectations, and more generally in terms of behavior. These trends define the frame of the experience map and personas, before submitting the results to our client.

      Sticky note wall
      Sticky note wall
      Alice and Charlotte analyzing the mission's requirements gathering
      Data analysis
      Sticky note wall
      Data analysis
      03

      Workshop: personas and cross-channel user journey

      The insight synthesis is presented to the B&B Hotels marketing team. Together, we co-design the personas and the cross-channel user journey during a one-day workshop in Paris.

      Co-design of a B&B customer experience map
      Co-design of a B&B customer experience map
      Participants presenting their persona co-design work
      Participants presenting their persona co-design work
      Project team working around behavior variables
      Project team working around behavior variables
      Participants presenting their persona co-design work
      Project team working around behavior variables
      04

      Cross-channel modelling of the profiles and user journey

      The types of travelers and their needs, associated to each step of their journey, are mapped. The resulting document is meant to help the design teams lead approaches that are centered on their users’ real needs.

      Presentation of the B&B experience map
      Overview of the B&B experience map

      Details on the actions, real needs, problems and solution opportunities are provided for each identified customer profile all along the customer journey.

      The persona and experience map deliverables help the B&B teams in their user-centered approaches.

      The B&B personas
      The B&B personas
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