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
  • Insight
Disciplines
  • Ergonomie
  • Ethnographie
  • UX research
Tools

    01

    Cross-referencing approaches for optimal requirements gathering

    In the field or in a dedicated room, individually or collectively, we met clients and B&B staff to collect the best possible data.

    During our field study, we go to the heart of the B&B Hotels experience: we observe and interview final users and staff members in one of their 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 the travelers staying at the hotel: what better way to collect quality feedback, during the entire length of the experience, and with full autonomy, while giving the user an opportunity to 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

    Two focus groups, organized in Madrid and Paris, give us the opportunity to place users at the center of a real participative approach. Two targets – one business oriented, the other leisure oriented – are included.

    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

    Finally, thanks to interviews conducted remotely (phone), we look at intercultural differences between countries, and investigate emotional aspects of the customer journey. This method helps users express themselves in all confidence. The data collected constitute the base of the modelled emotional curves.


    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’s professional point of view.

    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 media 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

    Customer profiles are looked at against their actions, real needs, problems and opportunities 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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