Responsive, Contextually Aware Lodging Site
Create a platform for travellers to seamlessly, effortlessly book lodging by leveraging everything we know about their context of use.
CLIENT
Motel 6
CLIENT
CAPABILITIES
Experience Strategy , UX Design, User Testing
APPROACH
Conduct research with call center reps to identify and prioritize booking process pain points. Identify conversion drop-off points via analytics. Define streamlined booking and checkout flows and document as annotated wireframes.
UI Design (Homepage)
UI Design (Mobile) – More personalization means less superfluous information presented to travelers and less need for manual inputs that lead to abandonment. The geo-located map shows a list of available hotels and rooms without requiring any typing from the user. The final checkout page includes a one-click purchase option for logged-in users with a stored credit card on file.
UI Design (Homepage – Expanded)
UI Design (Booking Step 01 – Choose Location) – The card system supports the Assisted Conversion experience, providing additional context about amenities, attractions, and offers. Cards are modular packages containing images, text, and calls to action that are reused throughout the experience, always appearing below the primary page content and functionality.
UI Design (Booking Step 02 – Choose Room)
UI Design (Booking Step 03 – Reserve Room)
UI Design (Booking – Confirmation)
Experience Strategy (Use Case 01) – Our solution framework was guided by three experience principles: explicit conversion, implicit conversion, and personalization. First, Motel 6's core customer is a traveler who needs to book a room at the nearest location as soon as possible. Their criteria for a successful experience are speed, efficiency, and simplicity.
Experience Strategy (Use Case 02) – A smaller subset of customers have additional decision-making criteria such as nearby amenities and attractions.
Experience Strategy (Use Case 03) – Finally, both conversion paths are enhanced through personalization via GPS, stored account data, and cookies.
User Flow (Primary) – The primary user flow depicts the path of a user without location settings enabled, who manually enters the URL into their browser. From the Homepage, they search for a region or city; see a results page of property listings; view info or room availability for an individual property, and complete the checkout process.
User Flow (Geolocation Shortcut) – Users on GPS-enabled devices can bypass the manual search step and are immediately presented with a listing of nearby properties.
User Flow (Search Result Shortcut) – Finally, users arriving via search (e.g., 'motels New Jersey turnpike') or display ads (e.g., Book Now for Spring Break in Fort Lauderdale) could be dropped even deeper into the conversion funnel.
Wireframes (Mobile)
OUTCOME
Post-launch, conversion rates increased 28% on desktop, and 26% on mobile. For more info, read the full case study from Code & Theory.