ID90, a travel company for airline employees, wanted to optimize their digital presence. They had a number of specific concerns: a) The number new signups for their Hotel Watch List, which continuously monitors hotel prices and alerts users when to book, had stopped growing. b) Filtering options had expanded, forcing users to scroll to refine their results; and c) feedback on discounted hotels promotions on mobile devices were viewed as “invasive” and “repetitive.”
Tonic3 provided an on-site visual designer to collaborate with the ID90 team. Working with our internal SME’s, the assigned designer recommended the following changes: For the Hotel Watch list, the text call to action was replaced by a button; Filters were grouped logically and placed within a show-hide accordion pattern; and we presented visual changes to more appropriately highlight discounted properties.
In order to communicate and test the potential impact of our recommended changes, Tonic3 built new visuals and prototypes.
“These small tests, while seemingly intuitive, were very helpful for us in various aspects. The Hotel Watch List improvement allowed us to grow this channel, the modify search test gave us the data we needed to transition to a vertical instead of horizontal layout and the promo display helped grow the mobile business (every percentage point counts!).”
– Roger Ximenez, Product Owner, ID90 Travel
The Hotel Watch List button increased conversions by 25%; The collapsed version of filter form resulted in a 25% increase in overall filter interactions, while the Property Rating filter interaction increased 36.1% and the Hotel Neighborhood filter interaction increased by 47.7%.