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Discovery and General Review
At the beginning of the design process, we needed a broader perspective to enhance our ability to make decisions and identify the root causes of problems. Therefore, we did not limit ourselves to the pages where drop-offs occurred; instead, we conducted initial research on the entire hotel booking journey.

The following outlines the steps we took from the beginning:

1. Product Funnel Analysis and Drop-Off Identification

Using quantitative data and the overall CRO (Conversion Rate Optimization) of the hotel product, we identified areas where drop-offs occurred and defined initial metrics. These drop-off points were crucial and played a significant role in prioritizing the identified issues.

2. User Behavior Observation through Clarity

After analyzing the funnel, we reviewed session recordings and heatmaps within the hotel funnel. We observed approximately 200 session recordings, uncovering various behavioral patterns that significantly influenced our decision-making process.

3. Tagging Call Center Interactions

The most direct information from users came through the calls and messages between the call center and customers. Based on anticipated needs, we created several tags for these calls to facilitate a more precise analysis. These tags were defined according to the data required for our research.

After tagging, we listened to the calls and recorded the insights gathered from these interactions.

4. Interviews with Call Center Staff

Beyond reviewing user messages and calls, interviewing call center agents helped us gain broader insights beyond the limited sample of calls we listened to. Our questions primarily focused on:

• What assistance do users typically need when they call?
• What questions are frequently repeated?
• What challenges do users face during the booking process?
• What are common complaints?
• What suggestions do they have for improving the product?

We conducted interviews with 12 agents to reach data saturation from the call center’s perspective.

5. On-Site Observation and Call Analysis

To validate the findings from the interviews and minimize bias, we took the following additional steps:

• Observing the call center environment and the agents’ responses in real-time.
• Conducting a detailed review of specific calls and cross-checking the recorded information.

6. User Segmentation

Using the collected data, we segmented hotel users based on their purchasing behavior. Each group displayed distinct behaviors when selecting a hotel and booking a room. This segmentation was crucial for analyzing details and interpreting user behaviors accurately.

7. Creating Usability Test Scenarios Based on User Groups

Based on the user segmentation, we designed usability test scenarios. These scenarios were crafted to simulate real-life situations, enabling us to observe specific behaviors across different user groups during the hotel booking process.

8. Usability Testing

We conducted usability tests with 10 participants, uncovering valuable insights. Each session involved 1 to 3 test scenarios. At the end of each test, we asked participants to rate the difficulty of the process.

9. Defining Initial Metrics

At this stage, we established several key metrics for the hotel funnel to quantify the current state. These metrics allowed us to measure performance before and after implementing the new design.