Boosted miles
Collaborative effort between
Southwest Airlines, Rocketmiles, and Booking.com
Project Objectives
Our primary objective was to enhance brand visibility within the U.S. market while providing users with a dual benefit: the opportunity to book hotels through our platform and earn extra miles as a reward. This objective was central to our design strategy, as we aimed to create a compelling user experience that would attract and retain users, ultimately driving greater engagement and brand loyalty.
Role
As a lead UX designer in this project, I was tasked with collecting and synthesizing feedback from various stakeholders, including product managers, developers, and customer support teams, to ensure that the design aligned with both business objectives and user needs. I created the design of the entire user journey, focusing on creating an intuitive and seamless experience for users navigating the hotel booking platform. Throughout the project, I led a series of continuous design iterations, working closely with the development team to refine and optimize our solutions before final implementation.
Key Design Challenges
User Awareness of the Hotel Loading Process
One of the primary challenges we identified was a lack of clarity around the hotel loading process. Users often felt uncertain about whether their search results were still being processed, which led to frustration and potential drop-offs. We needed to ensure that users were aware that the system was actively fetching results, particularly as they waited for more tailored hotel options.
Reducing Perceived Loading Time
Another significant challenge was the perception of loading time. While actual loading times were within acceptable limits, users often perceived them as longer, leading to a negative impact on their experience. Reducing this perceived loading time without compromising the platform's functionality was crucial to maintaining user satisfaction.
Approach to the Challenge
Unmoderated Testing Using Hotjar
To address the issue of user awareness and validate our assumptions, we conducted unmoderated testing using Hotjar. This powerful tool allowed us to gather qualitative data by recording user sessions and analyzing heatmaps. Through this process, we observed how users interacted with the platform during the hotel loading phase. The insights gained helped us understand the points of confusion or frustration and guided our design decisions.
Introducing a Fake Loader
Based on the findings from our Hotjar analysis, we introduced a strategic design solution—a fake loader. This loading animation was designed to communicate to users that the system was actively working to retrieve more attractive hotel options tailored to their preferences. The fake loader not only reassured users that progress was being made but also subtly managed their expectations, making the wait time feel more purposeful and less frustrating.
Project Impact and Outcomes
The UX-driven enhancements had a profound impact on the platform's performance. Our interventions led to a significant doubling of hotel bookings, a clear indicator of the improved user experience. The fake loader, in particular, was well-received by users, as it alleviated concerns about loading times and contributed to a smoother, more engaging booking process.
This project not only demonstrated the effectiveness of user-centered design and iterative testing but also underscored the importance of addressing both functional and emotional aspects of user experience. By focusing on user awareness and perceived performance, we were able to create a more satisfying and efficient journey for our users, ultimately driving better business outcomes.