CaseStudy2

Transcript

1. CASE STUDY Background 
 Agoda is the leading online accomodation booking service in South East Asia. A part of Booking Holdings Group (formerly The Priceline Group), It is the sister company of Booking.com, Kayak, Priceline.com, OpenTable and RentalCars.com Agoda is a very heavily data driven company. They are always monitoring various metrics to measure the health of the business. If anomalies arise in the metrics that they track, they will investigate the data and perform follow up research to identify the root cause and resolve the issues. Solving a major main point for Agoda partners that we found through data The Challenge 
 When the Agoda Partner Services team noticed an issue reoccurring in a consistent pattern in one of the markets, they turned to the research team to help them understand why the issue (each instance of which was costing the company a significant amount of money) was occurring and what product solutions we could potentially create to resolve it.
2. MY ROLE: 
 User Research MAIN STAKEHOLDERS 
 Vice President, Product Vice President, Partner Services Regional Director 
 Product Owner PROCESS 1. Stakeholder interviews 2. Analytics review 3. Site visits (Local market) 4. Design sprint I (Local market) 5. User testing I (Local market) 6. Site visits (Foreign markets) 7. Design sprint II (Foreign markets) 8. User testing II (Foreign markets) CASE STUDY Solving a major main point for Agoda partners that we found through data
3. What is an Allotment Reject? An allotment reject arises when a customer makes a booking (ie: room allotment from the property is sold to the customer), but that booking is rejected by the property when the guest tries to check-in.
4. Why is it important that we prevent AR? 
 An allotment reject: • Impacts customer loyalty • Creates friction between hotel & Agoda • Consumes CEG time • Costs the company money!
5. Diving into Data - China AR’s are really really high! 2016 2017 2018 (YTD) NDA NDA NDA
6. A lot of short lead time bookings in China end up as AR NDA NDA
7. We went to hotels to understand the journey of a booking Sales Team Reservations Team Front Desk Front Office Extranet Channel Manager PMS OTA OTA Email
8. Sales Team Reservations Team Front Desk OTA Front Office Out of of fi ce 
 At some properties they may be on call Front office is authorized to take on some of the tasks of the reservations team Front desk will escalate to front office team to verify or reach out to on call member from Sales / Reservations team Outside working hours. Access is a problem
9. Site visits to Hotels
10. After a few design sprints and validating the solutions with hotel staff, this was the final product we built to resolve the AR issue