CaseStudy6

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 Apart from the customer facing product that is used to book accommodations. Agoda also builds partner facing products. YCS, Agoda’s extranet is one such product. The extranet allows Hotels to manage their content on Agoda, provide availability of their inventory and the rates at which they are selling them on Agoda. The extranet also allows them to run promotions, respond to guest reviews and collect payments for inventory sold through Agoda Increasing self-service engagement on Agoda’s web based extranet The Challenge 
 YCS, Agoda’s extranet was designed as tool to help hotel partners work with Agoda’s systems. However, as features got added, the system has become immensely complex. With the high turnover rate of staff at hotels, Hotel staff would often be unfamiliar with Agoda’s extranet. They would totally rely on Agoda’s staff to take actions on their behalf. This wasn’t scalable. The product team decided to explore how we could increase self-service engagement on the extranet and reduce Agoda staff involvement in daily trivial management tasks on behalf of the hotels.
2. MY ROLE: 
 User Research MAIN STAKEHOLDERS 
 Vice President, Product Vice President, Partner Services Product Owner Developers Designers PROCESS 1. Stakeholder interviews 2. Analytics review 3. Competitor analysis 4. Survey 5. User interviews 6. Site visits 7. Design sprint I 8. User testing I 9. Design sprint II 10.User testing II CASE STUDY Increasing self-service engagement on Agoda’s web based extranet
3. What is a dashboard ? A dashboard is a tool that displays metrics and key data points to monitor the health of a business at a glance
4. Old YCS Dashboard Many issues: • Inaccurate data • Broken functionality • Tedious to use • Data not available at a glance • Not actionable
5. The old dashboard was deprecated when calendar view of ‘Rates and Allotments’ was launched. It also became the default landing page instead of the dashboard
6. Objectives of the new YCS Dashboard 
 • Provide at a glance information to hotel staff about their property 
 • Let hotels staff be more self-reliant through self-service actions 
 • Encourage hotels to take actions that drive more margin points 
 • Simplify workflows by attempting to distill them down to 1 click actions
7. Site visits really highlighted the importance of the following 
 • Hotels are managing their presence on multiple OTAs (usually 7 or more). • They have to perform the same actions across multiple OTAs. • Tedious workflows on an OTA extranet make them take action on that OTA last Key Research Insights Understand How is my hotel performing? How am I doing on my KPIs? Interpret Based on my current hotel performance, What do I need to do to get more bookings? Execute How do I take those action in YCS? We conducted a survey, site visits and iterative testing for this project
8. 1 Click actions • Product team hypothesized that every relevant action can be distilled to 1 click flow 
 • Interviews with sales staff at hotels revealed that many flows can indeed be made 1-Click, however certain flows for certain user types (experienced power users) needed to allow for more complex actions How do we make it as simple as possible to take those actions in YCS?
9. MVP • ‘Promos added’ test yielded a +4.93% (291K MPs) above the control 
 • 1-click automation generated 13.8K channel discount activations in Q2 (11.9MM MPs) 
 • 1-click automation also accounted for 3,025 new Auto Top-up activations in Q2 
 • Stress testing by adding a confirmation step showed flat test results
10. Introduction of this design that groups actions into 3 buckets is already showing 30% increase in actions taken over MVP
11. The complete new redesigned dashboard