Roomex is the hotel-booking workflow platform for business. They provide smart solutions for the booker, the traveller and the finance department, all on one simple platform.
Roomex has 500 clients, with 5,000 bookers making reservations on the platform for 50,000 travellers. Each Roomex client company receives their own dedicated self-service hotel booking platform, customized to their individual requirements, top locations and selected hotels. While the global corporate travel market is growing and currently worth over a €1 trillion a year, Roomex needs to solve the problem with the clunky user experience and dated user interface on their current platform in order to dominate the game.
The goal is to improve usability and redesign the entire booking platform from the roots; user flow, information architecture, user interface to interaction. The design decisions need to be data informed and based on the UX strategy and user testing.
According to our data analytics, research and user interview, we discovered some interesting insights that provide us with a tremendous opportunity to stay focus and make it easy to use for our users. We also found out what type of information are influencing their hotel choice and the key differences between leisure traveller and business traveller. Majority of the business bookers and travellers, they don’t have a typical browsing stage like leisure travellers. They also tend to book with the same hotel they stayed before or the hotel within the company travel policy. They simply want to get the job done as quickly as possible (booking a hotel).
Once our team has a clear picture and understanding of the user and their needs, I began facilitating a half-day workshop: User journey mapping. The purpose is to establish a holistic understanding of user’s experience and behavior across touchpoints and it also creates one shared, organization-wide vision. There are total 12 scenarios and we defined one of the most common scenarios which is: “I am a frequent booker who is going to book for others and look for the hotel I know.”
Before getting into the tempting exploration and visual design, I developed a one-page Roomex UX Strategy. The point of strategy isn’t to prescribe anything. It’s not a document of decisions. It’s a document that drives decisions.
There are three goals we need to achieve in the UI design. The first is to modernize the overall look and feel. Second, to create the appealing imagery and interesting typographic treatment and the last is to allow content to stand out better behind the white background. In addition, we wanted to bring the sense of openness and friendliness to the users without taking a long learning curve or struggling with the unfamiliar user interface.
Once our version 1 design is done, we builded up an interactive prototype on inVision then conducted a moderated usability testing. We are focusing on the main booking flow with four tasks: Location search from the landing page, hotel search, room selection and guest details. The result was quite positive, but we also found out the frustration from the users on the hotel search page. The frustration came from the confusing destinations between links to hotel detail or room selection when the user click at hotel card.
After the design exploration and decision, we started to formalize the basics of UI components, from typography, spacing to color. And based on the basics, we created the first version of Roomex Design System. By doing so, it creates a great overall consistency and provides clarity between designers and developers.
Currently working on the version 2