International needs researched through remote moderated user testing

The Objective:

  • Explore 6 existing designs across 4 international markets
  • Find the elements that support the user's needs, goals and expectations
  • Understand what constitutes a compelling entry experience
  • Recommend the elements of each design that suit the markets

The Results:

  • A common pattern of customer need was identified which was used to drive the design of the main global homepage template
  • Localised differences in needs were identified for the different international markets
  • Customisable pods were generated that  allowed the tailoring of specific content needed by the different international markets

The Work

Booking a hotel online is a sector of the travel industry that has shown great reactions to user experience recently. Now it is more important than ever to understand the audience, no matter which country they come from. took on Bunnyfoot to test 6 designs for their international website.

With multi-lingual staff, flexibility in working hours, international recruitment links and remote testing software Bunnyfoot were well placed to perform comparative research in the following 4 countries: UK, Japan, Germany, United States.

We recruited 12 representative customers to take part in testing from each country, including a mix of business travellers, families with children, empty nesters and young professional couples.

In the UK tests on the designs were performed face to face in our specialised research labs – we also used eyetracking to add an extra component to the qualitative insight. In the other countries we used screen sharing technology with a remote moderator speaking to the users when required in their native tongue. Using remote testing in this way keeps the research in-house and so maintains consistency and quality whilst keeping costs down.

Heatmap comparison of two versions of search results page
Attention on the landing pages was primarily on the price, star rating, hotel picture and name

The different designs concentrated on different ways to present the home page, search queries, special offers and different ways to browse. Following an initial interview which asked some very open questions, unrelated to the designs, about making choices about their holidays, the participants were then given appropriate tasks to perform and were observed interacting with the different designs. Following each task participants were interviewed about their experience to gain additional qualitative insights.

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0207 608 1670

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