Goibibo-Extranet UX Case study 2019
Goibibo Extranet _ A platform where hoteliers can manage their property and increase their revenue
What is an Extranet?
An Extranet is a web / App base platform where hoteliers can manage their business. In simpler words, it is an inventory management system.
Who are the users?
The ideal user of the Extranet would be Hotel owners, Revenue managers, Front office managers, and Homestay owners.
Why do we need an Extranet?
Extranet aims to bridge the gap between the hoteliers and the customers by-
- Tracking their inventory.
- Managing promotions/offers.
- Viewing analytics.
- Connecting with the customers.
- Increasing the overall revenue.
Problem with the existing experience
- Incomplete information.
- There is not much information on how the property is doing and what steps can be taken to improve the status.
- The heavy use of the UI colors makes it difficult to focus.
- Multiple tabs increase the learning curve for the user.
- Invoice generation requires multiple clicks and often requires a lengthier process for the user to reach the end data.
- No information hierarchy.
GDD A product design studio
Saibal Datta, Shimanti Banerjee, Adarsh Kumar, Joseph Jacob, & Debankur Dutta
What was my role?
Goibibo’s Extranet is an existing platform with a cluttered and broken experience. My task was to participate in user research, understand the shortfalls and pass this data to revamp the product.
- Study the existing platform and underline the shortfalls.
- Survey and on filed user research.
- Understanding the pain point and insights to come up with a simpler experience.
- An optimized user flow.
- Fresh design language.
First of all, we conducted a site visit to get a better understanding of our target audience and the atmosphere guests would be residing in. From spending some time at The homestay and hotels.
Delhi, Gurugram, and Jaipur.
We categorized the hotel into four types
We found that the guests in these stays are largely working professionals who are mixing business and pleasure. In most cases, the homestays are run by an individual or a couple. These people are not tech-savvy and it's a passion-based occupation for them.
Invoice generation never matches the one we recieve from Ingoibibo
- Mukul, Hotel owner
2. Budget hotel
These budget hotels are run by the owner themselves. They are not trained and tech-savvy. They are largely dependent on the business development team from Ingoibio to run and understand the Extranet platform.
3. Midsize hotel
Mid-sized hotels are run by managers. These people use the Extranet by themselves. At times they hire revenue managers to run the extranet on their behalf. (Revenue managers are professionals who manage more than one hotel's Extranet.)
I don’t know how to improve my property for more bookings.
- Manan Ali, Agency revenue manager
4. Premium hotel
Premium hotels have a staff of qualified professionals. They are trained to maintain and manage the Extranet. For a new professional it takes about two to three weeks time to understand the extranet.
Our research questions were scripted to get the maximum output from the user and not make them overwhelmed at the same time.
What did we understand?
- We were surprised to find that a lot of the users were not able to read reviews of the experiences which was a feature that we had considered essential to the user’s journey and decision-making process to some extent.
- Most hoteliers are dependent on the business developers to run the extranet.
- The existing platform is overwhelming to use, especially the rates, inventory, and analytics part.
Types of User Personas
What does the user want?
- A simple dashboard to access the property details, performance insights, opportunities to improve business, and things to to-do.
- A place to manage bookings, and inventory.
- A self-sufficient and DIY approach to the product so that users can independently complete tasks without the business developer’s intervention.
User Journey Map
After a few sessions with post-it and wireframes, we were ready with our designs.
The expected return on investment of this project is to increase the adoption and engagement rate and enhance the overall experience of hoteliers and homestay owners using the Extranet.
Features and design activities were undertaken during the project
- Extensive User Research.
- Contextual Interfaces based on personas.
- Clean Visual Design to reduce cognitive load.
- Mobile-first approach to the product.
- UX audit and Competitive analysis of the current platform.
- Atomic Design approach to creating the overall experience.
- User story-driven design delivery methodology.
- Consistent communication between product, design, and development stakeholders across multiple locations.
I would love to spend more time developing this project, in particular, I would be interested in connecting the hotel services with the app so that guests had greater consistency and support during their stay as well as the facility to make hotel service bookings and access room information.