I recently had the opportunity to do some research on collecting missing or required information during a booking experience that I thought might be useful to share. Mostly focusing on booking travel and accommodation, but also looked at all potential booking experiences as well as e-commerce experiences as they are quite similar.
The problem that we tried to investigate was:
When a user is going through a booking process, some further information may be required from the user which may add friction in completing the booking.
To rephrase that as an opportunity… “HMW capture the needed user information while reducing…
The simple answer is ‘no’. The not-so-simple answer is ‘they can’!
I recently read an article on 5 ways to reframe a solution to a problem statement that I mostly agreed with, but some of the points it made got me thinking. I strongly believe in framing user problems (or needs/wants) using the problem-space mentality. It removes solution-space bias and lets you dig further to see whether it’s actually the problem or just a pain point or symptom in a larger problem space. But let’s get back to that article.
The article provides Google Glass as one example and labels…
I design creative and effective human-centered solutions.