Trivago Redesign | UX Study
Travelling is always an awesome experience,but it comes with a lot of bookings and planning. In today’s digital world we value speed and simplicity and prefer to get information in one place instead of looking around at different websites.
This project is made in collaboration with Vanshika kejriwal to understand and study ux design. This project was our first step in the massive world of UI/UX. We’ve redesigned the website for better user engagement and enhanced the features through research and analysis.
Let’s have a look at how Trivago works
As a hotel price comparison website, Trivago makes money from advertising partners primarily using a cost-per-click (CPC) business model. Booking platforms, hoteliers and other providers list rates and advertise on the Trivago site, paying for the clicks received from Trivago users.
In this process, user has to put in the details of their stay and Trivago finds best-suited hotel listings and lets the user compare different deals and find their ideal stay. Trivago has a massive reach as it performs in more than 50 countries and compares ratings in over 1 million hotels. The marketing strategy of Trivago worked very well when it’s first commercial featured.
Being strange is a fantastic way of grabbing people’s attention.
Mission & Values:
Trivago, which states as its mission “to be the traveler’s first and independent source of information for finding the ideal hotel at the lowest rate,” would raise about $235.4 million from the deal at the midpoint of that range.
CORE VALUES:
Entrepreneurial Passion
- Trust
- Authenticity
- Power of Proof
- Unwavering Focus
- Fanatic Learning
- Understanding Stakeholders
Company(Expedia, Trivago)
- Metasearch engine based on PPC for price advertising.
- There is no fixed commission as it’s basically a form of advertising based on real time price comparison.
- On the inventory side Trivago gets the hotel’s availability and prices from the certified Property Management Systems PMS directly or via meta search management platforms.
Companies/hoteliers that are listed (Airbnb,booking.com,agoda,trip.com,100+)
- You can get a competitive edge for your property on trivago with exclusive data on your competitors and advanced marketing features for your profile.
- Rate Connect enables you to list your direct website rates on trivago, so that you can drive direct bookings from your profile to your website.
Consumer — (tier 1 cities) user persona
- Budget conscious, tier 1 cities, age group: 15–45, occupation, likes, dislike, challenges, solution
Competitor analysis
Trivago’s competitors were not exactly the competitors as we went through Apps and websites like Airbnb & Make my trip. They have similar audience but they provide much more services than trivago so, Analysing these websites were helpful for adding effective features on trivago’s interface.
Make my trip :
- listings :Domestic, international, villa, apartment
- Super offers
- Top destinations
- Safety — covid 19 dialogue box
- Website scroll
- Sort by : popularity,price high to low/vice versa, Ratings
- Filters: Staycation, workcation,Pay @hotels, Cancellation
- Locality
Airbnb :
- Unique stays
- Save feature
- Log in : Notification, Messages , Saved ( moodboards), trips — Upcoming, past Explore nearby
Problem Areas
- The existing website of trivago focuses on more interaction with website so that users are redirected to other website more than ever before. While the users need a smooth navigation with proper authentic information, easy to comprehend so much of data & Proper filters.
- The website has a poor user interface in terms of space management,Information architecture, Poor navigation and Interruptions in user flow.
While researching about problem areas we interviewed bunch of people to understand the various problems they deal with while using Trivago. We got bunch of responses about getting confused while comparing or booking the hotels. People need easy and fast working website with simple interface and easier navigation flow.
Who are the users?
The people who use this product are in their 20’s-40’s. People in these age groups are budget conscious and prefer quick solutions to their problems.This website is mostly visited by middle to middle high income groups.
Booking habits differ from person to person but a frequent traveler always peeks into website for a convenient and pocket friendly deal. We explored various persona’s to get a proper idea about user expectations.
As a user we are often concerned about the safety and location from where we can explore the city we are visiting.Most of the travelers prefer detailed information about the hotel they are staying in.
Analysing user interface
After digging into user experience, it was necessary for us to get more information about our competitors, users, business needs etc. First thing we did was to analyze how our competitors are structuring and presenting information, like deals, images, ratings/reviews etc. This helped us to distinguish our ideations from the others and to see how we can improve upon what competitors are doing.
We took views of different people on various pages of the site and started coming up with solutions to make it better keeping company mission & vision in mind.We constructed the information hierarchy of the website According to client needs and segregated the whole process according to the priority list.
“Ease of use may be invisible, but its absence sure isn’t.”
While going through all the research me and my partner Vanshika tried to figure out the moto behind existing interface and kept all the important points in mind to create a new one.
Information Hierarchy
1. Various deals (Price per night on different sites)
2. Accommodation Type(Hotel/Resort/Apartments/Unique Stays)
3. Popular choice / Hot Property
4. Rating and review
5. Hotel Amenities
6. Filters:
Pay @hotel
Assurance
Cancellation flexibility
Proximity
Complimentary flexibility
7. Learn how trivago works
After getting information hierarchy ready the next job was to set up an easier navigation for user to follow. This phase was crucial as we had to figure out quick and easy check in and check out through the website. We came up with multiple options of navigation to filter out the pages or features which were not needed, and putting emphasis on the features which can lead to easier path while searching.
Added features
Website needed some new touch along with the initial working so, we added some of the features and some pages to increase user engagement.
Top destinations to visit
This was supposed to feature on home page in order to create more options for user to look at.We basically added international and domestic destinations in this part using imagery to grab attention.
Hotel detail page
This page contains all the information user may need before his/her arrival at the destination.This was added to give the user better idea about their stay.
Unique stays
Often people visit places where they can have variety in their stays.For example you can’t leave kerala without living in a house boat. This thought was to let people know about different kinds of stays they have instead of the usual hotels.
Navigation flow
Having navigation flow sorted gave us a clarity about the wireframe that should be done.This navigation flow contains information about how we planned our pages, How one page should navigate you to another and all the details about the filters which were supposed to apply.
Style guide
Wireframe
This wireframe contains all the initial idea’s about setting up an easy and smooth navigation and eye soothing interface.The Final step of the process in our project was to create a prototype of the redesigned website. We’ve created some of the main pages of our design.
Prototype
Conclusion
Overall experience of working on this project was very interesting and enriching.We learnt many things on each and every step. We learnt how important is it to analyse company and it’s every single aspect to design their website.Understanding the process and redesigning was quite challenging.
This is our first article on Medium and we are currently studying Visual Communication at Unitedworld Institute of Design Ahmedabad, India. This Project was done in collaboration with Vanshika kejriwal.
This project was done by:
