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PRESENTER
Miguel MedinaUX/UI Designer
PRESENTER
Federico SoriaSoftware Engineer
HOST
Kim LantisContent Coordinator at Nearsoft
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February, 2017
How to structure your content to win online bookings
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Agenda #NearsoftUXwebinar
1. Challenges in travel industry2. How content and information architecture help to have a
better experience
3. The Content Architecture Funnel (CAF)
4. Next Steps
5. Takeaways
6. Q & A
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What kind of challenges does the
travel industry face?
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What kind of challenges does the
travel industry face?
Complicated Bookings
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Many of the problems that complicate the booking processare related to:
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Lack of prioritizationMany of the problems that complicate the booking processare related to:
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Lack of prioritization
Layout structure
Many of the problems that complicate the booking processare related to:
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Lack of prioritization
Layout structure
Hard to find content
Many of the problems that complicate the booking processare related to:
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How can we craft a better Booking Experience?
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How can we craft a better Booking Experience?
● Generating a better information architecture and a better content architecture.
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What is Information Architecture?
A practice that helps users understand their surroundings and find what they’re looking for – in the real world as well as online.
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What is Content Architecture?
A practice used to organize and prioritize elements of the content in a
way that is meaningful, clear, and
intuitive.
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So, how can we structure information?
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ContentArchitectureFunnel
CAF
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Will help you:
CAF
● Understand your site from both a user and business point of view
● Shape the purpose of any page
● Organize information with the right taxonomies
● Prioritize content elements
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Content Architecture FunnelSteps
1. Analyze
2. Solve
3. Prioritize
4. Visual Representation
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● What reasons motivate your team to take action?
● Is there a problem you want to solve?
Why
● What are you going to do to solve your problem?
What
Analyze
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Analyze
● The conversion rate is not the desired one. Visitors/users explore properties but the purchase rate is very low.
Why
● Redesign our property page so that visitors have the right information to make a decision.
What
Analyze
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What is the desired outcome once the problem is solved?
Solve
What elements do you need in order to reach your desired outcome ?
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What is the desired outcome once the problem is solved?
Solve
● I want my visitors to complete the purchase.
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Solve
What elements do you need in order to reach your desired outcome ?
● Dates Summary
● Payment Methods
● Security
● CTA Instant Booking
● Property Specifications
● Related Properties
● Save to my favorites
● Booking Requirement
● Manager Info
● Manager Contact
● Price Specification
● Price Total
● Report this listing
● Pictures of the Place
● Traveler Reviews
● Related Properties
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Prioritize
Fundamental Elements
AuxiliaryElements
Bonus Elements
● Color coded categories to prioritize the information
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Prioritize
Price SpecificationPrice TotalCTA Instant BookingProperty SpecificationsPictures of the PlaceTraveler Reviews
Dates SummaryPayment MethodsSecurityBooking RequirementManager InfoManager Contact
Related PropertiesSave to my favoritesRepost This listing
● Color coded categories to prioritize the information
Fundamental Elements Auxiliary Elements
Bonus Elements
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Overwhelming Property Specifications
Customer Reviews
Price (only by nightly avg.)
Booking CTA
Contact & Manager Information
Payment MethodsSecurity
Location
Contact & Manager Information
Contact Manager Dates Selected
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Save to FavoritesReport this Listing
*Related Properties
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Visual Solution
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Avg Night Price
Reviews
Reviews
Price Total
Contact & Manager information
Property Specification
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Next Steps 1. Switch the device approach
2. Apply CAF
3. Validate your results
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1. Analyze the problem
2. Define a problem scope
3. Prioritize your content elements
Takeaways
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Want to know More?
Contact Sandra at (408) 890-2115
ux.nearsoft.com
Thanks!