PARAMETERS Business Needs How do we work? - DIRECT TO PROVIDER: User clicks on view deal, is directed to

Provider site, cookie is placed in browser, we get commission when/if they book

- ASSISTED BOOKING: as above, using our clean, fast portal

What do we need to get bookings? - Provide ease of search - Communicate what we do - Communicate Trust - Provide good deals

What else do we need to do? - Promote Brand for awareness - Promote our POD so users use us - Promote sign ups so we can stay in users mind - Drive Mobile - Connect with Users to provide more personalise content:

o Profile Sign Ups o Email Sign Ups

- Welcome and reassure new users

OUR USERS User Insight Who they are? 3 types:

1. I know what I want, get out of my way 2. Just give a little more info 3. I want to know how this works

Previous user testing/analytics - Users want to know why they should use us - putting specific hotels on the home page doesn’t have a great

lead-generating effect (booking.com, airbnb (2), hipmunk, kayak don’t, but Momondo do – based on what you’ve been searching for…)

- Many Users scroll down to Top destinations (after 0 seconds), About ¼ scroll to bottom (so people like to search by one-click image)

-

Diagram User Journeys Where are they coming from? TRAFFIC/$ • SEO • Paid advertising • Affiliates • 70% of users are new

place – search hotel – lead searchResults – Hotel – LEAD seacrhresults-LEAD hotel-seacrh-LEAD

PAGE ELEMENTS What elements do Users NEED on the page? - Search box - Reason to trust - To know who we are

o Be clear about what we are, we are not an OTA o We help people compare and get a good deal o We push out relevant info o We facilitate comparing for best value deals/booking

experience, not just cheapest - To know why they should use us (our USPs)

o We search more (80) suppliers o We guarantee the best price o No fees, no mark-ups o We are trustworthy

▪ Different trust site logos for different countries ▪ Recommended by ▪ Quotes

- Currency Selector - Language Selector

Business elements we NEED on the page: - Sign in/Register - Sign up for email - Obtain app (email/text me link)

What else could we add? Personalised content based on users previous behaviour Promote search by landmark Inspiration Localised content Logged In / Logged Out content

OUR COMPETITORS Look at how Competitors do it/gather ideas - Booking, com - Hotel Club - Trivago - Trip Advisor - Hipmunk - Kayak - Momondo

LET’S SKETCH IT Sketch

Logged In / Logged Out

LET’S DESIGN IT

Review and Red Dot

Decide - Choose elements, etc - Check back with Business and User Needs - Check all are accounted for

Prototype – sketch and visual design notes - Minimise copy (for global translation), be witty about self and

industry

LET’S BUILD IT

Prototype – build

Test - As per User Needs and Business Parameters

Refine prototype