A better online experience thanks to UX research
citizenM
- Customer case
- Research
citizenM is an innovative hotel chain with city hotels in the luxury segment. The digital customer experience is a key element of the customer journey. For example, hotel guests check in themselves online and can control the equipment in their room with a tablet. To better align the website with hotel guests' offline experience, citizenM wanted to revamp their hotel rooms page. They asked our research team to provide insight into the potential impact of this revamp.
Approach
We started with an analysis of the current hotel room webpage. In doing so, we conducted research on two target groups: hotel guests and, via an online panel, people who did not know citizenM. The research focused on three aspects of the customer experience:
- Message: what information is available on the page and does the proposition come across well?
- Feelings: do the brand values come across well?
- Expectations: does the website create the right expectations for a stay in the hotel room?
Questions we asked the respondents were, for example, about what they had noticed on the website, how the information came across to them and whether the room matched their expectations. The research methods we used for this included a 5-second test and a product reaction card test.
From the research came a 360-degree view of the customer experience. This formed the baseline measurement for the prototype of the new web design. We presented the results and our recommendations for the development of the new design to citizenM.
Because their design agency created an innovative and interactive prototype, we decided, in consultation with the client, to add a usability test. Respondents got to work with the prototype, where we analysed whether they could find the information they were looking for, knew how to use the navigation properly and had the desired interaction with elements such as tabs and buttons. We also interviewed hotel guests again about the three aspects of the customer experience.
Result
citizenM received a clear report which provided insight into the feelings, expectations, message and usability of the current design and the new prototype.
Respondents were enthusiastic about the user experience of the new design. Their expectations corresponded well with their hotel stay.
The usability of the prototype was an area of concern. Not all respondents could find what they were looking for and the expected interaction with some page elements was lacking.
Based onthe results, we shared practical optimisation tips with citizenM. These include adding arrows indicating the direction of a slider and clearer price display.
Our insights and tips are used to evaluate and further develop the prototype. Thanks to the research, citizenM knows how to revamp the hotel room page for a seamless customer experience on the website and in the hotels.
Want to know more?
Zev would be happy to talk to you about what we can do for you and your organisation as a data partner, to optimise your customer journey.
Business Manager+31(0)20 308 43 90+31(0)6 13 06 48 84zev.posma@digital-power.com
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