Karma Experience Booking
A luxury hospitality booking app for Karma Group — where every experience, from spa to beachclub, is one elegant tap away.
Karma Experience Booking
Mobile App · Hospitality · Luxury Booking · Karma Group
A design exploration for online booking system of Karma Group.
What’s going on?
Let's read The Data! with GOOGLE Analytics for karmagroup.com
The Research Timeframe: Aug 26, 2019 - Nov 26, 2019
The Keys!
Acquisition
Acquisition overview => how many visit, and how many new visitors.
Traffic sources => from which the user knows the website that we are researching.
Audience
Visitor => find out about user visits to website pages.
User demographics & Locations => data for user demographics as well as user dispersion data based on location.
Type of device => from desktop or mobile browser?
Behavior
Site Speed => how long does the user wait for the load to finish?
Pageviews => to find out how many people see web pages and what pages are visited most often.
Bounce rate => how many users have arrived but immediately left again.
Exit pages => to find out which pages are causing visitors to leave (after enduring some time on the website).
Average session duration => to find out how long the user visits the website.
Behavior Flow => to find out what flow does the user during a visit to a website page.
Conversions
Goals & Conversions => to find out how many users have succeeded in reaching the goal that we provide for the user to achieve.
Acquisition
Acquisition overview
Sessions: 1,179,374 New Users: 821,071
Traffic sources
Direct: 403,084 Facebook Ads.: 398,698
Audience
Visitor
% New Sessions: 65.26% Pages / Session (avrg.): 2.27
User demographics
Age: 25 - 34: 45.45% ( 81,818 )
Female: 51.72% Male: 48.28%
Locations
Indonesia: 52.37% India: 25.29%
Language
-> English is still good.
Type of device
Where do people access the Karma Group website?
82.65% -> from Mobile Devices
Type of Technology
Which technology do people use to access the Karma Group website?
55.63% -> from Android Webview
Behavior
Site Speed
Avg. Page Load Time: 16.07sec.
Time for Browser Edge: 7.19 sec.
Google recommends 5 seconds or less at 3G.
Pageviews
Pageviews: 140,316 Unique Pageviews: 98,128
Bounce rate
Pageviews: 140,316 Bounce Rate: 59.93%
*karmagroup.com/ => 1.60%
Exit pages
Pageviews: 140,316 Exits: 44.08%
*karmagroup.com/ => 17.18%
Average session duration
Pageviews: 140,316 Avg. Time on Page: 00:02:44
*karmagroup.com/ => 00:01:15
Behavior Flow
Conversions
Goals & Conversions
Goals are not set yet.
Let's move on from Google Analytics
Let’s Talk about Performances
About Heavy Content
About Heavy Content (embedded videos)
Google - PageSpeed Insights
web.dev
Light House Audits - Desktop
Light House Audits - Mobile
Let’s Talk about The Contents
Which one the best?
Help visitors to recognize all Karma Group products
Help visitors to book Karma Group's product more quickly and easily
Help visitors to join as member at Karma Group (Karma Odyssey)
we decided to choose ...
“Help visitors to book Karma Group's product more quickly and easily”
because in the end everything will be directed to make a booking.
Design Thinking
Empathize
What the problems
Define
How Might We
How Might We determine the single most important goal to convey to visitors, which is "booking"
How Might We help visitors make bookings quickly and easily
How Might We reduce website load time so that it reaches visitors faster with efficient content and a technical approach to technology
How Might We make a display that appears very well on the size of a mobile device
How Might We make websites still accessible even by using a slow network
The Matrics
Website performs very well on the mobile phone screen
The website can be loaded in less than 5 seconds
Website makes it easy for visitors to book
Ideation
Sketching
Notes
Booking Form
Destination (Products)
Exclusive Offers
Ideation
Crazy 8s
Storyboard
Prototype
Desain UI
Trigger for move to web app & Home Default
Log In & Home Logged In
Profile & Recommendations
Booking Status
Exclusive Offers
Products by Country & Search
Products per Country & Product Details
Product Details Sub Information & More Informations
Booking Data
Booking Payment
Booking Success & Notifications
Test (Validate)
Usability Testing (UT)
The purpose of Usability Testing is to find out whether the application created can be used by the user.
Performed UT to 3 participants.
Usability Testing for Karma Experience Booking | 1st Participant
Usability Testing for Karma Experience Booking | 2nd Participant
Usability Testing for Karma Experience Booking | 3rd Participant
The following are excerpts from the usability test. In this Usability Testing, the team recorded using the following tools:
Macbook Pro 13 "2010 -> recording device
iPhone 6S -> prototype presenter
facetime -> record using camera build-in from Macbook Pro
[letsview] (https://letsview.com/) -> for mirroring the iPhone to Macbook (need to be installed on Macbook and iPhone)
wifi connection
quicktime player -> to record all screen activities and record sound using the microphone build-in on a macbook
Clip - Usability Testing for Karma Experience Booking | 1st Participant
Clip - Usability Testing for Karma Experience Booking | 2nd Participant
Clip - Usability Testing for Karma Experience Booking | 3rd Participant
Some insights obtained from the Usability Testing process:
Need to find the best way to create an initial trigger to redirect users from the main karmagroup website to the Karma Experience Booking webapp
Need a better way to display room choices
Need a better way to show the user that the choice of room affects the price per night stated
Need more attractive offers or discounts on the front (home)
List offers like blogs don't look like offers
Need to consider using sticky headers
Display card in gold gradation looks like a button
Vote for fixing
TRIGGER Options
OFFERS Options
ACCOMMODATIONS Options
Skype Voting
Scoring
For this assessment, we use the Net Promoter Score and emphasize on 3 aspects of assessment, namely Usefulness, Learnability, and Satisfaction. The NPS formula is -> NPS = Promoters - Detractors. The results are as follows:
Participant 1
Usefulness: 9
Learnability: 7
Satisfaction: 7
Participant 2
Usefulness: 10
Learnability: 8
Satisfaction: 8
Participant 3
Usefulness: 8
Learnability: 8
Satisfaction: 9
. . .
Then the calculation of the Net Promoter Score is as follows:
Usefulness
Promoters (score 9-10): 2
Passives (score 7-8): 1
Detractors (score 0-6): 0
NPS for Usefulness: 2 - 0 = 2 (Two people are willing to support and promote others in terms of Usefulness)
Learnability
Promoters (score 9-10): 0
Passives (score 7-8): 3
Detractors (score 0-6): 0
NPS for Usefulness: 0 - 0 = 0 (No one is willing to support and promote to others in terms of Learnability, but also not to speak ill)
Satisfaction
Promoters (score 9-10): 1
Passives (score 7-8): 2
Detractors (score 0-6): 0
NPS for Usefulness: 1 - 0 = 1 (One person is willing to support and promote to others in terms of Satisfaction)
Final Result
Prototype link
Prototype link, here!
Expected Impacts
User can access the website fit and very well on the mobile phone screen
User can load the website in less than 5 seconds
User can do the booking more clearly and easily
Location: Karma Innovation Center Team
Time: Nov 26, 2019 - Dec 4, 2019 (Extended until 18 January 2020)
Tools:
Adobe XD
MarvelApp
Team for this project:
Adin (me), Head of UX & UI Design
Teofilus, Head of Technology
Abu Bakar, Team Manager
Wayan Wirka, Senior Web Developer
August, Web Developer
Ferry, Web Developer
Bajra, Web Developer
Julius, Web Developer
Dennice, Web Tester & Part of UI Design
This project is still running and entering the development stage ...
Thank You
Completed
November 2019
Tags
© 2019 Hyperfantasy