UX in Action:Fareportal

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Murat YilmazAVP DesignFareportal

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INSIDE FAREPORTAL'S UI / UX / CRO METHODOLOGYProject walk-through, Testing Framework, User Testing Best Practices

Murat YILMAZ User Testing Webinar – June 2016

Fareportal Brands at a Glance

“NEXT GEN TRAVEL CONCIERGE”

Fareportal is a technology company that powers leading hybrid travel agencies like CheapOair,

OneTravel, and Travelong

• 7 Brands• Head quarters in NY, 7 offices around the world• 3700+ Employees

• Customers over 200 countries • 21M+ Unique visit per month

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About Murat Yilmaz

AVP DesignI joined Fareportal in 2008 and have held various roles ranging from UI/UX developer, UI/UX Design Manager, Creative Director, and AVP Design at Fareportal. I lead the design and UX teams (A/B testing, optimization, and CRO efforts) for all products across the organization. I also lead the strategic planning and innovation initiatives for the mobile app, mobile web, and user loyalty products for both CheapOair.com and OneTravel.com.

At Fareportal we rely on analytics, qualitative research, competitive analysis and customer feedback to create the strategy and prioritize. A/B and usability testing is heavily utilized to drive constant optimization and successful product launches.

Design Team Function

UXResearch, User Testing

Front End EngineeringDevelopment

Visual DesignInteraction

QAUAT Testing

UIPrototyping, Implementation

OptimizationA/B Testing, CRO

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UX Maturity @ Fareportal

UNRECOGNIZEDUX is ”Not Important”1

INTERESTEDUX is Important but receives little funding2

INVESTEDUX is very important formalized programs emerge3

COMMITTEDUX is critical and executive are actively involved4

ENGAGEDUX is one of the core member of the organization’s strategy 5

EMBEDDEDUX is in the fabric of the organization; not discussed separately6

OPTIMIZATION(CRO)

UX

DESIGN(UI)

UX – CRO Under Same Umbrella

• UX patterns changes overtime • Optimization can be a tangible benefit of good UX• Good UX can convert better with optimization• UX & CRO complete each other

Qualitative + Quantitative = Success

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Interaction with other teams

DESIGN

UX

OPTIMIZATION

FRONT-END

SHARED QA / BI / DEVOPS

PRODUCTS, BRANDS

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UX & SDLC

1. Brand Manager

2. Product Manager3. UX

4. Design

5. Dev Team6. UAT / QA

7. Optimization Testing

1,2,3,4,7

1,2,3,4,5,6,7

1,2

3,4,7

1,2,3,4,7

Clear Need

Research Observe

Prioritize Insight

Brainstorm Concepts

Hypothesis

DESIGN THINKING LEAN UX AGILE

2,4,7Experiment

2,3,4,5,6Build

1,2,3,4,7Revise Hypothesis

3,4,7Feedback

1,2,3,4,5,6,7

New Ideas

3,6,7Explore

1. Identify Current Bottlenecks + Define Success: Where is abandonment most prevalent? What do you seek to optimize?

2. Construct Hypotheses: What are customers thinking as they navigate your site? How does this influence their on-site behavior?

3. Frame Testing in UX Themes: Test broad UX themes from which you can gather insights about user behavior.

4. Prioritize: Which changes to the customer experience most directly address your optimization goals and impact your subsequent ROI?

5. Align goals: Explore alternate goals such as page loads, menu engagement, scroll depth, and custom click goals to extract the most insights from experiments.

6. Test: Consider customer segmentation as you time and sequence experiments.

Purposeful Approach to Testing (Usability & AB)

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300 hours of researcher time(16-20 managed tests in a year, where UT executes tests that provide either an in-depth or executive summary report)

770 test credit, (5, 10 or 15 users participate in each test yielding 50 – 70 self executed test each year)

Testing roadmap created between FP & UT

Product managers, Designers, and UX Professionals are involved in designing and executing test

Results shared amongst all stakeholders with some presented on product calls or town hall meetings

Fareportal & UserTesting.com

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How we use user testing?

Prototype testingWeb, mobile and App TestingReplacement of traditional focus groupDiscovery test New product or feature test Competitive benchmark

Best practices @ Fareportal

1. Have a clear objective before running a test. Prioritize tests, based on impact to business and users.2. Layout the ideal customer journey, and define it as the benchmark 3. Test early, during development, prior to release and after the release; test often

4. Retest over time 6 months to 1 year later5. When you design a test keep the questions generic and the instructions very specific. 6. Repeat some instructions during the study 7. Document results, create an executive summary and share the findings with everyone8. Consider bias feedback

Ask critical questions multiple times in different ways to validate the feedback

9. Consider starting bias with competitive benchmark studiesRun multiple test with different order. (A,B,C vs B,A,C vs , C,B,A)

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User Experience Design Lifecycle

Discovery, Strategy Requirements, Flows

Wireframes, Visuals, Validation

1 2

3

The Predictive Home ScreenCheapOair Mobile App

Murat YILMAZ

What is the vision?Why are we doing this?What are the goals and objectives?How do we measure success?User research & testing.Align with pre-defined personas

Feedback From Users Brainstorming Sessions Research and DiscoveryUser Testing

Discovery & Strategy

Define the requirementsDefine the phases to the project Define user flowDefine stories and scenariosDefine functionality & behavior

Requirements & Flow

-2 Wks

-2 Days

-2 Hrs Flight +2

Hrs+2

Days+2

Wks

Book a ticket

Change Reservation

Seat Selection

Flight Status

Find a Hotel/Car

Request Upgrade

Flight Status

Cross Sell on Home Screen

Hotel Check In/Out

Information

Arrival Time

Food Order

Movies

Wi-Fi

Visa Transit

Baggage Info

Ground Transportation

Hotel Direction / Info

Reward Travel

Upcoming Reservations

Customer Service Survey

Create low-fidelity wireframesUsability test wireframes & prototypesCreate the overall branding look and feel

Wireframes & Visuals

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Prototypes

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Prototypes

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Explore ToolImplementation & User Testing

Murat YILMAZ

Explore Tool

AnalyticsIdentify NeedCompetitive Analysis

Brainstorm with team Form HypothesisDecide feature list

Sketches on Paper Wireframe Interaction Design

PrioritizeBUILDQA

Control Release AB Testing User Testing

Revise

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1. Show best deals to user2. Easier to navigate3. Profile integration4. Responsive 5. Tablet Friendly6. Streamlined7. Integrated w/ social8. View 6 months of fares easily

Overview

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User Testing

How likely you to use the Explore for your travel plan?

Compared to other travel sites that are available, would you say that the Explore feature from CheapOair is:

How slow or fast was the response time (speed) of the Explore?

How difficult or easy was navigating through the explore?

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User Testing

1. Helped us identify bugs that were missed during QA 2. Validated our vision

3. Validated upcoming features

4. Enabled us to see how different age group users interact with explore

Explore far exceeds what other travel sites currently offer. The Explore function just needs some adjustments to make it more user friendly.gregb2781, 63, Male US

Much better than Kayak's, which is the only other one I use and often has problems loadingWilliamscd8 - 22, Male, US

Explore surpasses other travel sites that I have used. I love the detail design and layout.csmall, 39, Female, US

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Upcoming Features

1. Blog post curated articles on each destination 2. Weather forecast along with price forecast 3. Travel theme based search (beach, ski, golf, culture, history, casino etc.)4. Sort cities by popularity

User Suggestions

“ Blog post curated articles on each destination

This would be super nice to learn more about the destinations

Travel theme based search (beach, ski, golf, culture, history, casino etc.)--If you are keeping the name "Explore" this would be a great feature!

weather forecast, activities-popular attractions, events happening during time of travel“

blog post articles on each destination would be a helpful way for people to gather information about possible places to visit“On the map, destination by airport should be included, not just city.

Since this is a dream and explore type of function, more photos for each city. Perhaps even a social media type of interface or yelp-style star review for each destination.

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Mobile Confirmation PageImplementation & User Testing

Murat YILMAZ

Pre Development Prototype Study

1. 50-50 split between users who have preferred confirmation 1 vs 2 prototype.

2. Users liked different things from each

prototype. 3. Multiple users had difficulties with labels. 4. Some copy was hard to read

Version 2 Tabs Version 1 Scroll

Based on the findings we have addressed the points came from study and created better iteration for development.

After Release

1. Attachment rate improved on mobile confirmation page

2. Feedback from customers was positive 3. Resulted in better customer satisfaction

(CSAT)

Version 2 Tabs Version 1 Scroll

TV Ad StudyTraditional Focus Group vs User Testing

Murat YILMAZ

TV Ad Study

1. Cost Effective2. Faster 3. Tested users CAN NOT influence each other

4. Geographically Diverse5. Detailed report if you work with researcher

6. Good format and structure on report7. Not good for brainstorming fewer ideas.8. Can watch the video / clip on the report

User Testing Focus Group1. Expensive2. Slow compared to UT3. Tested users CAN influence each other

4. Not geographically diverse 5. Detailed report

6. Better format and structure on report 7. Good for brainstorming and many ideas 8. Can not provide recording of focus group

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We are looking for exceptional talent to join usCheck out our careers page

http://www.fareportal.com/careers/

Make your next booking with us download our app

Questions about UserTesting?Email adam@usertesting.com

Questions?

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