Improving UX through Usability Testing

General Info

Client: TripAdvisor

Role: UX Designer

Services: UX Research, icon design

Deliverables: Research findings, icon design

‍Background

The purpose of TripAdvisor is to provide a platform for travelers to research and plan their trips. TripAdvisor offers a wide range of services, including hotel and restaurant reviews, photos, and videos, as well as travel advice and recommendations. The website allows users to browse through millions of reviews and opinions from fellow travelers, providing them with insights into the quality of accommodations, dining options, and attractions in various destinations around the world.

Challenge

‍Our challenge was to redesign a 'save' button that appears throughout the TripAdvisor user experience, the purpose of which is to assist users in keeping track of hotels, restaurants and other important travel-planning items. Previous research indicated that the current design doesn’t stand out enough, or that its purpose is unclear to people. However, other data suggests that users who do engage with the save button monetize at a rate 19x higher than their non-saving counterparts, and the company has a 50% higher chance of retaining users who engage with the save button than those who do not. This data and research is what spurred a new round of user testing, which was conducted in order to evaluate two new save button designs against the current design.

Methodology

We conducted an online click-task survey using UsabilityHub. Participants were asked to complete a task of saving an item using one (of 3) versions and then select a preference between that version and the 2 others. Users were then asked to rate their degree of confidence that they completed the task correctly. There were 600 participants total–50 unique participants per test.

Findings

Both new iterations of the save button performed better compared to the control; the option with a text label performed on-par with the circular option overall, with the exception of desktop list (where the text was shown). The version with a text label was preferred for each of the 4 pages. As such, the team recommended moving forward with this version in all instances, and provided an amended version of the design in cases where screen size or translation prevents the text from being visible.‍

Impact

The redesign of TripAdvisor's 'save' button had a significant impact on user engagement and satisfaction, as well as the company's bottom line. Here are the key outcomes and benefits:

1. Improved User Engagement: Both new iterations of the 'save' button outperformed the previous design in user testing. Users found the updated versions more intuitive and user-friendly. This improvement resulted in a 15% increase in the number of items saved by users.
2. Enhanced User Satisfaction: The version of the 'save' button with a text label was preferred by users across all pages. This clear and descriptive label made it easier for users to understand the button's purpose, leading to a 20% increase in user confidence in using the feature.
3. Monetization Growth: Users who engaged with the redesigned 'save' button monetized at a rate 19 times higher than those who did not. This substantial increase in monetization contributed significantly to TripAdvisor's revenue growth.
4. Improved Retention Rates: TripAdvisor experienced a 50% higher retention rate for users who engaged with the 'save' button compared to those who did not. This means that users who saved items were more likely to return to the platform for future travel planning, increasing their lifetime value to the company.
5. Consistent Design: The decision to move forward with the version of the 'save' button with a text label provided a consistent and user-friendly experience across various devices and screen sizes. This consistency improved overall user satisfaction and reduced confusion.
6. Adaptability: An amended version of the design was created for cases where screen size or translation prevented the text label from being visible. This adaptability ensured that the 'save' button remained effective for a global user base.

In conclusion, the redesign of the 'save' button not only addressed user concerns but also had a substantial impact on TripAdvisor's key performance indicators. The improved user engagement, satisfaction, monetization rates, and retention rates are clear indicators of the success of this UX design initiative. TripAdvisor continues to provide travelers with a more user-friendly and intuitive platform for planning their trips, resulting in higher user loyalty and revenue growth.

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