Hotel deal apps are growing in popularity, making the market an extremely crowded area with countless apps offering the same services. Last minute booking apps are a highly competitive market owned by “discounting and mass market” players. One Night needed to disrupt the market by creating an experience for the user that no other app could offer.
Whereas apps like HotelTonight were more of a utility, One Night would provide services for the user from a curated list of unique hotels.
To ensure a fluid and seamless experience across the app, our team set up three user personas –the Super User, the Explorer and the Shopper– to adapt the booking system to the different user’s needs, personalizing the experience as much as possible.
Super Users know exactly what hotels they’re looking for without needing to take pricing into account. Super Users look to the app for its efficiency and fast booking option that enables familiar users to act decisively and book their hotel.
The Explorer is less knowledgeable about hotels and may be unsure where to begin their search. They tend to browse through the slowly, considering options more deliberately than the Super User. One Night makes it simple to easily switch back and forth between hotels, and enables discovery of the app’s many features through comprehensible navigation.
The Shopper lies somewhere in between the Super User and the Explorer – aware of the hotels they like but conscious of pricing. The Shopper wants to be able to view their options, with price as their main focus. Facilitating price comparison allows the careful Shopper to view detailed information regarding the hotel, so that they can be sure of their final decision.
In order to stand out, One Night needed to differentiate user experience from the other apps. Focusing on two areas–spontaneity and content–separated the app from the rest.
SPONTANEITY IS KEY
One Night is built upon the idea that booking a great hotel can often be spontaneous and in the moment rather than planned ahead. Reacting to three different types of contextual data–time, user states, and location–the app’s spontaneity creates an impulsive experience.
CONTENT AS A TOOL TO CONVERT
The One Night app uses content as a tool to inspire, convert, and reward the users. With informative content each step of the way, users are able to get the best understanding and experience for fast-paced, last-minute bookings. Creating an app description that would highlight the key messages of the app–cheapest rates guaranteed,the best curated hotel list in the city, a new way of enjoying hotel life–would lead to app discovery, triggering downloads. Ranking the hotel list with a new set of rules created by One Night would utilize content as a conversion tool.
The One Night app would need the simplicity and efficiency of all other apps, focusing on speed as a basic requirement to quickly move the user through the process. However, it was also a necessity to adapt to each user’s individual needs, creating different speeds for those who are less accustomed to the app or last-minute hotel booking and those who are looking to explore rather than buying right away.
Due to the emphasis on immediacy and spontaneity, the hotel inventory would be limited to a curated list of hotels that would likely sell out quickly, potentially leaving customers frustrated and discouraged. Creating a sense of scarcity and developing a new way to rank hotels in a list, would encourage better conversion.
Last-minute hotel booking is a highly time-sensitive experience, leaving users only a small window to confirm the booking before it’s taken by another customer. The user experience had to reflect this sense of urgency and turn it into an advantage for conversion. Letting users know when bookings are available through a countdown clock encourages users to live in the now.
Rather than monotonously listing out what the hotel has to offer, One Night creates a timeline of the hotel based on when individual users use the app. The description of the hotel is contextualized in a 24 hour timeline, a circular way to describe hotel tips from 3 P.M. to 3 P.M.. The content thus becomes centered around the user, making One Night stand out as a hotel booking app.
Reacting to user states gives the app a personalized experience that adapts to individual needs. Hotel lists are generated differently for first time users, returning users, or users who have already booked. As a first time user, the hotels are randomly ordered, however, as a returning user, One Night makes repeat behavior accessible and actionable. The app architecture reverses the usual roles played by hotels and users, simplifying it and making it centered around the user rather than the hotel.