Hotel Tonight - Mobile Innovation Summit
Jul 16, 2015
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M O B I L E : P U T T I N G U S E R S F I R S T
A M A N D A R I C H A R D S O N , H O T E L T O N I G H T A M A N D A @ H O T E LT O N I G H T. C O M @ A M A N D A R I C H 0 1
A B O U T H O T E L T O N I G H T
• Launched 2011 for same-day, mobile-only hotel booking
• iOS, Android, Windows
• 12+ million downloads, 10,000+ hotel partners, 500+ markets, 28 countries
2
H T M I S S I O N : T O E N A B L E P E O P L E T O TA K E A D VA N TA G E O F T H E S E R E N D I P I T Y O F L I F E
3
R E I M A G I N E T H E B O O K I N G E X P E R I E N C E F O R U S E R S W H E R E T H E Y A R E
• On the go and in the moment
• On-demand hotel rooms for users
• On-demand guests for hotels
4
M O B I L E I S A B O U T T H E U S E R S
A N D M O B I L E U S E R S W A N T A P P S
SOURCE: NIELSEN
A N D U S E R PAT T E R N S C H A N G E D U R I N G T H E D AY
SOURCE: COMSCORE
H O T E L T O N I G H T V 1 | 2 0 1 1
O R I G I N A L I P H O N E : $ 5 9 9 | 3 . 5 ” S C R E E N
SOURCE: BLOOMBERG
H O M O G E N O U S U S E R B A S E
• Limited real estate
• High-end, tech-savvy users
• Slow connections
• Very few devices
U S E R S S P E N T M O R E T I M E R E A D I N G T H E N E W S PA P E R T H A N O N M O B I L E D E V I C E S I N 2 0 0 8
SOURCE: EMARKETER11
I N 2 0 1 4 , U S E R S S P E N T M O R E T I M E O N M O B I L E D E V I C E S T H A N W AT C H I N G T V
SOURCE: BUSINESS INSIDER12
I P H O N E 6 + : $ 2 9 9 | 5 . 5 ” S C R E E N
SOURCE: APPLE
M A S S A D O P T I O N M E A N S D I V E R S E U S E R S A N D U S E C A S E S
14
S O W H AT H AV E W E L E A R N E D F R O M O U R U S E R S
15
H Y P O T H E S I S # 1 : M O R E D I V E R S E U S E R S M E A N S M A K I N G M O R E C H O I C E S AVA I L A B L E
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K E E P I T S I M P L E : C U R AT I O N
• Historically three hotels
• Grew to 15 hotels to give more choice
K E E P I T S I M P L E : C U R AT I O N
• Tested length of results up to 25
• Happy spot is about 10 results
• Opposite of web test results
6 % D E C R E A S E I N C O N V E R S I O N
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M O R E C H O I C E D O E S N O T AT T R A C T M O R E U S E R S . I T J U S T C O N F U S E S U S E R S .
L E A R N I N G # 1 : C U R A T I O N W I N S
H Y P O T H E S I S # 2 : A P P U S E R S W A N T A C C O U N T S
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R U T H L E S S LY E D I T: S I G N U P
• HT: Three taps and a swipe
• 10 seconds
• Competition: 52 taps
• 109 seconds
1
3
2
4
R U T H L E S S LY E D I T: S I G N U P
• Nearly all apps are based on an account
R U T H L E S S LY E D I T: S I G N U P
• So did we
R U T H L E S S LY E D I T: S I G N U P
• But we watched users in testing
• Accounts confused them
• Mental model was ecommerce not apps
25
R U T H L E S S LY E D I T: S I G N U P
• So we removed it
1 5 % I N C R E A S E I N C O N V E R S I O N
27
E V E N W H E N Y O U H AV E T H E S L I M M E S T F U N N E L , C U T A G A I N
L E A R N I N G # 2 : R U T H L E S S LY E D I T
H Y P O T H E S I S # 3 : PAY M E N T I S N O T A P R O B L E M
G O N AT I V E : PAY M E N T S
• What’s so special about three taps and a thumbprint?
2 6 % I N C R E A S E I N C O N V E R S I O N
G O N AT I V E : PAY M E N T S
• Push for native feature adoption
• Make it simpler and consistent for users
• Capture early adopter segment
32
I N V E S T I N G I N N AT I V E T O O L S W I L L H E L P E V E N T H E L E A S T L I K E LY P R O B L E M S .
L E A R N I N G # 3 : P U S H F O R N A T I V E F E A T U R E S
H Y P O T H E S I S # 4 : M O B I L E D ATA G I V E S I N S I G H T S I N T O U S E R N E E D S
M O B I L E F O C U S : L O C A L I Z E D O F F E R S
• Patterns in user behavior can drive features
M O B I L E F O C U S : L O C A L I Z E D O F F E R S
• Study and leverage user patterns
• Focus on what’s only possible with mobile
1 2 % I N C R E A S E I N C O N V E R S I O N
M O B I L E F O C U S : L O C A L I Z E D O F F E R S
• Confident in the idea and potential
• Measure impact in reverse
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F O C U S O N M O B I L E - O N LY D I F F E R E N T I AT I O N A S A N A D VA N TA G E
L E A R N I N G # 4 : I N N O VA T E F O R M O B I L E
K E E P I T S I M P L E
G O T O Y O U R U S E R
Q U E S T I O N W H AT Y O U K N O W B U T N O T W H AT Y O U B E L I E V E
M O B I L E I S A B O U T S E R V I N G Y O U R U S E R
M O B I L E I S N O T A B O U T B E I N G M O B I L E
T H A N K Y O U
A M A N D A R I C H A R D S O N , H O T E L T O N I G H T A M A N D A @ H O T E LT O N I G H T. C O M @ A M A N D A R I C H 0 1
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