![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/f96dba67-3ddb-4cd7-ab4c-5fe67d0655ef_rw_1920.jpeg?h=472925491bb44b42e6a69306d2327b0f)
"
Challenge
As the one in charge of selecting and booking the hotel for himself and his friends, Emilio often struggles to integrate their preferences in the decision process.
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/b631c847-efaf-4c7b-b75c-a8b7cc62e1d5_rw_1920.jpeg?h=e1cabadb5ffb5bbcde651344a5178886)
Customer Journey
Storyboard
![Emilio gets a notification about a new event and opens the mail to find there was a rave festival coming up soon in Berlin.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/f8ad37ef-0fa8-4f4f-bc1f-35d2cb913ea8_rw_1920.jpeg?h=2be5712169cf94d89f8f8bbec088cfd7)
Emilio gets a notification about a new event and opens the mail to find there was a rave festival coming up soon in Berlin.
![Emilio remembers his friend Alberto who might interested too.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/9a58abbb-89af-41a3-b1fe-06e900132ccf_rw_1920.jpeg?h=a6accb3fedd781822b5efd9fa6b43712)
Emilio remembers his friend Alberto who might interested too.
![Emilio calls Alberto inform him about the event and a trip plan.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/5015f3f6-275e-474c-bb58-4e0aa1dcbbe9_rw_1920.jpeg?h=1b5231531a66211226068867023f6554)
Emilio calls Alberto inform him about the event and a trip plan.
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/5a241a48-8007-4d4c-89b5-af459d00b92e_rw_1920.jpeg?h=422d3a74255c74881001db16306493fc)
![Later in a café, Emilio meets his friend and invites her for the event.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/4dcb2741-9920-4c40-9e1b-cce529059d69_rw_1920.jpeg?h=a2ac1b27140bc7716c4e6b25451fcd26)
Later in a café, Emilio meets his friend and invites her for the event.
![After office Emilio drives back home with all the excitement to book hotels.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/a1c13387-f6c5-44fb-884e-326c1679e530_rw_1920.jpeg?h=111bef6f3d6ab4099b7e474307ad9c07)
After office Emilio drives back home with all the excitement to book hotels.
![Emilio starts exploring different hotels on imao to book for the event date.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/33d7da18-1179-4a31-88b1-e016ad7368e5_rw_1920.jpeg?h=e7f548a50720f86d4576ad1e2ff81d83)
Emilio starts exploring different hotels on imao to book for the event date.
A Travel Plan
![Emilio selects all possible preferences to narrow down his search.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/c435e31a-ff5b-4237-8dcb-22d9d6d64083_rw_1920.jpeg?h=7baa2ee806dbb5f6be4c9fa11527b21f)
Emilio selects all possible preferences to narrow down his search.
![But was greeted with a message that there were no hotels according to those preferences.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/c2962b5d-130b-4921-b8de-5ba7a36008c4_rw_1920.jpeg?h=91e8c5ab5c16a9155812771996424fb6)
But was greeted with a message that there were no hotels according to those preferences.
![His excitement slowly turns into disappointment but loosing no hope he keeps searching.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/87595e60-129c-42ad-b1ab-b4b490430439_rw_1920.jpeg?h=4907e2a295e9a5a8f0f55ae9d138954d)
His excitement slowly turns into disappointment but loosing no hope he keeps searching.
![He tries to find hotels most near to event venue.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/9d6d6ec3-0c02-4840-bd3d-bbdbc5a5b2ac_rw_1920.jpeg?h=85d1b7dc0714b8d07a6999e73b4522c0)
He tries to find hotels most near to event venue.
![He removes some of his preferences with hopes to see some results.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/6586e9de-8016-4efd-a523-893bd0fec47e_rw_1920.jpeg?h=9c6e8fbb12b5301fe3d49ca4e64c351b)
He removes some of his preferences with hopes to see some results.
![He found only one hotel after all effort which surprised him. He wished to see some more results so that he could compare.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/2eb65c9c-3a28-4b62-aa8c-d51fba2dc4bf_rw_1920.jpeg?h=04f28b319df85aa0b3134cbafd15129e)
He found only one hotel after all effort which surprised him. He wished to see some more results so that he could compare.
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/f5a44868-cc7f-4fa2-a21c-4a9152b3b299_rw_1920.jpeg?h=b24b1c2027eb11ef9f3b3aee76d4d360)
The Pain
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/a21a12b9-ab16-4be4-a214-f74673ea3145_rw_1920.jpeg?h=a6e8b74e102841ef1422c0080bade17a)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/c8767bb1-3a78-4c0f-9323-32fbee2e2d2a_rw_1920.jpeg?h=0637198625ded1bd3829fc1c4511982e)
UNDERSTANDING EMILIO
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/f7fa37dc-d94b-4055-8323-508e56aed7c3_rw_1920.jpeg?h=fa51b7c20a93dff45a9ae14b70a7f132)
EMILIO’S SEARCH BEHAVIOUR
Research
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/6ce09f74-4de4-44c7-9d49-6629d5b1e726_rw_1920.jpeg?h=3a3094331967d890564544dcca50d4bb)
INTERVIEWING TRAVELLERS LIKE EMILIO
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/d96cb894-038f-4049-867b-e12dad4daf3c_rw_1920.jpeg?h=46959243dcacc1fda0bb85199f5ee7b4)
OBSERVATIONAL STUDY IN LAB SETUP
![STATISTICS ABOUT HOTEL STAY BEHAVIOUR](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/187260a8-8c37-4496-a5d2-ecb7cc6bed4b_rw_1920.jpeg?h=dda5f69d676266e957541a188f260d31)
STATISTICS ABOUT HOTEL STAY BEHAVIOUR
![STATISTICS ABOUT ACTIVITY PREFERENCES](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/27d94c4f-c96a-4046-b4f3-b9ceb76b667e_rw_1920.jpeg?h=768314e990cdfa1eca13875923a3e836)
STATISTICS ABOUT ACTIVITY PREFERENCES
![STATISTICS ABOUT TRAVEL EXPENDITURE PATTERN](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/9ae24549-d409-4fc7-a7ee-8236a0e1f19d_rw_1920.jpeg?h=379c1b2f36b959575089722885e9347f)
STATISTICS ABOUT TRAVEL EXPENDITURE PATTERN
![STATISTICS ABOUT BOOKING SOURCES](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/9f492043-edda-452a-930b-bd2fcb4e9c5a_rw_1920.jpeg?h=ebeae4dc6b5a2835e70cced112b2146b)
STATISTICS ABOUT BOOKING SOURCES
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/b7bc2ecd-ac11-4cab-9454-6eed18a68988_rw_1920.jpeg?h=d40dcce1139ed555f75c286a1a5a2754)
DATA ANALYSIS & INSIGHTS FROM THE SURVEY
Merging Different PoVs
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/5f0f202e-5ead-4cd2-94d4-2da54a5b7152_rw_1920.jpeg?h=604f3876f8c974c9b431199be25a9ce3)
INTERVIEWING DIFFERENT STAKEHOLDERS
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/82cef42f-9428-4799-951c-21e3605ea1fd_rw_1920.jpeg?h=ea9d1d9629ef11b6ac2d370508f30f9e)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/36e849d9-1ebf-4ff3-8300-af9f000872e4_rw_1920.jpeg?h=75dd97385e4aa0027e70ba2df882215b)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/03f14768-f71f-4ede-9d2c-1f510eef6aa2_rw_1920.jpeg?h=729c0e1694713a59f56733b258477b2e)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/16fe1088-e995-49c1-beaa-77a33096b19e_rw_1920.jpeg?h=2c2177b8f12c69601f2f3844bb7da50f)
FRAMING THE CHALLENGE
Solution
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/1710fc36-77b1-4673-88d4-06d9ec0be051_rw_1920.jpeg?h=bfc1ed0ef89209dcb988aeffa7a0e416)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/73c38b7a-54d5-48a4-83b4-780e34a3d4bb_rw_1920.jpeg?h=20239061fd644aea1fb367250739d4f8)
PROTOTYPE TESTING
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/505454e8-2752-4375-b5e3-cde91c8aef16_rw_1920.jpeg?h=4208faa7da15334f2f2c4b2fe62b3be4)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/307f078f-da6e-48e0-998b-c644e57752fa_rw_1920.jpeg?h=5d79b9d2d5709a936ee22ed93f036d73)
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/e6219507-fcf3-48d8-b2f6-998d038b6bb8_rw_1920.jpeg?h=8598818be581f6eda645477e53cc15cf)
![Ability to see number of hotels available as he keeps selecting the preferences helped him to discount preferences on the go](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/a37566c7-71ee-4de1-9016-efa06f1b052d_rw_1920.jpeg?h=ee44e16c9e2e61c6bf551b9ab9dbe296)
Ability to see number of hotels available as he keeps selecting the preferences helped him to discount preferences on the go
![](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/155fa60e-2a55-44c9-849f-9b8b2fb285ee_rw_1920.jpeg?h=31c36ee0bc2e424bb0425a3808512642)
![He could now search, filter and compare hotels without any redundant effort.](https://cdn.myportfolio.com/497fa451-36c1-476e-ba95-bf6538b024c9/aa70b4c5-bc11-4dae-8d83-99b655a66286_rw_1920.jpeg?h=064381417de4c04653529d777bf4883f)