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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.
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.
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.
Emilio remembers his friend Alberto who might interested too.
Emilio calls Alberto inform him about the event and a trip plan.
Emilio calls Alberto inform him about the event and a trip plan.
Later in a café, Emilio meets his friend and invites her for the event.
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.
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.
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.
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.
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.
His excitement slowly turns into disappointment but loosing no hope he keeps searching.
He tries to find hotels most near to event venue.
He tries to find hotels most near to event venue.
He removes some of his preferences with hopes to see some results.
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.
He found only one hotel after all effort which surprised him. He wished to see some more results so that he could compare.
The Pain

UNDERSTANDING EMILIO

EMILIO’S SEARCH BEHAVIOUR

Research

INTERVIEWING TRAVELLERS LIKE EMILIO

OBSERVATIONAL STUDY IN LAB SETUP

STATISTICS ABOUT HOTEL STAY BEHAVIOUR
STATISTICS ABOUT HOTEL STAY BEHAVIOUR
STATISTICS ABOUT ACTIVITY PREFERENCES
STATISTICS ABOUT ACTIVITY PREFERENCES
STATISTICS ABOUT TRAVEL EXPENDITURE PATTERN
STATISTICS ABOUT TRAVEL EXPENDITURE PATTERN
STATISTICS ABOUT BOOKING SOURCES
STATISTICS ABOUT BOOKING SOURCES

DATA ANALYSIS & INSIGHTS FROM THE SURVEY

Merging Different PoVs

INTERVIEWING DIFFERENT STAKEHOLDERS

FRAMING THE CHALLENGE

Solution

PROTOTYPE TESTING

Ability to see number of hotels available as he keeps selecting the preferences helped him to discount preferences on the go
Ability to see number of hotels available as he keeps selecting the preferences helped him to discount preferences on the go
He could now search, filter and compare hotels without any redundant effort.
He could now search, filter and compare hotels without any redundant effort.
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