Driving Optimisation Through User Experience

Rick Monro, Fathom @monro / @Fathom_UX

What we’ll cover

Booking a flight

Minimum inputs: searching for flights

Flying to:

1 0

Flying from:

Departure date

Return date

0 Search

Adults Children Infants

➡ Flight times?➡ Existing account? No?➡ Insurance?➡ Extra luggage?➡ Choose seat? ➡ Want to hire a car?➡ Want car parking?➡ ARE YOU ABSOLUTELY SURE ABOUT THE SEAT THING? ➡ Tell us what you are doing.➡ You agree we everything we have just told you.

THEN GET ONE.

ARE YOU SURE?

Minimum inputs: booking a flight

££

£

££

££

Choose county

Choose town

3 2

27 Jul 2013

2 2

Currency

Search

Minimum inputs: guesthouse accommodation

Adults

Arrival date

Children Nights Rooms

3

https://www.flickr.com/photos/cdresz/2953377031/

Search results: 9 seconds

Standard hotel rooms

Standard guesthouse rooms

Choose county

Choose town

3 2

27 Jul 2013

3 2

Currency

Search

Minimum inputs: accommodation search

Adults

Arrival date

Children Nights Rooms

https://www.flickr.com/photos/alternative_illustrations/5839784828

AirBnB brought back the human

Better inputs…

3 22

Location

Arrival date

Search

Nights Adults Children

A series of decisions,taken by

humans, at key points in a

process, which ultimately lead to a

successful outcome, both for the

user and the organisation

Tasks & GoalsTasks & goals

Variant A (original) Variant B (revision)

Thank you

Rick Monro, Fathom @monro / @Fathom_UX