Hotel Tonight - Mobile Innovation Summit

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

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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

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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

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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

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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

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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

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3

2

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• Nearly all apps are based on an account


• So did we


• But we watched users in testing

• Accounts confused them

• Mental model was ecommerce not apps

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• 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

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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?

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

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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


• Study and leverage user patterns

• Focus on what’s only possible with mobile


• 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

Hotel Tonight - Mobile Innovation Summit

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Transcript of Hotel Tonight - Mobile Innovation Summit