2022 - 2024
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Product Design
Enhancing Hotel Content for Improved User Experience
Led an initiative to address issues with content quality, localization, and consistency across hotel listings on AirAsia MOVE. This project focused on improving user experience, engagement, and conversion rates by ensuring clear, accurate, and accessible content across multiple languages.
Led an initiative to address issues with content quality, localization, and consistency across hotel listings on AirAsia MOVE. This project focused on improving user experience, engagement, and conversion rates by ensuring clear, accurate, and accessible content across multiple languages.
Problem Statement
Hotel listings on AirAsia MOVE were experiencing significant issues with content consistency and localization. A major problem emerged when it was discovered that key information was missing on non-English hotel detail pages. This lack of content completeness impacted user engagement and trust, leading to high drop-off rates on essential booking pages and resulting in an estimated revenue loss of over $1 million annually. The challenge was to address these content issues holistically, creating a more reliable and user-friendly experience.
Objectives
Ensure that hotel content is fully populated and localised across all supported languages to cater to a diverse user base.
Streamline the information architecture to make essential hotel information more accessible and intuitive.
Establish a robust content quality scoring system to maintain high standards and facilitate ongoing improvements.
Ensure that hotel content is fully populated and localised across all supported languages to cater to a diverse user base.
Streamline the information architecture to make essential hotel information more accessible and intuitive.
Establish a robust content quality scoring system to maintain high standards and facilitate ongoing improvements.
Design Process
Issue Identification and Initial Audit
Discovered incomplete content in non-English hotel pages; CTR analysis confirmed lower engagement and drop-offs due to missing information.
Content Audit and Competitor Analysis
Conducted a content audit and competitor benchmarking to define essential information standards for hotel listings.
Supporting Research and Proposal
Provided research-backed rationale for content improvements and proposed next steps, including multilingual support and quality scoring.
Information Architecture Restructuring
Simplified the information architecture, prioritizing critical hotel details and streamlining the Room Select page.
UI Design and Content Scoring
Created a Content Scoring System for HMS to maintain quality and designed a clear, user-friendly layout for consistency.
Issue Identification and Initial Audit
Discovered incomplete content in non-English hotel pages; CTR analysis confirmed lower engagement and drop-offs due to missing information.
Content Audit and Competitor Analysis
Conducted a content audit and competitor benchmarking to define essential information standards for hotel listings.
Supporting Research and Proposal
Provided research-backed rationale for content improvements and proposed next steps, including multilingual support and quality scoring.
Information Architecture Restructuring
Simplified the information architecture, prioritizing critical hotel details and streamlining the Room Select page.
UI Design and Content Scoring
Created a Content Scoring System for HMS to maintain quality and designed a clear, user-friendly layout for consistency.
Key Solutions
Content Clarity and Standardization
Established consistent content standards across hotel listings, improving transparency on room details, amenities, and policies.
Content Clarity and Standardization
Established consistent content standards across hotel listings, improving transparency on room details, amenities, and policies.
Streamlined Information Architecture
Simplified the layout of hotel listings, prioritizing critical information for faster decision-making.
Streamlined Information Architecture
Simplified the layout of hotel listings, prioritizing critical information for faster decision-making.
The Outcome
Record Metrics for October 2024
The enhancements contributed to the best booking metrics in three years, as recorded in October 2024. Improved content clarity, localisation, and streamlined architecture were significant factors in achieving this milestone.
Increased Conversion Rates
Improved content structure and localisation led to a measurable increase in booking conversions, as well as reduced drop-offs on high-impact pages like Room Select.
Leadership Recognition
During the product townhall, the CEO highlighted the Stays team as an example for other lines of business, emphasising our success in addressing foundational issues to drive long-term value.
Record Metrics for October 2024
The enhancements contributed to the best booking metrics in three years, as recorded in October 2024. Improved content clarity, localisation, and streamlined architecture were significant factors in achieving this milestone.
Increased Conversion Rates
Improved content structure and localisation led to a measurable increase in booking conversions, as well as reduced drop-offs on high-impact pages like Room Select.
Leadership Recognition
During the product townhall, the CEO highlighted the Stays team as an example for other lines of business, emphasising our success in addressing foundational issues to drive long-term value.
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