Creating an efficient user experience for the booking process
We set ourselves the challenge, a group of four student’s form Manchester wanted to visit the festival as a group. They needed to book travel, accommodation and tickets for at least one comedy show with a budget of £200 each (the challenge was based on our past experience of visiting the festival when we were at university)
Try out the current process
Try buying a ticket for a group of friends
The challenge we set ourselves seemed relatively simple, we needed to do five simple things
1 – Choose the dates we wanted to travel.
2 – Pick the comedy show we wanted to watch.
3 – Sort out travel from Manchester to Edinburgh (air, train or bus, we don’t drive!).
4 – Book accommodation for the group.
5 – Make sure the trip comes in on budget.
The process is actually quite difficult; you need to have up to five internet windows open at time to track all the individual aspects of the trip. Whilst you may be able to get travel cheap for one set of dates , you won’t be able to get accommodation at the right price for the same set of dates.
We think this process takes far too long and has any pain points. Our challenge was to build a quicker process to make the experience more satisfactory for the customers.
Breaking down the process
To help achieve our aim of making the process quicker we mapped out the process using post it notes and the white board in the office. Our first task, shown in pictures one and two was to map out the current process of booking the trip and highlight against our emotion scale. We placed each element of the booking process against the feeling of being happy, neutral and negative. This helped us map out what aspects of the booking process we needed to improve upon and what areas needed little changing as they already worked well.
Once we had measured the pain points of the booking the booking experience, we started to brainstorm ideas on how to improve the booking process (shown in image three). By completing the pain point process, we were able to focus our brainstorming on elements that would only improve the user experience, instead of getting distracted on ideas that wouldn’t improve the overall experience.