Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

ONBOARDING AT SCALE AT BOOKING.COM

It took 30 years before evidence based medicine became the standard. How long will it take before businesses will use the same rigor for making business decisions and optimizing their onboarding journeys?
At Booking.com I have experienced what a data driven organisation looks like, where experimentation is part of the culture. During this session I will share my experiences and learnings about how to scale the onboarding journey for of new apartment owner onto the Booking platform.

ONBOARDING AT SCALE AT BOOKING.COM

  1. 1. Onboarding at scale @Booking.com Jorden Lentze | June 2018
  2. 2. What is not onboarding. Source: apptimize: https://apptimize.com/blog/2015/10/vevos-app-defies-user-onboarding-best-practices-heres-why/
  3. 3. What is onboarding?
  4. 4. Jorden Lentze. ● Product Owner e-Commerce Booking.com ✓ Industry Manager Conversion Google ✓ Senior Optimalisatie specialist ABN AMRO ✓ First a/b test in 2009 www.linkedin.com/in/customerdrivenoptimization
  5. 5. Today. 1. Without validation your business decisions through experimentation you cannot know if your company is working on the right things. 2. Test everything. Also your onboarding flows. 3. With onboarding you need to look at the impact on your call centre traffic. Otherwise you are missing an important part of the picture. 4. User research is at the heart of every great experiment. 5. “Onboarding is both the most difficult and ultimately most rewarding part of the funnel to improve to increase a company’s growth” (source)
  6. 6. Timeline. 1996 Founded in Amsterdam
  7. 7. Winterberg
  8. 8. Winterberg
  9. 9. 2012 4,000 employees 2016 13,000+ employees 2000 8 employees Today. OVER 100 NATIONALITIES 2018 17,000+ employees
  10. 10. 27 million total reported listings 43 Languages supported 198+ Offices OVER 100 NATIONALITIES 149,000,000+ Reviews from real guests 1,550,000+ Room nights booked every 24 hours
  11. 11. Agenda. Source: Kleiner Perkins 2018 Internet trends: https://www.statista.com/statistics/277483/market-value-of-the-largest-internet-companies-worldwide/
  12. 12. Everything is an experiment.
  13. 13. 1.000+ concurrent tests.
  14. 14. Product Death Cycle.
  15. 15. Team focus Homes and apartments
  16. 16. Home and apartments ● To Make Homes and Apartments Easy! Bringing Professionalism to Vacation Rentals, solving customers and partners problems, matching more travellers with more places to stay ● Feels like a start-up within Booking.com We started 2 years ago and now have over 5.000.000 listing for homes and apartments. (to compare, Airbnb has 4.500.000 listings)
  17. 17. But what is onboarding? ● User onboarding is the process of improving a person's success with a product or service.
  18. 18. Onboarding = growth.
  19. 19. Property onboarding Get to the value as fast as possible
  20. 20. But what is onboarding? ● User onboarding is the process of improving a partner's success with a product or service (wikipedia). ● User onboarding is meant to deliver value by either educating, showcasing features, or driving action. (Chargebee) ● We want to help the property owners to reach their goals faster so we can reach our goals (Bryan Eisenberg)
  21. 21. Our team
  22. 22. Oleksandr Kaverin - iOS developer- George R.R. Martin Springthorpe - UX Copywriter - Serhii Tostii Korin - Back End Developer- Simona Damian - Jr. Product Mk Manager - Mat-log Swainson - Team Lead - & - Client Side Developer - Jorden Rotterdam Lentze - Product Owner - Alexi Munoz - UX Designer- Annuhh Zuiker - Data Scientist - Les Paul Bodron - UX Designer - Jay Rambhia - Android Developer -
  23. 23. Our approach to onboarding evolutionary experimentation
  24. 24. Educate
  25. 25. Timeline. Chunking Break the design up into single chunks that can be tested and optimized. Presearch ● Data analysis ● Customer research ● Customer feedback Research first action What is the first thing you must do to get to the value as soon as possible? Create lighthouse design Create the final design that will serve a lighthouse on the horizon. Optimize for magic Optimize for a great user experience and get to a great product Test the total Test how the elements combine after testing the separate elements. Evolutionary Design process
  26. 26. Find the core value for your customer.
  27. 27. Where: Data analysis. Where is the problem and how big is it?
  28. 28. Why: User feedback: surveys. We have dedicated users researchers to help us with this.
  29. 29. Why: User feedback: talking to customers. We started calling people who just joined us or just left us
  30. 30. New property owners without experience in renting do not know what the first thing is they need to do: set-up their property for getting bookings on Booking.com Main pain point.
  31. 31. Measure value of current elements. Do the features we already have in place add value?
  32. 32. Evolutionary design - lighthouse design hypothesis.
  33. 33. Why: User Testing. • Usability testing in our own usability lab • Surveys • Open labs • Shadowing our colleagues in the call center • Asking people in the street • Visitor recordings • Remote user testing
  34. 34. Experiments with the biggest impact are based on thorough user research! ✓ ✓
  35. 35. Testing sums of the parts. How do you know that combining all these elements actually has the desired effect?
  36. 36. There is more…...
  37. 37. Design the whole journey. It is not only about showing what to do first.
  38. 38. Design and experiment across their journey. What is the first thing you need to do when you start on Booking.com? Who is Booking.com and what are they doing for me? How does our Extranet work?
  39. 39. 1. Welcome 2. Set-up for success 3. Actionable guidance on how to use their Extranet 4. Actionable data 5. 1st experience Welcome What to do first How to do this 1st experience New property owner Design and experiment across their journey.
  40. 40. Welcome.
  41. 41. Set-up.
  42. 42. Guidance.
  43. 43. None of these elements went live the first time.
  44. 44. Other challenges. ● Testing within an extranet (partners see the changes) ● Long term metrics for short term experiments ● Runtime calculations within a closed environment ● Experimenting on a worldwide scale
  45. 45. Recap. 1. Without validation your business decisions through experimentation you cannot know if your company is working on the right things. 2. Test everything. Also your onboarding flows. 3. With onboarding you need to look at the impact on your call centre traffic. Otherwise you are missing an important part of the picture. 4. User research is at the heart of every great experiment. 5. “Onboarding is both the most difficult and ultimately most rewarding part of the funnel to improve to increase a company’s growth” (source)
  46. 46. Thank you! Jorden Lentze https://www.linkedin.com/in/customerdrivenoptimization/

×