1. About the Project
In 2015, I joined Booking.com’s Travel Guides team to look at the product with fresh eyes.
This was exciting because achieving statistical significance on A/B tests post-booking is difficult. Doing so requires large improvements that shift customer behavior in a major way.
To find the area of greatest opportunity, I analyzed existing qualitative research, Google Analytics data, and the overall design.
I gravitated toward the transport section because—according to Google Analytics data—it was the most visited content. From experience, I knew travelers often book properties based on how easy they are to get to—especially for city trips.
For these reasons, I knew the transport info was a big opportunity.