Eurostar UX / UI
- User Testing
Prices in Calendar ✍️ ? - Objectives: • Enable price conscious users to immediately find suitable fares • Convey the perception that ES is transparent price wise • Increase conversion rate
The previous product
User testing - Key learnings: • User thought travelling with Eurostar was Expensive scored 4/5 • “It is quite expensive (...)sometimes the difference with airplanes is £20, I personally wouldn’t use Eurostar” • “I'd prefer to take the train but I never use Eurostar I'd use price comparison sites for flying” • “I'm flexible on dates price is more important” • “I use Eurostar for work price isn't important. The service, dates and the app is more important”
Objectives - Objectives from learnings: 1. Understand how prices or price indications should be conveyed in the calendar 2. Will people think that ES expensive or value for money (VFM) after seeing the daily lowest fares? 3. Create cognitive dissonance between what people expect and what they see 4. Create and test prototypes (DW) with actual prices relevant to the day of the data collection 5. Mark the cheapest fares in the design 6. Clarify whether the prices are the lowest fare for the day or the average price iterate versions and test versions
Design Objectives - 1. Surface price 2. Communicate normal price, low price and lowest price 3. Highlight weekend days 4. Create finger friendly design for touchscreens 5. accessibility rating AA+
Prototyping and testing frames
3 key parameters: price, date and lowest price messaging
User testing online with 10 ES regular site users and 10 non-ES site users
Frame 1 testing - Key user feedback: • "Maybe make the frame slightly larger as my parents would struggle to read this" • "Arrow is confusing I know it means outbound and inbound but is hard to understand at first" • "Is the total price a from price or actual total this is confusing" • "How do I go back and select just one way" • "Pricing and dates much clearer" • "Seems busy with 3 tiers of information"
- User rating: 3.5/5
Frame 2 testing - Key user feedback: • "I don't need to see the date twice" • "What do arrows mean, not clear" • "Was very easy to find the cheapest return from London to Paris. The only flaw I can see is there no times displayed" • "Clean looking and easy to use" • "Like the depth of the frame" • "Easy to read" • "Do I need the date twice?" • "Could be clearer what month and day we are on" • "Easy to switch between round trip and one way"
- User rating: 3/5
Frame 3 testing - Key user feedback: • "Simple interface, makes everything easier to see in one glance" • "Isn't very clear that you can select the return" • "Button is clear and prompt helpful" • "This feels easy to use"
- User rating: 4.5/5
Map and List view ? - Objectives • Introduce Map and List view to help users create a better correlation between location and price • Improve clarity between hotel star ratings and customer reviews.
Hotel card redesign ? - Objectives: • Re-design of hotel cards to create a clearer hierarchy of information and cleaner listing pages • Surfacing reviews more as a key feature for users • Help users make a better informed decision by improving the clarity of savings to be made
Reviews - Objectives • Integrate reviews into hotel details page • Surface reviews on about page • Gain customer trust through reviews • Improve conversion rate