Confirmation page, a forgotten page

A broader effort to improve the booking path and reduce customer confusion.

Company: Choice Hotels International

Industry: Travel / eCommerce

My role:
• Sr. Product Designer (Site optimization and growth)
• A/B strategy
• Analytics/data review
• Sketches and Wireframes
• UI design
• High fidelity comps
• Delivery to development team
• Grooming review
• UAT and Production QA

The problem

A poor responsive page that users found difficult to find key information they need, resulting in confusion and calls to customer service. Key elements of the confirmation page were below the fold, while unimportant information was located on the top. Confusing call-to-actions were miss-labeled. Missed opportunity in additional revenue and information on programs.​

And the biggest miss... we did not thank our customers.

My role

My role as lead designer is to bring together all the teams that will provide the tools needed to make decisions.​I was very passionate about this product. Even though business found this page to be a non-critical/converting page in the booking path, I disagreed. It is the last page our customers see and it is the final chance to thank them. Instead, our tone was cold, we provided faulty information, and key items were below the fold. Poor designed ads created a 'floor.' Mobile web experience was poor. Journey and empathy maps proves that confirmation pages are usually the peak of users satisfaction.

Research

Users rated their priorities based off of top priority, moderate priority and low priority. What we discovered was 7 out of the user's top priorities for a hotel confirmation page are below the "fold" on desktop. On mobile web, only 3 top priorities, 3 low priorities and 1 moderate in the view port. Didn't we miss the mark!