University of Twente Student Theses


Mapping the hotel booking experience of an online travel agency (OTA) to optimize the payment flow and improve localization

Sreenivas, Gokul (2022) Mapping the hotel booking experience of an online travel agency (OTA) to optimize the payment flow and improve localization.

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Abstract:Online travel booking has become very common and ever competitive, in most cases the user’s opinion of selecting a provider largely depends on his experience while using the website. This is a thesis study conducted at an online travel booking company, the aim of the study is to understand how the UX of the case company website affects the user's decision to book a deal and evaluate how it can be improved. The study details a lot of generic insights about e-commerce and focuses on localization, ie; the difference in expectation’s between users of different geographic locations. Furthermore, the thesis explores specialized UX tools used in the professional industry and how these can be used to conduct efficient and effective UX studies. A detailed theoretical evaluation of UX and user journey in online travel booking was conducted. Based on these an exploratory usability study following user-centered design was conducted, which branched out into three separate UX evaluations. Based on the conclusions from the previous evaluations, the website design was improved, and A/B was tested with the actual customers of the case company. The initial three UX evaluations showed positive responses from users, but overall the A/B test showed a negative impact on the users with a marginal decrease in user bookings. Even though the A/B test was not as expected, there are valuable insights on how to interpret the result and identify the hypothesis for further iterations. As such, the thesis discusses various generic insights, UX tools, evaluation methods, documentation methods, insights, and limitations that could help further research.
Item Type:Essay (Master)
Faculty:EEMCS: Electrical Engineering, Mathematics and Computer Science
Subject:54 computer science, 77 psychology
Programme:Interaction Technology MSc (60030)
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