User Test - Loyaltybuild Holiday Booking System

Loyaltybuild provide innovative customer loyalty programmes for their international client base. A key component of their offering is an online holiday booking system for discounted hotel breaks. This was not performing as expected. The usage level compared to their phone service was low, as were completion rates. Loyaltybuild wished to establish where and why visitors were having issues. In order to find out Frontend conducted user testing in both Ireland and the Netherlands.

Participants included both actual and potential users in both countries. We evaluated how participants chose a break and their ability to book successfully. The testing clearly illustrated that the procedure for selecting a break did not match participants’ mental models for the process. Critical information was not presented at appropriate stages and information provided was insufficient to make a purchasing decision. This led to customers using the phone service.

Based on the results of testing Frontend constructed a series of interaction design wireframes illustrating how the site could be improved for usability and customer experience.