Ode
Project Details
Duration
4 months
Team
4 UX designers
Role
UX research, User testing, 3D modelling
Recognition
Featured at the George Brown School of Design Year End Show
Context
Ode - A vibrant boutique hotel in Toronto, came to us wanting to improve the efficiency and profit of the services they provide, but they weren’t sure what they needed.
We were tasked with researching, understanding their customers, and their current pain points, to create a product that would help improve the efficiency of their business. Our solution was a booking and event planning platform for their rooftop event space, featuring a 3D virtual planner.
Problem Definition
While Ode was telling us about their business, they briefly mentioned their rooftop event space. Most of their issues revolved around linen and inventory management which are out of our control, but we were stuck on the rooftop space.
Ode rejects over 90% of their rooftop booking requests
After further research we found out that all the requests are placed via email, and Ode manually sends out rejection emails to countless requests every week. The reason they had to reject so many is because the space has many limitations that aren't listed on their website. The rooftop is currently an untapped revenue source, with Ode only using it or renting it out ~10 times a year. By simplifying the process, It allows the Ode family to earn more while also having more time to focus on other aspects of their business/life.
How might we streamline the rooftop booking process for both clients and staff and increase efficiency?
Research and Iteration
The most important change that needed to be made to the booking process is adding clear restrictions. This way, only eligible bookings will even be able to submit a request.
Task flow 1
Task flow 2
Task flow 1:
Ode takes no action at all
Booking status is automatically determined by meeting the criteria for the space
Users are prompted to input all the necessary information
Task flow 2:
Users are prompted to input all the necessary information
Ode gets a quick snapshot of all eligible requests, and can easily accept or reject
User Testing Process
What we changed (and why)
Changed copy to avoid confirmation confusion
Users assumed the rooftop was confirmed to be booked at the end, rather than just requested.
We changed the wording from "Confirm Booking Request" to just "Request Booking" and added a popup that appears afterwards, stating they will receive a response from Ode within 2-4 business days
Reorganized the selection process and made "next" buttons easier to find and identify
Users kept jumping between different category sections and were unsure of how to proceed once they've selected their dates, guest count, etc.
We clarified the process by moving the next button to a more intuitive spot, and making the text bigger and more identifiable for a smoother overall process.
Solution
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Increased Efficiency
One of Ode's initial pain points was that they feel overwhelmed by all the work required to run the hotel. This simplified booking process reduces the time needed to manage the rooftop booking requests
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Increased Revenue
With limited cost required to maintain the space and booking platform, the rooftop can be highly profitable. The booking platform allows Ode to rent out the space easily, and more often.
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Reaching the Right Audience
Learning Outcomes
The biggest learning outcome from this project was understanding how to find a problem. When Ode first came to us with a myriad of issues, we had no clue where to start and how to prioritize the pain points. Through a series of service blueprints, lots of concept development, and plenty of research, we ended up choosing to focus on an aspect of the service they barely ever mentioned, but one which had the most impact.
If given more time, I would definitely work on the UI more. I find that the booking process could still be confusing to some users, and it would benefit from more rounds of testing and iteration. We spent a lot of our time on problem definition, meaning some of these later aspects had to be rushed, and could use some improvement in the future.