Team: Group of 4
Company: JW Marriott, Website analysed: https://jw-marriott.marriott.com/
My Role: (all stages of the user testing, analysis, defining issues and designing recommendations for the interfaces)
Project Timeline: 2 weeks
Executive Summary
We defined focused problem areas in the booking flow of the website that affect user retention and user conversion rates, and set up tasks for the participants to perform that best bring out the problem areas.
Around 250 min of total video footage of user testing was seen, analysed with time metrics to deduce core user issues affecting the booking flow.
These issues were further detailed, and recommendations were suggested based on practical execution ease as follows:
Research process
Remote unmoderated user testing with users assigned across the globe was conducted as follows:
We implemented severity scales aligning with both business objectives and user experience, ranging from ease of execution to effectively filter the four main usability issues in the website interface.
The four primary issues are highlighted based on user testing feedback, with recommendations provided for each.
Based on the analysis of the JW Marriott website, several key areas have been identified for improvement to enhance the booking user flow, aligning with the overarching business goals.
By implementing the suggested recommendations, such as realigning the search bar's position, renaming buttons for clarity, and enhancing feedback mechanisms, the website can not only offer users a more intuitive and efficient booking experience but also drive increased conversion rates and customer satisfaction, ultimately contributing to the achievement of JW Marriott's objectives to increase conversion rates, enhance customer satisfaction, drive direct bookings, improve accessibility and usability, and showcase its brand value and offerings.
