Why do we made this?
2017-2019 was the crazy era where every apps turned themselves into big “super-app” and Tokopedia had proven to did it right. Not only serves as marketplace, it also expanded its service to sell digital products such top-up, electricity, and travel & entertainment service. I was responsible to lead the last one, and had opportunity to build Hotel Booking Feature from the scratch.
As we were aiming to become super-app, Hotel Booking is the last piece of puzzle to complete travel and entertainment services. Surely it was not as massive as native OTAs that focused on travel services, but we had very good performance for an subsidiary product. And when the product was launched, it had become trending news that entitled Tokopedia as super-app.
Project Overview
This project was divided into three major parts. The first one was to build the solid end-to-end hotel booking system, which we have never had. The second one was the integration with other travel and entertainment products. The last one was the touchpoint creation on other marketplace funnels.
The main reason, obviously, was to optimize the manpower resource and timeline to deliver what’s important to business.
Part 1 - Build the Core Product
The main flow of hotel booking. This is the funnel where we put most effort and timeline. We did not reinvent the wheel. Instead, we were following the path and optimize our design library to get things done.
Find user's needs
We started from collecting research and learnings from previous travel products (flights and train ticket). Not literally talking about hotel book behavior, but close enough to know about how users interact with travel plan.
Find middle ground
I also got a precious insights from booking.com team as I flew to their office in Singapore to learn about their products. Oh FYI, they are our partner provide hotel inventory..
Find inspiration
Find inspiration
And lastly, I had to validate some hypothesis by took some interviews with selected users.
Some Important Learnings
Predictable behavior
Predictable behavior
Predictable behavior
As I talked with Booking team, I found that regardless on how advanced the feature in the platform, the usual scenario is quite predictable. Extreme cases would not be happen very often compared to marketplace.
Cancellation is high
Predictable behavior
Predictable behavior
Also, both from Booking and our existing ticketing module, we found that number of booking cancellation is relatively high. So it's mandatory to prepare smooth experience for user cancelling their booking.
Various searching preferences
Various searching preferences
Various searching preferences
Regarding hotel search behavior, I learned on how various it can be when users search the hotel. Some typed the hotel name while the others put the location. Even one keyword could mean many things.
Only be used by avid users
Various searching preferences
Various searching preferences
We had to consider that the users will be a bit “exclusive” to avid Tokopedia users only. Learnings from interview said that we were not even top 3 of their mind when talking about travel...
Design Concept
Final Design - Home and Search
Final Design - Search Result & Detail Page
Final Design - Order & Cancellation Page
Part 2 - Integration with other Travel Products
Rebranding whole travel and entertainment front funnels. As we completed the travel product, we need to have strong visual to unifying the experience.
This phase was implemented after I moved to other team. But it was come from my design blueprints.
In Tokopedia, we used to build things in silo, makes it hard for users to find the product and buy the product in sequence. That’s why, I planned to build the parent page for all travel services product. Not only that, I also proposed to unifying the design and flow, or at least, the search widget. After long design process, finally we can made it on 2021.
Before - After
Part 3 - Cross-Selling on Marketplace
Since we have no budget to advertise the product in public (damn true), we have to find out on how our product can effortlessly appear in main funnel - e-commerce page.
This is the last piece of puzzle is on how might we can sell out this product. Biggest problem was, since beginning Hotel Book isn't positioned as serious contender to existing OTA. Instead, the company sees this as complementary service in superapp ecosystem.
Because of that, we can only use funnels inside Tokopedia app.
1. Suggestion in Search Funnel
The first one was discoverability on homepage and search by widget and related keywords. The concept was to enabling users to get into the product faster and seamlessly.
Most important funnel to be utilized is search funnel. Whether users intentionally search for hotel book, or any stuff related to holiday, we can set autocomplete that refer to our product.
2. Exposure in Search Result Page
This one is quite niche and need specific type of keywords. As seen on example, we use proximity between signature goods with area where those stuff came for.
3. Complementary Item
The third one was to make it as complementary item where the flow was to offering the product after users do ‘mandatory’ purchase such as after paying the bills or buy selected products on marketplace.
Read my other journals
Tokopedia Search Reimagine
Tokopedia Search Reimagine
Tokopedia Search Reimagine
My journey leading design revamp of whole Tokopedia Search Journey with better experience, and eventually improve revenue.
Tokopedia Gamification
Tokopedia Search Reimagine
Tokopedia Search Reimagine
My journey leading team and design direction of most interesting project in e-commerce -Gamification.