O2
As a Product designer
I was tasked with revamping the multi-platform design end-to-end, handling everything from planning to execution by myself.
Basic info
Remote cooperation
Shanghai - Vancouver
2024/8-2024/9
Benefits
With minimal development costs, benefit 78% users' online experience，improving satisfaction to 4.1/5
*Atour Hotel is a leading hospitality and lifestyle hotel in China
View their web
This is an urgent project to assist Atour Hotel. The client hopes to complete the product update and launch within 1 month. The only feedback received is that “the online service experience is poor,” but no specific details or directions have been provided. As the main product designer, the biggest challenge is to quickly identify problems, define solutions, and optimize the user experience flow with minimal development costs, making this project a success.
Rapid Growth
Atour Hotel ranks top 1 in China’s mid-to-high-end market, achieving 64.5% revenue growth in Q2, but experience-related issues are emerging as the business grows.
Low User Satisfaction
User satisfaction is only 3.35/5, with frequent complaints about the app and mini-program’s poor usability (no updates in 3 years).
Customer Loss
Users are switching to other platforms due to weak perceptions of the benefits offered through official channels.
Question:
How can we quickly define product positioning, meet short-term update demands, and enhance differentiation for official channel products?
To find this answer, I did a lot of research
Within one week, I analyzed a large amount of historical data and conducted in-depth interviews with 8 target users at different stages:
6000+ copies
Depth (new)
interview
8 people
Data (new)
analysis
3 months’ date
4 products
User satisfaction
App users dominate but have the lowest satisfaction (3.2/5)
69% ——APP user : primarily advanced users (levels 4-5)
31% ——Mini-program user: beginner users (levels 1-3)
INSIGHTS:
# Basic process (e.g., search, filtering) still offer room for improvement.
# Exclusive service (e.g., Travel Assistant, Atour Selection) have the high user discussion, and great optimization potential.
Deep Exploration:
Identify specific weaknesses in the basic booking process and exclusive services, as well as the user’s demands.
Pain Point
Weak search functionality
Unclear filter options
User-centered info is hard to find
Check-in information is not clearly displayed
Unaware of available in-stay features & membership
Multiple Platforms
Personalized Benefit
As a major guide page, the homepage should integrate Membership & Brand information for users at different levels to strengthen their awareness
Basic Booking Process
Easy booking
Clear information & stucture dispaly
+
Exclusive Service
Awareness and Usage
Convenient access to info
+
Multiple Platforms
Personalized Benefit
Clear communication of brand benefits
Reorganize basic information and enhance Atour’s exclusive service awareness to provide multi-platform users with a more convenient online hotel experience.
A leading hospitality and lifestyle hotel, providing people with a convenient online booking and check-in process.
By optimizing the page structure and Reorganize existing information, to reduces the difficulty of searching and decision-making in the hotel booking process.
Structure optimization
Information reorganization
Data construction (Improve incrementally）
Enhancing user awareness of unique service (“Travel Assistant” feature), by expanding entry point visibility and enriching the detail page with aggregated service information.
Benefit awareness
Service awareness
For Advanced Users:
To meet the needs of in-depth feature exploration, introduce specialized sections such as the Benefits Module, Activity Module, and Brand Discovery Area. Use a waterfall layout to expand additional content at the bottom.
For New Users:
Expand the “Membership Benefits” module appropriately, incorporating clickable explanations to clarify benefits. Integrate a coupon collection section to boost benefit awareness and improve user retention.
One month
Road map
November 2024, 633 copies
November 2024, 8 people
“
The information is more concise and clear.
“
You can instantly see how far the hotel is from the subway or a particular landmark.”
“Reviews and location details are split on both sides; it feels more direct.”
“Information pops up automatically, and the address is easier to find.”
Questions about the online experience can be displayed in real time.
“
Design Mockup
Actual Implementation
Gained valuable experience in cross-team, cross-timezone collaboration and client communication, especially with non-design stakeholders.
As a design leader, gained satisfaction from the positive feedback received on the revised design.
Next work
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