2024
EV travelers often struggle to find hotels with suitable charging options, leading them to switch between third-party platforms to plan their trips. This fragmented experience is unpleasant.
I proposed an integrated API that displays real-time charger data within Booking.com, creating a seamless experience that keeps users engaged and taps into the growing EV travel market.
Personal project
User Testing
Unconventional Research
Product Design
Fragmented to Frictionless: How real-time data can streamline itinerary planning for EV owners
Fragmented to Frictionless: How real-time data can streamline itinerary planning for EV owners
EV travelers often struggle to find hotels with suitable charging options, leading them to switch back and forth between third-party platforms to plan their travels. This fragmented experience is unpleasant.
I proposed an API integration that displays real-time charger data within Booking.com, creating a seamless experience that keeps users engaged and taps into the growing EV travel market.
EV travelers often struggle to find hotels with suitable charging options, leading them to switch between third-party platforms to plan their trips. This fragmented experience is unpleasant.
I proposed an integrated API that displays real-time charger data within Booking.com, creating a seamless experience that keeps users engaged and taps into the growing EV travel market.
Create engagement
Reviews about EV charging at this hotel
The parking is enormous and they have several electric chargers.
E
Edith
Belgium
2022
Dedicated reviews based on filters
Create engagement
Reviews about EV charging at this hotel
The parking is enormous and they have several electric chargers.
E
Edith
Belgium
2022
Dedicated reviews based on filters
Type 2 Mennekes
21.0 kW
30 A
5 Available
1 in use
Context aware messaging
You are travelling duirng peak season
Type 2 Mennekes
21.0 kW
30 A
5 Available
1 in use
Context aware messaging
You are travelling duirng peak season
Tooltips with more context
Framer
@framer
We're launching a new feature for Framer!
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Tooltips with more context
Framer
@framer
We're launching a new feature for Framer!
Powered by PlugShare
What is the real pain-point? (analysing the brief*)
What is the real pain-point? (analysing the brief*)
*I was given a hypothetical brief by the designer/PM Zinzy Wilson.
The JIRA ticket is part of the original brief and I was asked to provide a solution.
*I was given a hypothetical brief by the designer/PM Zinzy Wilson. This JIRA ticket is part of the original brief and I was asked to provide a solution.
I started by looking at the ask and what was the underlying pain-point that the feature was trying to solve.
I started by looking at the ask and what was the underlying pain-point that the feature was trying to solve.
Why the EV market?
Global EV Market
Markets and Markets report, Aug 2024
396
Billion
The global electric vehicle (EV) market is projected to grow from USD 396.49 billion in 2024 to USD 620.33 billion by 2030
The global electric vehicle (EV) market is projected to grow from USD 396.49 billion in 2024 to USD 620.33 billion by 2030
Adding constraints - limiting the design to the US and EU
Adding constraints - limiting the design to the US and EU
USA
I decided to look only at the US and EU markets that have robust EV charging networks.
Europe
Several countries have a robust EV network like the Netherlands, Germany etc. Users rent a car when they travel within the EU.
China
This market uses its own network of hotel aggregators and for the purpose of this case study was omitted.
Resorting to unconventional research methods owing to time constraints
Given the one-week timeframe, in-depth interviews were not feasible.
Instead, I opted for an unconventional approach and gathered insights from Discord & Reddit communities, where EV owners engage actively.
Given the one-week timeframe, in-depth interviews were not feasible.
Instead, I opted for an unconventional approach and gathered insights from Discord & Reddit communities, where EV owners engage actively.
Trade-off:
This provided fast, real-world insights but lacked the structure of a traditional user research approach.
Trade-off:
This provided fast, real-world insights but lacked the structure of a traditional user research approach.
Desk Research
Desk Research
I analysed 62 reviews on the platform across hotels in California, Netherlands, Germany, France and the UK
I analysed 62 reviews on the platform across hotels in California, Netherlands, Germany, France and the UK
These were places with robust EV networks and people who frequently traveled by road. First-hand detailed accounts left by users about the availability of EV chargers at a given destination.
These were places with robust EV networks and people who frequently traveled by road. First-hand detailed accounts left by users about the availability of EV chargers at a given destination.
I identified the following subsets of users
I identified the following subsets of users
EV owners
1) EV owners
Users who relied on ~2 websites to cross-reference listings on Booking.com.
Users who relied on ~2 websites to cross-reference listings on Booking.com.
Tesla owners
2) Tesla owners
Users who didn't need to plan in advance since the Tesla native app let them know where chargers were available.
Users who didn't need to plan in advance since the Tesla native app let them know where chargers were available.
Business travelers
3) Business travelers
Users who might not be able to select their car in advance and are stuck when arriving at a hotel not equipped with them.
Users who might not be able to select their car in advance and are stuck when arriving at a hotel not equipped with them.
Renters
4) Renters
Typically users in the EU who would drive to another country for holiday.
Typically users in the EU who would drive to another country for holiday.
Themes identified
Themes identified
Inaccurate Information
1.
Inaccurate Information
A hotel would state they had EV chargers only for the user to find they didn't exist on site.
A hotel would state they had EV chargers only for the user to find they didn't exist on site.
Availability
2.
Availability
Users didn't know how many ports were available and whether they were in use.
Users didn't know how many ports were available and whether they were in use.
Compatibility
3.
Compatibility
Users didn't know if the port was compatible with their car and/or how long charging would take
Users didn't know if the port was compatible with their car and/or how long charging would take
Cost
4.
Cost
Users didn't know if the charger was included in the cost of the room.
Users didn't know if the charger was included in the cost of the room.
Safety
5.
Safety
Users wanted to ensure the charger was on hotel premises to keep their cars safe
Users wanted to ensure the charger was on hotel premises to keep their cars safe
User Interviews - in person and online
User Interviews - in person and online
I spoke to two EV vehicle owners and 30+ EV owners through groups on Discord and looked at Reddit forums.
I spoke to two EV vehicle owners and 30+ EV owners through groups on Discord and looked at Reddit forums.
Unconventional Research
User Interviews - in person and online
I spoke to two EV vehicle owners and 30+ EV owners through groups on Discord and looked at Reddit forums.
“I selected this place because of the EV friendly mentioned in Booking.com”
“I selected this place because of the EV friendly mentioned in Booking.com”
"EV charging at a destination is a great filter and one that would sway my decision when all other things are equal"
"EV charging at a destination is a great filter and one that would sway my decision when all other things are equal"
“It really ruined things worrying about charging all the time.”
“It really ruined things worrying about charging all the time.”
“Charging possibilities for e-cars avaialable. For us an important reason to book! ...Costs a lot of vacation time”
“Charging possibilities for e-cars avaialable. For us an important reason to book! ...Costs a lot of vacation time”
“Now having EV charging at the hotel I’m staying at has gone from a “nice to have” to “MUST have”
“Now having EV charging at the hotel I’m staying at has gone from a “nice to have” to “MUST have”
The key insight that provided direction for the solution
The key insight that provided direction for the solution
EV owners switched back and forth between 3rd party platforms and Booking to crosscheck if a hotel really had chargers. Not only that but EV owners are very savvy and need the make, capacity and proximity of the charger.
EV owners switched back and forth between 3rd party platforms and Booking to crosscheck if a hotel really had chargers.
EV owners switched back and forth between 3rd party platforms and Booking to crosscheck if a hotel really had chargers.
Not only that but EV owners are very savvy and need the make, capacity and proximity to the charger.
Use of 3rd party apps
A hotel would state they had EV chargers only for the user to find they didn't exist on site.
A hotel would state they had EV chargers only for the user to find they didn't exist on site.
Switching b/w browser tabs
Users didn't know how many ports were available and whether they were in use.
Users didn't know how many ports were available and whether they were in use.
Highly technical
EV owners were members of Discord communities because they understood their vehicles and charging needs.
Highly technical
EV owners were members of Discord communities because they understood their vehicles and charging needs.
EV owners were members of Discord communities because they understood their vehicles and charging needs.
Target audience and JTBD
Target audience and JTBD
Competitive Audit
Competitive Audit
How other travel aggregator platforms and third party companies handled getting accurate EV-charging information and keeping it real-time.
Ideation
Ideation
I assessed Booking's existing interface and identified multiple points where I could incorporate the necessary information.
I assessed Booking's existing interface and identified multiple points where I could incorporate the necessary information.
Tooltips and 'more information'
Booking.com had multiple ways of presenting information
Some not always consistent.
You are travelling duirng peak season
Amenities at the bottom of every listing
This section is completely overlooked since it's so far down the page. Tends to be inaccurate.
Smarter answers
An infrequently used section but one that could be automated to send queries to the hotel
What information would enable an EV owner to make an informed decision?
What information would enable an EV owner to make an informed decision?
I was lucky enough to interview a PM who happened to be the owner of an EV and gave me further insight into what information she needed in order to plan a trip.
I was lucky enough to interview a PM who happened to be the owner of an EV and gave me further insight into what information she needed in order to plan a trip.
User Testing
User Testing
I used BallparkHQ to carry out unmoderated usability tests. I was able to test with 11 EV owners.
I used BallparkHQ to carry out unmoderated usability tests. I was able to test with 11 EV owners.
Observations
Observations
Placement of info
Where the info was placed was important. Users expected it within the filters section as well as right on top above the fold of the individual hotel page.
Where the info was placed was important. Users expected it within the filters section as well as right on top above the fold of the individual hotel page.
8/11 users found the info fairly easily
Users didn't know how many ports were available and whether they were in use.
Reduced friction while planning for EV owners - a success?
Reduced friction while planning for EV owners - a success?
This feature enables travellers to cut down the number of steps involved while planning a trip.
It also keeps the user on the same platform while making the booking ensuring a more hassle-free overall experience.
What I'd do differently - if this were a real project
What I'd do differently - if this were a real project
Booking.com prides itself on data-led design decisions. Here's how I'd measure success:
Accuracy over time
Did the information stay accurate over an extended period.
Did the information stay accurate over an extended period.
Bounce rate
Did users stay on Booking.com's platform?
Did users stay on Booking.com's platform?
CSAT scores
Did we see an improvement in CSAT?
Reach out for kuchen mit conversation
Reach out for kuchen mit conversation
Reach out for kuchen mit conversation
Reach out for kuchen mit conversation