Context
I led UX research and product design for this project, which had the following goal:
Launch a marketplace to help travelers find and book the perfect accommodation.
My Responsibilities:
- Developed a research plan and interview strategy
- Recruited and interviewed participants
- Synthesized insights into actionable recommendations
The problem
Finding the right accommodation is difficult due to missing key details—such as available activities, nearby locations, and accurate filters.
The client initially approached this project with the idea:
"We want to launch a marketplace to help people find and book the perfect accommodation."
To create a meaningful solution, I reframed this idea into a problem statement:
There is currently a lack of accommodation booking platforms that provide the right criteria.
This results in travelers spending more time than really needed to find accommodation, disappointed travelers when booking an accommodation : lack of activities, uncertainty about the location.
I aim to provide a booking platform with searching criteria that meet families' expectations.
Research strategy
Project & Research Objectives
Business Goal:
Launch MVP & reach 500 bookings by end of 2024.
Research Goals:
- Identify biggest frustrations for families booking accommodations
- Understand decision-making factors for different traveler types
- Discover non-negotiables when booking
- Learn why users choose one platform over another
Hypothesis
"Travelers have unique expectations and preferences when booking accommodation."
Focus: Validate whether improving search filters & information accuracy will help users find accommodations faster and with more confidence.
Research Approach
I started by conducting user interviews to gather insights directly from travelers. Then, I used affinity mapping to group similar insights and identify key themes. Next, I mapped out the customer journey step by step to understand user behavior and pain points. I also conducted a competitor analysis to explore industry trends and opportunities. All findings were compiled into a foundational research report, and the most valuable insights were translated into job stories to guide the project brief.
User interviews
I conducted 4 online user interviews with participants who met the following criteria:
- Live in France
- Travel more than 3x a year
- Have traveled within the last 6–12 months (2024)
- Were the primary decision-maker in the booking process
- Booked accommodations through Airbnb, Booking or Expedia
Key takeaways
User personas
Based on my insights, I identified two family types: those with babies/toddlers and those with older kids.
- Families with toddlers prioritize safety, baby-friendly accommodations, and essential amenities,
- Families with older kids focus more on activities and location.
These differences impact the search criteria and filtering options, ensuring the platform meets diverse family needs.
Customer journey mapping
To understand the user experience, I mapped out the key steps in booking an accommodation. This helped identify pain points and opportunities at each stage.
