Expedia
Usability Testing
Usability Testing
Usability Testing
Client
Client
Client
Expedia
Services
Services
Services
UX Research and
Information Architecture
UX Research and
Information Architecture
UX Research and
Information Architecture
Industries
Industries
Industries
Travel Shopping
Travel Shopping
Travel Shopping
Duration
Duration
Duration
2 months
2 months
2 months
| Executive Summary
| Executive Summary
| Executive Summary
Expedia, established in 1996 and based in Bellevue, Washington, is a prominent online travel company offering a wide array of travel services globally. Their services include flights, hotels, car rentals, cruises, and activities, with a commitment to making travel easy, accessible, and affordable. Their target demographic spans individuals of all ages interested in travel, with a focus on those aged 18 to 40, who were the primary participants in usability testing.
Expedia, established in 1996 and based in Bellevue, Washington, is a prominent online travel company offering a wide array of travel services globally. Their services include flights, hotels, car rentals, cruises, and activities, with a commitment to making travel easy, accessible, and affordable. Their target demographic spans individuals of all ages interested in travel, with a focus on those aged 18 to 40, who were the primary participants in usability testing.
Expedia, established in 1996 and based in Bellevue, Washington, is a prominent online travel company offering a wide array of travel services globally. Their services include flights, hotels, car rentals, cruises, and activities, with a commitment to making travel easy, accessible, and affordable. Their target demographic spans individuals of all ages interested in travel, with a focus on those aged 18 to 40, who were the primary participants in usability testing.
| 66%
| 66%
| 66%
Users successfully completed all of their tasks.
Users successfully completed all of their tasks.
| 72%
| 72%
| 72%
Users found the package booking task challenging.
Users found the package booking task challenging.
| 40%
| 40%
| 40%
Users failed to complete their tasks.
Users failed to complete their tasks.
Targeting users primarily using the two criteria listed below:
Targeting users primarily using the two criteria listed below:
Targeting users primarily using the two criteria listed below:
1. User who also preferred to book an accommodation while travelling.
1. User who also preferred to book an accommodation while travelling.
1. User who also preferred to book an accommodation while travelling.
2.Users who desired to take part in fresh and enjoyable activities both online and offline.
2.Users who desired to take part in fresh and enjoyable activities both online and offline.
2.Users who desired to take part in fresh and enjoyable activities both online and offline.
| Existing User Interface
| Existing User Interface
| Existing User Interface
Expedia's user interface was recently updated (in 2022) to offer a completely consistent experience across desktop web browsers, mobile web browsers, and their mobile app. However, a lot of inconsistencies were discovered while studying the Expedia website.
Expedia's user interface was recently updated (in 2022) to offer a completely consistent experience across desktop web browsers, mobile web browsers, and their mobile app. However, a lot of inconsistencies were discovered while studying the Expedia website.
Expedia's user interface was recently updated (in 2022) to offer a completely consistent experience across desktop web browsers, mobile web browsers, and their mobile app. However, a lot of inconsistencies were discovered while studying the Expedia website.
| 75.2M
| 75.2M
| 75.2M
Total Visits
Total Visits
| 36.16%
| 36.16%
| 36.16%
Bounce Rate
Bounce Rate
| 6.83%
| 6.83%
| 6.83%
Pages per visit
Pages per visit
|00:05:42
|00:05:42
|00:05:42
Avg. Visit Duraation
Avg. Visit Duraation
| Goals of Study
| Goals of Study
| Goals of Study
The main goal was to conduct usability testing on Expedia.co.uk and analyse the user interface in order to spot problems that prevent users from completing website goals and, in light of the data and conclusions, to improve the user experience.
The main goal was to conduct usability testing on Expedia.co.uk and analyse the user interface in order to spot problems that prevent users from completing website goals and, in light of the data and conclusions, to improve the user experience.
The main goal was to conduct usability testing on Expedia.co.uk and analyse the user interface in order to spot problems that prevent users from completing website goals and, in light of the data and conclusions, to improve the user experience.
| List of Objectives
| List of Objectives
| List of Objectives
To understand how easily the users can get familiar with the website
To understand how easily the users can get familiar with the website
To understand how easily the users can get familiar with the website
Identify usability issues that could affect the performance of expedia.
Identify usability issues that could affect the performance of expedia.
Identify usability issues that could affect the performance of expedia.
To understand how easy it is for the users to navigate through the website.
To understand how easy it is for the users to navigate through the website.
To understand how easy it is for the users to navigate through the website.
| Research Questions
| Research Questions
| Research Questions
1. Can a user book a package trip quickly and easily, and to their satisfaction?
1. Can a user book a package trip quickly and easily, and to their satisfaction?
1. Can a user book a package trip quickly and easily, and to their satisfaction?
2. How easy it is to navigate through the website?
2. How easy it is to navigate through the website?
2. How easy it is to navigate through the website?
3. How efficient is the search wizard tool and filters throughout the website?
3. How efficient is the search wizard tool and filters throughout the website?
3. How efficient is the search wizard tool and filters throughout the website?
4. Is the information provided on the website useful enough to come up with a decision?
4. Is the information provided on the website useful enough to come up with a decision?
4. Is the information provided on the website useful enough to come up with a decision?
5. Can the user easily save items and plan a trip using the trip board feature?
5. Can the user easily save items and plan a trip using the trip board feature?
5. Can the user easily save items and plan a trip using the trip board feature?
6. Can the user easily compare prices between the hotels on the website?
6. Can the user easily compare prices between the hotels on the website?
6. Can the user easily compare prices between the hotels on the website?
| Test Plan & Recruitment
| Test Plan & Recruitment
| Test Plan & Recruitment
Number of Participants
Number of Participants
Number of Participants
5
5
5
Age
Age
Age
18-45 Yrs old
18-45 Yrs old
18-45 Yrs old
Gender
Gender
Gender
All Genders
All Genders
All Genders
Time for Each Interview
Time for Each Interview
Time for Each Interview
30-45 mins
30-45 mins
30-45 mins
Tools Used
Tools Used
Tools Used
Teams, OBS, Otter
Teams, OBS, Otter
Teams, OBS, Otter
Mode of Testing
Mode of Testing
Mode of Testing
Online & Offline
Online & Offline
Online & Offline
Way of Recruitment
Way of Recruitment
Way of Recruitment
Purposive Sampling
Purposive Sampling
Purposive Sampling
Primary Participants
Primary Participants
Primary Participants
Travellers
Travellers
Travellers
Testing Application
Expedia Website
Expedia Website
Expedia Website
Area of Focus
Area of Focus
Area of Focus
Task Based
Task Based
Task Based
Testing Method
Testing Method
Testing Method
CIF Approach
CIF Approach
CIF Approach
Location of Study
Location of Study
Location of Study
London
London
London
| Materials and Tools Used
| Materials and Tools Used
| Materials and Tools Used
Screening Questions
Screening Questions
Screening Questions
What Gender do you identify as?
What Gender do you identify as?
What Gender do you identify as?
What age range do you belong to?
What age range do you belong to?
What age range do you belong to?
Do you work in the airline or hospitality travel industry?
Do you work in the airline or hospitality travel industry?
Do you work in the airline or hospitality travel industry?
How many airline trips (flights) have you booked online in the past year?
How many airline trips (flights) have you booked online in the past year?
How many airline trips (flights) have you booked online in the past year?
What are some travel websites you have visited?
What are some travel websites you have visited?
What are some travel websites you have visited?
Have you ever used Expedia to book your flight or accommodation?
Have you ever used Expedia to book your flight or accommodation?
Have you ever used Expedia to book your flight or accommodation?
Consent Form
Consent Form
Consent Form
A consent form was created that outlines the purpose, procedures, and potential risks and benefits of the research study and to inform the participants of what their involvement will entail and obtain their voluntary agreement to participate. It is an important component of ethical research practice and helps ensure that participants are fully informed and their rights are respected.
A consent form was created that outlines the purpose, procedures, and potential risks and benefits of the research study and to inform the participants of what their involvement will entail and obtain their voluntary agreement to participate. It is an important component of ethical research practice and helps ensure that participants are fully informed and their rights are respected.
A consent form was created that outlines the purpose, procedures, and potential risks and benefits of the research study and to inform the participants of what their involvement will entail and obtain their voluntary agreement to participate. It is an important component of ethical research practice and helps ensure that participants are fully informed and their rights are respected.
| Participant Profiles
| Participant Profiles
| Participant Profiles
To ensure that the data is accurate and representative of our target group, a participant
demographic table was produced. It was necessary to determine whether respondents in this
study differed in their opinions about the subject matter to provide data on research
participants
To ensure that the data is accurate and representative of our target group, a participant
demographic table was produced. It was necessary to determine whether respondents in this
study differed in their opinions about the subject matter to provide data on research
participants
To ensure that the data is accurate and representative of our target group, a participant
demographic table was produced. It was necessary to determine whether respondents in this
study differed in their opinions about the subject matter to provide data on research
participants
| Session Outline and Procedure
| Session Outline and Procedure
| Session Outline and Procedure
5 mins
5 mins
5 mins
Setting up test devices
5 mins
5 mins
5 mins
Introduction of the session
30 mins
30 mins
30 mins
Performing Tasks
Post Test Questions
5 mins
5 mins
5 mins
| Tasks
| Tasks
| Tasks
1.
1.
You and your family have decided to travel to Norway for Christmas from London. You must reserve a travel package that includes a flight, accommodation, and a car pickup service.
You and your family have decided to travel to Norway for Christmas from London. You must reserve a travel package that includes a flight, accommodation, and a car pickup service.
You and your family have decided to travel to Norway for Christmas from London. You must reserve a travel package that includes a flight, accommodation, and a car pickup service.
2.
2.
Your winter break is about to begin and you wish to go out with your friends on a group tour and you’ve saved a few items to your trip and would like to invite your friends to the trip
Your winter break is about to begin and you wish to go out with your friends on a group tour and you’ve saved a few items to your trip and would like to invite your friends to the trip
Your winter break is about to begin and you wish to go out with your friends on a group tour and you’ve saved a few items to your trip and would like to invite your friends to the trip
3.
3.
You’re booking a trip for a coworker who will be traveling to Goa, India for business. You want to check available accommodation options and compare prices for a few of them for your colleague in advance.
You’re booking a trip for a coworker who will be traveling to Goa, India for business. You want to check available accommodation options and compare prices for a few of them for your colleague in advance.
You’re booking a trip for a coworker who will be traveling to Goa, India for business. You want to check available accommodation options and compare prices for a few of them for your colleague in advance.
| Metrics
| Metrics
| Metrics
The following parameters were considered and noted during the test :
The following parameters were considered and noted during the test :
The following parameters were considered and noted during the test :
Effeciency, Effectiveness, Ease of Use, Completion Rate, Errors, Assists, Time on task.
Effeciency, Effectiveness, Ease of Use, Completion Rate, Errors, Assists, Time on task.
Effeciency, Effectiveness, Ease of Use, Completion Rate, Errors, Assists, Time on task.
| Post test Questions
| Post test Questions
| Post test Questions
These questions were measured on a scale of 1 to 7 being 1 as strongly disagree and 7 as strongly agree.
These questions were measured on a scale of 1 to 7 being 1 as strongly disagree and 7 as strongly agree.
These questions were measured on a scale of 1 to 7 being 1 as strongly disagree and 7 as strongly agree.
Open-ended Questions
Open-ended Questions
1. What would you suggest to improve the experience of the website.
1. What would you suggest to improve the experience of the website.
1. What would you suggest to improve the experience of the website.
2. At what part you struggled the most?
2. At what part you struggled the most?
2. At what part you struggled the most?
3. Is there anything in particular that you liked/disliked about the application?
3. Is there anything in particular that you liked/disliked about the application?
3. Is there anything in particular that you liked/disliked about the application?
| Glimpse of Usability Testing
| Glimpse of Usability Testing
| Glimpse of Usability Testing
| Task Analysis
| Task Analysis
| Task Analysis
| TASK 1
| TASK 1
80%
80%
Task Success rate
16 mins
16 mins
Average time on task
2.4
2.4
Average assists per participant
1.4
1.4
Average assists per participant
User Comments
User Comments
"Is this the price for whole package or just the hotel?"
"Is this the price for whole package or just the hotel?"
"Is this the price for whole package or just the hotel?"
"How can i select a return flight?"
"How can i select a return flight?"
"How can i select a return flight?"
"How can I book a room?"
"How can I book a room?"
"How can I book a room?"
"This is very confusing"
"This is very confusing"
"This is very confusing"
"Its very time consuming"
"Its very time consuming"
"Its very time consuming"
| TASK 2
| TASK 2
60%
60%
Task Success rate
8 min 6 secs
8 min 6 secs
Average time on task
1.4
1.4
Average assists per participant
0.8
0.8
Average assists per participant
User Comments
User Comments
"Can find the save option?"
"Can find the save option?"
"Can find the save option?"
"Don't want to sign in just to save an item"
"Don't want to sign in just to save an item"
"Don't want to sign in just to save an item"
"I like the 'Things to Do' Feature"
"I like the 'Things to Do' Feature"
"I like the 'Things to Do' Feature"
| TASK 3
| TASK 3
60%
60%
Task Success rate
7 mins
7 mins
Average time on task
1
1
Average assists per participant
1.8
1.8
Average assists per participant
User Comments
User Comments
“Isn’t fully refundable and free cancellation the same thing?"
“Isn’t fully refundable and free cancellation the same thing?"
“Isn’t fully refundable and free cancellation the same thing?"
“How can I include all the meals?”
“How can I include all the meals?”
“How can I include all the meals?”
“I can’t find a proper hotel, the available one is very small”
“I can’t find a proper hotel, the available one is very small”
“I can’t find a proper hotel, the available one is very small”
| System Usability Scale
| System Usability Scale
| System Usability Scale
An SUS questionnaire was provided to the participants after the interview which consisted of ten statements, each rated on a five-point scale from "strongly agree" to "strongly disagree." These statements were designed to capture the user's overall impression of the system's usability, ease of use, and learnability.
An SUS questionnaire was provided to the participants after the interview which consisted of ten statements, each rated on a five-point scale from "strongly agree" to "strongly disagree." These statements were designed to capture the user's overall impression of the system's usability, ease of use, and learnability.
An SUS questionnaire was provided to the participants after the interview which consisted of ten statements, each rated on a five-point scale from "strongly agree" to "strongly disagree." These statements were designed to capture the user's overall impression of the system's usability, ease of use, and learnability.
The overall or average SUS that was calculated was 51.25, which is marginal.
The overall or average SUS that was calculated was 51.25, which is marginal.
| Overall Findings
| Overall Findings
| Overall Findings
| Overall Redesign
| Overall Redesign
| Overall Redesign
Home Page :
Home Page
1. Adding a hero image header in the search wizard background.
1. Adding a hero image header in the search wizard background.
1. Adding a hero image header in the search wizard background.
2. Redesigning the navigation dropdown to the right side of the header.
2. Redesigning the navigation dropdown to the right side of the header.
2. Redesigning the navigation dropdown to the right side of the header.
3. Maximizing the size of icons on the cards to make it look more consistent.
3. Maximizing the size of icons on the cards to make it look more consistent.
3. Maximizing the size of icons on the cards to make it look more consistent.
Package Results Page :
Package Results Page
1. Format the visual hierarchy and information architecture of this page.
1. Format the visual hierarchy and information architecture of this page.
1. Format the visual hierarchy and information architecture of this page.
2. Redesign the hotel information cards.
2. Redesign the hotel information cards.
2. Redesign the hotel information cards.
3. Performing a card sort and redefining the search filters for this page.
3. Performing a card sort and redefining the search filters for this page.
3. Performing a card sort and redefining the search filters for this page.
Main Hotel Page :
Main Hotel Page
1. Change the button text terminology from “Reserve” to “Book”.
1. Change the button text terminology from “Reserve” to “Book”.
1. Change the button text terminology from “Reserve” to “Book”.
| Redesign Walkthrough
| Redesign Walkthrough
| Redesign Walkthrough
| Disclaimer
Disclaimer
| Disclaimer
The following usability study was conducted solely for research purposes and is not intended to endorse or promote any product or service. The study is designed to evaluate the usability of a product, service, or system and to gather information on user behavior, attitudes, and preferences.
The following usability study was conducted solely for research purposes and is not intended to endorse or promote any product or service. The study is designed to evaluate the usability of a product, service, or system and to gather information on user behavior, attitudes, and preferences.
The following usability study was conducted solely for research purposes and is not intended to endorse or promote any product or service. The study is designed to evaluate the usability of a product, service, or system and to gather information on user behavior, attitudes, and preferences.
Any personal information collected during the study will be kept confidential and will be used only for the purposes of this study.
Any personal information collected during the study will be kept confidential and will be used only for the purposes of this study.
Any personal information collected during the study will be kept confidential and will be used only for the purposes of this study.
While we strive to make the study environment as realistic as possible, the conditions of the study may not exactly replicate the actual environment in which the product, service, or system will be used. Additionally, the study participants may not represent the opinions and experiences of the general population.
While we strive to make the study environment as realistic as possible, the conditions of the study may not exactly replicate the actual environment in which the product, service, or system will be used. Additionally, the study participants may not represent the opinions and experiences of the general population.
While we strive to make the study environment as realistic as possible, the conditions of the study may not exactly replicate the actual environment in which the product, service, or system will be used. Additionally, the study participants may not represent the opinions and experiences of the general population.
The findings of the study should be interpreted with caution, as the results may be influenced by various factors such as the study design, sample size, and participant characteristics.
The findings of the study should be interpreted with caution, as the results may be influenced by various factors such as the study design, sample size, and participant characteristics.
The findings of the study should be interpreted with caution, as the results may be influenced by various factors such as the study design, sample size, and participant characteristics.
The results may also be affected by any limitations of the study, including any technical or logistical issues that may have arisen during the data collection process.
The results may also be affected by any limitations of the study, including any technical or logistical issues that may have arisen during the data collection process.
The results may also be affected by any limitations of the study, including any technical or logistical issues that may have arisen during the data collection process.
The findings of this study should not be used as the sole basis for making any decisions regarding the product, service, or system. Additional research and analysis may be necessary to fully evaluate the usability of the product, service, or system and to make informed decisions about its design, development, and implementation.
The findings of this study should not be used as the sole basis for making any decisions regarding the product, service, or system. Additional research and analysis may be necessary to fully evaluate the usability of the product, service, or system and to make informed decisions about its design, development, and implementation.
The findings of this study should not be used as the sole basis for making any decisions regarding the product, service, or system. Additional research and analysis may be necessary to fully evaluate the usability of the product, service, or system and to make informed decisions about its design, development, and implementation.
