UX Design Bernsteinsee Website

Usability Testing

Project

Key Insights

Design Process

Project

Key Insights

Design Process

Project

Bernsteinsee Website

Situation

The Bernsteinsee Hotel in Wolfsburg offers hotel rooms and holiday accommodations for families and business travelers. However, most bookings were made through booking platforms, not via the hotel’s own website. This resulted in commission costs and traffic losses, which is why the website needed optimization.

To uncover problems and identify areas for improvement, quantitative data was analyzed and a usability test was conducted. The optimization measures were defined and implemented in close collaboration with the stakeholders.

Objectives

Increase traffic / Increase bookings through the hotel’s own website

Duration

The project was carried out in 2021. The website is now linked to a different booking system.

Deliverables

Conducted a comprehensive usability test to identify weaknesses
Complete overhaul of the information architecture for improved navigation
Website design optimization with a focus on conversion rate
Implementation of best practices for hotel and hospitality websites

Methods

Usability Test
Analysis & Test Report
Card Sorting
Optimization of Information Architecture

Outcomes

Although measuring success was initially challenging due to the global COVID situation, results later showed:

Significant increase in the conversion rate
Reduced user errors during the booking process
Positive feedback from hotel guests on the improved online presence

Tools

Key Insights

The usability testing revealed multiple barriers in the booking processes and an ineffective information architecture, leading users to abandon bookings or give up searching for desired information.

Design Prozess

Ansicht des tabellarischen Test-Plans, in dem Test-Objekte und die einzelnen Szenarien dargestellt sind

Research – Remote Usability Testing

The website was tested remotely by each participant. Before the test, test objectives were defined and 9 scenarios were developed, which participants navigated through to reveal weaknesses. Before and after the test, participants answered a small survey.
Quantitative analysis data was evaluated in parallel to support

Analyze & Define – Usability Report

After the test, the key findings were extracted and summarized in a detailed usability report (the tests were recorded with the participants’ consent, allowing for an in-depth analysis).

Contents of the Usability Report:

Overview of test participants and tasks
Evaluation of pre- and post-test surveys
Summary
Detailed results: success rates, time per task, user flows, problems, and participant quotes
Insights & Recommendations

The quotes in the report illustrate the thought process and behavior of the participants, helping readers better understand the users’ experiences. Example quotes include:

“I wouldn’t continue now.” (no cookie opt-out)
“I would now enter the date to see what’s available. Oh no, I can’t enter ‚from‘ and ‚to‘, I have to count the nights!?”
“I’m looking for the ‚Prices‘ or ‚Service‘ menu item.”

Ideate – Card Sorting

To enhance user orientation and facilitate access to desired information, the navigation and wording were restructured using the Card Sorting method. The information on individual pages was reorganized and optimized in terms of presentation.

Additionally, the internal linking structure was improved and on-page SEO measures were implemented, which contributed to the overall increase in traffic.

Optimization Based on Findings

The barriers in the booking functions were evaluated and resolved. The final booking process is managed through an external tool that is linked to the site, which still requires some ongoing improvements.

With the new navigation and information architecture, the number of bookings through the hotel’s website has significantly increased, traffic has risen by 70%, and the bounce rate has decreased to only 21%.

Screenshot der entwickelten Sitemap in Miro mit Darstellung der internen Verlinkung

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