This vision illustrates the key strategic initiatives and experiences that will define Booking.com product 3 years into the future and beyond from Homes and Apartments department standpoint.
Why
Booking.com is gradually moving into a Connected Trip ecossystem, as we want to be able to provide to our customers services through their whole trip journey over the next 3 years. Strategic Design Initiatives teams covered the overarching vision for the Connected Trip. Simultaneously, Booking Home department had its own business product vision.
I wanted to ensure Booking Home product strategy is not only having a good fit into the products ecosystem, but is also aligned with the rest of the company and where we want to be in 3 years.
Identifying challenges and opportunities earlier, allow us to start having discussions from a holistic perspective on how we would like to shape our products and mitigate potential overlaps aiming to provide our customers a seamless user experience.
What
The goal of this project was to provide a unified vision for The Connected Trip to be achievable within 3 years – from a Booking Home department perspective, and building on top of the learnings of our business product vision.
To identify some of the challenges and opportunities that lie ahead and align with the ultimate goal of driving continued, long-term customer engagement with the Booking.com brand.
How
Building a solid vision, aligned to the Connected Trip promises and Booking Home principles. Constantly connecting with similar initiatives to ensure we are bridging Booking.com into a multi-product store that make it easier for everyone to experience the world.
I’ve created a full journey vision, mapped opportunities, tied to Booking Home vision scenarios and user stories, presented the project to our design community, connected to all relevant stakeholders from strategic design teams, collected feedback, wrote the operational plans and continously iterated and tested.
This is intended to be a live vision, to help us shape the future of our product and define the steps that need to be taken in order to achieve our vision.
These opportunities became scenarios following the user’s journey. We curated opportunities and scenarios based on qualitative and quantitative insights, impact, and potential to differentiate our products, to create the overarching vision.
Principles are not applied uniformly throughout the guest and partner journeys; rather, principles work together to ensure the user has the right experience at the right time.
When choreographed carefully, these principles ensure the ideal experience to our guests and partners.
Derived from our user insights, these principles should be used to assess, refine, and focus opportunities.
Opportunities
We worked with each track to gather existing and brainstorm new opportunities. We then judged these opportunities based on qualitative and quantitative insights, opportunity impact on guest/partner experience, the ability to differentiate, and individuals’ votes.
The vision
The result is a shared vision live vision, constantly updated with new learnings, meant to be used as a reference when creating new experiments. It helps our teams on facilitating conversations and guiding our efforts towards achieveing what we believe is the best mix of customer and business needs.
Bellow, some samples of the vision, that illustrate the future of Booking Home on the dreaming and discovery phases. If you are curious about how things unfold across the funnel, feel free to explore the Figma file at the bottom of this page.
Dreaming
The Dreaming stage is an opportunity for creating inspiration and excitement.
Discovering
The Discovering stage provides opportunities to turn inspiration into realistic goals.
