CONFIDENTIAL
Valentine's Day - Quandoo - 2023
Quandoo is a restaurant reservation platform that connects diners with some of the best restaurants around the world. This is a perspective of a B2C-led campaign.
Objective
Increase Conversion Rate during Valentine's Day period by providing a seamless booking experience.
Team members: Teams involved:
Product Manager Product
Product Owner Marketing
Content Designer (me) Business Intelligence
Product Designer
TL;DR 📚💤
How did we start?
'How Might We' session 🎯
Based on the objective provided, I, together with the Product Designer, Product Owner and Product Manager, decided to have a 'How Might We' session to brainstorm what we could do to reach the objective.
The goal of the 'How Might We' session was to find a problem or opportunity out of the objective provided.
Outcome of the HMW session – an opportunity!
Together, we identified that we could use Quick Filters on our Listing Pages to better shape users' discovery experience and offer them restaurants that are bookable and with available slots.
What's next?
Now that we defined an opportunity, we got together on a hypothesis statement workshop to test our assumptions.
Hypothesis Statement Workshop
The goal of this workshop was to write down possible solutions to the opportunity we previously defined.
Outcome of the Hypothesis Statement Workshop
As this session was performed in person in our office, I won't be able to provide any images. Here are the two hypotheses we identified:
1– We think if we redirect our users to a widget with Valentine's Day date pre-selected, users will book quicker and easier.
We will know this is true by measuring the CVR (Conversion rate) and CTR (Click-to-rate).
2 – We believe that if we show a banner as a reminder to our users to make a booking for Valentine's Day, we will convince them to create a second booking.
We will know this is true by measuring the CVR and CTR.
What's next?
With the two hypotheses already defined, we needed to discuss with our Product Owner the solutions and the effort we would require from developers.
Define development effort and align with Design expectations 🤝
At this moment, we got together with the Engineering Lead, developers, Product Owner and Designers (Product Designer and me) to discuss what would be possible to do from a technical perspective regarding the two hypotheses we had.
Important: this meeting was included in the Design Process the Product Designer and I created together. The reasoning behind this meeting is that we were constantly suggesting solutions that were not feasible due to development resources or time.
Outcome after aligning development and design expectations
We left the meeting with actions points, they were:
1- Design the Quick Booking CTA (Valentine's Day) on Listing Page that redirects users to a widget with some pre-selected filters;
Date: February 14th
People: 2
Time: 7pm
2- Banner on Success Page that conveys a copy to invite/remind users about Valentine's Day in order to trigger a second reservation.
3- Two ideas appeared during our design work. I thought that we could trigger FOMO (Fear of Missing Out) by displaying a conditional text that would appear only if the restaurant had 5 or fewer slots available. Also, this aimed at giving visibility of the system status to our users, one of NN/g heuristics.
In addition, the Product Designer thought it would make booking easier if we could create a second 'Quick Filter' for the period. This second filter would contain 'moods' that users could select to filter their search in a more personalized way.
We later discussed the development effort on the suggestions above, and they were approved, so we moved forward with them.
Check the result of each action points below.
Action point 1: Valentine's Day CTA - Listing Page - Mobile and Desktop
Valentine's Day filter, deactivated
Valentine's Day filter, activated
Valentine's Day filter, deactivated
User flow: after clicking on 'Valentine's Day', the filters People, Date, and Time, would be automatically be set to 2, February 14th and 7pm, respectively.
Where's my work?
I've created the copy for the Valentine's Day CTA. I consider it simple and straightforward.
Action point 2: Success Page Banner - Mobile and Desktop view
Valentine's Day banner on Success Page
Valentine's Day banner on Success Page
User flow: this screen appears after a successful reservation. After clicking on the banner, users would go to the Listing Page with the filters from Action Point 1 set.
Where's my work?
I've created the copy for the Valentine's Day banner.
Action point 3: Quick Filters - Mobile View
Listing Page - Quick Filter - Mood
Listing Page – List of moods
Listing Page – Cosy mood selected
Listing Page – Cosy mood with search filtered
User flow: user selects 'mood' on Listing Page. A list of moods pops-up. User selects a filter and clicks on 'Apply changes'. Then, the search is filtered according to the filter selected.
Where's my work?
I've brainstormed on the word 'mood'. The moods (Cosy, Romantic, Casual, and With a view) were suggested by the Product Owner, since these were the only filters we could use due to technical restrictions.
Observation: at Quandoo, we use British English.
Action point 3: Conditional text for slots available – Mobile View
Conditional Message that only appears when the restaurant has 5 or fewer spots available.
Conditional Message that only appears when the restaurant has 5 or fewer spots available.
User flow: when there are 5 or fewer less spots available for February 14th, this conditional message appears.
Where's my work?
I've suggested this Dark Pattern in order to observe users' behavior. My hypothesis was:
I believe that if we show a conditional message that triggers the feeling of FOMO, users will reserve a table more than users that don't see this trigger message.
It's not as beautiful as it may sound 🧘♀️
By this point, both Product Designer and I, had suggested two features to test hypotheses we came up with designing the action points of the two hypotheses defined on our Hypothesis Statement Workshop.
While we were involved in designing, we were also involved in meetings with our Product Owner, Product Manager and the Business Intelligence team to define which data we would track.
Not only that. The design pieces presented on this portfolio were only shipped after our Design Handoff to devs, another phase that the Product Designer and I included in our Design Process.
The Design Handoff to Devs and QA (Quality Assurance) 🔍
After having the action points defined, the Product Designer and I started designing our deliverables on Figma. As soon as we were done, we set up a meeting with the front-end developer responsible for implementing our designs into our Mobile and Desktop platforms.
After we explained the flow and the characteristics of each interaction, the front-end developer went on his mission to implement what was designed.
According to our Design Process, here are the next steps after Design & Development Handoff:
1. When the implementation is done, we have another meeting to mirror what was implemented (on test environment) and what was designed on Figma.
2. When both parties agree, we set up a call with our QA and present the Figma file, explaining the flows.
3. When QA is done, we move on to the next step.
Ready to implement? Not yet. It's Localization time! 🌐
I am responsible for Localizing our content in 9 languages. As I am the only Content Designer for the whole B2C area, I created the B2C Localization Process.
This process involves Content Governance (knowing where our Content is), alignment with our Localization Specialists (freelance workers), our Language Service Provider (LSP) and our Localization Management Platform (LMP).
Here in Quandoo, we use Crowdin as our LMP. We rely on Translation Memory (TM) only. We do not use any Machine Translation (MT) for our content.
What do I need to start localizing?
In the ideal world, I need keys (strings) inside our LMP. Then the process is easy:
1st: create a task inside our LMP so our LSP can start working on the keys.
2nd: when translation from our LSP is done, I create a ticket on our Localization board and assign each language to each Localization Specialist.
3rd: ask our QA to validate our localization.
However, depending on the day, the world is not ideal. Then I have to start translating without having the keys in our LMP. In this case, I follow this process:
1st: create a spreadsheet on our Content Design folder in Google Drive (template).
2nd: write all the copy to be translated
3rd: request translations manually from our LSP.
4th: create a ticket on our Localization board and assign each language to each Localization Specialist and guide them towards the spreadsheet.
5th: when keys are finally registered in our LMP, I go there and insert the translations manually.
It is what it is. Sometimes our front-end developers can't create the keys beforehand, and the localization process is a process that has to be done quickly, since everything else is probably done at this moment.
Here's a glimpse of how this localization spreadsheet looks like
Google Sheet with translations in 9 languages for Valentine's Day
Where's my work?
I am responsible for creating, updating and transferring all the content in this spreadsheet to our LMP.
The Data: how does success look like? 📊
In all meetings we had with the Business Intelligence team, I was there with our Product Designer to represent the Design team.
The key takeaway of these meetings were: designers need to tell Business Intelligence (in advance, of course) what we want to measure. The success metrics have to be related to our main objective: Increase Conversion Rate. These were the success metrics defined by the Product team in order to define our success level:
— Valentine's Day Quick Filter – Clicks, transaction, Click-to-rate;
— Interaction with Tags (Cosy, Romantic, Casual, With a view) and their impact on transactions;
— Banner on Success Page – Clicks, transactions after clicking;
— Comparison of data with previous years;
— Transactions per Merchant – Lift compare 14 days before Valentine's Day (Valentine's Day Period) and the last 14 days of January (Pre-Valentine's Day).
Is it done yet?
Well, let's see if we were successful or not.
Around two months after the campaign ended, the Business Intelligence presented the final results on a meeting. It was my first experience in Quandoo with this kind of presentation, and I was a bit disappointed.
Context: the person responsible for showing us the result basically opened a Tableau board and went bar by bar, explaining each result compared to the years before. However, in this meeting, Product and Marketing teams were there, and each team had its own success metrics, which, in the end, confused both teams.
I missed data storytelling.
After that meeting, I set up a meeting with the person from Business Intelligence and explained that I would like to, together, gather insights and learnings from a Product and Design perspective.
After this second meeting happened, I created one presentation with data storytelling to present to our UX and Product teams.
Here's the presentation
Things that did not work & Learnings 📝
The Dark Pattern I suggested:
We couldn't measure because it was barely triggered during the campaign. It would not be accurate to draw a conclusion from such an irrelevant number.
The banner on Success page:
We shall observe why the number of reservations coming from this banner was low. Maybe an A/B test suggests if we should continue trying to convert through this flow or not.
Contact
Message me on LinkedIn or email me at iamwillian.magalhaes@gmail.com