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BookingLokal - Guest

BookingLokal is a completely localized travel app for the Indonesian market. From May 2018 to May 2019 I was the sole designer on the product and our development team within Booking.com built the product from scratch, outside of the Booking.com codebase. BookingLokal is currently on it's fourth iteration and has consistently grown through iterative cycles of lean product development. I have led multiple design sprints and trained teams in the local office on user research methods in order to create product designs and roadmaps that fit the market.
Client:
Booking.com
Release Date:
November 2018
See Project
Home page of 4th iteration of BookingLokal

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Search page
Search results
Hotel page
Room selection
Booking details / Check out
Payment selection page
Profile page
My Bookings page

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To view a clickthrough prototype, click here

You can view an in-depth case study of the project here.

If you would like to view my talk about our journey with BookingLokal from the Amuse UX conference, please go to this link.

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Problem: Indonesia is one of the fastest growing markets in the world and Booking.com is falling behind in the market share for online travel agencies. Booking.com doesn’t offer a localized product that suits user needs in Indonesia, hence the lack of users.

Solution: Due to business dependencies and pre-existing perceptions about brand, we decided to build a new product with its own unique brand and design localized for the market in a new codebase where we could quickly test and gather learnings. BookingLokal also has its own marketing and operations teams in Indonesia and functions as its own business.

Outcome: A localized mobile app that enables Indonesian users to book hotels in Indonesia for all domestic travel. Over 5 iterations of the product and learnings and validated and invalidated business hypotheses that have been shared within the company. 

Design process

  1. Market research or dive into previously done research
  2. Create initial flow - see example below
  3. Present to the development team and local team in Indonesia
  4. Implement feedback 
  5. Design screens
  6. Present + feedback session
  7. Implement feedback
  8. If it’s a large feature, test UX with user testing and implement feedback
  9. If it’s a small feature that has already been validated in previous user testing with a prototype, hand off to developers

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Click here to go through flow in depth

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Project Timeline

Timeline from very beginning of project up to Jun 2019. Further iterations done from June to November 2019 (see above for latest iterations)

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If you would like to learn more about previous iterations of the project and the hypotheses that we were testing, please reach out to me and I would love to chat about them. You can also watch my talk from the Amuse UX conference here to learn about the BookingLokal journey: https://ustream.tv/recorded/124406948

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Portfolio

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About Me

I'm a product and user experience designer with a strong interest in holistic, end to end design. I have experience in almost all areas of design- graphic, web, social, mobile, and print, and in addition to that, love public speaking and training others.

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I’m based in Amsterdam, NL
czgribbons@gmail.com
+31 634 00 5016
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