Amadeus creates new, highly usable travel booking flow: Amadeus Quick Shopper optimally blends individual preferences and corporate travel policies
Amadeus is a world leader in IT solutions for the travel industry. Its products for managing the distribution and selling of travel services are used worldwide in 83,700 travel agent locations and over 1,000 corporations. Amadeus processes more than 366 million transactions per day, making it the world's second largest e-commerce travel site.
To improve the value its travel booking systems deliver to corporations, Amadeus recently developed a new feature called Amadeus Quick Shopper. This feature sits atop the Amadeus e-Travel Management platform and allows companies to serve up faster, optimized results for the vast majority of business trips. When employees input the date and destination of their trip, Quick Shopper simultaneously returns flight, car and hotel options that match both employee requirements and the company's policy criteria. Amadeus developed a Quick Shopper prototype and pre-validated the idea with key customers, which confirmed the new feature's value.
Amadeus then engaged Human Factors International (HFI) to conduct an Expert Design Review, based on HFI's global usability expertise and extensive experience in the travel domain. This review included:
Before delving into the design review of Quick Shopper, HFI began by reviewing customer feedback, traveler usage of existing functionality, and Quick Shopper objectives. HFI also interviewed multiple stakeholders within Amadeus to illuminate the business context and define success criteria. Based on this research, HFI identified two main challenges:
Amadeus' main objective was to develop the breadth and depth of product adoption for each customer's travelers. Customers maximize their cost savings when adoption approaches 100%, meaning:
While Amadeus e-Travel Management search results already presented prioritized options, the search and selection process for flights, then hotels, then cars required multiple steps. Upon introduction of Quick Shopper, the Amadeus site enabled a clean, efficient approach to travel planning that returns optimized flight, car and hotel options from a single, user-directed search. The design was enhanced significantly by HFI's layout, user interaction and informational recommendations.
HFI's recommendations also helped the Quick Shopper design reinforce how optimized search results satisfy both user preferences and company guidelines. It provides an easy-to-follow booking flow that works for both new and experienced users. This is achieved with a system that will eventually learn from its users and capture traveler profile information, yet without feeling intrusive.
By leveraging underlying business rules and offering intelligent choices based on travelers' booking patterns, Amadeus e-Travel Management now offers users the quickest path and fewest decisions needed to book their trip. This ease of use translates directly to increases in user adoption.
HFI next conducted a usability study among real travelers to confirm that the improved design and flow achieved its goals. The response was very positive and generated practical feedback to further refine the design. The study confirmed that Quick Shopper was a winner and would positively impact user adoption.
Ultimately, user confidence in the system is the key factor that leads to adoption. Amadeus Quick Shopper now engenders user confidence by providing:
For example, missing profile data is subtly captured as part of the booking task flow, users will be allowed to save their settings as a template after booking, and preference collection will be integrated into a post-travel follow-up feature. Furthermore, the new Amadeus Quick Shopper leverages current technologies like AJAX to aid users in the booking process with suggestion tools and more.
This intelligent design makes Quick Shopper more than just an aggregation of travel components and simplifies the steps necessary to book a trip. These improve adoption and benefit all parties:
HFI's collaboration with Amadeus has resulted in a user-centered, intuitive Quick Shopper feature that deftly meets the needs of both travelers and corporations.
Before: Previously, the search and selection process for flights, hotels, and cars required multiple screens.
After: With Quick Shopper, the Amadeus site now returns optimized flight, car and hotel options from a single, user-directed search.
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