“The travel sector occupies a very recognizable corner on the Internet, and there are a myriad of ways to book an airplane ticket or accommodation,” said Paul Veugen, CEO and founder of Usabilla. “Given the intrinsic customer-centric attitude of the travel sector, these companies strive to deliver a pleasurable online customer experience by embracing the importance of usability and user experience, which is why we decided to test and highlight them.”
A total of 800 participants performed simple tasks, and gave feedback on the homepages of travel sites in the airline, hotel and comparison site sectors. Participants who tested the hotel and comparison websites were asked questions about what they liked best and least on each company’s homepage, while participants who tested the airline website home pages were asked to locate where they would click to print their boarding pass and were timed to see how long they took.
The major highlights are:
“Usabilla allows test users to share feedback in a simple, visual way that offers companies quick and meaningful insights into user experience at any stage of the website design process,” added Veugen. “The participants in our visual surveys are vocal, and they reveal positive and negative aspects of travel sites that are easily overlooked when you look only at the numbers, and not at the attitudes or user behavior.”
Download and read the full Usabilla User Experience Report on the travel sector at http://blog.usabilla.com/ux-travel-sector.