LX Mobile Web Teardown

• UX evaluation
• Data Analysis
• Bugbash items
• Product Benchmarking Decks & Competitive teardown
• User study reports
Teardown

Observation:
App CVR is higher than mweb CVR
Highest traffic (>60%) on mweb is from SEM/SEO
Suggestion:
Divert app users who are searching on Google to
App instead of mobile web. Like how Viator and
GYG are doing.
Reference:
Viator
GYG
#1

People search and find an
activity they may be
interested in on Google
They land on Infosite and if
it’s not suitable, hit back and
immediately drop off.
Observations:
• >60% of traffic to mobile web Infosite comes from SEO/SEM
• ~74% Bounce rate for SEO traffic to Infosite while it is ~30%
for SEO traffic to SRP on mobile web.
• ~66% Bounce rate for SEO traffic to Infosite while it is ~48%
for SEO traffic to SRP on mobile web.
• Less than 1% CVR for SEO/SEM traffic while it is ~1.8% for
Direct traffic
Problem:
SEO/SEM users drop off from Infosite immediately if they
don’t find the it appropriate.
#2

Suggestions:
- Can try making “See more results” more prominent
- May be change “See more results” to “See more things to
do in {destination}”
- Repeat See more things to do in {destination} link at the
bottom of the content too.
- Try moving the SIM placement in between the content
(Similar to Viator)
Hypothesis:
Creating more loops or Highlighting existing loops on
Infosite for SEO/SEM users will help them explore more
activities and stay engaged with Expedia
#2

Reference:
- Viator
Viator places SIM module in
between the content
probably to reduce drop-
offs from uninterested users
and let them explore more
activities.
#2

Problem:
When I focus on the destination field, I am not shown any
recent searches or nearby option. I am forced to type in a
destination thus causing some friction and making me think.
Suggestions:
- Show nearby option (Mobile can use GPS to
detect user’s current location)
- Show recent searches
#3

Reference:
- LX App
- Viator
- GYG
#3

Problem:
I can only search for a place. I can’t search for a landmark or
a particular experience.
Suggestions:
Allow search for a particular landmark. (Entity experience
should solve this problem.)
Who does it well:
- Viator
- GYG
#4

Problem:
The search form takes in an entity keyword but doesn’t return
results even when we have them. Instead shows an error.
Suggestions:
- Assuming entity experience would solve this problem.
Who does it well:
- Viator
- GYG
#5

Problem:
I don’t know why I should enter From Date & To Date for activities.
When I start an activity, I don’t have 2 dates in mind. I also wouldn’t
have planned the dates yet. And these are not indicated as optional.
Therefore, this step is a huge friction.
Suggestions:
- Design a dateless entry path or at least a single date entry path
- Quick hack: Have single date and set the To date to +15 days
automatically
#6

Reference:
- Viator (dateless search)
- GYG (single date search)
#6

Problem:
Sometimes when I enter the home page, there are too many banners
and I feel lost.
Suggestions:
- Re-look at the logic and importance of home screen banners. For
instance, “Typhoon in Japan..” message could be irrelevant for
customers browsing in India. Or may be can be shown when
somebody enters Japan as the destination.
#7

Problem:
If I’ve searched for an activity in my previous browsing sessions and
come back to Expedia LX home page, I expect to find them in recent
searches but they are not shown.
Suggestions:
- Include LX searches in recent searches, at least on LX Landing page.
#8

Observation:
GYG encourages users to browse by different methods - Still interested?, Other travelers
liked, Top destinations, Tags, 10 Things to do in {Destination}, Don’t miss, Top sights,
Planning your visit, Good to know about {Destination}, Top reviews on SRP etc.
#9

Observation:
Viator also has few such hooks
#9

Problem:
I am not motivated to browse activities by different categories /
tags / interests. The home screen & SRP of LX on Expedia isn’t
inspiring me to do activities as compared to competitors.
Reference:
GYG
Viator
#9

Problem:
This icon + text is not comprehensible. We also heard this
from users in previous lab studies.
Suggestions:
- Make the text a more descriptive. For example, “6 days”
instead of “6d”, “Duration: 4 hrs” instead of “4h”
Who does it well:
- GYG
#10

Problem:
I expect floating banners to be clickable. But the points
banner is read-only.
#11

Problem:
The photos are not engaging as they are very small and in
an odd proportion. For activities with show multiple things
in a photo, the meaning is totally lost in this thumbnail.
Suggestions:
- Try a different card layout giving more space to the image.
#12

I typed in destination, checked the last few
results in typeahead and selected one.
The selection gets filled but I don’t see the
fields as I’ve scrolled a bit to select the
options.
I’ve to manually scroll up to continue the
form.
Problem:
Selecting last few options in
typeahead makes me lose
context of the form.
#13

~8% of Mobile Web users who interacted with Filters+Sort converted,
compared to ~15% on Desktop
Hypothesis: Increasing engagement of filters/sort might help in mobile web CVR
Data Point

Problem:
If I hit phone’s back button on filters page, it goes back to
the previous page and not SRP. Thus I lose context of where
I am and creates friction in shopping flow.
Suggestion:
- Hitting phone’s back button on Sort & Filter should take
me back to SRP.
#14
Low hanging fruit

Problem:
We show 50 cards in one page. After I scroll to some extent,
I may get lost and feel the need to filter / sort / search the
results but I don’t find those features handy.
Suggestions:
- Try a floating filters button
- ‘go to top’ button
- Tooltip for filters
#15

Reference:
- LX App (Floating sort&filter CTA and tooltip to highlight sort & filter)
- Viator (back to top)
Low hanging fruit #15

Problem:
The filters button looks the same irrespective of filters are
applied or not. I don’t know if I have filters applied or not. It
doesn’t show me the status.
Suggestion:
- Show number of filters applied.
#16

Problem:
Filters & Search don’t work well together. I might not have
found what I wanted by filters and start searching for it. But the
search happens only in the filtered activities (which is also not
clearly conveyed) forcing me to remove filters.
Suggestion:
- If I applied filters, didn’t find what I wanted and tried to search, filters
should be removed and search should happen across all activities.
Observation:
- Didn’t see ‘search within results’ feature on GYG or Viator
#17

Suggestion:
“Go” is a bit vague. Try “Search”
#18

~13% of Mobile Web users who interacted with Likely to Sell Out filter
converted, compared to ~18.5% on Desktop
Data Point
Hypothesis:
- Likely to Sell Out is more openly visible on desktop
- If we highlight likely to sell out filter, it would improve CVR

Suggestion:
- Show Likely to sell out badging on SRP cards
- (already work in progress)
Reference:
- Viator
- GYG
#19

#20
Problem:
GT x-sell module is shown even if I don’t have a hotel or flight
booked.

Problem:
The design of search playback is inconsistent
on SRP and IS while the content and
functionality is exactly the same.
Suggestion:
Use a consistent pattern
#21

~3% of Mobile Web users who interacted with Gallery converted,
compared to ~7% on Desktop
Hypothesis: A better gallery experience might help in mobile web CVR
Data Point

Problem:
• The clickable area of gallery arrows is too small.
• The standard gesture of swipe to see next photo on
mobile doesn’t work.
• I don’t know when I’ve finished seeing all pictures or not
as there is no photo # mentioned.
Suggestions:
• Enable swipe gesture to see other images
• Show count/indication of which image I am looking at.
• Would trust traveler photos more than stock photos.
Reference:
• LX app
• GYG
• Viator
#22

~5% of Mobile Web users who clicked on see more Description
converted, compared to ~13% on Desktop
Data Point

Problem:
I lose continuity in reading description text when
I click show more as it disrupts my scroll position.
Suggestion:
- Expand the description text from the same scroll
position.
#23

~6% of Mobile Web users who changed dates in Check Availability
converted, compared to ~11.5% on Desktop
Data Point
Hypothesis:
- Users couldn’t find out where to change the date range
- Users couldn’t figure out how to check availability on a later date than the range initially selected
- Users may have found unavailability error after they updated the date range.

Problem:
Check availability has similar visual treatment as that of a
secondary Expedia button thus giving a clickable affordance.
Suggestion:
- Try a different visual treatment.
#24

Problem:
If I need to see availability on a different date range, I have
to select 2 dates, then click on Update button and then the
page refreshes and starts at 0 scroll position. That is a lot of
work to do and makes me lose context.
Suggestion:
- Simplest hack - Let us at least get the user back to the
same scroll position after the page updates.
- Use a single date selection.
- Do not update the page. Update the availability after I
select a date.
- Show availability on the calendar itself without updating
the page.
- Try a better UX for check availability module.
#25

Problem:
I don’t know why I am only seeing these 5 dates and can’t
figure out where to go if I need to see availability on a later
date.
Suggestion:
- Try a calendar view.
- Try a better UX for check availability module.
#26

Problem:
I want to look at today’s options and see 12 PM tour as the
first option. But since the time is past 12 PM, the default date
is moved to tomorrow which I may not notice as I’ve selected
25th as my starting date.
#27

#28
Problem:
The available options are not in chronological order making
me difficult to navigate them.

6% of Mobile Web users who interacted with Map converted,
compared to 12.5% on Desktop
Hypothesis:
- Maps are more important for mobile users as they would be in-trip looking for
directions. We don’t provide useful info on maps as of today.
Data Point

Problem:
If I hit the hardware back button (which is a very likely behavior to go
back), I am going back to SRP instead of the particular Infosite. The
SRP would also be at 0 scroll position, thus making me lose the
context I was in completely. “Close Map” is not in a reachable
position.
Suggestions:
- Hitting phone back should take the user back to the Infosite.
- Try keeping the Close Map at the bottom.
Low hanging fruit #29

Problem:
The initial zoom position of the full map view is not user friendly.
Suggestions:
- Keep the initial zoom at an appropriate level taking all pins into
calculation.
#30

Problem:
When activity location and redemption location are same,
it is redundant information. I also don’t know what to
make out from the map.
#31

Problem:
When there a lot of meeting points, the page becomes too
long making me cumbersome to navigate to other sections.
Suggestion:
Show 2 or 3 points and have a see all link.
#32

Problem:
Using two fingers to move the app is unnecessary and not a standard
gesture.
Suggestions:
- Use the standard gesture of able to pan the map with one finger.
#33

Problem:
The pins on the map are not giving any useful information. I don’t
know why one is red and the other is blue. If I click on the pin, nothing
happens. I expect a link to see directions. I also expect a full address.
Suggestions:
- On click of tooltip, show the full address along with a link to see
directions on Google maps
Reference:
- Proposed design for Swift
#34

Reference:
- Proposed design for Swift
#34

~10%* of Mobile Web users who interacted with Reviews converted,
compared to ~19%* on Desktop
Data Point
*These numbers could be higher as we can’t track people who have just read the first three reviews
we show without clicking anything but the difference b/n Desktop and mweb is of relevance.

Problem:
Data shows reviews are the highest engagement factor on Infosite for
people who converted. But reviews are placed at the bottom of the
information hierarchy. Only 10% of people clicked on “View all
reviews” link at the top of IS on mobile web.
Suggestions:
- Try a floating menu/link similar to GYG
- Make the View Reviews button more prominent at the top of IS
- Use accordions for Highlights / Know before you go / etc. sections
and keep them collapsed by default so that reviews come up quickly.
- Try a more visible placement for Reviews section.
#35

Reference:
- GYG (floating menu to go to reviews and check availability quickly)
- Expedia Hotels App shows reviews prominently on top of IS
#35

Problem:
If I have scrolled the Infosite a bit longer, or involved in reading a
lot of reviews by clicking load more reviews and decide to book,
the page becomes too long, the CTA is not readily available and I
have to search for it.
Suggestions:
- Try a floating CTA for Check Availability
#36

Reference:
- Viator
Viator uses a floating Check
Availability CTA so that it is readily
available whenever user decides to go
ahead with booking while consuming
the other details of the activity.
#36

Problem:
Rating, Date, Review, Reviewer Name, Location, Helpful, Report - All
have varying font sizes and colors.
#37
Suggestion:
Use a coherent visual design to display reviews.

Problem:
LX attach on mobile is not optimized for visual look and feel. The
image is too small. There is an unnecessary space after the price. There
is an odd white space on the left side of the card.
Suggestion:
- Optimize LX attach visually for mobile
#38

Problem:
When I am adding an activity from LX attach, the final price I will be
paying for this activity is not shown to me. (It is updated somewhere
way above the fold and I will only come to know the total price on the
next page)
Suggestion:
- Show total price I am paying for this activity in context before I click
on Add to trip.
#39

Bug:
• Click on an activity in SRP
• Click on “Back to results” on
Infosite
• User goes back to SRP at 0
scroll position instead of the
previous scroll position and
thus loses context.
Low hanging fruit
#40

Bug:
• Click on Next at the end of
results on SRP
• User goes back to next page
at a random scroll position
instead of starting at 0 scroll
position.
Low hanging fruit
#41

Bug:
The activities selected using
recommendation module lose date
context of search.
Reported on Desktop. Occurs on
mobile web as well.
Low hanging fruit
#42

Bug:
Too long an error message for unavailability. Remove “Sorry, we’re
having…. again later.”
#43

Problem:
Sometimes, when I apply filters, the GT x-sell is the first card
blocking me from seeing more activities.
Suggestion:
• Re-check the logic of showing GT/Event x-sell
• Give an option for user to cross out this module.
#44

Bug:
When Member price is available and options are hidden, the member
price badges still show up.
#45

Bug:
Clicking the helpful button on a review doesn't seem to do anything.
(Click on helpful and refresh the page. The count goes back to 0)
#46

Bug:
The points banner is blocking my view partially while entering city.
#47

Bug:
Scrolling a bit quickly when filters are open leads to a broken layout.
#48

https://sc5.omniture.com/x/5_6sar3

https://sc5.omniture.com/x/5_6sar3Inaccurate data

High Impact
Low Impact
Low Effort High Effort

LX Mobile Web Teardown

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