Surfacing Our Value Proposition
As a young start-up it was hard to choose which audience should we target. One finding from the design research showed that all travelers could be segmented into two main mindsets:
- Specific Browsers who know their Where & When
- Bargain Hunters who seek great deals regardless of time and place
I chose to reflect this duality in the upper fold of the homepage by setting the search engine for the Specific Browsers side-by-side with the discount badge for the Bargain Hunters.
This decision did not only allow Bargain Hunters to find hidden gems faster, but also surfaced the value proposition of Roomer as a marketplace. Usability tests showed that users referred to the discount badge also as an explanatory element supporting the concept of a competitive pricing environment powered by people who are selling their hotel reservations.
Roomer Redesign V-001
Roomer Beta
