AYANA, a leader in luxury hospitality offering world-class stays and unique experiences of tranquility and inspiration, saw an opportunity to refine its booking experience to better match its renowned service. The direct booking engine needed an upgrade to increase conversions, reduce drop-offs, and compete with online travel agencies (OTAs).
Our challenge is to increase conversion rates of guest bookings at AYANA Bali through enhancing the booking engine—an essential feature of the AYANA website.
The key lies in translating this unparalleled hospitality from on-site to online, ensuring that AYANA's digital platforms reflect the same level of care, elegance, and convenience that guests experience in person. To address this, AYANA partnered with Sixty Two to enhance their digital presence, focusing on elevating the user experience of their direct web booking engine.
Countries represented in interviews
Interview sessions, each with 2 activities
User testing sessions across 2 user flows
Our approach integrates multiple research methods and strategic initiatives to align every action—from business data collection to user interview synthesis and design validation—with the typical booking customer journey. This comprehensive alignment ensures that insights and actions remain interconnected, helping us identify and address gaps across key booking touchpoints, including Availability Searching, Room Browsing, and Deal Making.
Analyzing AYANA's Booking Engine with data analytics, along with a competitive landscape assessment, provided insights into the platform, services, and customer preferences to guide our strategy.
By synthesizing insights from in-depth interviews, we identified key opportunities and developed strategies to optimize the booking engine for a user-centered design that meets both customer needs and business goals.
Integrated the framed strategies into design and tested the new experience with users from multiple countries — ensuring the designs improves the digital guest experience and meets a global user's expectations.
Our data analysis process allowed us to identify key patterns in customer behaviour, which informed more targeted user segmentation for our in-depth interviews. These behavioural variables such as user demographics, stay durations, other booking and platform preferences were derived from AYANA's analytics which helped us shape a few hypothesis and criteria for research.
Combining the screener form with the in-depth interviews helped us to identify better nuances that happen in-between the user segmentation variable.
I want to book as quickly as possible so I'll choose the best platform that I am comfortable with and trust.
As we engaged with AYANA customers from various countries, we identified three key drivers that influence their choice of booking platform for accommodations:
These key drivers are crucial in enhancing customer confidence throughout the booking journey, ultimately leading to an increase in conversion rates.
Building on the outcomes from our in-depth interviews (IDIs) through the "Information Hierarchy in Booking" activity, we asked users to organize and prioritize information across key phases: Availability Searching, Room Browsing, and Deal Making.
The insights gathered from this exercise informed our strategic decisions in developing the information architecture and framework for the booking engine. By aligning both user preferences and business objectives, we ensured that the design is intuitive and supports seamless navigation, resulting in an optimized booking experience.
We focused on organizing information in a way that enhances the user experience by prioritizing what matters most:
Combining the screener form with the in-depth interviews helped us to identify better nuances that happen in-between the user segmentation variable.
Seamlessly integrating real-time updates eliminates frustrating roadblocks such as unavailable dates or rooms, delivering a smooth, uninterrupted booking experience.
Strategic Direction:
Strategic Direction:
No second-guessing at checkout—essential details like pricing, policies, and add-ons are now surfaced exactly when and where guests need them with minimal disruption within the booking flow, eliminating last-minute hesitation or drop offs.
Strategic Direction:
Our findings from reading data and talking to customers from different parts of the world provided deep insights into customer's booking behavior, enabling us to craft tactical solutions that enhance the booking engine and drive conversion rates. By prioritizing a seamless, visually captivating experience, we ensured the platform remains aligned with AYANA's luxurious brand essence while effectively meeting user needs.
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