Adelaida Calvo Guzman

Internal Website Project

As the lead UX Designer in developing a user-centric internal guidance website for Booking.com's Specialism division and CS division, I aim to enhance agent access to essential resources and streamline information retrieval. I perform comprehensive audience analysis using qualitative and quantitative research methods to pinpoint user needs and tailor the information architecture for optimal user experience. Optimize User Experience and implementation of the platform, focusing on improving navigability and accessibility, thereby enhancing resource availability for both new and existing agents. The objective is to make improvements in internal user engagement and streamline the onboarding process, demonstrating the project's impact on operational efficiencies, such as the of every agent, untimely to the entire division, which will directly impact business revenue, reducing the time of response to customers and enhance customer satisfaction.

I have led UX research initiatives, optimizing pre- and post-booking processes based on customer insights, CRM data analysis, PowerBI and internal systems and analyzed CRM system data, considered contact volume and customer feedback to convert raw data into actionable insights. My primary responsibility was to generate detailed reports and provide valuable insights to guide the design solutions and enhance the pre-booking process. I maintained a user-centric mindset throughout this process, effectively communicating my findings to managers and stakeholders. The goal was to minimize customer complaints and improve overall customer satisfaction

Case Study: Airline Website.

As a UX researcher and designer, I use various research techniques, including online benchmarking, surveys, usability testing, and note-taking, to understand user goals, concerns, habits, decision-making, and the factors that make a difference to them. I analyse and synthesise qualitative data using techniques such as Affinity Diagrams and Customer Journey Mapping to identify patterns between users and define pain points and critical points. Using this research, I ideate the user flow for an airline website based on happy paths and user needs. I then sketched the flow process and created a prototype, followed by further usability testing to validate the new flow and integrations for the latest airline website.