Brief and Objectives
How do users across 4 international markets experience the current digital booking journey of a luxury all-inclusive resort brand? What are the friction points, unmet needs, and opportunities : including the potential for AI integration in the booking flow?
Equip the client with evidence-based, cross-market insights to inform the redesign of their booking engine, validate existing Jobs-to-be-Done hypotheses, and align internal stakeholders around a shared strategic direction before development begins.
UX Researcher, working alongside the agency lead. Involved in research design, participant recruitment, guide creation, session facilitation, analysis, and synthesis. Contributed to the co-design studio as part of a La grande Ourse Agency UX/UI engagement.
4 markets: France, United Kingdom, United States, Singapore. Mixed-methods: qualitative interviews, quantitative survey, co-design studio, prototype usability tests. Approximately 6 months, January to May.
Primary market. Existing clients recruited via CRM. French-language sessions.
European key market. Mixed profile of clients and all-inclusive-open prospects.
High-income target segment. Remote sessions with time zone coordination.
Asia-Pacific hub. External panelists. Incentive strategy adapted for local market.
Resort page : users enter dates, number of guests, and transport preference to access pricing
Browse and compare room categories : identified as the primary pain point across all markets
Childcare booking : a critical unmet need for family profiles, poorly surfaced in the current flow
Optional transport add-on : lower priority; most users handled transport separately
Stay summary and payment : end of the booking funnel, validated in the usability testing phase
Research Process
Kick-off workshops with the agency team and client stakeholders. Alignment on existing Jobs-to-be-Done hypotheses and research questions, including how AI could be integrated into the future booking experience. Competitive landscape analysis. Definition of participant recruitment criteria across 4 international markets.
Semi-structured usability interviews combining exploratory warm-up questions and live task scenarios on the existing booking journey. Participants walked through each stage of the funnel while sharing reactions, needs, and frustrations. Recruited via client CRM (email campaigns) and external international panels. Sessions conducted remotely in French and English.
Multi-language online survey distributed across all 4 markets to quantify the patterns identified in the qualitative phase and validate cross-market hypotheses. Recruitment via client CRM and external panels, with country-specific incentive strategies to maintain response rates. Statistical analysis to measure significance and market differences.
In-person co-design workshop at the agency with multi-disciplinary client teams (PM, PO, Head of Design, Product Designers). Two groups worked in parallel on 4 focus areas, each starting with an insight briefing before sketching solutions. Six Thinking Hats methodology was used for structured critique. Groups then merged their best ideas into a shared concept.
Moderated usability tests on the redesigned booking journey prototypes developed by the client's design team following the co-design workshop. New interview guide, fresh participant recruitment, and sessions conducted in French and English. The goal was to validate whether the new experience resolved identified pain points and better met user needs across markets.
Research Outcomes
The full case study, including client identity, raw data, verbatim insights, visual deliverables, and specific performance metrics, is covered by a non-disclosure agreement and cannot be shared publicly.