Case Study: Home Owner Pricing Table
Problem Statement: We need to more efficiently communicate to Home Owners the proposed pricing for the following booking season. Currently it exists only as a PDF.
Lead: Jonathan Carreon / Designer: Attila Katona / Product Manager: Niklas Pettersson
Discover
PDF Issues:
The pricing table can be a bit confusing
Since the PDF is static and not linked to any portal or platform, it creates additional work/effort for home owners to get in contact in case they have any questions
Business & Operations Key Issues:
Home Owners tend to ignore the proposed pricing table and/or not fully look at the price structure which leads to too many calls to Customer Service
The process is too manual and weighs down work time for our employees
Employees constantly need to follow up with the home owners so that we can open up their booking calendar. If this doesn’t happen, we don’t get revenue or our commission
Define
Home Owners Needs:
Communicate that pricing for next booking season needs to be requested and/or reviewed.
Clearly explain the pricing across a period of a year and show when the high season begins and the effect it will have on prices
Business Needs:
Remove manual process of sending prices to home owners each year by contacting them directly through the Home Owner Portal
Activate following booking season as soon as possible so that B2C customers are able to book the owner’s property at least a year and a half in advance
Design
Table View:
Clearly shows the pricing fluctuation across a year’s time, showing the high season prices compared to low season with color density showing the differentiation
Pricing varies depending on amount of people so up to 4 columns of prices were considered to clearly communicate this
Chart View (seen below):
Visually indicates the peak high season and the low so that home owners can easily hover on the week to activate a pop-up showing exact prices making it clear
The denser colors with lighter shading above indicates the minimum and maximum prices based on capacity
New Approval Process:
Guiding our home owners seamlessly across the portal makes it abundantly easy for them to activate prices in a timely manner so that we can continue to bring them revenue
Deliver
Note: all improvements would be A/B tested so that we understand our user behaviour and preferences before full implementation
How to phase out changes (in order of development):
Table View
Touchpoints implemented across portal
Chart View
Messaging platform using AI
What to track:
Engagement with homepage price renewal prompt
Elapse of time from when a user clicks “review” to when prices are fully live to determine where users become confused or blocked
Traffic to the Contract Prices page to gauge interest or lack of in the owner’s pricing table
Track amount of customer service requests to validate that the new renewal flow is successful in reducing communication time with the sales team
