trivago Product Case Study

Problem Statement

A user searches for a hotel on their desktop and later wants to continue the search on their mobile device (vice versa).
User finds their search history is missing, leading to frustration.

Why is this important?
The loss of search history when switching devices or browsers, even after logging in, forces them to repeat searches. This contrasts with competitors like Google Hotels and Booking.com, which offer account synchronisation of search history, a common expectation in travel planning and luxury shopping. Implementing this feature would enhance user trust, improve engagement, and boost trivago's CPC performance by addressing a significant user pain point and capturing returning users. This represents a missed opportunity in the market and a pressing need for trivago to address.

Observation 1:

Browser: Chrome A logged in user on Desktop inputs searches related to Manila.
A few days later, the same logged in user on Mobile sees searches related to Singapore, not Manila. 

Observation 2:

Browser: Chrome A logged in user on Desktop sees list of “Recently Viewed” hotels related to Manila.
A few days later, the same logged in user on Mobile sees nothing in their “Recently Viewed” hotels.

Persona

1. A family vacation planner who uses their mobile to browse for hotels but wants to continue detailed searching later on their home desktop.
2. A business traveler who conducts initial hotel searches on their work desktop but wants to continue the search on their mobile phone while commuting.

See: Traveller Stages

User Story

As a frequent traveler using multiple devices, I want my hotel search history to sync in my account, so I can continue my trip planning seamlessly without redoing my searches.

Click below image to view (highlighted in blue) the key traveller stages (Planning & Booking Stages):

Why is this problem worth solving?

Addressing the loss of search history across devices is crucial for trivago because it directly impacts user trust and engagement. Users, especially in travel, expect seamless account syncing and are frustrated by repeated searches. By failing to provide this, trivago risks losing users to competitors who offer a better experience. Furthermore, solving this problem unlocks significant business potential by enabling targeted ad retargeting, boosting engagement, and improving user retention.

Given the growing expectation for account syncing and the competitive landscape, resolving this issue is a high-priority, urgent need for trivago to maintain its market position and enhance user satisfaction.

With more time and resources, how might we validate this problem?

Firstly, direct user interviews with frequent trivago users would provide qualitative insights into their actual experiences and frustrations when switching devices. We could rigorously test our assumptions by analysing existing user research, support tickets, and surveys to confirm the prevalence of multi-device usage and the expectation of seamless search continuity.

Finally, a quantitative analysis of user data, including the ratio of guest to logged-in users, session data across multiple devices, and drop-off rates after device switching, would provide concrete evidence of the problem's scale and impact.

Brainstorming ideas that could solve the problem

Firstly, implementing account-based syncing would seamlessly store user search data in the cloud, accessible across all devices upon login. Secondly, manual sync prompts could encourage users to actively save their search history by logging in before or after searches, or by directly saving results. Alternatively, a "Search History Recall via Email" feature would provide users with a personalised email summary of their recent searches, allowing them to resume their search on any device with a single click.

With more time and resources, how might we ideate on solutions?

Firstly, conducting comprehensive cross-industry research would provide valuable insights into how other sectors, such as e-commerce and finance, effectively address cross-device syncing challenges. Secondly, organizing design workshops with cross-functional teams, encompassing developers, UX designers, and marketers, would foster collaborative brainstorming and generate diverse solution concepts. Lastly, developing rapid prototypes of various syncing approaches, such as automatic syncing versus manual prompts, and subjecting them to rigorous user testing would enable us to gather crucial feedback and refine our solutions based on real-world user interactions.

Selected solution

Here's a sample user journey flow of account-based syncing of search history

1. User logs into their trivago account on any device

2. User starts a hotel search, and the search is saved to their account (in the cloud)

3. The user can log into trivago on a different device and see their previous searches from other devices immediately in their search history
   
   Click below image to see solution wireframe:

Possible validation

Validating the proposed solution involves addressing key risks. Technically, real-time data syncing could lead to latency issues, requiring a robust backend and caching strategies. Business-wise, low user adoption due to reluctance to log in might necessitate marketing efforts highlighting personalized benefits. Finally, user privacy concerns regarding synced search history can be mitigated by implementing clear privacy settings, allowing users to opt-out or clear their data.

Click below image to view roadmap:

Definition of Done

Acceptance criteria:

• Syncing functionality is fast (within 1-2 seconds) and accurate across all iOS, android devices.

• Positive feedback from usability testing and no major technical issues reported after launch.

• Increased cross-device usage tracked through analytics (e.g., users switching between devices and continuing their trip planning without redoing searches).

What success looks like:

• Users experience seamless access to their hotel search history across multiple devices.

• Increased user retention and engagement metrics as a result of improved cross-device experience

• Higher conversion rates, as users can more easily continue their hotel search without needing to restart the process on a new device