The Solution
It was clear Butlin’s wanted to take a unique approach to this research, at RedEye Optimisation we are equipped to help our clients carry out UX Research in a way that suits their business needs.
RedEye Optimisation’s User Experience team got to work creating the prototypes needed and putting together the questions for the three different surveys that would be asked throughout the booking process, which were:
- Understanding the guest
- Confidence survey
- Final comparison
RedEye recruited over 200 participants to take part in the project over the course of three weeks. All participants were recruited to match the profile of a Butlin’s customer or prospect. The research started with a survey to understand the accommodation needs of the user. This was followed by the task of selecting a suitable accommodation type on a prototype where one of four routes was shown to the user. The prototype (built by RedEye Optimisation’s developers) allowed the user to move backwards and forwards until they found their preferred accommodation.
Next, we asked users to take a follow-up survey which explored the ease of use, understanding and confidence in the choices made during the task.
Finally, the users completed a last set of questions that gave us insight into the options they might have picked had they been shown one of the other prototypes – allowing us to get a top-level comparison of all four options.