原文地址：Product Breakdown: Learnings from the Hotel Tonight App

原文作者：Amar Virk

翻译：东东方

译文：

                          产品分解：从今夜酒店APP学习

产品分解每周分析一个不同的产品，并摘录有趣的产品和用户体验知识。我们相信掌握产品实践最好的方法是向他人学习。

简介：

今夜酒店，顾名思义，是一款可以在短时间内预定到酒店的APP。该产品

针对 那些在每天的最后时光，想寻找酒店却又不想在此耗费太多时间的

旅客（如阅读评论，价格比较等）。

该APP的开发者在酒店排名上用了一个很有趣的方法。他们没有采用无所不在的星级评价，相反，他们用一些精简的标签来描述——奢侈豪华，前卫时尚，可靠信赖，普普通通，沉醉人心等等。我们觉得他们以这种方式替代星级评价相对较有空间感。他们描述的是质量，而不是酒店的类型。另一方面，这些描述在带给你更多真实性的同时，也提供了良好的质量和相关的价格。

1.自动简易--你只需从少数的酒店中进行挑选

用户只需从少数预审核的酒店选择（我们测试显示在大多数城市少于20个酒店）。我们猜想这是一个有意识的决定以减少用户选择的焦虑，同时保证用户可以在广泛范围内进行选择。这是一个让人耳目一新的方法，而不像其它APP——给用户提供大量的选择。

我们在选择的城市所找到的酒店不超过16家。我们检测后认为这是一个用于减少用户选择焦虑的有意尝试。

2.小优化改进支付

今夜酒店花了很多时间尝试去优化支付流程。一些值得注意的细节：

A）照片在酒店页面的前面和中心位置。因为用户能尽早看到价格，大图片能比其它信息更能起到信息转换的作用。

B）对于很多APP而言，如果你往下滑会看到很多除了CTA之外的信息。然而，今夜酒店似乎刻意这些信息“隐藏”在了顶层以让用户更能注意到——浏览图片，简短描述，评级，地址，然后购买。

C）如果你不想进入繁琐的支付流程，支付界面还提供了扫描信用卡的入口。那些对该应用的评论显示这是用户非常喜欢的功能。

今夜酒店在支付流程上做了很多细小的优化以减少操作。

3.不同于其它APP，推荐信息能在顶部访问

今夜酒店将推荐信息放在了顶级导航。这表明打破了自然增长的限制和今夜酒店现在专注于用户购买。很多快速增长的公司选择将自己的推荐信息隐藏在用户设置，因为这些APP在主界面上的重点在于让用户完成付款。

不同于其它APP将他们的推荐信息放在帐户设置,今夜酒店将它们放置在

顶级导航项目。

原文：Product Breakdown: 3 Learnings from the Hotel Tonight App

Product Breakdownanalyzes a different product every week, and takes note of interesting product and UX learnings. We believe that the best way to master good product practices is to learn from others.

Introduction

Hotel Tonight, as the name suggests, is an app that lets you book a hotel at short notice. The app is catered towards last minute travelers who are looking for deals and would prefer not to take on the burden of hotel discovery (reading reviews, price comparison etc).

The creators of the app have taken an interesting approach to hotel rankings. They’ve moved away from the ubiquitous star ratings and have, instead, tagged hotels with a pithy descriptor — LUX, HIP, BASIC, SOLID, CHARMING etc. We believe they took this approach as the star ratings are relatively one dimensional. They speak to quality, but not the type of hotel. These descriptors, on the other hand, are designed to tell you a little bit more about the nature of the establishment while still giving you a good sense of the quality and associated price.

1. Voluntary simplicity — you can only pick from a few hotels

Users can only pick from a handful of pre-vetted hotels (less than 20 in most cities that we tested). Our guess is that this was a conscious decision by HT to reduce choice anxiety while still ensuring that customers get a broad range of options. It is a refreshing approach and contrary to what a lot of apps do — offer users a ton of choice.

We couldn't find more than 16 options in the cities we checked suggesting a conscious attempt to reduce choice anxiety

2. Small optimizations make for a quicker checkout

HT has spent a lot of time trying to reduce friction during the checkout process. A few things to note:

a) Photos are front and center on the hotel page. Since the user has already seen the price, large photos probably help conversion more than any other information.

b) There is a lot of information available if you scroll down beyond the CTA. However, HT appears to have consciously ‘hidden’ it to make users focus on the top level information — see the photos, short descriptor, ratings, address and then buy.

c) The payment screen gives one the option to scan their credit card if they don’t feel like entering all the details. And based on the positive comments in the reviews for app, it looks like some users really appreciate the feature.

HT has made a lot of small optimizations to the checkout process in an attempt to reduce friction

3. The referral program can be accessed in top-level unlike other apps

HT has prioritized its referral program by placing it on top-level navigation. This suggests that the app has hit the limit of organic growth and HT is now focused on user acquisition. A lot of high growth startups (Postmates, Uber etc) chose to hide their referral programs under Account Settings because the real-estate on the home screen is focused on getting customers to complete checkout.

Unlike some other apps which bury their referral program under account settings, HT has placed their program on top-level navigation

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