Strategic & Foundational
Product Design Framework
A customer-led decision framework developed from behavioural research, exit surveys, competitor analysis and experimentation. The initiative uncovered critical information gaps and established a scalable model for improving accommodation content across Discovery Parks.
Exit survey responses analysed
of users left the website due to insufficient information
Content Gaps Identified
Through competitor analysis
Accommodation pages in live A/B test
Problem
Customer feedback consistently highlighted frustration when evaluating accommodation options, yet the specific causes remained unclear.
While customers frequently requested more information, it was difficult to determine which information was missing, why it mattered, and how it influenced booking decisions.
Existing accommodation pages had evolved over time without a consistent framework, resulting in content gaps, inconsistent information hierarchy and uncertainty around what customers actually needed to see.
The challenge was not simply adding more content. The challenge was understanding which decisions customers were trying to make and identifying the information required to support those decisions.
My role
I identified an opportunity to better understand why customers were abandoning accommodation pages and whether existing content was supporting booking decisions.
I led the initiative end to end, combining customer feedback, behavioural analysis, competitor benchmarking, content audits and decision modelling to uncover the information customers needed to make confident booking decisions.
Rather than focusing on page design alone, I reframed the challenge around customer decision making and developed a repeatable framework that could scale across accommodation types, parks and future optimisation initiatives.
I also established the measurement approach, including A/B testing through VWO and behavioural analysis through Heap, to validate whether the framework improved customer engagement and decision confidence.
The challenge
Understand which customer decisions were failing and identify the information needed to support confident booking decisions.
Key Insight
Customers were not simply looking for more information. They were trying to answer specific booking decisions, yet the information needed to support those decisions was either missing, difficult to find, or inconsistent across accommodation pages.
What I did
Customer Feedback Analysis
Exit survey review
Common themes identification
Customer sentiment
Behavioural Analysis
Journey review
Decision friction points
Information gaps
Competitive Review
Accommodation websites
Industry benchmarks
Best practice patterns
Decision Modelling
Customer decision mapping
Information hierarchy
Decision framework
Content Framework Design
Accommodation information model
Scalable content structure
Standardised page framework
Measurement Planning
Success metrics
VWO experimentation
Heap behavioural analysis
