原文地址：Product Breakdown: Learnings from the Hotel Tonight App
原文作者：Amar Virk
翻譯：東東方
譯文：
? ? ? ? ? ? ? ? ? ? ? ? ? 產品分解：從今夜酒店APP學習
產品分解每周分析一個不同的產品，并摘錄有趣的產品和用戶體驗知識。我們相信掌握產品實踐最好的方法是向他人學習。
簡介：
今夜酒店，顧名思義，是一款可以在短時間內預定到酒店的APP。該產品
針對?那些在每天的最后時光，想尋找酒店卻又不想在此耗費太多時間的
旅客（如閱讀評論，價格比較等）。
該APP的開發者在酒店排名上用了一個很有趣的方法。他們沒有采用無所不在的星級評價，相反，他們用一些精簡的標簽來描述——奢侈豪華，前衛時尚，可靠信賴，普普通通，沉醉人心等等。我們覺得他們以這種方式替代星級評價相對較有空間感。他們描述的是質量，而不是酒店的類型。另一方面，這些描述在帶給你更多真實性的同時，也提供了良好的質量和相關的價格。
1.自動簡易--你只需從少數的酒店中進行挑選
用戶只需從少數預審核的酒店選擇（我們測試顯示在大多數城市少于20個酒店）。我們猜想這是一個有意識的決定以減少用戶選擇的焦慮，同時保證用戶可以在廣泛范圍內進行選擇。這是一個讓人耳目一新的方法，而不像其它APP——給用戶提供大量的選擇。
我們在選擇的城市所找到的酒店不超過16家。我們檢測后認為這是一個用于減少用戶選擇焦慮的有意嘗試。
2.小優化改進支付
今夜酒店花了很多時間嘗試去優化支付流程。一些值得注意的細節：
A）照片在酒店頁面的前面和中心位置。因為用戶能盡早看到價格，大圖片能比其它信息更能起到信息轉換的作用。
B）對于很多APP而言，如果你往下滑會看到很多除了CTA之外的信息。然而，今夜酒店似乎刻意這些信息“隱藏”在了頂層以讓用戶更能注意到——瀏覽圖片，簡短描述，評級，地址，然后購買。
C）如果你不想進入繁瑣的支付流程，支付界面還提供了掃描信用卡的入口。那些對該應用的評論顯示這是用戶非常喜歡的功能。
今夜酒店在支付流程上做了很多細小的優化以減少操作。
3.不同于其它APP，推薦信息能在頂部訪問
今夜酒店將推薦信息放在了頂級導航。這表明打破了自然增長的限制和今夜酒店現在專注于用戶購買。很多快速增長的公司選擇將自己的推薦信息隱藏在用戶設置，因為這些APP在主界面上的重點在于讓用戶完成付款。
不同于其它APP將他們的推薦信息放在帳戶設置,今夜酒店將它們放置在
頂級導航項目。
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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