Payment for customers: user research at Booking.com
To do this we not only A/B tested the details on the website, but we also regularly did user research. In this example, our goal was to find ways to solve a known issue; many of our users don’t have a credit card, but many properties require credit card details or payment for the reservation.
I travelled to Hamburg with other members of the team, and we presented prototype versions of the website to see if users without a credit card would understand how to pay online for a reservation with a flexible cancellation policy, and whether they would find this useful.
We watched users interact with various parts of the process: