Kap. 20 – Case: Flexible User Interfaces How Information Technology Is Conquering the World: Workplace, Private Life, and Society Professor Kai A. Olsen, Universitetet i Bergen og Høgskolen i Molde 03. 01. 13 1
Booking, with a human intermediate “inexpensive weekend trip from Pittsburgh to New York” Customer Needs, wishes, interests Kai A. Olsen, 18. 03. 2018 Search flights 04/12, return 04/14, Pittsburgh. Washington DC; Washington DC Hotels 04/12 -14 Human intermediate Booking System Know-how, experience 2
On the Web Customer Booking System The customer herself must convert needs and wishes to formal search terms. No support from a human intermediate, little support from current Web-based booking systems. Works when dates and places are known (travel to a meeting), but not when user needs are more open (”a vacation in the sun”). Kai A. Olsen, 18. 03. 2018 3
Getting the picture Customer Booking System ”Is there any cheap flights to Europe” ”What do I have to pay for a hotel room in Manhattan” Taking notes The customer must perform repeated searches to get an overview (prices, availability, etc. ), and has to register and organize the results himself. This is a very time consuming process. User get minimal support from existing systems. Kai A. Olsen, 18. 03. 2018 4
What we need A system that can replace, to some degree, the human intermediate l A system that can aid the user in transforming needs and wishes into an explicit booking. l A system that embodies the flexibility inherent in the original request l A system that can give the user an overview over prices, availability, destinations, etc, l Kai A. Olsen, 18. 03. 2018 5
Situation today l Most Web based booking systems requires exact search terms, dates, locations, etc. l Some interfaces offer a limited degree of flexibility with regard to dates l Some examples below Kai A. Olsen, 18. 03. 2018 6
Examples: Traditional www. usair. com Kai A. Olsen, 18. 03. 2018 www. sas. no 7
Examples: Date flexibility www. ba. com Kai A. Olsen, 18. 03. 2018 www. travelocity. com 8
Visualization (prices vs. time) www. flybilligst. com Kai A. Olsen, 18. 03. 2018 9
Airport flexibility (for a city) www. aa. com Kai A. Olsen, 18. 03. 2018 10
Overview Må velge avreisested, ankomststed og måned. Kai A. Olsen, 18. 03. 2018 11
But, users need higher flexibility l l l l l To go or not to go Dates Place of departure Places to visit Type of trip (cruise, tour) Hotels Prices What to see, what to do etc. Kai A. Olsen, 18. 03. 2018 12
Are we satisfied? Discrepancy between what users need and current interfaces l It seems that evolution stopped when existing systems got a Web interface, after more than 10 years with Web based systems we should expect something better l Even if competition is high, there seem to be limited efforts in trying to move the interfaces closer to the user l With today's technology there should be no difficulty in providing more flexible systems l Kai A. Olsen, 18. 03. 2018 13
Flexible user interfaces l The interface should accept: l l l a list of destinations, both for departure and arrival (leaving from New York or Baltimore, to London, Paris or Rome) destinations based on activity (diving, skiing, museums…) sets of attributes (large city in Europe) range of dates (weekends this fall) constraints (not Paris, departure Thursday, less than $1000) unformalized data (”suitable for kids”) These requirements can be satisfied with a form based interface l Profile data (names, address, hotel room requirements, seating preferences, etc. ) can be remembered by the system. l Kai A. Olsen, 18. 03. 2018 14
Implementation l Extensive searches based on user data l Collect statistics l Categorize (families with children go to this place, this hotel have a high number of guests returning) l Feedback, user feedback is important (elderly customers are very satisfied with this hotel) Kai A. Olsen, 18. 03. 2018 15
Optimizing When Google and other search engines can index the open Web, booking systems should be able to index the much simpler and more formalized booking databases l Ample opportunities for optimizing searches l Users will get requests satisfied faster and will thus spend less time with the booking systems l Kai A. Olsen, 18. 03. 2018 16
Conclusion Current Web interfaces for booking does not satisfy user needs in open cases l More flexible interfaces are needed l The implementation should not be a problem with today's technology l Advantages: l l l Simplified, faster bookings Better user satisfaction A competitive advantage for those that go ahead and implement these systems Currently: Implementing prototype interfaces Next step: Pushing the industry ahead Kai A. Olsen, 18. 03. 2018 17
Bedre nå? l Dette var et foredrag holdt ved en konferanse i Las Vegas i 2005. l Det er gått 11 år siden gang. l Har vi bedre verktøy i dag? l Ref: Øvinger Kai A. Olsen, 18. 03. 2018 18
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