HotelRunner - Rate plans
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Overview
Hotels usually sell a single room at different prices by offering various features – breakfast or a cancellation policy, for instance.
They attach those prices and features to rooms using rate plans.
Challenge
Expert users were the focus when the page’s original text was written, so there wasn’t much educational content. Newer hotel owners struggled to use the feature.
Solution
First, I explained basic functionality using updated subtitles. Then, to get hotel owners excited to use the feature, I targeted empty states and banners to each step of the journey.
Original text:
Extremely vague subtitle. Doesn’t explain what this feature does, only that it’s related to rooms.
Another vague subtitle. What is a main rate? Why should users care?
The empty state contains multiple terms. This is a default rate plan or a main rate?
This subtitle is far too long. It also tells users how the product works instead of what they can do with it.
A different CTA than the one above.
Bottom line: vague and confusing
First redesign
Better page subtitle. This has something to do with prices and meal plans.
This “Main rate plan” subtitle contains a much better explanation. “Think of this as” captures the friendly tone we want.
Empty state is still a bit wordy. We also say “room” 7 times on this page 😅.
There are 3 CTAs and 1 is still different from the others.
This banner was added to explain how to use rate plans. It’s subtitle sums up the feature well.
The screen’s still too busy and encourages conflicting actions. Let us refactor.
Final version (for now)
Much better subtitle. The previous banner-text explained the feature well, so I rewrote it and placed it higher on the page.
Empty state is to the point. The word “yet” subtly nudges users towards creating a room.
To limit distraction, I removed the banner. This give us one less CTA and keeps the focus on the the most important next action — creating a room.
Added bonus: we only say “room” 6 times now. 💪In usability tests, when we asked hotel owners to let guests order breakfast with their room, owners often edited their main rate instead of creating a new one. We added the marketing banner to encourage them to create a new rate plan instead.
The banner text expands on the page’s subtitle, showing how rate plans can enrich hotel owners businesses, including offering discounted child pricing.