“This Design Sucks”& anecdotes from launching a travel app in Indonesia
summary
Booking.com builds Booking Local for Indonesia from Amsterdam, assumes a super-minimal one-click book and low-data users, then learns local users distrust minimalist interfaces and expect bright deals-driven apps. Local team initially withholds feedback; after on-the-ground testing the product adds a hotel page, three-step booking, prominent trust messaging and localized payment methods. The revised app starts getting real bookings, operations and marketing teams grow in Jakarta, and iterative user testing continues to steer feature decisions.
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chapters (6)
- 0:00Start
- 9:57Reality Check #1
- 17:53Applying Design Thinking
- 20:19Reality Check #2
- 21:48Product Phase Three
- 23:03Conclusion
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