{"id":17215,"date":"2022-12-28T12:54:23","date_gmt":"2022-12-28T12:54:23","guid":{"rendered":"https:\/\/uxmag.com\/?p=17215"},"modified":"2022-12-28T13:23:09","modified_gmt":"2022-12-28T13:23:09","slug":"introducing-voice-search-experience-at-booking-com","status":"publish","type":"post","link":"https:\/\/uxmag.com\/articles\/introducing-voice-search-experience-at-booking.com","title":{"rendered":"Introducing Voice Search Experience at Booking.com"},"content":{"rendered":"\n<p id=\"b604\">Communication is a natural part of our everyday lives.<\/p>\n\n\n\n<p id=\"cba3\">People interact using voice and text, forming sentences to express what they desire. And yet, most of the search and discovery patterns out there rely on menu items and filter facets.<\/p>\n\n\n\n<p id=\"e819\">Building on our mission at Booking.com:&nbsp;<em>\u201cMaking it easier for everyone to experience the world\u201d<\/em>, the ML &amp; AI Product teams based in Tel Aviv decided to challenge the conventional search patterns by allowing the most natural way for everyone to communicate: using their&nbsp;voice.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/1_GzXFcMQ1fUveJcX87TkIBA.gif\" alt=\"Booking.com, voice search\" class=\"wp-image-17217\" width=\"840\" height=\"420\"\/><figcaption class=\"wp-element-caption\"><em>Traditional Search and Discovery patterns vs. Voice search<\/em><\/figcaption><\/figure>\n\n\n\n<p id=\"c6e0\">This is the story of how we built a native in-app voice assistant at Booking.com, and as far as I know, the first voice search available today by a global online travel company.<\/p>\n\n\n\n<p id=\"6408\">I\u2019ll share the process of&nbsp;making it possible&nbsp;by shipping a zero-to-one MVP, then incorporating learnings to&nbsp;make it easier&nbsp;to use, and our journey to&nbsp;make it a magical&nbsp;voice conversational experience.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"0193\">1. Making it Possible<\/h3>\n\n\n\n<p id=\"f31f\"><a href=\"https:\/\/www.zora.uzh.ch\/id\/eprint\/197725\/1\/VoiceCommerce_VoiceAssistants_AlexMari_UZH_2019.pdf\" rel=\"noreferrer noopener\" target=\"_blank\">Industry studies<\/a>&nbsp;of online marketplaces indicate voice assistants have become a mode of communication between customers and companies. The most appealing aspect of this feature is the transfer of touch and typing interfaces into spoken commands, conveying requests in free language and making actions easier to perform.<\/p>\n\n\n\n<p id=\"8731\">Introducing a free-form speech input allows customers to generate unstructured queries, resulting in a complex input to the search and recommendation systems. The unstructured form of natural language also allows people to explore different options in the app or perform actions that otherwise would be hidden for the sake of the simplicity of the UI.<\/p>\n\n\n\n<p id=\"41ba\">The studies mentioned above guided us in creating&nbsp;hypotheses&nbsp;for a zero-to-one product idea. We validate those through qualitative studies and quantitative controlled experiments, as described next.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"c4b2\">Design for what people say they need<\/h4>\n\n\n\n<p id=\"87fc\">Our first step in designing conversational interaction and prioritizing MVP features started with a product discovery for users\u2019 needs.<\/p>\n\n\n\n<p id=\"63d0\">We used qualitative and quantitative methods:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Fake door testing:&nbsp;<\/strong>A fake door experiment is a relatively easy way to measure interest in a feature or product, before fully building it. In our case, we displayed a voice entry point button as part of an experiment to select users on the Booking.com app homepage and collected users\u2019 feedback and engagement metrics, such as click-through rate.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"586\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Rhy0ec-n677xagx5.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17218\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Rhy0ec-n677xagx5.png 800w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Rhy0ec-n677xagx5-300x220.png 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Rhy0ec-n677xagx5-768x563.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Fake door experiment to collect users\u2019 feedback and gauge interest, 2019<\/em><\/figcaption><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Users Survey and moderated user interviews:<\/strong>&nbsp;questionnaire to gauge users&#8217; patterns of use for voice commands to accomplish tasks.<\/li>\n<\/ul>\n\n\n\n<p id=\"5eb6\">The results of the user survey and fake door test users indicated they would rely on the voice interaction assistant for&nbsp;efficiency.<\/p>\n\n\n\n<p id=\"6e32\">Travelers indicated they imagine using voice interaction for search but most likely post-booking activities (change a reservation, cancel, get directions).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"301\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_-1YmHqHXLhxqFy6n.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17219\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_-1YmHqHXLhxqFy6n.png 800w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_-1YmHqHXLhxqFy6n-300x113.png 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_-1YmHqHXLhxqFy6n-768x289.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Voice assistant survey \u2014 responses submitted between March 20, 2019, and April 21, 2019<\/em><\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"c1a5\">Ship fast \u2014 Architecture and bootstrap technology<\/h4>\n\n\n\n<p id=\"ca76\">Building an MVP means it has to be lean and well-prioritized, it doesn\u2019t mean it has to be scrappy.<\/p>\n\n\n\n<p id=\"574f\">The product can, and often should be bootstrapped by relying on available and ready-made technology. We detailed the list of software and algorithmic components and mapped them to either existing capabilities or ones that had to be built.<\/p>\n\n\n\n<p id=\"f515\">Early on we took the decision to abstract the frontend mobile client interaction which would allow faster development cycles and modularity for future capabilities (additional user intents and interactions).<\/p>\n\n\n\n<p id=\"4dc4\">We won\u2019t cover in this blog post the Speech-to-Text machine learning models and technology selection, you can read more about it in this ArXiv Paper:<a href=\"https:\/\/arxiv.org\/pdf\/2108.11463.pdf\" rel=\"noreferrer noopener\" target=\"_blank\">&nbsp;\u201dWith One Voice: Composing a Travel Voice Assistant from Repurposed Models\u201c<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"791\" height=\"442\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_5YGwG-wQ5F7e20Ct.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17220\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_5YGwG-wQ5F7e20Ct.png 791w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_5YGwG-wQ5F7e20Ct-300x168.png 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_5YGwG-wQ5F7e20Ct-768x429.png 768w\" sizes=\"(max-width: 791px) 100vw, 791px\" \/><figcaption class=\"wp-element-caption\"><em>Abstracted client-server architecture that allows future flexibility with new intents (illustration by author)<\/em><\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2d48\">Being as actionable as possible<\/h4>\n\n\n\n<p id=\"f0b0\">Quite often people will engage in a friendly conversation to share with each other, inspire, or just alleviate boredom or loneliness. That\u2019s not the case in eCommerce.<\/p>\n\n\n\n<p id=\"e89a\">Interactions in eCommerce would be either search, discovery, or support oriented. This is why the product is measured by successful actions and their effectiveness to make it easier for people to achieve their goals.<\/p>\n\n\n\n<p id=\"faac\">Using the user survey and data sets, we defined the taxonomy of intents and relevant user journeys (actions we should support and mapping them to the appropriate app screens and inputs).<\/p>\n\n\n\n<p id=\"01f9\">In order to act on the transcribed intents, we relied on classification machine learning models for understanding intents; some of those models started as heuristics and evolved into complex natural language processing models.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"302\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_F0hPuXP0OUStuqfO.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17221\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_F0hPuXP0OUStuqfO.png 800w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_F0hPuXP0OUStuqfO-300x113.png 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_F0hPuXP0OUStuqfO-768x290.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Interaction design for the MVP<\/em><\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"d91b\">Design for voice \u2014 VUI<\/h4>\n\n\n\n<p id=\"2b0e\">The last step was to create the design and initial interaction (originally designed as a floating action button) on the app home screen to allow users to perform any post-booking or search action using their voice.<\/p>\n\n\n\n<p id=\"7737\">Leveraging context also has its limits, one of the decisions to be made early on: do we keep dialog context or start a fresh dialog for each interaction?<\/p>\n\n\n\n<p id=\"ff3d\">We decided to treat each conversation as a separate one and validated it through A\/B test experiments.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"95cd\">2. Making it Easy<\/h3>\n\n\n\n<p id=\"1a30\">Making voice interaction possible when we did in early 2020 was timely, as it helped many customers make necessary changes to their reservations when the outbreak of the pandemic impacted travel plans.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"29cf\">Learnings from Data, adjusting to how people use the product at scale<\/h4>\n\n\n\n<p id=\"cea5\">As time passed we were surprised to see the data patterns \u2014 we received significantly more search patterns (destination and places to stay) than what we originally expected.<\/p>\n\n\n\n<p id=\"0267\">To recall, based on the survey results people imagined themselves using the voice command for on-the-go post-booking activities, however, the data indicated people were using voice as an easy way to perform search queries.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"678\" height=\"270\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_mjRFNBt_Z0lmWxr6.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17222\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_mjRFNBt_Z0lmWxr6.png 678w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_mjRFNBt_Z0lmWxr6-300x119.png 300w\" sizes=\"(max-width: 678px) 100vw, 678px\" \/><figcaption class=\"wp-element-caption\"><em>Distribution of intents in annotated data, 2021 arXiv paper 2108.11463<\/em><\/figcaption><\/figure>\n\n\n\n<p id=\"739f\">Using those findings, we later focused our development efforts on making it easier for people to search for their trip using voice.<\/p>\n\n\n\n<p id=\"0a88\">Some of those voice search commands we got back in Oct 2020:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p id=\"3891\"><em>\u201cSearch for five star hotel in Dubai 26th February\u201d<\/em><\/p>\n\n\n\n<p id=\"3d9f\"><em>\u201cFind me a flight and hotel to Tulsa Oklahoma\u201d<\/em><\/p>\n\n\n\n<p id=\"0c24\"><em>\u201cCan you find me a hotel in the Houston area that allows pets\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"f5da\">Onboarding users to voice interaction<\/h4>\n\n\n\n<p id=\"2ffc\">Another interesting data point was that a significant chunk of the voice commands was empty or inaudible. We had to check this further.<\/p>\n\n\n\n<p id=\"96c2\">In a follow-up user research, we found that many people didn\u2019t know what to say, or how the voice button could help them. They pressed the microphone button but said nothing.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p id=\"0e01\"><em>\u201cThis looks awesome, what else can I use it for?\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p id=\"ad47\">That led us to build \u2018suggestions\u2019 \u2014 guided examples on how to use the voice assistant.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"511\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_t_SB008YG3iadRKi-1024x511.gif\" alt=\"Booking.com, voice search\" class=\"wp-image-17223\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_t_SB008YG3iadRKi-1024x511.gif 1024w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_t_SB008YG3iadRKi-300x150.gif 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_t_SB008YG3iadRKi-768x384.gif 768w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_t_SB008YG3iadRKi-1536x767.gif 1536w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\"><em>Voice suggestions design and in action on the app search<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"dbd0\">3. Making it magical<\/h3>\n\n\n\n<p id=\"2b84\">In a follow-up user research, people were amazed by how easy it was to use voice search. But we still had, and have, a long way to go.<\/p>\n\n\n\n<p id=\"6642\">Using Machine Learning we are making it magical by better understanding intents, to create a smooth and personalized experience.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"3bf1\">Be relevant<\/h4>\n\n\n\n<p id=\"c561\">Using data science we found correlations between people\u2019s search queries and their context. We used experimentation to validate the impact of adjusting the suggestions we give to users.<\/p>\n\n\n\n<p id=\"bbe2\">We use machine learning classification models to predict the user intent and sample query that would fit best from the various options the voice assistant is supporting. Matching between the user journey moments to the displayed suggestions.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"251\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_MPeWMBMHpLCFsR7D.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17224\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_MPeWMBMHpLCFsR7D.png 800w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_MPeWMBMHpLCFsR7D-300x94.png 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_MPeWMBMHpLCFsR7D-768x241.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Context-aware personalized suggestions<\/em><\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"76a8\">Focus on improving performance &amp; quality<\/h4>\n\n\n\n<p id=\"cb32\">Improving noise recognition, and adjustable silence detection (answering the question: Has the person completed their sentence or just thinking?).<\/p>\n\n\n\n<p id=\"31ca\">We continue to apply Machine Learning and advanced intelligence models (AI) for adaptive noise recognition, smart pause detection, and other ways to make sure we capture the search query in full.<\/p>\n\n\n\n<p id=\"8823\">The investment was done not only in artificial intelligence and research domain but also in user experience patterns to include longer conversation formats and interactions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"2004\">As natural as speaking to an agent<\/h4>\n\n\n\n<p id=\"557a\">Conversational patterns are highly complex, we might not be aware of the user context but they expect we would.<\/p>\n\n\n\n<p id=\"aa21\">Sampling unsuccessful interactions we noticed a few patterns that taking care of those could make the experience magical and human-like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>People open the conversation by greeting the assistant: \u201cHello\u201d, \u201cHi\u201d, waiting for a reply. We made sure to respond to greetings with suggestions.<\/li>\n\n\n\n<li>People tend to assume the voice assistant understands their context, so phrases like \u201chotels near me\u201d or \u201chotels nearby\u201d didn\u2019t yield results as our named entity recognition didn\u2019t recognize \u201cnear me\u201d as a place. We added an appropriate search intent to take care of this.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"800\" height=\"379\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Q0-Ylr0H5V5Mg5_p.png\" alt=\"Booking.com, voice search\" class=\"wp-image-17225\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Q0-Ylr0H5V5Mg5_p.png 800w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Q0-Ylr0H5V5Mg5_p-300x142.png 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2022\/12\/0_Q0-Ylr0H5V5Mg5_p-768x364.png 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><figcaption class=\"wp-element-caption\"><em>Improving the experience by adding personalized smart suggestions<\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"11f0\">Conclusion and Acknowledgements<\/h3>\n\n\n\n<p id=\"d8e0\">Shipping a new product from zero-to-one can be challenging, add to this Machine Learning and a new UX and interaction, and at a large scale; Sound impossible? With the right people around you, everything is possible.<\/p>\n\n\n\n<p id=\"12f1\">Hope this article shares a view on how we make Machine Learning and Artificial Intelligence products possible and magical at Booking.com.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/invisiblemachines.ai\/?utm_source=uxmag&amp;utm_medium=referral&amp;utm_campaign=article_buildingdelightinyourdesignsystem&amp;utm_content=ad1\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/uxmag.com\/wp-content\/uploads\/2021\/06\/01book-1024x536.jpg\" alt=\"\" class=\"wp-image-16672\" srcset=\"https:\/\/uxmag.com\/wp-content\/uploads\/2021\/06\/01book-1024x536.jpg 1024w, https:\/\/uxmag.com\/wp-content\/uploads\/2021\/06\/01book-300x157.jpg 300w, https:\/\/uxmag.com\/wp-content\/uploads\/2021\/06\/01book-768x402.jpg 768w, https:\/\/uxmag.com\/wp-content\/uploads\/2021\/06\/01book-1536x804.jpg 1536w, https:\/\/uxmag.com\/wp-content\/uploads\/2021\/06\/01book.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Communication is a natural part of our everyday lives. People interact using voice and text, forming sentences to express what they desire. And yet, most of the search and discovery patterns out there rely on menu items and filter facets. Building on our mission at Booking.com:&nbsp;\u201cMaking it easier for everyone to experience the world\u201d, the<\/p>\n","protected":false},"author":2581,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1],"tags":[],"topics":[20,24,25,55,57,85,86,116,126],"class_list":{"0":"post-17215","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"topics-consumer-products","8":"topics-contextual-user-studies","9":"topics-customer-experience","10":"topics-information-design-and-architecture","11":"topics-interaction-design","12":"topics-product-design","13":"topics-product-releases-and-redesigns","14":"topics-usability","15":"topics-voice-natural-language","16":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.2.1 (Yoast SEO v25.9) - 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