Sykes Holiday Cottages: Booking Experience Product Vision
Demonstrating Conversion Optimization Opportunities for Account, Loyalty & Booking Flows
By Adekunle Okubena | Product Manager - Ecommerce Optimization and Growth
Current State Analysis: 23 Issues Identified
✗
Authentication
- • No social login
- • No magic link
- • No guest checkout
- • No "Remember me"
- • Basic forgot password
✗
Sign-Up
- • No value proposition
- • Pre-checked marketing
- • Weak password rules
- • Single-step form
- • No social registration
✗
Checkout
- • 9 required fields
- • Hidden pricing
- • No inline validation
- • Confirm email anti-pattern
- • No urgency signals
✗
Dashboard
- • No personalization
- • No loyalty program
- • Non-interactive
- • Generic welcome
- • No gamification
Optimizations Implemented
✓
Authentication
- • Social login (Google, Apple)
- • Magic link option
- • Guest checkout
- • Remember me checkbox
- • Password visibility toggle
✓
Sign-Up
- • Split-screen with benefits
- • Interactive password meter
- • Opt-in marketing
- • Progressive disclosure
- • Social registration
✓
Checkout
- • Reduced to 5 fields
- • Transparent pricing
- • Inline validation
- • Smart defaults
- • Urgency signals
✓
Dashboard
- • Personalized welcome
- • Interactive loyalty
- • Gamification elements
- • Trip countdown
- • Quick actions
Discovery Methodology
Problems were systematically identified through competitive analysis, heuristic evaluation, and industry research.
🔍
Heuristic Evaluation
Nielsen Norman 10 principles + Baymard 150+ guidelines
📊
Competitive Benchmarking
Analyzed Airbnb, Booking.com, Vrbo, Cottages.com
⚡
Rapid Prototyping
Functional demo built in 5 days