{"id":3884,"date":"2016-10-20T12:16:02","date_gmt":"2016-10-20T11:16:02","guid":{"rendered":"https:\/\/marvel7077.wpengine.com\/?p=3884"},"modified":"2020-09-01T09:08:31","modified_gmt":"2020-09-01T08:08:31","slug":"secret-escapes-design-driven-on-data","status":"publish","type":"post","link":"https:\/\/marvelapp.com\/blog\/secret-escapes-design-driven-on-data\/","title":{"rendered":"Secret Escapes: Powerful Design, Driven on Data"},"content":{"rendered":"<blockquote class=\"wp-embedded-content\" data-secret=\"0gaGJFZw8t\"><p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvelapp.com\/blog\/basics-design-sprints-jargon\/\">The basics of design sprints and other jargon<\/a><\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><iframe loading=\"lazy\" class=\"display-block marginTopBottom-l centered\" class=\"wp-embedded-content\" sandbox=\"allow-scripts\" security=\"restricted\" style=\"position: absolute; clip: rect(1px, 1px, 1px, 1px);\" title=\"&#8220;The basics of design sprints and other jargon&#8221; &#8212; Marvel Blog\" src=\"https:\/\/marvelapp.com\/blog\/basics-design-sprints-jargon\/embed\/#?secret=fzqHyJ8PL4#?secret=0gaGJFZw8t\" data-secret=\"0gaGJFZw8t\" width=\"500\" height=\"282\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><em>When was the last time you physically visited a travel agent? Probably a long time right? Thanks to the rise of the world wide web and the multitude of devices that now exist in our lives - going in store to book a holiday became completely irrelevant. Not only because you\u2019re bound to find a better deal online but also thanks to the smooth user journey of booking online which makes us feel in control.<\/em><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">In all it\u2019s glory, online holiday sales falls into one of the more competitive of industries. So how does one use data to optimise design in order to ensure users have a smooth and seamless journey from idea to search to payment. We spoke to Ian Robinson, Lead Designer, Dilan Suriya and Quentin Jardon at Secret Escapes to find out.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Five years old and going strong, <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/www.secretescapes.com\/current-sales\">Secret Escapes<\/a> is the ultimate provider for luxury hotel flash sales. The interior of the London Head Office carries the theme of a luxury hotel throughout, with their reception resembling that of a concierge desk at The Ritz and each meeting room has been aptly named after the desirable rooms, like the Honeymoon and Penthouse Suite. This office houses 200 employees, with around 300 more in offices around the world, in places like Warsaw and Berlin.<\/p>\n<div id='gallery-1' class='gallery galleryid-3884 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_12.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"2740\" height=\"1831\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_12.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_12.jpg 2740w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_12-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_12-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_12-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2740px) 100vw, 2740px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Being a Designer at Secret Escapes<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Ian explains that their design team of three fall under the wider tech team when it comes to structure, working in tandem with the product team to deliver business solutions. Bringing their team total to 20 and ranging in skill set, from Software Engineers to Javascript Writers. Team leads are in place to offer expertise and guidance to aid development, inline with the overarching Secret Escapes culture of working to improve individual strengths and weaknesses with total autonomy.<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\"Our interests align with our mission - inspiring the world to escape.\u201d<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Each of the designers has a real passion for what they do, which translates into the key criteria Ian is using to find a fourth designer. \u201cIt\u2019s important that they enjoy unfolding design solutions that inspire, and offer simplicity so that users can find and book our handpicked hotels and at great rates. Their interests should align with our mission - Inspiring the World to Escape.\u201d<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"&quot;long-quote\">\u201cBetween sketches, ping-pong matches, prototyping and Fifa, we are constantly finding new ways to share insights and opinion on current projects.\u201d<\/span><\/p>\n<div id='gallery-2' class='gallery galleryid-3884 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_55.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"2761\" height=\"1845\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_55.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_55.jpg 2761w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_55-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_55-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_55-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2761px) 100vw, 2761px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Dilan explains that each of them work on different features day to day, both large and small. \u201cWe may get carried away and go wild on features but we know we share the same vision for the future of the website.\"<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\u201cWe run every piece of design past each other, whether that\u2019s holding a Pixel\u2019s Trust meeting or simply just a team review. Pixel\u2019s Trust is a meeting we love to hold, it gives us the opportunity to present any piece of work to any member of the company for around 30 minutes. After demonstrating and discussing the problem, the research and discovery phase, then onto the proposed solution, we receive useful and valuable feedback - similar to the formal design critique but more fun.\u201d<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cWorking with trends means working with assumptions.\u201d<\/p><\/span><\/blockquote>\n<div id='gallery-3' class='gallery galleryid-3884 gallery-columns-1 gallery-size-large'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_23.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"1500\" height=\"1002\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_23-1500x1002.jpg\" class=\"attachment-large size-large\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_23-1500x1002.jpg 1500w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_23-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_23-768x513.jpg 768w\" sizes=\"auto, (max-width: 1500px) 100vw, 1500px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Their data driven design process<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Secret Escapes\u2019 <a class=\"link link--blue fontWeight-4\"href=\"https:\/\/marvelapp.com\/blog\/basics-design-sprints-jargon\/\">design process<\/a> is user centric. Each feature has been tested and determined by carrying out extensive user feedback to ensure that it will actually improve the overall user experience. Ian explains that in his opinion, this is a more productive way to work than following trends.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"&quot;long-quote\">\u201cYou never know with trends in this industry. Working with trends means working with assumptions. At Secret Escapes, we are trying to find out what is correct and what is actually creating a significant impact. Design is driven on data.\u201d <\/span><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">With such a process they have uncovered data that improves sign ups. \u201cWhen you make a booking you have the possibility to select your date first\u201d, it should make sense right? But that\u2019s not the way our website currently works\u201d, Quentin explains. \u201cIf you want to book with Secret Escapes, an offer has to be selected before choosing your dates. It seems odd, but currently this user flow works really well to reveal availability which is important in a curated deals website, especially where amazing discounts will mean dates will tend to be sold out rapidly.\u201d<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cDesign is driven on data.\u201d<\/p><\/span><\/blockquote>\n<div id='gallery-4' class='gallery galleryid-3884 gallery-columns-2 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_53.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"2741\" height=\"1831\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_53.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_53.jpg 2741w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_53-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_53-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_53-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2741px) 100vw, 2741px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_85.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"2753\" height=\"1839\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_85.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_85.jpg 2753w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_85-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_85-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_85-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2753px) 100vw, 2753px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Research is carried out in house at least once a month and is all part of a sprint process developed by the design team at Google Ventures, which is where Marvel comes in. As part of the sprint process Ian and his team invite in five users per session, giving them the Marvel prototype which hosts the feature they are testing. In these sessions they collate user feedback on a wall full of post it notes, holding the good, the bad and the neutral.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"&quot;long-quote\">\u201cWe look for patterns across the areas we\u2019re trying to test. From that, we create a version or versions on our site using A\/B or MVT testing to see if there is any statistical significance in its value. If it turns out there is not, then it doesn\u2019t make it to the Secret Escapes application.\u201d <\/span><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Throughout the building of more complex tests like testing the experience and design that would improve conversion on their sign up page, the team extend deadlines to develop a fully functional AB test. Once that had been fully tested and approved by the Product team, a new test goes live.<\/p>\n<div id='gallery-5' class='gallery galleryid-3884 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_42.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"2740\" height=\"1831\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_42.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_42.jpg 2740w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_42-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_42-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_42-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2740px) 100vw, 2740px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"&quot;long-quote\">\u201cWe tested multiple elements throughout the weeks, from showing more trust logos, real sale cards, background image carousels, interactive features, to what we found gained and converted the most - the sign up modal screen. <\/span><\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The modal screen housed their real sales behind to entice user intrigue. They included fine details such as various trust logos inside the model, which also reinforced the confidence to sign up with Secret Escapes. As a result, they combined various elements from multiple AB tests, which proved to appeal to the users, and built the best test possible.<\/p>\n<h2 class=\"pageWrap pageWrap--s marginTop-xl marginBottom-l c-black lineHeight-xl fontSize-xl fontWeight-5 breakPointM-lineHeight-xxl breakPointM-fontSize-xxl\" style=\"margin-left: auto; margin-right: auto;\">Making use of prototyping...<\/h2>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">The team discovered Marvel during a sprint with the Google Ventures design team which focused on mobile. \u201cWe needed a platform to create the prototype on. One of the guys we were working with recommended it and we were drawn to it because of its iOS app.\u201d Ian explains that Marvel\u2019s native feel removes the risk of compromising the environment of the testing session. It\u2019s important for the sessions to feel as real as possible so that users believe it\u2019s an actual website or app they\u2019re using.<\/p>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\"><span class=\"&quot;long-quote\">We have looked at more complex prototyping tools but to be honest the simplicity of Marvel and how we approach design, you don\u2019t really need the complexity of the others. And nor does the user. <\/span><\/p>\n<div id='gallery-6' class='gallery galleryid-3884 gallery-columns-2 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/blog\/secret-escapes-design-driven-on-data\/secret_escapes_40\/'><img loading=\"lazy\" decoding=\"async\" width=\"2740\" height=\"1830\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_40.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_40.jpg 2740w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_40-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_40-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_40-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2740px) 100vw, 2740px\" \/><\/a>\n\t\t\t<\/dt><\/dl><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/blog\/secret-escapes-design-driven-on-data\/secret_escapes_48\/'><img loading=\"lazy\" decoding=\"async\" width=\"2740\" height=\"1830\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_48.jpg\" class=\"attachment-full size-full\" alt=\"\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_48.jpg 2740w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_48-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_48-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_48-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2740px) 100vw, 2740px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Since introducing Marvel into their process, it has been used on every single project. Although, a lot of the fully fledged prototypes they make do not actually make it into the Secret Escapes brand. \u201c As a designer you have to accept that a high percentage of your concepts will never make it. In our design process we create prototypes which represent solutions to business problems and test. We\u2019re working towards what we think is the problem and find what we believe to be solutions and put it out to our users. If it receives negative feedback or statistically shows no value in our split testing, it doesn\u2019t make it.\u201d<\/p>\n<blockquote class=\"pageWrap pageWrap--s position-relative marginTopBottom-l breakPointM-marginTopBottom-xl\"><div class=\"blog-quote-before position-absolute bg-marvel\"><\/div><div class=\"tweet-quote blog-quote-after position-absolute bg-marvel cursor-pointer transitionDuration-l transitionProperty-all transitionTimingFunction-cv-easeOutCircular scaleUp--hover zi-weak\"><svg class=\"fill-white opacity-0 pointerEvents-none position-absolute pinCenter transitionProperty-all transitionTimingFunction-easeInOut\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"24\" height=\"20\" viewBox=\"0 0 24 20\"><path d=\"M24,2.37a9.64,9.64,0,0,1-2.83.79A5,5,0,0,0,23.34.37a9.72,9.72,0,0,1-3.13,1.23A4.86,4.86,0,0,0,16.62,0a5,5,0,0,0-4.8,6.2A13.87,13.87,0,0,1,1.67.92,5.13,5.13,0,0,0,3.19,7.67,4.81,4.81,0,0,1,1,7a5,5,0,0,0,3.95,5,4.82,4.82,0,0,1-2.22.09,4.94,4.94,0,0,0,4.6,3.51A9.72,9.72,0,0,1,0,17.73,13.69,13.69,0,0,0,7.55,20c9.14,0,14.31-7.92,14-15A10.17,10.17,0,0,0,24,2.37Z\"\/><\/svg><\/div><p class=\"blog-quote position-relative textAlign-center c-marvel\"><span class=\"blog-quote-text transitionDuration-l transitionProperty-all transitionTimingFunction-easeInOut\">\u201cThe ability to change the way people make sense of a product with good design is incredibly rewarding.\u201d<\/p><\/span><\/blockquote>\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">\u201cMarvel has totally changed the feedback loop within our teams and across departments, this part is critical in our design process to create a level of understanding with stakeholders. Before it was not as efficient, important design decision could be prolonged due to long email chains, where discussions can lose focus. Now we can get all our stakeholders in a meeting, give them a prototype and get a real understanding of not just how it looks, but how it works, how it feels and why.\u201d<\/p>\n<div id='gallery-7' class='gallery galleryid-3884 gallery-columns-1 gallery-size-full'><dl class='gallery-item'>\n\t\t\t<dt class='gallery-icon landscape'>\n\t\t\t\t<a href='https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_65.jpg'><img loading=\"lazy\" decoding=\"async\" width=\"2746\" height=\"1835\" src=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_65.jpg\" class=\"attachment-full size-full\" alt=\"Secret Escapes Data Driven Design Marvel Prototyping\" srcset=\"https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_65.jpg 2746w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_65-600x401.jpg 600w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_65-768x513.jpg 768w, https:\/\/marvelapp.com\/wp-content\/uploads\/2016\/10\/SECRET_ESCAPES_65-1500x1002.jpg 1500w\" sizes=\"auto, (max-width: 2746px) 100vw, 2746px\" \/><\/a>\n\t\t\t<\/dt><\/dl><br style=\"clear: both\" \/>\n\t\t<\/div>\n\n<p class=\"pageWrap pageWrap--s marginBottom-m paddingBottom-s c-slate lineHeight-l fontSize-l fontWeight-3 breakPointM-fontSize-xl breakPointM-lineHeight-xl\">Whilst the majority of their prototypes may not make it to the Secret Escapes brand, Ian values the design process here. He has first hand experience in designing to match assumptions after working in marketing agencies for four years and taking instructions from clients who \u2018have a hunch\u2019. Getting to know the users really enables a more focused and valuable design. Discrediting working on opinion and assumption is all in all a recipe for success.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The basics of design sprints and other jargon When was the last time you physically visited a travel agent? Probably a long time right? Thanks to the rise of the world wide web and the multitude of devices that now exist in our lives &#8211; going in store to book a holiday became completely irrelevant. Not only because you\u2019re bound&#8230; <a class=\"link link--blue fontWeight-4\" href=\"https:\/\/marvelapp.com\/blog\/secret-escapes-design-driven-on-data\/\">Read More &#65515;<\/a><\/p>\n","protected":false},"author":12,"featured_media":3898,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-3884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-in-the-spotlight"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v15.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<meta name=\"description\" content=\"The Secret Escapes design team tell us how data driven design ensures users have a smooth and seamless journey from idea to search to payment.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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