Guest contribution: The case study from the University of Applied Sciences Munich and Regiondo from a student’s point of view
What is the best way to find out what customers really expect from a booking system? We asked ourselves this question and came to the conclusion that you can only find out if you ask your customers directly. To constantly improve our system, we teamed up with the tourism students from the Munich University of Applied Sciences, who conducted a case study for Regiondo.
The case study with Regiondo
The preparations took place from March to May 2019 in the Digital Lab of the Munich University of Applied Sciences, Faculty of Tourism – a space sponsored by Regiondo with eyetrackers and working areas for students. The tests were then carried out at Regiondo in mid-May.
What are the reasons we sponsored the Digital Lab? Well, we want to draw the students’ attention to us as an interesting and relevant employer and already meet them at the university in a digital environment, because we are constantly growing and always looking for new talents. – Alexander Bechte
The case study was led by Prof. Dr. Berchtenbreiter, Professor of Digital Marketing at the Faculty of Tourism. In addition, it was supervised by Jürgen Bluhm, expert in eye tracking, and Alexander Bechte, Product Marketing Manager of Regiondo and faculty alumni. The aim of the project was to identify potential improvements in the usability of Regiondo’s booking system and to develop solutions based on data. This was done with the help of eye tracking tests with both existing and potential customers of Regiondo.
What is eye tracking anyway?
Eye tracking is the term used to describe methods of recording the eye movements of test persons on screens. This works with eye trackers, which are systems or devices that record and analyze eye movements, for example in the form of a sensor on the computer screen or glasses. Eye tracking is used as a scientific method in usability testing because it provides accurate information on how a user captures a website.
Tobii Studio was used for this. This is a software to record the eye tracking and the later evaluation.
Regiondo specified four use cases for the study, which were to be examined during the tests. These were “Create booking”, “Change booking”, “Single cancellation” and “Group cancellation”, as these functions are key functions in Regiondo’s booking system and therefore a good prerequisite for usability. The tests were carried out with 17 test persons, six of whom were already Regiondo users and eleven potential customers. Most of them came from the tourism industry, but other industries were also represented, such as cosmetics or event management, which are all prospective users of the versatile booking system.
After that we first specified the tasks and prepared the booking system. The interviews then took place at Regiondo on site over three days.
The results of the case study are pretty impressive. From the trials with the volunteers, many valuable findings were gathered for Regiondo, but also for us as students. “It’s great to be able to organise such a project from start to finish and to see that it has actually made a difference. Through the close cooperation with Regiondo, it was fun to visit the case study and see how the whole project is developing,” says one participant in the project. “I thought it was good that we learned how eye tracking works and which program to use. I also realized again how important it is for a company in the software sector to offer good usability in order to keep customers or even win new customers.”
For Prof. Dr. Berchtenbreiter, the case study was also an interesting project: “I find it extremely important to familiarize students with such innovative research methods as eye tracking, because this expertise can be important in later professional life. In marketing, and especially in our digital age, new research methods are constantly being tried out and eye tracking is also a particularly useful tool in this area. It also added a great deal of value to conduct the case study in such close cooperation with a company like Regiondo. The students see for themselves in which areas eye tracking is used and how the results provide added value”.
On June 19, 2019, the results were pitched and discussed in the Digital Lab in front of the managing directors of Regiondo, Oliver Nützel and Yann Maurer.
These results will now be evaluated by Product Marketing Manager Alexander Bechte and in-house discussions will take place on how quickly these important results can be implemented. We are very pleased to have been part of this process and have definitely gained a great insight into the world of a software company.
My name is Anna-Lena Higgen, I am 21 years old and study Tourism Management in my 6th semester at the Munich University of Applied Sciences. I was particularly interested in the case study with Regiondo, as I had the opportunity to get to know tourism in terms of digitisation in practice. During lectures, we are always made aware of the fact that digitisation has become an important and future-oriented issue in tourism as well. It is important to me for my future to understand and get to know future-oriented business models as comprehensively as possible. In my free time I enjoy watching football, meeting friends or going hiking. I also often go for walks with my dog because I like being outside.