Work with guest reviews and questions in the Extranet
Ozon Travel B2B
Client
Stakeholder & User interviews,
low to high-fidelity wireframes, prototyping, UX processes
low to high-fidelity wireframes, prototyping, UX processes
Methodologies
June, 2025
Date
Overview
This project focused on improving how hoteliers interact with guest reviews and questions in the Extranet — a management tool for accommodation partners. My goal was to make the process of viewing, responding, and managing guest feedback more intuitive and efficient.
Problem
Existing review management tools in the Extranet were fragmented and difficult to navigate. Hoteliers often missed important guest messages or struggled to track responses, which negatively impacted their reputation scores and guest satisfaction. We hypothesized that by simplifying and centralizing the interaction flow, we could increase response rates and improve hoteliers’ engagement with guest feedback.
Process
- Created interactive prototypes for partner testing.
- Conducted user testing sessions with hoteliers to validate hypotheses and gather feedback.
- Presented interview findings and prototype results to the product and development teams.
- Refined the design based on feedback and aligned decisions with technical and product stakeholders.
- Prepared final design specifications for development — including all possible states, edge cases, and interaction details.
Research
- Conducted competitor analysis of review and feedback systems in booking and marketplace platforms.
- Examined technical requirements and system limitations to ensure feasibility.
- Interviewed 8 hoteliers to understand their daily workflows, pain points, and expectations for managing reviews.
Goals
Key insights showed that partners wanted clearer prioritization of new messages, easier filtering, and reassurance that their responses were visible to guests.
— Provide a clear, easy-to-use interface for viewing and replying to guest reviews and questions.
— Improve visibility of new and unanswered messages.
— Reduce response time per review.
— Increase overall partner satisfaction with the feedback management process.
— Improve visibility of new and unanswered messages.
— Reduce response time per review.
— Increase overall partner satisfaction with the feedback management process.
Result
Benefits
Conclusion
Through deep research, close collaboration with partners, and iterative prototyping, we delivered a design that addressed both user and business needs. The new reviews and questions section made guest communication more efficient and transparent, directly supporting service quality and reputation management.
— Simplified user flow for handling reviews and questions.
— Reduced average time to reply (target: –25%).
— Increased user satisfaction in qualitative feedback sessions.
— Enabled scalability for future automation (e.g., smart replies or filters).
— Reduced average time to reply (target: –25%).
— Increased user satisfaction in qualitative feedback sessions.
— Enabled scalability for future automation (e.g., smart replies or filters).
The new design streamlined access to guest feedback, minimized navigation steps, and clarified message status. Final usability sessions showed increased clarity and reduced cognitive load.
