It's been a few months now since I took the plunge and purchased the new iPhone. No, not the one everyone is obsessing over with the face recognition tech but the other one — the iPhone 8. Since some are on the fence, here's my take.
Sometimes things happen and they are just coincidence and sometimes things happen, especially on the internet, and someone explicitly went out of their way to make that happen. You may find this when you are casually browsing a retail site for a pair of shoes and then, through the magic of something called "retargeting," you keep seeing advertisements for that same pair of shoes. At this point, we all see this coming so it doesn't come as a surprise.
Everyone is tracking us everywhere — and sometimes we willingly let them track us by volunteering information about ourselves (i.e. what we all do on Facebook day in and day out). This is okay as long as everyone's complicit; when the product you are using is free, YOU are the product (the selling of information about you to target selling you stuff, in essence).
What I find far more disturbing is a trend toward dark patterns that I'm seeing in the design of products. I define a dark pattern as a product that takes you somewhere that you as a user don't want to go. It's intentionally leading you to something you may not want — usually the end game is to lead you to something that is profitable for the product but not so great for the consumer.
I don't think I've written here explicitly about Zipcar but, if I did, you'd think it was a paid advertisement. I can't say enough good things about them and I'm a huge advocate for car sharing (though, if someone invented teleporting, I'd have to switch my stance…). I get regular email communications from them and fairly recently, they sent over a discount code for a hotel booking through an iPhone app called "Hotel Tonight."
Perhaps I'm atypical or maybe this is how I fit into the millennial sterotype, but I don't always book hotels. On at least a couple of occasions, I've gone with the AirBnB-type rental in lieu of a hotel and have been very happy. Additionally, when I do book hotels, I don't have a ton of brand affinity. Generally, I try to stay at nicer hotels but tend to find better deals at boutique hotels so I don't necessarily have Hilton points or anything like that I'm trying to rack up.
That said, Anthony and I were planning for a very abbreviated trip to Boston for my birthday and we were in the market for a hotel room. I had briefly looked at the AirBnB market and the pickings were pretty slim. On a whim, I decided to download the Hotel Tonight app. I think what immediately impressed me about this app is how streamlined it was to use. Many apps push you to create an account before you even start using the app. I typically dislike this approach because it's really a cheap way to gain users — you can say you have 1 million users but if most of them signed up once and then didn't continue to use your app later, what value was it to have those folks signed up?
I wanted to use my promo code so, prior to booking, I went to the tab that looks like one for profile information and loaded in all my pertinent information, including the promo code. Once the code is loaded into your account, it will be applied to your reservation at checkout. You don't have to do anything extra to apply it which is nice.
Additionally, another point to note is that you don't have a "hamburger" menu here that hides a whole bunch of options you couldn't figure out how to fit into your app. The options presented make it clear what Hotel Tonight is trying to do: get you to book with their hotel partners AND refer friends to Hotel Tonight to drive their download/membership/engagement numbers higher. Also, the error conditions — when you dont have wireless or cell signal, for example — are really well done.
One of the really neat things about this app is that you can track hotel prices for a given location over a certain period of time in which you want to book and Hotel Tonight will notify you if the prices have gone down. This was actually very helpful to me as I thought I had missed out on a deal but the next day received a notication that the prices were lower and, sure enough, the original hotel I wanted to book was available again.
The absolute best part of this app, however, is the integration with Apple Pay. Paying for your hotel is incredibly easy. After hitting the "Book Now" button on a listing, there is nothing left for you to enter. Because I've already entered all my information, the only thing left to do is pay. From the confirmation screen, I can see the dates I'm signing up for and the full price I'll be charged. Simply authenticating with my thumbprint is the last step and confirms that I am authorized to make this purchase.
In what has lately been a very busy time for me, I've found that apps that make my life easier have truly been vital. Hotel Tonight will definitely fall into that category and I wouldn't hesitate to use it again in the future. Competitors such as Expedia, for example, often do too much or try too hard to sell add ons/gimmicks rather than focusing on the right customer experience to make the act of booking travel less of an ordeal.