Client
Role
UX Researcher
Team
Rajpal Singh Bhati(UX Researcher)
Jay Dutta (Manager)
Responsibility
Participant recruitment
Remote moderation
Script creation
Synthesis
Presenting Insights to stakeholders
- Travels to international destination at-least once a year
- Efficient on laptop, and prefer to book & research on laptop
- Finance is not a problem.
- Mix of Indians living in India & Europe./US
- Prefer to use OTAs for travel, stay or Package
Word of mouth
Also Inspired by Activity/monument ex:
- Scuba diving
- Beach holiday
- Hiking
- See autumn colours
- Eiffel tower
- Visa on arrival
Instagram feed
Travel blogs
Starting point
Mostly users had an approximate dates & duration in mind.
Example of an event:
- Long weekend
- Christmas holiday
- Honeymoon
- Summer vacations
Users usually also have a Destination in mind, but are flexible & want to research around it
" More i research better chances of making better decision. "
What are they searching for in blogs/google:
- Things to know (friendly advice)
- Best time to visit.
- How to get there
- Approximate Cost.
- Real pictures & customer Vlog
- Transit from airport
- Things to do/activities
- Possible routes to take (Via google maps)
Analytics from google Trends
What are they searching for in blogs/google:
- Tour package is the most searched keyword
- Honeymoon package/best honeymoon’s search volume are
1/4th of Tour package, - Good volume of people are searching for honeymoon related
topics
Analytics from google Trends
"Website photo are misleading, don't know what to expect”.
“do i have ocean view from pool”
- People also interested in best honeymoon hotels.
- Want to see real photos & customer Vlogs to get a better feel.
- Good volume of people are searching for honeymoon related
topics
Analytics from google Trends
Universal search
Don’t have to enter all the details, open ended search.
Ex:
- Google search
- MMT holidays
- Rome2Rio
- Kiwi
- Wego travel blog
Specific search
Have to specify all details such as from, to, dates, no. of travellers etc.
Ex:
- Booking.com
- MMT flights
- Pickyourtrail
- Agoda
Universal Search: Open ended search
Specific Search: Requires entering details such as from, to, dates etc.
Identified prioritized use cases & Key business needs for the App along with key stakeholders
Conducted focused discussion on these use cases to better understand the technical & business side of the use case.
Key takeaway where transcribed live during the session on Miro for quicker feedback loops & better alignment.
These discussions were the meat of workshops which helped us make consensual, technically feasible & informed decisions.
“Do you know the option to select dates ?” :(
- Don’t come to OTAs to explore & research
- Generally have a date, duration & destination in mind when they arrive at OTA.
- Tend to enter random dates even if dates are not fixed to calculate approx. cost of trip.
Universal Search: User searching for option to put dates
Identified prioritized use cases & Key business needs for the App along with key stakeholders
Conducted focused discussion on these use cases to better understand the technical & business side of the use case.
Key takeaway where transcribed live during the session on Miro for quicker feedback loops & better alignment.
These discussions were the meat of workshops which helped us make consensual, technically feasible & informed decisions.
- Want freedom to curate package according to their taste & preference.
- Customisable itinerary, can make multiple iterations.
- Want to change no. days to stay
Pickyourtrail: Key value proposition 100% customizable
Identified prioritized use cases & Key business needs for the App along with key stakeholders
Conducted focused discussion on these use cases to better understand the technical & business side of the use case.
Key takeaway where transcribed live during the session on Miro for quicker feedback loops & better alignment.
These discussions were the meat of workshops which helped us make consensual, technically feasible & informed decisions.
“Wanted something very personal for me (customer service)”
“Travel agents don’t have all the information”
“That guy is an expert in Maldives” “I learnt a lot from him”
“If i am stuck there is someone to help”
- Can perform faster & informed iterations.
Universal Search: User searching for option to put dates
"Finally choose MMT as PYT
suggested a very expensive Package."--MMT
“Hmm, ok interesting, It’s telling me it will be crowded”--PYT
- Maps was used to find ideal location of stay.
- When users see Map on OTP they intuitively start using it.
- Users using map to find stay near Ex: river, city centre, Eiffel tower, Trekking’s start point etc.
Airbnb Maps: User looking for stay near budapest river
"Tickets on booking is refundable so can make changes later as well”
- MMT Regular customer: used MMT to book flight & Booking for stay.
MMT Regular users: Users tend to go back to their preferred OTA
- Booking offers properties even in the remote areas, coverage is high.
- Slow internet speed is an issue during travel & booking is optimised for slower speeds.
Limited stay option on other platforms such as Airbnb, but booking had multiple options
Got an ad on the Instagram feed
for Honeymoon package in Maldives from pickyourtrail (PYT)
site asks for mobile number for itinerary cost(gave mobile no.)
“he is an expert in Maldives”
- Better synergy key to provide better packages specially with holiday team on ground
- Need to understand needs & preference of different user types with
System map for holiday funnel