Matching Users Mental Models to Create Experiences that Translate to Meet Desired Business Goals
GoIbibo wanted to know if the ‘tight on budget’ travelers understand the features they have on the app to ease their needs
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Approach
To gain a comprehensive understanding of user behaviors, mental models, and decision-making processes, we conducted In-Depth Interviews (IDIs). We evaluated concepts designed by the UX team through prototype testing. This dual approach ensured alignment of the product with user needs and expectations while validating its efficacy through direct user interaction.
Impact
UCC decoded the travel needs of the travelers who travel on a tight budget. Their needs, expectations, choices of place of stay that they look at for the various purposes such as: business travel, corporate travel, pilgrimage visit and a family trip. UCC conducted usability testing to understand the app journey of these travelers and to understand the pain points (within app) and expectations of the travelers with respect to the features that were to be tested. This knowledge of the entire behavioral research along with the usability testing results helped GoIbibo clearly understand the changes that needed to be incorporated into the app to match the mental model of this particular travel group.
Client: goibibo
Location:
Tier 1 & 2 cities of India
Duration: 4 Weeks
Type Of Organization:
Online Travel Company
Study Participants: 13
Research Tools
& Methods: Remote In-depth Interviews Contextual Enquiry Usability testing
Languages: Hindi, English
Decoding Key User Segments to Define Product & Business Strategy to Meet their Unique Needs
GoIbibo wanted to study the leisure and business travelers in detail along with the varied behaviors that guide the users to use online platform versus offline platforms for booking their travel.
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Approach
UCC leveraged In-Depth Interviews (IDI) to gain insights into the current usage, behaviors, and expectations of two distinct user segments. We also conducted remote usability tests of the app and evaluated new concepts, ensuring a comprehensive understanding of user interactions and preferences across different scenarios
Impact
UCC decoded the travel needs of the travelers who travel for leisure and travelers who travel for the purpose of their business to understand the requirements of these two travel groups and assess the features that suit each of these travel groups. The change in requirements of the travelers since Covid was also captured. UCC also conducted usability testing to understand the app journey of these travelers and to understand the pain points (within app). A prototype test was also conducted to understand the reaction of these travelers to a new feature in the app. The usability and prototype testing results helped GoIbibo clearly understand the changes that needed to be incorporated into the app and business offerings to match the mental model of this particular travel group.
Client: goibibo
Location:
Tier 1, 2 & 3 cities of India
Duration: 10 Weeks
Type Of Organization:
Online Travel Company
Study Participants: 32
Research Tools
& Methods:
Remote In-depth Interviews Prototype Testing
Languages:
Hindi, English
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