Decoding Target User Segments to Form Product and Business Strategies
MakeMyTrip wanted to identify and understand the barriers that prevent a section of Indian travellers from purchasing travel online.
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Approach
UCC initiated a comprehensive study, commencing with extensive secondary research and progressing to in-depth interviews. Leveraging various qualitative research tools, the objective was to unravel the intricate web of users' current travel behaviors, needs, challenges, and identify the underlying barriers
Impact
UCC decoded the travel triggers, the choices made from the abundant options available, and the cognitive biases of the travellers to get a complete big and exhaustive picture of a traveller’s behaviour. This knowledge of the entire behavioural research helped MakeMyTrip identify the gaps where they could potentially interact with the traveller, create moments of truth and leverage the window of opportunity to close the gaps. The report continues to be a source for reference for all foundational decisions across various teams within the organization.
Client: Make My Trip
Location:
Tier 2 city in India - Jaipur
Duration: 6 Weeks
Type Of Organization:
Online Travel Company
Study Participants: 28
Research Tools
& Methods:
Secondary Research Internal Stakeholder Interviews In-depth Interviews Journey Maps Contextual Enquiry Fly on the Wall
Languages: Hindi, English
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Deciphering Users and Their Decision-Making Strategy to Create Desirable Products
MakeMyTrip wanted to identify and understand the alternate accommodation industry that is currently gaining popularity among travelers of all ages.
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Approach
UCC leveraged In-Depth Interviews (IDIs) to delve into users' current usage patterns and pain points. Complementing this, we incorporated a mix of competitor analysis and prototype testing to gain a comprehensive understanding of the users, their behaviors, and their interactions with existing solutions. This multifaceted approach provided a holistic perspective for insightful conclusions.
Impact
UCC decoded the travel journey and preferences of the alt acco users and helped unravel the pain points of this set of travelers. The in- app travel journey of their preferred app was meticulously captured along with the in-app journey of MMT to understand and capture the reactions of the first time users. Along with the full- funnel usability; UCC had conducted prototype testing to understand which prototype best illustrated the needs of alt acco seekers. The project helped MMT understand which prototype design would best suit the alt acco travelers while getting a sneak peak into their needs and desires. The usability study report give them a detailed page wise understanding of the app along with the recommendations that could help make the app better.
Client: Make My Trip
Location: Tier 1 cities in India
Duration: 9 Weeks
Type Of Organization:
Online Travel Company
Study Participants: 20
Research Tools
& Methods:
Remote In-depth Interviews Competition understanding Prototype testing
Languages:
Hindi, English
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