Product Roadmap Case Study
Discover Hotels for Your Next Trip
Creator: Sukriti Srivastava
To portray a hotel in a positive light, and connect with a target audience in a way that makes them more likely to become a paying customer.
Business Objective
In Google Ads scenario, there are different parties involved
Further Assumption about product life cycle:
Adoption / Engagement / Retention/ Monetization
For now we will focus on engagement and adoption.
During the research, I identified many different scenarios
User Personas
Alice
Backpacker
Age :18-25
Focus: Price and Location
Usually Looking for: Hostel/ Guest House/ B&B
Type of Traveller: Frequent & Occasional travelers
Barbara & Shaun
Holiday Couple
Age :25-35
Focus: Balance quality and Price
Usually Looking for: Hotel/B&B
Type of Traveller: Occasional travelers
Zoe with Family
Family
Age :35-50
Focus: Facility and Quality
Usually Looking for: Hotel /Apartment
Type of Traveller: Occasional travelers
Nesail
Businessman
Age: 25-60
Focus: Price and Location
Usually Looking for: Hotel
Type of Traveller: Occasional travelers
Going further through the research, I identified four personas which have different needs and different goals. This data will be useful to improve the user experience for each one.
User Journey and Empathy Map
Open Website
Explore options
Search specific item
Check Availability
Price comparison
Visit Website
Book your Stay
Anxious
Confused
Excited
Disappoint
Impressed
Disappoint
Satisfied
Impressed
Cheated
Impressed
Disappoint
Anxious
Relaxed
User journey of prioritised User Persona
Pain points for prioritised user persona
Based on assumptions and research, I’ve categorized complaints into four categories:
The most relevant is, without a doubt, booking cancellations. Reasons for cancellation:
Unmarried Couple Restriction
Safety Concerns
Messed up online and offline booking
Price Parity
1
2
3
5
Unable to sort on hotels details page
4
Showing Unmarried Couple allowance Badge
Safety Badge: Want to know more about safety of an area
Strict booking verification norms
Solution for prioritized pain points
Sorting option on hotel detail page
Sorting Photos by User and
by Property
Customized Hotel recommendation
Increase number of vendor partners
Rewards/ discount coupons
Prioritization
Suggestions | Reach | Impact | Confidence | Effort | RICE Score |
Safety Badge: Want to know more about safety of an area | 3 | 3 | 1 | 1 | 9 |
Strict booking verification norms | 3 | 3 | 0.8 | 2 | 3.6 |
Increase number of vendor partners | 5 | 3 | 1 | 4 | 3.2 |
Showing Unmarried Couple allowance Badge | 2 | 2 | 0.8 | 1 | 3.2 |
Customized Hotel recommendation | 5 | 3 | 1 | 5 | 3 |
Sorting option on hotel detail page | 3 | 2 | 0.8 | 3 | 1.6 |
Rewards/ discount coupons | 2 | 2 | 0.5 | 2 | 1 |
Sorting Photos by User and by Property | 3 | 2 | 0.8 | 12 | 0.4 |
After choosing the problems we are solving which would help us in making efficient and significant impact on the business impact with the provided constraints, I will be sharing wireframes and iterations.
I built a prototype which shows the entire user journey, featuring each one of the mockups.
Search: Categorised into Hostel, Hotels and Guest House
Home screen
I made changes to the Home page to improve usability:
The property’s main USP are shown to the user from the first instance: safety and couple friendly Badge
Listing page
I’d also like to highlight a minor feature, in which the user can filter them by rating or price to sort various service provider for that hotel
Having filter to view images uploaded by end user will give sense of security and relaxation to Visitor.
Roadmap
Metrics to measure success of solution alined to business objective/goal
Thank You