Research and validation for a leading travel app
Growing worldwide market share by 27.3% through research and product design efforts.
Growing monthly active users from 401K to 1.5m in 6 months of engagement.
37 critical UX recommendations were identified through rigorous user research methods and studies.
Partnering with Viator, a renowned Tripadvisor company, we orchestrated a series of comprehensive Research Studies to optimise their app's user experience and customer journey. Through a combination of qualitative and quantitative research, including BETA testing, Naturalistic Observation studies, and Usability Studies, we unearthed key customer behaviours, preferences, and pain points. Our meticulous approach to utilising atomic research framework helped us draw actionable insights, facilitating data-driven decision-making, and risk mitigation for future investment.
We concentrated our efforts on improving the customer journey by analysing current app functionalities, from Wishlist to Nearby feature and Product Detail Page (PDP). Our findings provided insightful recommendations for refining the app's UX/UI, such as renaming, adjusting information architecture, and introducing new patterns for a seamless user experience, amongst many others. This in-depth analysis not only tested and validated the proposed app features but also aided in the identification of market-fit solutions and value-added services, ultimately enhancing the conversion rate.
The absence of such strategic research could lead to unverified value propositions, untested user experience, and assumption-based decision-making. By offering a comprehensive understanding of the user's needs and behaviours, we helped Viator to create a user-friendly and intuitive app that resonates with their customer base, reduces churn, and stimulates growth. Our collaboration with Viator represents our commitment to empowering businesses with data-driven decision-making and delivering market-fit solutions.
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