Attempting to improve customer engagement in the BookMyShow adventure feature through socialproof

An Evaluative design Project

In this latest instalment of UXM Community design challenges, our mentor UX Anudeep introduced us to 16-day sprints where teams were given an app to work on, and each team member had to evaluate a specific flow, establish a problem statement, and design a solution.

1. Introduction

BookMyShow is India’s largest online entertainment ticketing platform and offers a one-stop shop for users to discover and book tickets for movies, events, plays, and concerts across the country.

In this case study, we will evaluate the BookMyShow adventure booking flow, which allows users to book adventure activities and experiences.

2. Problem statement

Evaluate the BookMyShow adventure booking flow and redesign the experience to impact customer engagement

3. Market Research

3.1 Understanding the Market :

With increased demand from travellers seeking unique and engaging experiences, the adventure tourism market is booming in the global tourism sector. According to Allied Market Research, the worldwide adventure tourism industry would expand at a CAGR of 13.3% between 2020 and 2027.

3.2 Target Customer :

• Individuals who are passionate about adventure activities
• Individuals who enjoy sports and seek a unique experience
• Individuals who are interested in learning about different cultures
• Individuals seeking relaxation and rejuvenation.

3.3 Competitor Analysis :

4. Product Discovery

4.1 Current Flow :

4.2 Problems Identified :

Problem 1: The search and browse by venue features do not produce accurate results. Users may waste time going through irrelevant content if they obtain erroneous search results. This might result in a terrible user experience and lower user engagement.

Problem 2: The adventure website lacks social proof such as reviews, testimonials, or social media of the adventure, organizers, and so on, they may be sceptical of the app’s quality or worth and may be understandably reluctant to engage or make purchases through it.

Problem 3: Ambiguity in details, such as ticket information, terms and conditions, or other vital information, might impair a user’s ability to make informed decisions about their purchase or experience.

Problem 4: The back button displays a cancellation prompt and returns the user to the adventure page, with no option to go back to the previous page. This persists throughout the payment process. This has a direct effect on the user experience and user engagement.

4.3 Summary of user interviews :

1. Users defined the process of booking an adventure on BookMyShow as simple.
2. Few consumers claimed the price and payment choices were unclear, but no stages in the booking process were consistently daunting or unclear.
3. Some customers wished for additional filtering options to help them select the ideal experience for their requirements.
4. Some users expressed a desire for more information about the guide or instructor leading the adventure.
5. A few people proposed providing more reviews or ratings from past customers to help users make more informed booking decisions.

User Interviews Questionnaire

5. Prioritization:

5.1 Business Goals:

Considering that customer engagement is an essential business goal for BookMyShow’s “Book an Adventure” feature. BookMyShow may improve the feature to attract and retain users by focusing on these set goals and tracking key indicators.

Key Metrics for Customer Engagement:

1. User Activity: This metric tracks user activity, including how frequently people browse the various adventurous activities and experiences, add them to their shopping basket, check out, and leave reviews.
2. Time Spent on the Feature: A high time spent metric may show people are actively using the feature and may even increase the likelihood that they will book an adventure.
3. Return User: A high return user metric might suggest that users were pleased with their first visit and are likely to return.

5.2 Problem Prioritization:

Using the ICE framework, I assigned a score to each of the options based on the following criteria: impact, confidence, and effort.

1. The search functions and the browse by venue features don’t give correct results.

Impact: High — This can lead to a negative experience and decrease user engagement.

Confidence: High — Fixing the search and browse features will have a positive impact on the user experience.

Effort: Medium — This may require some development resources to fix, but it is not a major overhaul of the product.

2. The adventure page doesn’t have social proof like the reviews, testimonials or social media of the adventure, organizers etc.

Impact: High — This can impact the user’s perception of the app’s quality and value, which may lead to decreased engagement and purchases.

Confidence: High — Adding social proof will have a positive impact on the user experience.

Effort: Medium — This may require some design and development resources to implement, but it is not a major overhaul of the product as other flows like movie booking already have a rate and review flow integrated.

3. Ambiguity in details, such as ticket details, terms & conditions, or other important information.

Impact: Medium — This can impact the user’s ability to make informed decisions, but it may not be as significant as other issues.

Confidence: High — Providing clear and concise information will have a positive impact on the user experience.

Effort: Low — This may only require some copywriting and design changes.

4. The back button gives a popup to cancel the booking and will take the user to the adventure page and no option to go to one page back.

Impact: Low — This may be a minor inconvenience for users, but it is not a major issue.

Confidence: Medium — Fixing this problem will have little impact on the user experience.

Effort: Low — This may only require some development resources to fix.

Based on the ICE scores and alignment with the customer needs and business goals, options 1 and 2 have the highest priority, followed by option 3 and then option 4.

Based on its higher ICE score and its potential impact on the user experience and engagement“The adventure page of a doesn’t have social proofs like the reviews, testimonials or social media of the adventure, organizers etc.” should be the highest priority over the other options.

Prioritization chart

6 Ideation

6.1 Solutions identified

1. Customer Reviews: Design a section that shows consumer comments and reviews. This might include displaying different reviews in a carousel slider or showcasing the most relevant and recent reviews.
2. Ratings: Display the adventure’s overall rating based on the average score from customer ratings. This can include the rating along with how many people have voted for it
3. Testimonials: Incorporate a section that features testimonials from satisfied customers, highlighting their experiences and what they loved about the adventure.
4. Social Media Mentions: Incorporate social media feeds or mentions from sites such as Twitter, Instagram, or Facebook to demonstrate the adventure’s popularity and attraction.
5. Awards and Trust Badges: To gain the confidence and trustworthiness of potential customers, emphasize any awards, credentials, and recognitions that the trip has attained.

6.2 Solution prioritization

Applying the Impact vs Effort framework to the solutions identifies, the prioritization is as follows:

1. Customer Reviews — High impact, medium effort

Impact: Positive customer reviews can lead to increased sales and brand credibility.

Effort: Encouraging customers to leave reviews and managing the review

2. Ratings — Medium impact, low effort

Impact: Ratings and scorecards can influence customer purchasing decisions and help to establish credibility.

Effort: Incorporating rating and scorecard features is relatively easy to implement and can be done through third-party platforms.

3. Testimonials — Medium impact, medium effort

Impact: Testimonials can provide social proof and influence customer decision-making.

Effort: Collecting and sharing testimonials is not difficult, but may require

4. Social Media Mentions — Medium impact, medium effort

Impact: Social media mentions may help to build brand awareness, but their impact on sales is subjective.

Effort: Monitoring social media mentions and engaging with customers can be time-consuming, but the implementation is not complex.

5. Awards and Trust Badges — Low impact, medium effort

Impact: While these badges can help establish credibility, their impact on sales is sales are not significant.

Effort: Incorporating these badges into a website or marketing materials is not difficult, but obtaining the badges may require resources.

7. Design

7.1 Wireframes

7.2 Prototype

Added ratings in the adventure listing page to increase trust in the platform, simplify decision-making, and improve the user experience, which can lead to an increase in click-through rates.

Integrated Add your rating & review to encourage customers to leave feedback about their experience. This can help identify areas for improvement and provide an even better customer experience in the future.

Designed Add your rating & review flow in consistency with the Bookmyshow review & rating flow to make the experience more user-friendly, trustworthy, and consistent with the overall brand.

Interactive prototype Figma link

8. Validation

8.1 Summary of Revamped Usability Testing

1. The ratings on the listing page were not prominently visible.
2. The ratings and reviews seem relevant to the adventure activity that I’m interested in and they provide helpful insights into what I can expect from the experience.
3. The process of submitting a rating and review was easy.

8.2 Changes after updated usability testing

9. Future Scope

1. User-generated content from past explorers, such as pictures and videos, can enable potential customers to have a general outlook of what to expect from their experience.
2. Integrating social media platforms like Instagram or Facebook can greatly aid to highlight user-generated content and give social proof.

10. Takeaways

1. Identifying usability issues early on in the design process.
2. Validate design decisions and identify areas for improvement.
3. Importance of iteration and continuous improvement.

Finally, thanks to my mentor, UX Anudeep, and the UXM community for conducting this 16-day Sprint. This sprint allowed me to push my perception and skills to their utmost. The experience was both challenging and rewarding, and I am glad for the opportunity to take part.

Thank you for reading! If you’ve got any feedback, I’d love to hear it. You can follow me here or connect with me on LinkedIn.