UX Shark Tank: An attempt to increase revenue and AOVs for Skyscanner with Package Deals
A 48hrs Product Design Challenge
Join me on an exciting case story of a 48-hour Product Design Challenge where I tackle unique challenges for the popular travel booking app, Skyscanner.
To provide a quick summary, this case study is divided into two sections which are indexed for easy navigation.
If you’re short on time, Consider going with the presentation. It offers a brief summary of the case study in under 5 minutes 😄
Prologue
Learn how I strategized to enhance the product, amplify business performance, and execute solutions that will bring a substantial impact on the user experience. Join me as I narrate my real-life experience into an intriguing story, making it captivating to read and easy to understand.
Table of Contents:-
- The Curtain rises: Introduction to the challenge
- The Challenge Begins
- Simon’s Eureka Moment : Quick Summary
- Introducing Skyscanner
- How I achieved Problem Statement?
- Core Idea of the feature
- Target Audience
- Impact on Business metrics
- Original Booking flow v/s Final Booking flow
- Comparison of Final Design with Original
8. Aftermath
The Curtain rises
Once upon a time, in a small virtual Discord town, a 48-hour Product Design challenge was announced to discover the most talented individuals. The contest was open to all aspiring UX Designers, and as soon as the announcement was made the town was buzzing with excitement. All UX Designers started strengthening and toning their design muscles, practicing tirelessly to prepare for it.
On the day of the contest, the community was packed with people eager to see the show. The stage was set, and the lights were dimmed as the emcee, a local radio DJ, took to the microphone to introduce the first act.
“Ladies and Gentlemen! Welcome to UX Shark Tank, I’m your host with most, Are you excited for the 48hrs Product Design Challenge?” announced the Host while holding the mic
“Yesss!!,” The crowd went electric, with a sense of anticipation and excitement in the air. The audience was attentive, cheering and non-stop clapping throughout the show. The energy of the crowd was high, and it was clear that everyone was having a great time.
“That’s what I’m talking about!” said the Host.
“Without much further ado, let’s welcome to the stage our esteemed judge for tonight’s challenge. He’s a renowned mentor and leader in the field of UX Design, respected and admired by all of our participants. Please give a warm round of applause for UX Anudeep,” said the Host.
The crowd erupted in applause as the judge walked out off the stage. He was dressed in a sleek suit and carried himself with an aura of confidence and authority. He smiled and waved to the crowd as he made his way to the judge’s table.
With the judge in place, the emcee declared the challenge is officially open and let Anudeep take it forward.
As he took his seat, Anudeep continued, “This challenge is designed to test the skills and creativity of UX Designers. You have 48 hours to come up with an MVP (Minimum viable product) that will improve the user experience for the existing design. I will be here to guide you and provide feedback throughout the process. Remember that this is an opportunity to showcase your design thinking ability and to learn from one another,”
The crowd was visibly impressed and excited, and many of the participants could be seen nodding in agreement as the mentor spoke. The mentor scanned the crowd with a kind and confident gaze, his presence alone made the participants more motivated to do their best.
Simon was one of the participants in the challenge. He seemed timid and nervous, he felt like an underdog among other participants. Unlike many of the other participants, he didn’t have a lot of experience in UX Design and felt like he was not fully prepared for the challenge.
“I’m not sure if I can do this, I feel so out of my depth here. But I can’t give up now, I have to try at least,” whispered Simon under his breath not letting his nerves get the best of him.
The crowd settled but they were all ears and were eager to know what happens next.
“Welcome everyone to this exciting 48-hour Product Design Challenge. All the participants will be divided into teams and each team will be given a Product or App to work on for the challenge,” said Anudeep
“Each team will be given a list of features for the given product and you have to decide which feature you are going to work on. Your task is to come up with a solution that will not only solve the problem for the users but also positively impact potential business metrics for the product,” he further added.
“No team member will have the same feature. If your chosen feature is conflicting, you will have to settle it with a fight,” said Anudeep.
“Wooaahhh!,” the crowd exclaimed. The participants were baffled by Anudeep's mentions of a fight. They were not prepared for such a surprise.
“Yes, a fight. You have to fight for your feature, not with your muscles but with your reasons,” said Anudeep.
“You have to provide reasons why you chose to work on that problem statement, and your team will decide who is a better fit,” said Anudeep.
The crowd giggled and the tension among the participants alleviated.
“Any questions,” asked Anudeep to the participants.
“Yes,” asked the participant raising her hand.
“Normally we are given a problem statement with all the objectives, context, etc. Are we expected to do that in this limited time frame?” She queried
“Good question, here comes an interesting part. You are going to use ChatGPT for that purpose,” said Anudeep.
Anudeep dropped the bombshell that left participants baffled. They looked at each other in confusion and surprise. Many of them had heard of ChatGPT, but they had never used it before and were unsure of how it would work.
“ChatGPT is a powerful language AI model. It can assist you in generating Problem Statement Briefs which are clear, concise, and relevant to the challenge,” added Anudeep as he drinks a sip of water from the bottle.
“While it is useful, you should not rely solely on ChatGPT. It is important to thoroughly explore the product and the industry, to understand the context, to clearly define the problem statement, and to grasp how the company plans to impact both users and their own business,” he further added
“It’s important to remember that ChatGPT is a tool to help you, but the final solution must be your own creation,” said Anudeep looking at the participants and admiring their curious faces.
The Challenge begins
The clock was set and the teams were assembled. Simon was part of a team that was assigned to work on the popular travel app, Skyscanner. As they began to pick their problem statements and brainstorm ideas for how to improve the user experience, Simon immediately knew he wanted to focus on the Feature of upselling packages.
Simon began to research more about the problem and started browsing through the app. He discovered that Skyscanner's current flow does not allow users to easily add additional travel components to their hotel bookings such as local activities or travel insurance. He went looking if the competitors are offering this feature to the users. He began creating a brief and started researching and writing assumptions to take beforehand.
With this information, Simon came up with a solution to improve the feature of upselling packages, working tirelessly on the solution, from building wireframes to high-fidelity prototypes to testing his design solution with users.
The rooms were filled with the sound of frantic typing and murmurs of last-minute discussions. The tension was palpable as the participants prepared for their final showdown.
Simon was feeling a mix of nerves and excitement as he practiced his pitch. He knew that this was his chance to show off the solution that he had worked so hard on.
“Welcome everyone, to the final presentation of this 48-hour Product Design Challenge. Thank you all for being patient,” said the Host
“I want to take a moment to congratulate all of our participants on their hard work and dedication. But the challenge is not over yet,” he further added
People were visibly confused and excited, and many participants could be seen nodding in agreement. The judge scanned the audience and said,“ Participants, now we start the final showdown. Each team member will present their final solution. I will judge it and ask questions about findings and how you arrived at your final solution”
The room was filled with a sense of nervous energy as the participants waited for their turn to present. Despite being confident in their solution, they couldn’t shake off the feeling of nervousness. They knew that the mentor, Anudeep, was known to be strict and critical of his judgement, and they didn’t want to disappoint him.
“The stage is ready for the show. Lights, camera, action,” the Host gestured with the mic asking to introduce the first presentation.
Simon’s Eureka Moment
One by one, the teams stepped up to the front of the room to present their work. Simon’s team was the first to present. Simon could feel his palms getting sweaty and his heart pounding. His teammates were also visibly nervous, fidgeting and shifting in their seats. They exchanged worried glances, trying to reassure each other that they had given their best in the past 48 hrs.
“First team to present has worked on a popular travel search engine app called Skyscanner,” said the host welcoming the team to present their solution.
The team acquired the stage and waited for Anudeep to give them a heads-up to begin. Simon is the first in line to present his solution, he could feel the dryness in his throat, even after gulping down almost a litre of water.
“You guys can have the stage to yourself. First, give me the context,” said Anudeep.
As Simon was first in line, he began.
Introducing Skyscanner: A brief summary of the product
Skyscanner is a travel search engine and travel agency that allows users to compare prices on flights, hotels, and car rentals. The platform currently allows users to book travel options for their trips.
“I’m familiar with the product. Skyscanner is a well-established company, with over 100 million users per month. How did you identify a problem in such a mature company?” said Anudeep.
Problem statement
“Well, Skyscanner’s current hotel booking flow does not allow users to add additional travel components to their bookings, such as local activities, travel insurance, guided tours, etc. As a result, users may have difficulty planning and booking their trips, and may not be aware of the cost savings and added value that can be obtained bundling these components with their hotel bookings,” explained Simon.
“So, what is your proposed solution to this problem?” asked Anudeep
Core Idea of the feature
“I introduced a feature to offer users the option to purchase bundled package deals for hotels and additional services such as car rentals or attraction tickets, or local activities at a discounted price while they book a hotel. These package deals would be offered to users when they are searching for and booking hotels on the Skyscanner platform,”
Simon suspected a worry on Anudeep's face. As he was explaining the problem statement.
“Let me ask you a straightforward question. What makes you think users need this feature?” asked Anudeep with frowny eyes.
Simon was a bit surprised by the question, he was well prepared, but the open response from Anudeep got him startled.
“To understand how it is going to impact users, I needed to know who my target audience is?” said Simon explaining himself
Target Audience
Skyscanner users can be from all age groups and who are planning trips, it can be individuals, business travellers, those who are planning group or family vacations and are looking for a convenient and cost effective way to book their hotel accommodations.
“That is basically everyone? Isn’t it? I want to know how this feature is going to help them?” asked Anudeep.
“For that, let’s take a trip a couple of months back. I went to Goa on a family trip. Being a Skyscanner user, it was super easy to compare flights and I booked the best deal for my family,” said Simon
“We checked into the hotel and as soon as we got there, we realized that the hotel was basically in the middle of nowhere. As it was our first time visiting Goa we practically knew nothing about the city. So, we did the first thing that everyone would do in this situation, we Googled: What kind of activities to do in Goa, What are the best beaches in Goa? What are the best tourist attractions? etc.,” he continued further
“We were there for seven days, out of which five days we were in the resort itself, with no clue of what to do. For a couple of days, we went to beaches we found on Google and visited some tourist attractions, we were not able to do any activities because sometimes the tickets were sold out, or activities just didn’t seem fun enough,”
“Plus, we had found ourselves a tour guide, which was another pain in the ass. Because my Indian Dad doesn’t easily seem to trust anyone. During the whole trip, most of our days were spent planning what to do for the day. After a couple of days, we just gave up and ended up staying in the swimming pool,”
“When I picked this problem statement, my initial thought was to help users like me, to book such simple travel components as packages with their hotel bookings. It can range up to anything from travel insurance to guided tours,” said Simon with confidence in his eyes, it felt like he had a Eureka moment.
“I understand that things may seem positive for users, however, we must also consider the business aspect of it. Can you explain to me how this aligns with the company’s goals?” asked Anudeep.
“Certainly. I consider some possible way of how it helps the business,” said Simon
Impact on Business Metrics
The addition of hotel package deals within the hotel booking flow is expected to increase revenue for Skyscanner by encouraging users to book additional services through the platform, rather than booking separately. Additionally, by offering discounted prices for bundled package deals, Skyscanner may be able to attract new users to the platform.
The feature would also increase customer satisfaction and retention. I also hope to increase the booking volume and average order value to the business as users will have a convenient and cost-effective option to book their travel.
Original Hotel Booking Flow
#1: Original flow
Users pick destination -> Users pick hotel & Reserve a room-> Users review their booking -> Payment -> Booking Confirmed
The way Skyscanner originally handles hotel bookings is that it doesn’t provide options to users to purchase an additional package.
- As a result, users are not presented with additional options that can enhance their overall travel experience.
- This lack of upselling may be negatively impacting Skyscanner’s revenue and customer satisfaction.
Final Revamped Hotel Booking Flow
#2 Revamped Flow:
Users pick destination -> Users pick Hotel & Reserve a room -> Users select a package to review -> Users add package -> Users review their booking -> Payment -> Booking Confirmed
- By addressing this issue, Skyscanner could potentially increase its revenue and improve customer loyalty and give a more personalized experience to its users.
- By adding package options, Skyscanner could also increase the average order value and conversion rate.
Original screen v/s Final Screen
I’ve removed the checkout form which had Guest info and Booking Contact and instead I added a package carousel for users.
- Included a subtitle to provide users with more information on the benefits of packages.
- Users have the ability to learn more about packages by clicking on the “See More” button from the package carousel. I have highlighted the button with a contrasting colour to grab the user’s attention.
- I have altered the background colour of the bottom price bar to make it easier to distinguish between the package carousel and the pricing. I have made the “Next” button outlined to guide users in making an informed decision while moving to the next page.
Following Screens in the flow
- I have created an additional screen (Package Details Page) which appears after the user clicks on the “See More” button from the previous page.
- This screen gives the user the opportunity to learn more about the package details, such as the package features, benefits, and pricing.
- Users are able to easily select packages that they are interested in and add them to their booking. The “add” button is prominently displayed and is designed to catch the user’s attention. This makes it easy for users to add packages to their booking without any confusion. Once the user has added the packages, they can proceed to the checkout page (Screen 2), where they can complete the booking process.
- For now, users can only select one package. This is a limitation of the current flow, but it is something that could potentially be improved in the future.
- During the checkout process (Screen 2), an additional card appears, displaying the packages that the user has selected. I’ve included a ‘Remove’ button to give users the flexibility to make changes to their selection.
This new flow enables users to have more control over their booking, and the ability to personalize their travel experience by choosing the package that best suits them
The Big Reveal
“Very well explained, Simon. It is important to consider the business side of UX as well. End of the day you are going to work at a Business and your job is to help users and businesses simultaneously,” said Anudeep.
“But I was still not able to understand, how you ended with your final solution?” asked Anudeep
“For that, I need to explain all my thought processes and analyses, end to end,” said Simon.
“I’m curious, you have the stage and the audience to yourself go ahead,” said Anudeep.
“Very well then. I knew time was a constraint here, so I used ChatGPT to help me guide my research a little,” said Simon
“After doing back and forth with ChatGPT, I ended up having a good amount of data to proceed with. The downside of using ChatGPT is that my thoughts tend to anchor toward what the AI replies. I was having a hard time thinking of my thoughts. So I sat down and tried to analyze all the data,” said Simon
“First of first, I went and did some competitive research and to find out some more insights,” said Simon
Inspiration derived from Expedia
- Expedia flow follows step by step process
- Allowing users to pick Stay-> Rental Car-> Checkout (They offer travel insurance)
- Order Review (Last Screen) is text heavy and has a proper hierarchy
Inspiration derived from Make my trip
- Options for people travelling solo, it can be used to curate packages based on the number of travellers
- Card Design for the packages, Large and can display more information
- Users have the ability to add activities by each day in the package (can be used to make components editable)
- Card design for activities (Last Screen)
- Checkout card (Screen 2)(edit/change/view/details)
Understanding different use cases/ Assuming certain aspects
Users are willing to pay slightly higher prices for the package deals because they will be able to see the value in the deals.
Users can clearly see if adding these extras individually will cost them more and it will be a more hectic process. Considering time and efforts.
Users can easily navigate through the flow without any second thoughts (Like, Is this package good?, Can I get it cheaper somewhere else?)
Users will appreciate the personalized package for them.
Users will prefer packages which are easily added to their bookings.
Users have ability to edit(add or remove) components from their packages.
#1: Use Cases based on the destination of users
- A user is planning a trip to Las Vegas and wants to book a hotel room for their stay. They use the Skyscanner app to search for available hotels and find a great deal at a popular hotel. As they are going through the booking process, they see an option to add a package deal that includes tickets to a popular show and travel insurance. The user decides to add the package deal to their booking, saving money on both the hotel and the show tickets.
- A user is planning a family vacation to Disney World and has already booked a hotel through Skyscanner. After booking, they see an option to add a package deal that includes tickets to the theme parks and a rental car. The user decides to add the package deal to their booking, saving money on the tickets, rental car and making it easier to plan their trip.
- A user is planning a romantic getaway to Hawaii and has already booked their hotel through Skyscanner. As they are going through the booking process, they see an option to add a package deal that includes a couples massage and a sunset cruise. The user decides to add the package deal to their booking, saving money on the massage and cruise and adding a touch of luxury to their trip.
- A user is planning a trip to the rainforests of Costa Rica and has already booked their hotel through Skyscanner. After booking, they see an option to add a package deal that includes a rental car and a discount on a local adventure tour. The user decides to add the package deal to their booking, saving money on the rental car, tour and making it easier to plan their trip.
Use cases based user’s destination without including activities
- A user is planning a business trip to New York City and has already booked a hotel through Skyscanner. After booking, they see an option to add a package deal that includes travel insurance and a rental car. The user decides to add the package deal to their booking, saving money on the insurance and rental car and making it easier to plan their trip.
#2: Use cases despite of user’s destination
- Adventure Package: This package deal could include components such as rental cars, adventure tours, and travel insurance, and would be ideal for users who are looking for an active and exciting vacation.
- Cultural Package: This package deal could include components such as guided tours, museum passes, and cooking classes, and would be ideal for users who are interested in learning about the local culture and history of their destination.
- Relaxation Package: This package deal could include components such as spa treatments, beach rentals, and yoga classes, and would be ideal for users who are looking for a relaxing and rejuvenating vacation.
- Foodie Package: This package deal could include components such as food tours, cooking classes, and restaurant gift certificates, and would be ideal for users who are interested in trying local cuisine and learning about the food culture of their destination.
- Family Package: This package deal could include components such as theme park tickets, rental cars, and family-friendly activities, and would be ideal for users who are travelling with children and looking for fun and affordable ways to keep them entertained.
After understanding the current flow and structure of Skyscanner and doing secondary research, I had an idea about how I should proceed with different kinds of flows.
Ideated to have two flows:
Flow 1: Create a flow based on the user’s destination
Opens App -> Select to book Hotels -> Enter Destination -> Selects Hotel -> Picks a room -> Offer Package here -> Selects Relevant Package -> Checkout
Packages to be offered if the user selected:
- Festival/ Seasonal Packages
- Cultural Packages
- Adventure Packages
Flow 2: Create a flow despite of user’s destination
Here. the flow would be the same but the packages offered will change.
Opens App -> Select to book Hotels -> Enter Destination -> Selects Hotel -> Picks a room -> Offer Package here -> Selects Relevant Package -> Checkout
Packages to be offered:
- Classic Packages
- Family Packages
- Adventure Packages
- Luxury Packages
After brainstorming and discussing it with my team members, I decided to go with Flow 2
Reasons not go with Flow 1 (Packages based on user’s destination)
- Curating packages based on user destination requires a lot of data i.e effective collaboration from local hotels and vendors, user search history and preferences.Moreover, the package deals have to offer different price points to cater to different budgets and travel styles.
“After finalizing my flow, my next step was to start building my ideas,” said Simon
Paper Wireframes
Slap on the face
Simon stood at the front of the presentation screen gasping his breath, after all the explanation he did. Anudeep sat up in his seat and leaned forward, his eyes fixed on Simon’s presentation and the unveiled solution.
“Your extensive research led you to those designs, I can’t help myself but ask, this isn’t your final design or is it?” asked Anudeep
“You are right Anudeep, this is not my final design. After finishing my initial designs, I had to test it with real users. But I got beaten up,” said Simon.
The audience murmured.
“Are you serious, what happened?,” asked Anudeep feeling a little tense
“My designs failed at usability testing. None of the users I tested with were successfully able to add packages to the checkout,” said Simon.
“Looks like your usability testing was about as successful as a one-legged man in an ass-kicking contest,” said Anudeep.
The audience erupted in laughter. The joke had broken the tension, and people were now more relaxed after getting overwhelmed by a lot of information.
“I guess, it didn’t land a single kick,” said Simon trying to lighten the mood and ease the disappointment of the poor results.
“What exactly happened during the testing?,” asked Anudeep.
“After designing my ideas, I recruited three volunteer participants to test my ideas,” Simon started explaining
Usability tasks are given to the users:
Before beginning my usability testing, I started building rapport between me and the volunteers and thanked them for their time. After building a good rapport I went on to explain to them the objective of the testing.
I instructed each user to carefully examine each screen and provide verbal feedback on their understanding and perceptions of the information presented on the screen. This allowed me to gain insight into how the users were interpreting and processing the information, and whether or not the information was effectively being conveyed.
My Goals
1. To find if users understand the package carousel on the screen and were able to understand the information presented on each package.
2. To find if users proceed to add the package to their checkout or just skip to the checkout without clicking on the package.
After testing my designs with three participants, I received very valuable insights into why the design was not working.
Feedbacks/ Insights received after testing
1. Screen 1: Two users had difficulty distinguishing between the Trip Advisor Ratings and the Hotel Star Ratings. They were unable to identify that the hotel star ratings were based on the hotel’s amenities and services, while the Trip Advisor ratings were based on user reviews.
2. Screen 1: Two users questioned about “Our mobile-only price” discount chip.
3. Screen 2: Two users were not sure why the Location element is present and confused it with the ratings of hotel, did not understand why the location has 4.5/5 next to it.
4. For Screen 2: “Book on Skyscanner” text at the bottom. All three users were confused the text with the button and were not able to realize that they need to scroll and select the room to move further
1. For Screen 3: User 1 & User 2 considered Rental Car + Travel insurance as a key component on Package Card. They were unable to understand that they need to click on “Add” button to Add packages
2. For Screen 3: User 1 & User 3 clicked on the “Next” button and expected that it will automatically add the package to the final booking. They both went to checkout screen expected to see the package.
3. Screen 5: User 1 thought that the Screen 5 and Screen 4 are the same screens. (Difference: Screen 4 is checkout screen without package added)
4. Screen 3: User 1 thought the package card will magnify to view details of the packages and from there he can add the package and go to the checkout screen.
5. Screen 5: Remove button was not visible to User 1.
6. Screen 3: User 2 was confused about Pay now icon.
7. Screen 3: User 2 thought the price on the hotel booking page is a credit added to the user.
8. Screen 3: User 2 wants to know more about packages before selecting them. He also mentions for new travellers or first time users they need more informaton about packages before adding them.
9. Screen 5: User 2 said he does not use travel insurance and wants the ability to remove it.
10. Screen 3: User 2 clicked on the Next button without adding packages and was not able to realize that it has a horizontal swipe.
11. Screen 5: User 2 & User 3 at checkout wanted to change/add more packages at checkout.
12. Screen 3: Users 2 & 3 were confused about the “View details” text & Icon and asked why there’s lot of spacing between them
13. Screen 3: All three users clicked on “Next” button without adding a package.
Putting the Puzzle Together
Anudeep was listening very intently and the audience was hanging on every word. It was a crucial part of the process and Simon struggled at it.
“At this point, I was disappointed in myself for the failure. But I knew it was part of the process not the end of it,” said Simon gazing at the audience.
“I can see that you have put in a lot of effort in this. Can you explain more about the problems and what steps did you take to address this issue?” asked Anudeep.
“Sure. I found that users had difficulty understanding the information presented in the packages section,” Simon started explaining
“I analyzed my feedback and found out which business metrics were affected,” he further continued
Which Business metrics were affected?
1. Average order value: Confused about proceeding further and did not order packages
2. Drop offs rate: Funnel optimization is required and cohesive flow between Screen 2 -> Screen 3
3. Conversion rate: User were not adding packages to their bookings.
“And then I further sorted them out in pain points,” said Simon
Pain points which are affecting the business metrics
1. Users were getting confused “Book on Skyscanner” text as a button which and after tapping they are led to different screen which led to more confusion.
2. Users need more information about the package before proceeding to the next screen.
3. Users were confused by Add button with Next and thought the package was already added.
4. Users did not horizontally swipe to see more packages.
5. Users want packages curated for solo travellers as well.
6. Users need the ability to change packages at the end of checkout.
7. Users were confused and had difficulty differentiating between Room Booking and Package Card at Checkout screen.
“By using this method, I was able to identify which feedback was relevant and crucial to the success of my final design. I carefully considered and evaluated each piece of feedback, determining which issues needed to be addressed in order to improve the overall design,” said Simon
“Once I had identified the necessary changes, I began writing down specific solutions that needed to be implemented in order to address these issues. This helped me to have a clear plan of action for my final design,” he continued
Solutions implemented
1. Replace the screenshot for Screen 2 and remove the tap anywhere interaction & implement new interaction on specific elements on the screen. (Simply this sentence)
2. Create a new screen which displays information about all packages so users can make an informed decision.
3. Revise packages names.
4. Add a Change button to the end of checkout for users to add more or change packages.
5. Provide a different background for the package card at the checkout to clearly differentiated between Room Booking and Package.
“As you recall, time was a limitation, so I decided not to execute Solution #4 as it would have required more time and resources,” said Simmon
Rising to the occasion
As the presentation continued, the audience and fellow participants floated across waves of mixed emotions of excitement and curiosity and were a little inundated by the amount of information they took in.
“It’s important to make decisions like that, it’s better to focus on a few key areas and improve rather than trying to do too much and not being able to deliver,” said Anudeep.
“Yes, I wanted to focus more on making the package deals page user-friendly as it was directly hampering the business,” said Simon.
“Is there something you would have done if you had more time,” asked Anudeep.
“Yes, If I had more time and limited constraints,” said Simon
Future scopes:
- I would have implemented my Solution#4: At checkout, users can add more or change their packages.
- I would make an additional screen where users can edit and customize their package components like travel insurance, rental, etc.
- I would conduct user interviews and empathize with them to gain more knowledge about the packages and components they actually need during their travel.
- I would have done additional user testing to gather more insights into my final designs.
“What did you learn from all of these?” asked Anudeep
Key learnings
- I learned the importance of understanding the industry and its problems thoroughly in order to design a solution that will impact the user and business.
- The ability to get-up and move forward despite of taking hard punches when your design fails and improvise to make better mistakes next time.
- I learned how to prioritize and make critical decisions when time constraints are present.
Aftermath
The audience was impressed by Simon’s presentation and they broke into a round of applause. Simon felt a sense of pride and accomplishment wash over him as he looked out at the sea of faces.
“Simon, you have shown great initiative and resourcefulness in this challenge. You’ve identified a problem and come up with a solution that could have a real impact on the business. You have also shown that you have the ability to think outside the box and that you are not afraid to take risks. Keep up the good work,” said Anudeep.
Our journey has reached its conclusion. I appreciate you taking the time to read through my case story and I hope it was enjoyable for you. If you liked it, please consider leaving a clap and feedback in the comments section, I’d love to hear your thoughts.
Connect with me on LinkedIn
Email- simonpawar4@gmail.com
