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Booking Conversion MMT

Problem Statement​

There are three primary factors that users look at to book a hotel. Price, Location & Quality/Reviews.

As a PM of MakeMyTrip, suggest how you can leverage the information above to increase conversions from search to booking on the platform through a new feature or by improving an existing feature.

1. What feature did you select? Why?

2. What's the version of the feature you will ship first?

3. How would you measure the success of this feature? Or identify why it did not work?

4. Rough wireframes for the suggested feature.

Note: Be data-driven and demonstrate user-empathy and a structured-approach.

User Persona​

Name: Neha and Rohan Kapoor

Demographic Information​

- Age: 30 (both)

- Location: Gurugram, India

- Marital Status: Newly Married

- Occupation: Neha is a Marketing Manager at a tech startup, Rohan is a Software Engineer at a multinational corporation.

- Income Level: Middle to Upper-Middle Class

Background​

Neha and Rohan recently tied the knot and are starting a new chapter in their lives. They both lead busy professional lives and value quality time together. They enjoy exploring new destinations and experiencing different cultures. Travelling is a way for them to bond and create lasting memories.

Travel Behavior​

- They take approximately two trips a year, often around long weekends or during holiday seasons.

- They prefer to plan their trips in advance to secure the best deals and ensure a hassle-free experience.

- Neha is typically in charge of organizing their travels, as she enjoys the research and planning process.

Booking Behavior​

- They currently book flights and accommodation separately, often using different websites for each.

- They have a preference for well-reviewed accommodations, valuing comfort and safety in their stay.

Goals​

- To discover unique travel experiences and create unforgettable memories together.

- To find convenient and reliable platforms for booking flights, hotels, and other travel essentials.

- To get the best value for their travel budget.

Pain Points​

- Time-consuming process of searching and booking flights and accommodations on separate platforms.

- Concerns about the reliability and trustworthiness of some travel booking websites.

- Desire for a seamless and integrated booking experience to simplify their travel planning.

How MakeMyTrip Can Help​

1. Integrated Travel Planning: Provide a one-stop platform for booking flights, hotels, and other travel services, streamlining the planning process for Neha and Rohan.

2. Curated Recommendations: Offer personalized travel suggestions based on their preferences, such as romantic getaways, cultural experiences, and adventure trips.

3. Trust and Reliability: Emphasize the reliability and credibility of MakeMyTrip, ensuring Neha and Rohan feel confident in their bookings.

4. Exclusive Offers: Provide special promotions and deals to reward their loyalty and encourage them to choose MakeMyTrip for their travel needs.

5. Customer Support: Offer responsive and helpful customer service to address any concerns or queries they may have during their booking process or their trip.

By understanding the specific needs and preferences of users like Neha and Rohan, MakeMyTrip can tailor its services to provide a seamless and enjoyable travel booking experience, ultimately fostering customer loyalty and satisfaction.

User Journey​

1. Step: Inspiration and Decision​

  • Neha and Rohan decide to plan a trip to Goa for their next vacation.
  • Neha takes charge of planning and starts researching for suitable accommodations.

2. Step: Initial Search on MakeMyTrip​

  • Neha opens the MakeMyTrip app and clicks on the "Hotels" section.
  • She sets filters for Goa, specifying preferences like budget range, amenities, and location.
  • Neha browses through the options and reviews, looking for a perfect resort that matches their budget.

3. Step: Discovering "Sterling Goa - Varca"​

  • After some exploration, Neha comes across "Sterling Goa - Varca" and is impressed by the amenities and location.
  • She really likes this option, even though it's slightly over their initial budget.

4. Step: Assessing Options for Discounts​

  • Neha, determined to book this resort, starts looking for ways to get a discount of at least 15%.
  • She decides to explore different websites and coupons to see if she can find a better deal.

5. Step: Extensive Research​

  • Over the course of 2-3 days, Neha conducts thorough research on various platforms and coupon websites.
  • She compares prices, reads reviews, and assesses the reliability of different offers.

6. Step: Finding a Coupon on Goibibo​

  • Finally, Neha stumbles upon a coupon on Goibibo that offers a 12% discount on the "Sterling Goa - Varca" resort.
  • While it's not the 15% she initially aimed for, she believes it's a good compromise.

7. Step: Booking on Goibibo​

  • Neha proceeds to Goibibo and applies the coupon code during the booking process.
  • She is pleased to see the discount applied, bringing the resort within their desired budget.
  • She completes the booking, confirming their stay at "Sterling Goa - Varca."

User Reflection​

Neha and Rohan are satisfied with the outcome of their extensive research. They're excited about their upcoming trip to Goa and are looking forward to staying at the "Sterling Goa - Varca" resort. While it took some time and effort, Neha feels accomplished for finding a deal that meets their budget constraints. This experience reinforces their trust in using online platforms for their travel planning.

Pain Point​

Users trust MakeMyTrip (MMT) and frequently utilize its platform for booking various travel services like hotels, flights, buses, and more. However, this trust isn't exclusive to MMT; users are open to switching to other vendors if they offer better prices or services for the same property or service.

The core issue lies in the lack of user commitment to MMT. Users opt for MMT primarily due to its ease of use and occasionally because it provides superior services at competitive prices. However, there isn't a compelling factor within the product that incentivizes users to exclusively use MMT for all their travel bookings, be it flights, buses, hotels, or other related services.

1. Lack of Loyalty:​

While users trust MMT, this trust doesn't necessarily translate into loyalty. They are willing to switch to other vendors if they offer a more attractive deal, potentially resulting in MMT losing out on repeat business.

2. Transactional Relationship​

Users primarily choose MMT for its transactional convenience and competitive offerings. There isn't a deeper level of engagement that fosters a long-term commitment.

3. Price Sensitivity​

Users are price-conscious and seek the best value for their money. If they find a better deal elsewhere, they don't hesitate to switch platforms.

4. No Exclusive Value Proposition​

MMT lacks a unique value proposition that sets it apart from competitors. There isn't a compelling reason for users to choose MMT exclusively for all their travel needs.

5. Missed Cross-Sell Opportunities:​

While users may book one type of service on MMT, there's a missed opportunity to cross-sell other services like flights, buses, or activities due to the lack of a strong value proposition.

6. Limited Brand Loyalty:​

Users might have positive experiences with MMT, but this doesn't necessarily translate into a lasting brand loyalty that ensures they return to MMT for all their travel bookings.

Solution​

Increase user loyalty by offering rewards and setting targets through a structured loyalty program.

Program Tiers​

1. MMTBLACK​

  • Qualification: Spend 25K or more in a year on transportation and hotels.
  • Benefits
    • 10%-15% hotel discounts
    • Free upgrades
    • Free meals and seats on flights
    • Exclusive discounts, vouchers, and coupons
    • MMTBLACK Care

2. MMTDOUBLEBLACK​

  • Qualification:Spend more than 1.5L per year on transportation and hotels.
  • Additional Benefits (in addition to MMTBLACK)
  • Free airport/railway pickup and drop
  • Free hotel credits
  • Complimentary in-flight meals
  • Complimentary meals from partner hotels

3. MMTELITE​

  • Qualification: Spend more than 3.7L per year on transportation and hotels.
  • Additional Benefits (in addition to MMTDOUBLEBLACK):
    • Best price guarantee on the internet
    • Exclusive access to premium experiences

How It Works​

Earning Coins​

  • Users earn coins equivalent to the amount they spend on bookings (1 coin per 1 rupee spent).
  • Coins accumulate throughout the year.

Advancing Tiers​

  • Users reach specific tiers (MMTBLACK, MMTDOUBLEBLACK, MMTELITE) based on the total spending in a year.

Redeeming Rewards​

  • Users can redeem coins for discounts, vouchers, coupons, and exclusive experiences.
  • Rewards can be used for future bookings.

Key Benefits​

1. Motivation for Higher Spending​

Users are motivated to spend more to achieve higher tiers, unlocking greater discounts and privileges.

2. Incentivized Loyalty​

Even if users don't reach the highest tier, they still receive benefits, encouraging continued loyalty.

3. Exclusive Offers:​

Each tier offers a range of exclusive benefits, creating a sense of exclusivity and value.

4. Eliminating Initial Barriers​

Users are encouraged to start with lower tiers and work their way up, removing initial barriers to entry.

5. Long-term Commitment​

The program encourages users to stay committed to MMT, increasing the likelihood of repeat bookings.

Impact and Evaluation​

  • Monitor user engagement with the loyalty program.
  • Track the number of users advancing to higher tiers.
  • Measure the increase in average spending per user.
  • Gather user feedback to fine-tune the program for maximum effectiveness.

By introducing the MMT Rewards Loyalty Program, we aim to not only increase user loyalty but also create a stronger and more long-lasting relationship between users and MakeMyTrip. This program is designed to incentivize higher spending, reward loyalty, and provide users with exclusive benefits, ultimately driving growth and increasing user retention.

Release Version​

Phase 1: Initial Rollout of Reward System and MMTBLACK​

Motivation: Determine if users find value in the Reward System and if MMTBLACK tier encourages increased engagement.

Feature:​

Introduce a coin-based loyalty program where users earn coins for each booking. Introduce MMTBLACK tier for users spending 25K or more.

Metrics:​

- Number of Rewards Redeemed: Track how many users are engaging with the rewards system.

- Number of Page Visits to MMTBLACK Page: Measure user interest and interactions with the MMTBLACK tier.

Phase 2: Introducing MMTDOUBLEBLACK​

Motivation: Encourage users to choose MMT even when prices are relatively higher by offering enhanced benefits through MMTDOUBLEBLACK.

Feature:​

- MMTDOUBLEBLACK Tier: Introduce a new tier for users spending 1.5L or more, offering additional benefits on top of MMTBLACK.

Metrics:​

- Discovery Time and Booking Time: Monitor if users in the MMTDOUBLEBLACK tier spend less time in the discovery phase and make faster bookings.

Phase 3: Introducing MMTELITEBLACK​

Motivation: Assess if the highest tier encourages users to make more bookings on MMT.

Feature:​

- MMTELITEBLACK Tier: Introduce the highest tier for users spending 3.7L or more, providing the most exclusive benefits.

Metrics:​

- Number of Bookings: Track the increase in bookings on MMT, especially from users in the MMTELITEBLACK tier.

Evaluation and Iteration:​

- Continuously monitor the metrics for each phase to assess the impact on user behaviour.

- Collect user feedback to identify areas for improvement or additional features.

- Use insights gained to inform future updates and iterations of the loyalty program.

Metrics​

North Star​

Time Between Hotel Discovery and Hotel Book

Other Metrics​

  • Number of visits in the Copun page
  • Number of visits in the Loyalty Program
  • Number of Copun Redeem
  • Number of Booking

WireFrames​

MMT Wireframe