A tourist company wanted to increase sales and streamline the booking process.
I researched the booking process to figure out what customers experienced today while purchasing tickets and how well their expectations were met and how the company's behind-the-scenes booking process affected efficiency and customer experience. The client gained a comprehensive understanding of both internal and external needs, helping them to choose the right platform for their new booking system.
I deliverd a customer journey that spotlighted both pain points and improvement opportunities with their booking process. The roadmap featured a comprehensive Effect Map, establishing measurable goals and KPIs tailored to the needs of crucial target groups and business goals. Also, despite my strong recommendation for an agile development approach, the client insisted on a requirements document for an upcoming procurement process.
I designed a research process that would capture frontstage and backstage perspectives of booking a tickets to the destination. This approach served as the bedrock for making informed, user-centric strategic decisions for the future.
I designed and facilitated three workshops that led to the clients new strategy in the form of a Effect Map. This method ensured a seamless alignment between user needs and business goals, directly informing the requirements for their upcoming booking system - without pre-defining or limiting the solution.
The final delivery of the strategic roadmap included: the Customer Journey, Effect Map, and a Requirements document for a new Booking System (as requested by the client, to proceed with a procurement process).
I aligned research efforts with the client's budget and timeframe, delivering results in an engaging and easily digestible format.
My aim was to gather insights into the target audience's experience with the current booking system and understand their needs and motivations related to travel.
Participants were selected through an online form and offered incentives for their involvement, optimizing my budgeted hours for usability testing.
The research included 5 user tests and interviews with new customers, three interviews with the tourist company's club members, a team interview, and two individual "show and tell" sessions with staff members.
I combined user needs and business goals through a series of workshops, using the method Effect mapping.
A sersies of 3 workshops resulted in a new strategy, including goals and KPIs. The method I used is based on “Effect managing IT” (Ingrid Ottersten, Mijo Balic) and is called Effect mapping.
The entire Effect map was presented visually on a single page. Additionally, I crafted a user-friendly document that breaks down the needs of each identified user group from the client's workshop. This document served as the basis for the Requirements document, ensuring cohesive and interconnected content.
The client would use a procurement process to choose their partner for the development of the new booking system. Consequently, they requested the presentation of the results in the form of a requirements document.
The requirements were shaped by the findings from two aspects: 1) the customer journey in online booking, and 2) the effect map.
As the client hadn't established a backlog in a system like Azure DevOps yet, I facilitated easier requirement management during the procurement process by providing an Excel file instead. Additionally, I supplied a manual detailing the User story format and its application in the development process.
