eDreams
Prime
Project Overview
eDreams is one of the most famous online booking travel agencies. It is a 360 service for a unique traveling experience. After the hit of pandemic, the company wants to find a way to increase the acquisition, repeat, and renewal of eDreams Prime subscriptions.
My Role
In this project, I was responsible mainly for the benchmark research, UX analysis, and user journey map. The team brainstormed for the final solutions and created the prototypes together.
Challenge
eDreams Prime is a travel subscription service that allows customers to purchase travel-related products at very low prices. As a subscription-model company, the main objectives are acquisition, repeat, and renewal.
The objective of this project is to focus on repeat.
The goal is to deliver “ideas/recommendations” on how to make the customers aware that eDreams has the best prices in the industry because they are Prime.
Design Process
1. Empathize
UX Analysis
Survey
Benchmark Research
2. Define
Hypothesis
Mindset
User Journey
3. Ideate & Create
Proposed Solutions
Prototype
Empathize
User Experience Analysis
To understand what the experiences users have when using eDreams website, first is evaluating the interface design with 10 usability heuristics, and second is creating the user flow.
1. Heuristic Evaluation
Evaluation of eDreams’ user interface was done to identify problems that generate friction in terms of usability.
2. User Flow
Visualizing the steps a user follows to complete a purchase on eDreams, to reflect on how users navigate through the website and find their pain points.
Survey
The survey contained 25 questions which helped to understand :
– user’s travel and booking habits
– user’s thoughts about travel agency
– the awareness of eDreams prime
– eDreams’ competitors
Findings
– Lack of awareness of eDreams Prime.
– Computers are used more than mobiles.
– Easy booking journey is preferred.
– One-stop shop for planning the trip is preferred.
– Tourism is the most common reason for traveling.
Benchmark Research
Starting with analyzing eDreams competitors, other online booking platforms, in order to understand how they approach the same problem.
Also, analyzing platforms that provided similar subscription service, to find out what are the best practices of the market.
Findings
Booking platforms :
– Clear booking process
– Flexible date-price comparison
– Heavy on visuals
– Strong cross-selling
Subscription service :
– Personalization
– Customized content
– Regular promotions
Define
Hypotheses
From the findings of heuristic evaluation, user flow, survey, and benchmark research, there are a few possibilities of why eDreams Prime subscription is experiencing low rates on acquisition, repeat, and renewal.
- People are unaware of eDreams and/or eDreams Prime so they are not subscribing.
- Users realize they can get better service and prices elsewhere, so either they don’t subscribe or they don’t renew after they do.
- The main thing users see when they enter eDreams website is the travel section, that’s why they only book flights.
- Users subscribe once they feel they need the discount, but then forget to repeat because they no longer have the need.
Mindsets
Instead of creating a persona to represent the users, we used the method of mindsets. This helped to target users’ needs more accurately, which lead to developing better solutions.
4 mindsets of eDreams users were created, fell in each quadrant with the values of planning, spontaneous, money, and convenience.
User Journey
User journey map captured the experiences users have with eDreams website from their point of view and needs. Which helped to understand and anticipate the cognitive patterns of the users, moreover to detect their pain points. And from there, it is easier to tackle the opportunities.
Here are some opportunities/ideas for solutions from the user journey mapping:
- A price calendar might be helpful for comparing the prices.
- Giving Prime users free luggage might be a good campaign.
- A “skip all add-ons” button can be added on the check-out page.
- The total price should be shown on every page to be transparent.
- Unnecessary pop-ups can be removed to give a smoother booking experience.
- Connecting with google calendar to mark a reminder.
Ideate & Create
Proposed Solutions
Search Page
1. Personalization filter and luggage toggle
Users can find what suits their needs easily.
2. Showing cheapest first on the search page
Users see the lowest price first, which gives them the impression of “eDreams offers the best price”.
Booking Page
1. Reducing booking process from 16 to 6 steps
Users can have an easier booking process, which means a more pleasant experience with eDreams.
2. Categorizing add-ons in booking process
Users can have a more clear and understandable using journey when booking.
3. Showing total price on all booking steps
To be more transparent on prices so users don’t feel fooled.
Favorite Page
1. Favorites page
Users can save their favorite places for the next trip.
2. Notification toggle on the header
Users can choose to turn on the notification that reminds them when the price is low.
Business Ideas
1. Providing the service of recommendations
Give users recommendations according to their search/purchase history.
2. Providing the service of pre-planned bundles
Make travel planning easier for the comfort-seeker users.
3. Promoting bundles on social media to generate mobile website traffic
Using social media to connect with younger generation.