2. Problems faced by users include
• Non-functional hotels
• No response from hotel in
booking
confirmation/location assist.
• Unavailability of rooms
• Bookings getting cancelled
Problem
Users are not able to
check-in due to a lack of
communication between
users and Oyo hotels
RCA
-Three parties involved in the process
are the Customer, Hotel owner and
Oyo.
-Oyo hotels(~partners) do not follow
Oyo’s code of conduct
Metrics affected
• Increased cancelation
• Increase in low rated playstore
• Increase churn rate
• Increase support calls
• Increase refund initiations
What Users say ? (Survey 32) , (100 + playstore reviews)
User Pain Points
- Stranded at last minute due to no
active updates from hotel/inability
to find a hotel.
- Oyo’s current user flow doesn’t
convey details about rooms, check-
in process, hotel confirmation.
3. Segmenting users who face
this problem
Why should this problem be solved
now
Business value created by solving
this problem
Oyo currently list 23,000 are in India.(as
of June 2019)
Assuming 20% hotels are higher rated
hotels where deliver on all user
expectations
• Location
• Easy Check in
• Rooms and service
Thus, rest 80% Indian hotels (18,400)
would lack in one or more aspects of the
hospitality services mentioned above
Weighing that rooms and services would
account for highest % of concerns.
{(30/100)*(20/100 *23000)}/2
Customers visiting 3000 (~13%)
properties/hotels would face problems
with check ins.
Business goals
Continuous in NSM(Total nights
booked) + L1(retention, revenue), may
also translate to lower retention and
higher acquisition cost.
Market analysis
Post COVID-19 pandemic, travel industry
is expected to grow 3.1% CAGR to $8.9
trillion, a poor UX could result in a loss in
market share, and effect Oyo partners as
well.
Environmental changes
During pandemic, travel properties
reduced by 42%. Failure to remove non
functional hotels from Oyo’s
marketplace will lead to decrease in
number of successful transactions and
low NPS
Profit = Revenue – Costs
A decrease in cancellations implies fewer
refunds requests (lower cost associated
with refund processing) will increase net
profitability
NPS (Customer Satisfaction)
An improved NPS score(coming from
solving this problem) will translate into
higher rated playstore reviews, and word
of mouth marketing. Translates to lower
CAC.
Data models
Creation of effective check in process will
deliver new data points of behavioral
aspects of both users and hotel owners.
These can be optimized for
personalization of addons, offers etc.
4. Heading towards a solution
Oyo booking journey map
From Booking to Check-in.
It will involve aspects like
• Booking confirmed by hotel
• Check in confirmed by user
• Hotel confirmation of room
Oyo updates
Hotel and Users share details
through and Oyo delivers these
details in from of updates to ensure
both parties are on the same page.
Prompts in messages could include
• Is my booking confirmed
• What would be my room
number
• Will you allow check in at this
time
• Can you share photos of room
Oyo Messaging
While keeping all parties in
the loop.
While mapping out stages to indicate
completions and or drop offs.
While providing push notification
prompts to users and hotels to
acknowledge current booking status.
While catering to edge cases
While optimizing for customer,
and provide relevant
information before check-in.
Without demanding
excessive inputs from user
and Oyo partner
5. Parameters on choosing the best solution
1. Desirability
• Is there even a need for the solution
2. Viability
• Product Market fit
• Business effects (Profit and loss)
• SWOT analysis
3. Usability
• Effectiveness
• Efficiency
• Ease of Learning
• Completeness
4. Tech Feasibility
• Implementable at scale
Solutions Desirability (10) Viability (10) Usability (10) Tech Feasibility
(10)
Total
Oyo journey
map
10 9 (HO) 9 8 (SM) Winner
Oyo updates 10 7 8 8 (SM)
Oyo Messaging 10 7 7 (LE) 9**
Solutions are being rated on
assumptions + public/non-tailored
data, thus
- Taking desirability as constant
- Highest score awarded is 9
*High opportunity (HO), due to creation of
behavioral data points.
*(LE) Low efficiency, due to increased
number of requests and spam texts.
* (SM) Solution 1 and 2 are similar in
implementing and scaling, hence would have
same score.
** Tech feasibility would be highest due to
vast implementation in other platforms, as
well as Open-source code available +
engineers having implementing knowledge
from previous jobs
6. Oyo acknowledges the
booking and forwards it
to Hotel
Hotel creates a
reservation for the
requested dates
A room is allotted
to the user 24 - 48
hours before
check-in. Details
like room photos
are shared. User is given a
prompt to check-in
virtually 24-2 hours
before check in by
uploading govt ID of
all guests.
Would be completed
after hotel check in
Would be completed
after hotel check out
Booking to check- out
journey map
Solution presented is modular and can
include direct CTA’s/prompts to cover
additional data points including
Finding Location Daily follow up on stay
After a booking is
made by the user,
a journey map is
presented. This
allows users to
track the status of
their booking
User can check this option after
booking.
User would be required to upload govt ID cards of all guests. Once uploaded, all guests would be
virtually checked in by the hotel.
7. System design
Data Impact
-Solution would create newer data points of
conversion between stages.
-Oyo can then start discovering new pain points
and start optimizing for engagement, retention
Value
Propositions
Product Market fit
Customers have a pre-
existent knowledge of
usability and viability of
the proposed solution.
Because Swiggy,
Amazon use a journey
map as part of delivery
communications.
Oyo has behavioral data
of both users and
hotels that can predict
reasons for inaction
In case of inaction ,Oyo
could optimize the UX
for user and hotel
partners. This will help
increase successful
booking transactions
and improve app
engagement
Catering to edge cases,
and investing in check in
process could help in
future growth with
minimal requirement of
human resources
Oyo optimizations
Future Impact
New feature set required:
Read-Write API’s to complete journey map
With launch of OYO 360 ,
banking on tech first
approach, a similar
journey maps could be
made for OYOprenuers
showcasing user journey
to check ins
8. Pitfalls
1. Assumptions.
• Non-functional/Non-responsive hotel partners won’t be able to respond
to customer requests.
o Sending timely updates to the hotel to verify it is operational
• Oyo would display availability of rooms for each property.
o Actively updating room reservations so users find available listings
accordingly
• Oyo owners would take pictures of different rooms and share them with
users
Incentivize Oyo owners by providing higher rank in filtering and sorting
2. Oyo’s product fails to follow up/prompt users and/or hotels to
complete required stages.
o Prompt user and/or hotels by reaching out via:
o App notifications
o WhatsApp
o Pre-recorded calls reminding to update status
o Allow users to update status through WhatsApp/email
Metrics
NSM : % decrease in cancellations
L1
• % increase successful check-ins
• Journey map started -> completed
• Conversion rate stage->stage
• % decrease in refunds initiated
L2
• %increase in NPS (Playstore
reviews)(customers)
• %increase in NPS (hotel owners)
• % decrease in churn rate
• % decrease in support calls/chats
Guardrail metrics
% increase in calls to hotel/support
/cancellations due to dissatisfaction with
allot room
9. Landing page
oymap.dorik.io/
Visits : 72
Desirability % of users who faced this
problem /{(Email signups / Visit)*100}:
86 %
CTA on Button : 22
Email Sign ups: 11
Conversion CTA/Sign ups :
50%
Conversion Visit/CTA :
30.5%
