User research findings for Viator a TripAdvisor company.

1. HF780
Final
Presentation
- Teja Kaipa
Why do travelers take trips?
What triggers travelers to start
researching travel?
How do travelers research
things to do?
Which travel-related tasks on
which device, why?
What variables do the travelers
consider when they
conceptualize a trip?
What and who impact the decision
making and purchase process
when planning for a trip?
What do travelers consider when
booking something in advance vs
booking last-minute? What is
important?

2. Understanding travel engagement and purchase behaviors
Actual Context: Remote
Based on the purpose of the study, It is required to
understand the behavior of the people but has little to
no influence by their surroundings or physical
presence.
Actual Sample
● Who planned & went for a leisure trip in the last 3 years.
● Technologically capable of navigating through a website.
● 18+ aged people in USA
● With over 40K USD income per annum
Actual Dynamic
● Individual or Dyad
● Non-longitudinal
● 1 Researcher/moderator who also takes notes.
Actual Approach
Remote interview

3. I don’t socialize or travel much. I spend most of the time
at home gardening or on electronic devices. But, my
partner who is an architectural engineer loves to be
outdoors, or travel to new places.
When we travel to a new place, I make sure I research
about all the places I can visit around it. I don’t prefer
repeating similar looking places.
I usually prefer blogs for my research as I feel
companies have bias in the information.
Though I love to take my kids to the places that they
like, I believe that even the parents deserve a little fun
time.
I am conscious on my spendings and I choose to plan
my trips well ahead to get the best deals.
Persona 1
The Researcher
Based on P1, P2, P5

4. I like travelling and socializing.
I plan my leisure trips around work trips. So, I had
visited places from over 40 countries.
During my travels, I seek people for information rather
than searching on my phone.
Most people in my circle know my interest in travel and
so, share their travel stories. Listening to others’
stories inspire me to plan new trips.
My kids are my only priority. I do not compromise on
quality.
I am not a planner. So, I take the help of an agent for
work trips.
Persona 2
The Socializer
Based on P3, P4, P5

5. Relax, Take a break
Love Traveling
Like being close to nature
Trying new Food, drinks and local specials
Why do travelers take trips and What triggers travelers to start researching travel?
Missing how much they like travel
Long weekends
Holiday Vacation
Clearing Wishlist
Parties/Celebrations/Ceremonies
When guests come visiting from far off places.
Food
“ It adds a new dimension.
It creates a connection with the place ”

6. ● Planning for Kids
○ Parks nearby
○ Schedule - Kids’ schools or
family schedule
● Stay - Safety & Comfort
○ Bed availability “Cabin rather
than camping tents”
○ Bugs
○ Relaxation or down time
● Places to cover
● Some like isolation and some prefer
crowded places
● Transportation & Commute
○ Mode of commute & Hours
spent in Travel
○ Distance of visiting points from
the stay
● Food
○ Availability of food for kids
○ Availability of Vegetarian
● Weather conditions
● Clarity and assurance of not getting
cancelled
● Prices
○ Seasons
○ Early-bird
What variables do the travelers consider when they conceptualize a trip?
Plan a trip
“Stressed out is not vacation”

7. How do travelers research things to do?
- Google
- Google maps
- Trip and travel based websites
- TripAdvisor
- Travelocity,
- Travel & Leisure,
- Viator, etc
- AFAR Magazine
- Many & many Blogs/articles (Landing
through google)
Which travel-related tasks on which device,
why?
- Research on Laptops.
- Apps for booking but depends on offers.
Research and Booking
I go there for itinerary
Blogs
Could be fake.
Who knows?
Website Reviews

8. Most important - All in one package deal
Context - For family, For kids (Marked for Kids)
Rankings and Reviews “Top 10 best places”
Deals
Friends’ suggestions
Travel agent
Memberships - Flights & hotels
What and who impact the decision making and purchase process when planning for a trip?
“My friend went with his family
and said it was beautiful”

9. Advance
1 month to 1 week in advance
Best deal/cost
What do travelers consider when booking something
in advance vs booking last-minute?
Last-minute
2 to 3 days in advance
Better cost
Best experience
Quality is the Priority
Persona 2

10. As per the 2x2 matrix, the next stage after exploration is Definition
(Ideas & Solutions). We need to use these findings to enhance the
experience of the users.
Unique options
- Tourist attraction places on a map with hotels and Health
care points.
- Local Delicacies
Creating new filter categories
On homepage, sell experiences based on user preferences
- Places to visit for Families
- Places that kids will love to go
Provide trip planning tips to the user
- Download offline maps
- Advice to carry a bug repellent
Next steps?

11. End of Presentation

12. Thank you!
Questions?