Reimagining the travel activity experience
GetYourGuide is one of the biggest online platforms for travel activities, offering more than 28.000 different tickets, tours and activities.
As a Product Designer, I owned two separate areas - Search & Categorization and Customer Intelligence - of the GetYourGuide marketplace and lead the inititiatives within these focus areas.
One of the core focus areas for GetYourGuide is Customer Intelligence. In this focus area, the intent is to identify different behaviours in customers based on a variety of factors such as geolocation, age, time to booking, etc. These sometimes minute changes in customer behaviour can then be leveraged to provide the customer with an overview of our inventory that is tailored to their specific needs.
As the Product Designer in charge of the Customer Intelligence initiative, it was my role to identify which behavioural patterns and factors of the customer can potentially be analyzed and leveraged to improve the algorithm that serves our content to the user.
Being a marketplace, our key success metrics are inherently tied to conversion. But whilst the transactional nature is always present, GetYourGuide wants to establish itself as the go-to, editorially-focussed travel platform. As such, some of our Customer Intelligence iniatives not only focus on driving sales, but also on informing potential customers on the situation at their planned destination.
One such initiative focuses on informing the user of the actual ticket availability at popular attractions. Knowing that these attractions are likely to sell out in advance and having the data to back up this statement, the aim is to provide the user with this information and the opportunity to book their activity in advance. This allows us to measure the impact that ticket availability has on their purchase behaviour and identify key drivers for this customer type.
As we A/B test virtually 99% of all our hypotheses, we end up with a large set of unforeseen insights as well. One such insight was that people don't naturally go for the lowest price option when being presented with a range of different prices. To further analyze this behaviour, we intentionally segmented our selection into three different rows, with a different price segment attached to each row.
This allowed us to identify that a) price doesn't matter as much as we initially thought, and b) users are more likely to purchase a variety of different, lower-priced options when presented with the highest price range first. The premium price range thus serves as an aspirational and inspirational benchmark, that drives customers to dig further into our inventory and find a related, lower-priced product.
FINDING THE RIGHT PRODUCT
In addition to identifying what drives a customer to purchase a specific product and adapting our presented selection based on these drivers, we also felt the need to make it easier for the user to identify the right product within this range.
By segmenting our inventory into clear, distinct categories and elaborating on this segmentation with descriptory blurbs or bylines, the user is able to more clearly paint a picture of what a certain point of interest is actually known for and gauge its popularity. This allows them to quickly browse through the points of interest and identify one that is suitable for them and proceed to check out our specific offers related to the product.
One of our most heavily used features is the ability to search directly through our database of products. Whether it's instigated by the user's direct actions or whether they're redirected by GetYourGuide, more than 20% of daily customers end up on our search results in one way or another. And the information presented on this page is hard to sift through or filter and the comparisons between different products at this level doesn't go much further than the image, title or rating of the activity.
In order to allow users to more easily compare products, we introduced more information to the cards that separate each product into its own element. In addition, we continuously test new filter options and features for our search results page, to make it easy, and intuitive to sift through a large set of seemingly similar options.
A WELL-ROUNDED PRODUCT
Due to our continuous A/B testing and rotating roster of experiments being run concurrently, it can be hard to maintain visual consistency. To ensure a continuous, consistent style throughout the product, I took charge in owning and maintaining our styleguide.
This allowed me to iteratively introduce a more modern style to the product, to replace the by now dated style of the current marketplace.