Identifying the gaps through User Research
We used a combination of ethnographic and UX methodologies to derive the core problem statement. A matrix of users was created to map the pain-points that deeply affected each of them.
From interviewing the target audience to digital audits for the website, eye-tracking and observational studies, it took us close to 3 weeks to isolate core issues and prioritise them as per user impact and business conversion. We finalised a primary user journey and some secondary micro journeys to resolve, that would absolve the experience of pain-points in the main booking journey, 'web check-in' and 'manage bookings' journey for retail users.