Jay Sangtani

media.net CASE STUDY

Product: TravelSite
→ TravelSite is a travel reviews site that
currently ranks number 2 in the Travel &
Tourism category in the US and has 450 TravelSite
million+ monthly active users across 49
countries.

Value Proposition:
→ TravelSite is a travel guide website that
provides solutions for all its visitors from
planning to booking a trip.

Business Objective:
→ Identification of three new features to
achieve any one of the 2 goals:
1. User Acquisition
2. User Engagement/Retention
Stakeholder insights for 1st feature Conducted 3 personal interviews to understand the needs

User persona 1. What they say 2. Characteristics 3. Goals/Needs

“Like Tanya Khanijow, I want to Age: 18-26 years • Economical price
book an economical solo trip to Care about the pricing of the • End-to-end planned safe trip
College students Ladakh to break stereotypes plan & safety during the trip as per the recommendations
around women who travel.” (influenced by travel vlogger) by the vlogger

“I want to take my family to
Dubai after watching multiple
Family videos of influencers on
YouTube. An exciting place to
visit during Christmas!”
Age: 12-51 years
Care about the experience
during the trip and want the
itinerary as suggested by the
influencer.
• Budget friendly but safety is
the topmost priority (can
spend more for safety)
• End-to-end planned trip as
per the recommendation

Improvement #1 - Influencer package

Introduce a curated package option as recommended by the influencers/vloggers to book by collaborating with them.

Benefits for the stakeholders Increase credibility by collaborating with the influencers whom people trust.

Benefits for the business 1. Help differentiate the platform from competitors by providing customized packages.
2. Acquire new customers and retain users in the long run through better conversion.
User Journey #1

Flow Chart for User Journey Influencer Package feature

TravelSite

Yes

1 Rs. 20,000/-

Recommended by
Stakeholder insights for 2nd feature Conducted 5 personal interviews to understand the needs

User persona 1. What they say 2. Characteristics 3. Goals/Needs

“I want to work from Manali
this whole December, but
Sr. Software couldn’t find an economical
Developer plan in which I don’t need to
worry about basics like WiFi &
breakfast”
“I want to do the number
Sr. Data Science crunching and make ML models
Manager in the city of dreams, Mumbai,
in the coming summer without
worrying about basic facilities.”
Age: 24-30 years
Care about the pricing of the
plan & basic amenities like WiFi,
breakfast, etc.
Age: 28-35 years
Care about the experience of
working remotely without any
interruption.
• Economical price
• End-to-end planned
workation/staycation
• Budget-friendly but
seamless experience is the
topmost priority
• End-to-end planned
workation

Improvement #2 - Workation package

Introduce well-designed workation package options for smooth remote working since WFH has increased after COVID.

Benefits for the stakeholders Augment the convenience since customers will not have to worry about basic facilities for
working remotely.
Benefits for the business 1. Help differentiate the platform from competitors by providing workation packages.
2. Acquire new customers and retain users in the long run through better conversion.
User Journey #2

Flow Chart for User Journey Workation Package feature

TravelSite

Workation
Yes

1 Rs. 35,000/-
Stakeholder insights for 3rd feature Conducted 5 personal interviews to understand the needs

User persona 1. What they say 2. Characteristics 3. Goals/Needs

“I love to travel and read about Age: 18-25 years • Information about off-beat
off-beat experiences and Spend ~2.0 hours on Instagram experiences relevant to a
College student activities on social media.” & Twitter per day; Like to play particular destination in an
games engaging gamified way

“I am planning to go to Spiti Age: 25-40 years • Need information in a crisp

Millenial valley but want the itinerary to Spend ~0.5 hours on news apps way
include activities as like InShorts & ~1.0 hours on
adventurous as possible.” Instagram & Facebook.

Improvement #3 – Ad-tech funnel

Introduce a carousel-based ad-tech funnel that includes relevant articles, quizzes, and ad banners on the basis of user’s
search.

Benefits for the stakeholders Augment the user information about the destination/trip since data regarding these
articles will be sourced from various ad repositories.
Benefits for the business 1. Increase user engagement
2. Increase ad revenue & stickiness of users via gamification.
 User Journey #3

Flow Chart for User Journey Carousel Ad-tech funnel feature

Scrollable feed

Sponsored

Relevant article 1 Quiz 1. Mumbai is made Are you enjoying

Mumbai is the city up of how many islands?
of dreams. Bandra A. 5 Ad 1
Worli sea link is B. 6
made up of………… C. 7
 Priority of the solutions

Solutions suggested Feasibility Stakeholders Ease of Priority Why does the feature work?
value add implementation Score
1. Influencer package 8/10 10/10 8/10 26/30 Increasing popularity of influencers or
vloggers
2. Workation package 9/10 8/10 8/10 25/30 Increasing remote working culture
post the pandemic
3. Ad-tech funnel 10/10 5/10 9/10 24/30 Gamification increases stickiness
The higher the priority score, the higher the overall priority of the feature in terms of execution.

Success metrics

Feature Metrics Ways to collect data Reasoning

1. Influencer package 1. No. of bookings & new users Transactional data; Google Insights on whether
2. No. of visits & avg. time on the page Analytics; Surveying the customer are using this
3. Net promoter score (NPS) customers feature to book his/her trip
2. Workation package 1. No. of bookings & new users Transactional data; Google Measure no. of users actually
2. Avg. duration of stay Analytics; A/B testing; using this feature
3. Net promoter score (NPS) Surveying the customers
3. Ad-tech funnel 1. No. of impressions & CTR Google Analytics; A/B testing; Gauge customers’ overall
2. Avg. time spent in a funnel Feedback cards in the flow for response to the feature
3. Net promoter score (NPS) NPS
Reasons for solutions failure
Execution failure points:
• The recommendations to be shown to the users for the first and
second features will use complex ML algorithms and if not
implemented properly will lead to users not finding the right
match.

Macro failure points:

• Demand for remote working might drop if companies start
adopting stringent work from office policy

Human/Service failure points

• Any less qualified influencer/vlogger could leverage the
platform to gain commissions. To avoid this, basic selection
criteria (in form of tests, not just followers) should be set up to
promote that particular influencer’s package.
• Service provided in the recommended packages might turn out
to be unsatisfactory, leading to a lower retention rate of
customers. To avoid this, there should be a quality check of the
provided services.
Blog in the Travel Forums tab Reasons for these features
Have you ever thought of taking the same trip as ‘Tanya Khanijow’ or
‘bruisedpassports’ OR your favorite travel vlogger so that you can have
an economical trip and at the same time don’t miss out on anything?
→ We now have a perfect solution for you so that you can take the same
trip as the influencer you have always admired with the same travel
experience. Don’t miss out on our ‘Influencer Package’ feature!

Have you ever thought of just packing your bags and going on a
workation in which you don’t need to worry about basic facilities like
WiFi, breakfast, etc. at affordable prices?
→ We have a cure for this problem as well. Just go to our ‘Workation
Package’ feature and get started with your work at your desired
location in just 5 clicks!

Have you always wondered about some hidden gems in an unknown

location and are you always up for some kinda adventurous journey for
your next trip??
→ We have all the information that you need so that you can always
have your next best adventurous trip and that too in the form of a
game(QUIZZING!!) that you like!