RI+ Trial Experience Concept Design
Concept Design • Prototype
Context
A project during the time I worked for Lighthouse Intelligence (formerly OTA Insight), an analytical software provider for revenue managers and hoteliers, offers 'Rate Insight Plus' as a supplementary product to 'Rate Insight', which includes short-term rental data for a comprehensive market perspective.
Problem
Hoteliers seem to underestimate short-term rentals as a serious competition, so they tend to overlook it in their analysis. RI+ could be an important tool in their toolbox, but first they need to be convinced to try it out.
KPI
Increase ARPU by $20
Roles
Stakeholder interviews
Human-centric experience design
Product design
interactive design
The process
Empathise
Prototype
Define & Design
Stakeholder interview
KPIs
Desk research
User flows
Concept visualisation
Wireflows
Hi-fi Prototypes
Understand users
To understand the problem, the scope and context, I collected relevant research materials and involved stakeholders into the discussion when needed.
Stakeholder interviews and research
The goal is to boost ARPU by $20.
How might we encourage users to discover and explore RI+ product while providing values to them?
Given the assumption was that by allowing users to try RI+ first, we would see an increase in the number of upgrades from RI to RI+.
Our main challenge is the absence of an end-to-end self-service flow for the Rate Insight product suite.
How can we introduce an engaging in-app trial experience while maintaining design pattern consistency across products?
Main insight from user research
The research shows low awareness among hoteliers regarding short-term rental competition and the discovery of the product itself. This hampers RI+ product adoption.
Define & Design
KPI
% of users that ask to connect to a BDM to upgrade from RI to RI+
The other questions
At what point in the user journey across products can we effectively introduce users to the RI+ product, delivering the most value to them?
Should we tailor the experience to specific roles and hierarchy? Who should we focus to deliver this experience to?
Other KPIs
% of users that start trial
% of users that press 'not interested' button (if available)
% of users that download whitepaper (if available)
We immediately initiated 3 POCs, including user flows and mid-fi wireframes.
With limited time, we proceeded with the most promising concept among the three.
From the last questions we had. We discovered that 35% of users abandoned the product tour before its completion. Which means product tour isn't the great place to implement the strategy.
Secondly, we also discovered from an additional research that users usually skipped the 'Overview' page which is the first landing page after logging in.
Design implementation within user journey touchpoints cross-products;
A banner on 'Overview' page for communication and potential lead to RI+ product.
A banner on 'Rate Insight' product as we realised that most of users go to this page the most on daily basis.
A teaser page of 'RI+' product to peak interest
Design what & why
