Multiple regional research projects across Asia region that gain actionable insights for product teams.
Our desk research focused on travel market statistics and the traveling habits of Asian travellers. This provided an overview for Expedia on the internet usage and smartphone penetration across different countries in the Asia region.
We conducted in-depth interviews which spanned from 60 to 90 minutes with participants to understand their current processes and pain points when planning for a trip as well as to discover their behaviours and habits.
The studies were 90-minutes long and comprised of 2 parts; the first being an in-depth interview with participant to understand their motivations, travel behaviours & experiences, followed by the usability testing session where they go through simulated booking scenarios for their upcoming trip.
2 separate rooms were utilised for the study – (1) an interview room, which has recording devices that would stream audio and video footage, and (2) the observation room. After every session, we would have a debrief with the Expedia team to go through the findings and learnings that were observed.
For most of the usability studies that were conducted overseas, we would co-ordinate with a local market research firm and research team based in the targeted market.
Findings derived from in-depth interviews / usability testing studies were compiled using post-its for efficient categorisation of each point.
User behaviours and patterns would then be identified through synthesising of findings into bite-sized information.
With reference to the findings and user behaviours, actionable recommendations were derived and presented in easy-to-read formats.
As of date, we have conducted 17 research studies across 6 countries in the Asia region spanned across 4 years.
User behaviours & patterns towards travel do not differ too much across the 6 countries that we have conducted research studies on. Factors that affected the user behaviours were mainly the differing cultural habits and expectations.
With usability severity ratings, we were able to identify the most serious problems that required immediate attention as they were flagged out during the usability testing studies. This helped with the prioritising of the features that required fixing before launching of product.