Role: HEAD OF UX, USER RESEARCH & STRATEGY
Product Director: David Jones
The aim of this project was to identify the main pain points and opportunities to improve the conversion rate on lowcostholidays.com.
A mix of different research techniques has been used:
- User testing on the existing website
- Web analytics: understanding the booking journey and identifying the key pages to improve
- Customers feedback analysis (Trust Pilot, Facebook, Trip Advisor)
- Listening to calls in the call centre
- Call centre survey: getting insights from the call centre staff
- Customer survey
This user research campaign was an initial research phase to identify the big themes for the coming year and to inform the product roadmap.
To build the product roadmap from the user research, all the insights have been rated by level of pain for the user, level of effort to build the solution, and potential conversion up-lift. Starting by addressing the most painful points for the user and the easiest to build, all the projects have been put on a timeline to create the product roadmap, in the form of a timed project backlog.
This project has been the first step of a big cultural shift toward a more customer centred organisation. By inviting key stakeholders to user testing sessions and by socialising small video clips to a wider audience, it started to generate empathy for our end users. As a result, and after the implementation of a few quick wins, our customers have been put back as a top priority in the strategy.
Read more about the process on Medium: How to build a product roadmap based on user research.