Traveler Xperience | An improved multichannel business traveler experience
What can you do once your app’s adoption has stagnated? How can you provide new added value to your users?
Year
2017
Role
CX strategist/Content developer
Roadmap develops a business travel app that is highly customizable to every organization’s needs. For one of our accounts, we noticed the adoption of the app hadn’t increased in the last 3 weeks.
That was a problem.
Thanks to the weekly business analytics review, we noticed that the adoption of this specific account (#people who download the app weekly) hadn’t increased in the last 3 weeks. How could that be? The HR/travel managers were loving the product, so why weren’t the employees actually downloading the app? Weren’t we providing them with the best experience possible?
Together with the HR/travel managers of the corporate, we looked at the business travel persona, what the current touch points were with the app and what their actual needs and pain points were when going on a business trip.
A multichannel experience.
To showcase the value of the app’s hidden gems. We identified a lack of communication about the app’s features and created a collection of touch points around a business conference to increase adoption.
We identified a strategic way to increase value through new touchpoints.
💡 A business conference.
Our approach
A customer journey, to understand how we could improve the current customer experience.
We sketched a customer journey based on the persona profile of a frequent business traveler. This was pre-covid, when people still traveled easily twice a week on long trips. With the business conference in mind, we laid down all existing emotions/thoughts and pain points that travelers were experiencing.
Design thinking and continuous learning
We also went to a travel conference, to stay up to date about the industries developments.
We identified there was a ‘valley of disconnectedness’ where users weren’t hearing from us prior to a trip.
Prior to a trip, such as the case of this business conference, users who had either downloaded the app or hadn’t, were not getting to hear from us why this app could support their trip.
That is why we brainstormed and prototyped 2 new touchpoints in this pre-trip phase:
a new destination for this conference in the app, featuring the best travel advice, the best hotels, restaurants and activities to do while in the city
an app push notification to communicate this new feature
an email campaign for those employees who hadn’t yet downaloaded. the app
What we delivered
A new in-app destination for the trip and multichannel communication.
Life is unpredictable, but it is what we do with that and what we learn from it that matters.
This project had immense potential. It was one of the first times that we were applying this mindset to our CX strategies. Unfortunately, this project didn’t launch for this account, because of a change in management. However, we (I) learned a lot from this new way of looking at the content we were putting out there to users: more traveler-oriented and strategic. This helped us further with other accounts.