CaseStudy5

Transcript

1. CASE STUDY Background 
 Agoda is the leading online accomodation booking service in South East Asia. A part of Booking Holdings Group (formerly The Priceline Group), It is the sister company of Booking.com, Kayak, Priceline.com, OpenTable and RentalCars.com Identifying ways to increase awareness & adoption of Agoda in Saudi Arabia The Challenge 
 From prior market research data that the team had looked at, we knew that there was a lot of money being spent on travel in Saudi Arabia. 
 
 The product team at Agoda wanted to understand how we could be increasing awareness and adoption of Agoda among Saudis who were booking an accommodation for their upcoming trip.
2. MY ROLE: 
 User Research MAIN STAKEHOLDERS 
 Vice President, Product Vice President, Partner Services Regional Director 
 Product Owner PROCESS 1. Stakeholder interviews 2. Analytics review 3. Desk research 4. Competitive analysis 5. User interviews 6. Usability testing CASE STUDY Identifying ways to increase awareness & adoption of Agoda in Saudi Arabia
3. Awareness of Agoda is low in Saudi Arabia. Word of mouth is extremely important to get people to even consider to use Agoda Level 5: User has used product consistently with positive experience and recommends it to others Social media in fl uencers have a large impact. Regional in fl uencers are engaging in product placement. Users try out apps that they see these in fl uencers using.
 
 ✪ Recommendation : • Product placements with social media in fl uencers. • Sharing initiatives that will spread Agoda name via word of mouth Level 1: User unaware of product Level 2: User exposed to paid advertising Level 3: User exposed to organic advertising and some paid advertising (social media in fl uencers) Level 4: User has heard of and used the product ✪ Recommendation : Creating awareness through word of mouth about Agoda
4. Agoda needs to offer a local payment option Credit card penetration is low. Bank transfer is a popular option across Saudi Arabia. 
 
 ✪ Recommendation : Add additional electronic bank transfer payment option - Sadad
5. Influencer campaigns launched based on research findings