Agoda Challenge

I had the opportunity to enhance my skills in Behavioral Science and participate in an engaging business challenge at Agoda focused on loyalty.

The challenge was centered around the question: How might we encourage users to come back to Agoda?

The Process

Understanding the users
Kickstart the research by interviewing Agoda users.

To kickstart the research, I conducted in-depth interviews with Agoda users. This qualitative approach allowed me to:

  • Identify the factors influencing users’ decision-making processes.
  • Explore levels of satisfaction and the elements contributing to loyalty.
  • Investigate barriers that might prevent users from returning.
  • Uncover user expectations and needs, as well as their motivations for choosing Agoda over competing platforms.


Explore existing survey
I dove deep into Agoda’s previous research and survey data to better understand user behavior. This analysis revealed critical insights into the aspects of user experience that contribute to loyalty and highlighted potential areas for improvement.

Competitive Analysis
Conducted competitive analysis allowed me to assess Agoda’s market positioning. By identifying gaps and opportunities in the offerings of competitor platforms, I could make informed design decisions aimed at differentiating Agoda’s services and enhancing user engagement.

 

Design Hypothesis

One of the key insights gathered from user interviews revealed a lack of trust in Agoda’s ratings and reviews. The hypothesis emerged that redesigning review coverage to focus on community-driven contributions would empower users to express specific concerns, ultimately fostering trust and loyalty.

The next step involved mapping the customer journey to identify pain points for both users and Agoda. By pinpointing opportunities for improvement, I created wireframes to visualize proposed solutions.

Pitch Day:

On the presentation day, I created the prototype and detailed the design process I followed. I shared my insights and design concepts with the Agoda team, which offered a valuable opportunity to receive feedback from stakeholders and design mentors. This interaction led to meaningful discussions regarding my proposed solutions. I am thankful for the opportunity to learn and further develop my skills through this experience.

Solution 1: Build Extended Loyalty Ecosystems

  • Encourage users to provide qualitative reviews within a specific timeframe, in exchange for AgodaCash rewards. This incentivizes participation and fosters a sense of community.

Solution 2: Enhance Timely Information Access

  • Improve user experience by providing real-time property information and visuals, including live videos and updates within 24 hours. This ensures users have access to current and relevant details.

Solution 3: Personalize Traveler Experiences

  • Create personalized experiences based on users’ travel preferences. By improving transparency and allowing users to explore travel types that resonate with their interests, we can enhance engagement and satisfaction.

Next step:

To validate the design solutions, the next step involves reaching out to Agoda users for feedback, potentially through A/B testing. Collecting insights from actual users will provide valuable information on how the prototypes are received and utilized in real-world scenarios. This feedback will not only help determine the effectiveness of the proposed solutions in encouraging loyalty but also uncover additional areas for improvement that may not have emerged during initial research.

I am also grateful to have been recognized as one of the winners of this project, which has further motivated me to refine my skills and contribute positively to user experience design. This recognition reinforces my commitment to delivering impactful solutions and drives my passion for continuous learning in the field.