1

Assignment

2

Contents

Yatra.com | As- Is Analysis

Yatra.com | Competitor Study

Concept Wireframes

Customers Power of Digital35

1316

3

Customers Power of Digital

• Indian Consumer has become more Conversant and Mobile, he is consistently looking for faster and better online experience.

• Multi Touch-points like websites, mobile apps and social media have empowered the Indian consumer.

• Consumer Interaction with the brand has gone to another level with the advent of social media, blogs, reviews etc.

•Immersive and engaging experience is what the customer expects and he has the power to simply switch from your site to the competitors within seconds.

4

Changing Digital Arena

So, we have a Highly Evolved and Fast-paced consumer base

With a Large Number of Options at their finger tips…

A highly intuitive, user friendly site with easy navigation is need of the hour!

5

Yatra.com | As- Is AnalysisA typical User persona, User JourneyUsability Assessment

6

User Persona

What she thinks is nice to have too:

• Personalized Recommendations• View popular deals / getaways and

top purchases upfront• Offers numerous payment options

Jane is a 32 year old working professional. She is a corporate trainer and travels very frequently. She is married and loves spending time with her 2 year old daughter.

• She has a very tight schedule, so is very conscious about her time management

• She tries to balance her life between her two passions of fitness and travelling

• She endorses travel portals and does her ticket / hotel bookings online as it is convenient and time saving

• She visits Yattra.com to book tickets. She has heard that Yatra.com offers amazing deals and offers and is willing to try it out.

What She essentially looks for:

• Simple, clean websites, with minimum clutter

• A really simple and fast booking process• She can easily find/search what she

intends to purchase/ book• Shows offers and discounts up-front

7

User Journey

Home page Search Results Page

Confirmation Page Payment Page

1 2

3 4

8

Homepage | As- Is Analysis

Navigation and Information HierarchyThe current multilevel navigation structure is confusing to the user. Information grouping and hierarchy should be followed to de-clutter the site

Visual BrandingThere is scope for compelling and powerful branding to induce recall. Currently the visuals and content do not blend to create cohesive branding. Also the white space on the homepage can be effectively used to balance the site.

Website USPYatra.com offers numerous deals and offers and this needs to be accentuated to grab user attention.

Search FunctionalityCurrently there is no website search functionality available

1

2

3

4 1

2

3

4

9

Search Results Page | As- Is Analysis

Combo featureInteresting deals and offers are not highlighted enough to grab user attention

Lack of intuitive featuresKey feature of the results page like the lowest cost offered for flight around the user requested date can really helpful to the user.

Search ModificationThe search result page should highlight exactly what the user has requested so that he is also given the chance to modify his search parameter. Currently there is no one section that caters to this

1

23

1

2

3

10

Payment Page | As- Is AnalysisInformation PrioritizationAt a payment stage, the user is generally anxious if he has booked the right flight and the amount incurred.The ‘Fare Details’ on the right should ideally also include a gist of the flight details.

11

11

Book Flight Page | As- Is Analysis

Lack of IntuitivenessMandatory fields are not marked. The user is only prompted after he hits submit that he has missed a field.

Information PrioritizationUsers are always looking for quick booking process. Ideally the most important features of this page should be Confirming flight details and User Details. But a lot of real estate is provided on optional Add-ons making the process longer for the user.

1

2

1

2

12

Flight & Hotel Search results | As- Is AnalysisInconsistent InformationThe global section at the top and the inner section of the page provides 2 different call center numbers without any appropriate callout differentiating either.

Lack of intuitivenessIt is not evident what the 4 options imply. (Yatra recommendation, Price, Star Rating, User rating). The user may look at them as filters but he is not sure

2

11

1

2

13

Competitor Study Typical comparative study Between MakeMytrip, Cleartrip and Yatra websites

14

Yatra.com | Competitor Study

Brand Positioning

Experience Design

Content and Functionalities

Positioned as Indians leading online travel company, Makemytrip showcases its prowess through current user strength, facebook fans and mobile downloads.

Positioned as a simple yet powerful travel site, Cleartrip uses its simple yet elegant interface to differently position itself

Intelligent and intuitive interface, engaging the user at every step. The site is visually powerful increasing the stickiness along with its other features

The content and visuals blend very well to give a balanced site. The information is well grouped and guides the user to the appropriate section. Interesting features like trip rewards and last minute deals are good differentiators.

Clear and clutter free interface along with intuitive features are the highlight of this site. All in all the website tends to lose out on its overall appeal

Minimal content makes for easy and fast navigation. The site offers innovative search features.

Yatra.com stands out for its deals, catering to the happy traveler, it adds an Indian touch with the name ‘Yatra’.

Yatra.com lags behind in the over all experience because the user is provided with a cluttered site that hinders his online journey greatly.

The website can improve its overall visual and content balance through a more appealing and informative site. The functionalities such as search can be implemented as well.

15

Competitor Insights

Deals Widget

Pushing Combo Offer

PersonalizationIntuitive Search

16

Concept Wireframes

17

Wireframe |Homepage

Flights

Hotels

Flights& Hotels

Bus

Trains

Route

Flight Deals this DussehraMUM – DELHI Rs. 3400 >>

KOL – DELHI Rs. 6500 >>

CHEN – MUM Rs. 5900 >>

PUNE – KOL Rs. 7600 >>

“I trust Yatra.com for all my travel needs. I have been using Yatra for all bookings since 2008.”

International Domestic

From Destination

Departure Arrival

One Way

Adults Children1 0 0

Infants

To Destination

Economy

Search Flights

Round Trip Multi City

Search Flights & Hotels

Recommendations for You Download Mobile App Customer Service

LOGO Flights Hotels Deals More SearchLoginIND

Holidays

18

Wireframe |Search Results Page

MUM BANOne Way 12 Nov 1 Adult

Trip From To Date PersonsSEARCH

Search Results (showing 42 of 42 results )

Search Filters SUNTUES WED THURS FRI SAT

Rs 3495 Rs 4495 Rs 6495 Rs 4495 Rs 3495 Rs 6000

Non - Stop Multi City

Airlines Departure Arrival Duration Price

LOGO6.05 AM 7.05 AM 1 hour Rs. 3,500

Book Now!Refundable

LOGO6.05 AM 7.05 AM 1 hour Rs. 3,500

Book Now!Refundable

Price Range

Departure Time

Airlines

Combine with Deals

See More >>

LOGO Flights Hotels Deals More SearchLoginIND

Rs 3500 Rs 6500

6 AM 6 PM

Jet Airways

Jet Connect

GO Air

19

Chaitra SubhakaranDigital Strategist | Thinker | Writer