Onboarding project | Adani Digital Labs

 Ideal Customer Profile

ICP 1

ICP 2

ICP 3

ICP Name

Jatin

Lalit

Rashmi

Type

Travel-holic /Leisure Millennials

Business travellers

Family traveller

Age

25-35 years

30-40 Years

35-45 Years

Behaviours

Plan trips, more time to browse & shop,

interested in unique pdts/experiences

Frequent flyer, often on tight schedule

Travels with family, Planned trip

Goals

Wants to Explorer as many outlets & their offerings,

feel & lookout for the viral trends to promote on social media,

wants Deals for any purchase mainly f&b and retail.

Wants to Accumulate Air-miles, seeking exclusive Brands,

looks out for upgrades (Economy++ )

Wants to have Porter service & other benefits as travelling with extended family ( older people & young children),

looks for combo deals on Duty Free, F&B.

Income levels

30-50k per month

70k-300k per month. High income traveller

40k-60k per month

Gender

Male

Male

Female

Location

Top 8 metros in India

Tier-1 & Tier-2 cities of India

Tier 1, 2 & 3 cities of India

Companies

College student, Intern,

New Age Start-ups, Technology-Driven Companies.

FMCG, e-commerce, Entrepreneurs, Start-ups, Consulting

Housewife, part-time jobs, own a business

Marital Status

Both- Married & Unmarried

Both- Married & Unmarried

Married

Where do they spend time?

Social media- Insta, FB, Snapchat etc,

Influencers- uploads pics, post stories etc,

Dating Apps,

OTT platforms,

Movies.

Regular Browse to keep up-to-date with Current affairs.

News apps/sites- India Today, NDTV,

Stock market- zerodha, NSE/BSE.

Privileges for self/family- Credit card lounge access, discount on Shop & Dine.

Loyalty program of airlines

Spend time with Family at home.

Goes to malls

Social/community gathering

Most used Features on the App

Search and Browse.

Recommendation Pages

Catalogue pages

Search and Browse.

Recommendation Pages

Search and Browse.

Recommendation Pages

Frequency of Feature usage

Open the app- once in 10 days

Wishlist- N/a

Add to cart/buy- once in 3 months

Open the app- Only when he travels (once in 15 days)

Wishlist- N/a

Add to cart/buy- every time he travels ( twice a month)

Open the app- once in a month

Wishlist- N/a

Add to cart/buy- once in 3 months

Pain points

“ I don’t get any incentive (Loyalty) for higher spends at the Airport”

“ I don’t find any loyalty driver apart from Airlines in entire Airport travel journey."

"I need Frequent access to Premium Lounges.”

“I find rates Unaffordable (institutional pricing) at Airport Retail as compared to non-airport locations.”

Current solution

Retail- user buys in cityside, rather than at airport store

Best/Top variant Credit card for Lounge & spends.

Dutyfree- best deals/combo purchase

Food- Affordable entry-price point items for f&b; snacks from home.

Dutyfree- best deals/combo purchase

​

 Goal Priority

Tags

ICP 1- Jatin

ICP 2- Lalit

ICP 3- Rashmi

Primary

Functional

To get best deals online on any product as compared to Offline store at the airport.

To get upgrades or exclusive lounge access or combo offers on niche Brands.

To cover all F&B, shop & Duty Free needs for my Family and have convenience at Airport like wheel chair, golfcart etc

Secondary

Personal

To feel/look better and happy about myself,

To get access to trendy selection which is unavailable in offline markets

the goal is to feel/look better and happy about myself

Secondary

Financial

To get more out of my budget and maximise my shopping

To save more while shopping

To get more out of my budget and maximise my shopping

Secondary

Social

Should get a status-symbol & experience status- upliftment.

To flaunt a lavish/flashy lifestyle

n/a