Onboarding project | Adani Digital Labs

The primary aim of this project is to improve the onboarding experience for new users of the Adanione Flight and Hotel Booking App. By improving the first user experience, we want to boost user engagement, retention, and conversion rates, resulting in total platform growth.

By Creating user cohorts for Adanione entails categorizing users based on their traits and habits. This can be useful for targeted marketing, tailored offers, and improved user experience. Here are some prospective cohorts to consider:

Occasional travelers schedule trips sporadically throughout the year.

Frequent travelers are persons who travel regularly for work or enjoyment.

Budget travelers emphasize affordable pricing while purchasing travel.

Luxury travelers value high-end lodgings and services.

Group travelers arrange trips for families or coworkers.

Based on cohort following are the ICPs

Attribute	Frequent Traveler	Budget Traveler	Occasional Traveler	Luxury Traveler	Group Traveler
Age Group	26-45	18-35	25-50	35-60	30-50
Occupation	Professionals, Business Executives	Students, Young Professionals	Professionals, Families	High-net-worth individuals, Executives	Families, Friends, Corporate Teams
Booking Frequency	Weekly to Monthly	Occasionally, around holidays and vacation times	Few times a year	Monthly to Quarterly	Few times a year
Type of Travel	Business and Leisure	Leisure, Backpacking	Leisure, Family vacations	Leisure, Business	Leisure, Corporate retreats
Preferred Booking Time	Often last-minute, but can also plan ahead	Early planners to secure lower prices	Plans ahead for holidays and special occasions	Plans ahead, but open to spontaneous trips	Plans well in advance
Preferred Accommodation Type	Luxury hotels, Business hotels	Budget hotels, Hostels, Vacation rentals	Mid-range hotels, Vacation rentals	Luxury hotels, Resorts	Vacation rentals, Hotels with family/group amenities
Preferred Flight Class	Business, First Class	Economy	Economy, Premium Economy	First Class, Business	Economy, Premium Economy
Average Spending	High	Low to Medium	Medium	Very High	Medium to High
Payment Method	Credit Card, Corporate Accounts	Debit Card, Mobile Payments, PayPal	Credit Card, Debit Card	Credit Card	Credit Card, Corporate Accounts
Booking Channel	Mobile app, Corporate travel platforms	Mobile app, Travel deal websites	Mobile app, Website	Travel agents, Concierge services	Travel agents, Group booking platforms
App Usage Frequency	Daily to Weekly	Occasionally	Occasionally	Occasionally	Occasionally
Interaction Type	Books both flights and hotels	Books mainly budget flights and accommodations	Books flights and mid-range hotels	Books premium flights and hotels	Books flights, accommodations, group activities
Source of Acquisition	Paid search, Corporate partnerships	Organic search, Social media, Travel deal forums	Organic search, Email marketing	Referrals, Exclusive networks	Referrals, Corporate partnerships
Promotion Responsiveness	Loyalty programs, Exclusive offers	Discounts, Bundled offers, Referral programs	Discounts, Seasonal offers	Exclusive offers, Personalized deals	Group discounts, Special packages
Feedback Frequency	Frequently provides feedback	Occasionally provides feedback	Occasionally provides feedback	Frequently provides feedback	Frequently provides feedback
Support Interaction	Frequently contacts support for premium services	Rarely contacts support unless necessary	Contacts support as needed	Frequently contacts support for personalized services	Contacts support for group coordination

Why will customer sign up for Adanione?

To understand why users would sign up for the Adanione flight and hotel booking app using the Jobs to Be Done (JTBD) framework, we need to determine the distinct demands and jobs that the app performs for various categories of travelers.

JTBD frame work based on ICP

Goal Priority	Tags	Frequent Travelers	Budget Travelers	Occasional Travelers	Luxury Travelers	Group Travelers
Primary	Functional	Book travel quickly and efficiently	Find and book affordable travel options	Plan and book travel for special occasions	Experience premium, high-quality travel	Coordinate and book travel for multiple people efficiently
Secondary	Personal	Feel efficient and professional	Feel confident they are getting the best deal	Feel secure about the travel plans	Feel pampered and indulged	Feel confident that the group's needs are met and coordinated
Secondary	Financial	Streamline booking process to save time	Maximize travel experiences while minimizing costs	Optimize value for money	Experience top-tier services worth the high cost	Optimize cost savings for group rates and discounts
Secondary	Social	Maintain status as a frequent traveler with elite memberships	Gain social status by being a savvy traveler	Showcase experiences on social media	Gain prestige from luxury travel experiences	Gain recognition for organizing successful group trips

Traveler Type	When	I want to be able to	So I can
Frequent Travelers	When I am frequently booking flights and hotels for business or personal travel	Quickly find and book flights and hotels, manage itineraries, and access loyalty programs	Save time, keep my travel organized, and earn rewards on my frequent trips
Budget Travelers	When I am planning a trip on a tight budget	Compare prices across various airlines and hotels, find discounts, and avoid hidden fees	Travel affordably without compromising on quality
Occasional Travelers	When I am planning a rare or special trip (e.g., vacation, family visit)	Easily find and book flights and hotels with clear and reliable options	Make my travel planning hassle-free and ensure a pleasant trip
Luxury Travelers	When I am booking high-end travel accommodations and services	Access premium flight and hotel options, exclusive deals, and concierge services	Ensure a luxurious and comfortable travel experience
Group Travelers	When I am coordinating travel plans for multiple people	Find and book flights and accommodations that cater to groups, with options for group discounts and shared itineraries	Ensure everyone in the group travels together smoothly and affordably

Onboarding Teardown

Adanione.pdf

Activation milestone

Flight booking :1500 Domestic and Int bookings per day

Hotel booking : 500 Hotel bookings per day

Primary goal is functional to book flight and hotel

Secondary goal is financial to save cost on flight and hotel bookings

Activation Matric for Adanione

Hypothesis	Action (X)	Timeframe (Y)	Reason
Hypothesis 1 : Completing the First Booking	First booking (flight/hotel)	Within 15 days of installation	Early booking signifies user engagement, trust in the app, and immediate value, encouraging future use.
Hypothesis 2 : Using the Search Function	Search for flights or hotels	Within 2-3 days of installation	Indicates strong intent to use the app for its core purpose, leading to quicker bookings and higher satisfaction.

Detailed Activation Matric

Hypothesis	Action (X)	Timeframe (Y)	Goal	Metric	Reason
Hypothesis 1	Completing the First Booking	Within 15 days	Early Engagement	25% Percentage of users completing a booking	Early booking reinforces the choice to use the app and establishes a standard for subsequent bookings by demonstrating user happiness and trust.
Hypothesis 2	Search Function	Within 2-3 days	Active Exploration	20% Percentage of users using the search	The app's basic feature is intended to be used, as indicated by searches for flights or hotels, which increases engagement and speeds up conversions.

Matric for tracking :

1) Product review: Reviewers give honest opinions from actual customers, pointing out both the product's great features and its room for development. The app's exposure and reputation can be enhanced by positive evaluations as well. Current Google play store rating is 4.3+ and Apple App store is 4.8

2) Cohort analysis : Examine the group of people who downloaded the app and observe how they made reservations throughout the first 15 days. In order to make targeted enhancements and provide personalized experiences, it is helpful to analyse user cohorts in order to discover patterns and trends in user behavior. Conversion rate for flight is at 8% and for hotel booking is at 7%.

3) DAU/MAU : Tracking of DU/MAU ratio helps to identify user stickiness to the App. Higher DAU/MAU ratios suggest stickier and more engaged users, who are coming back to the app more often. Ration should be 20%. Currently we have 5%

4) Average turnaround time : The average time required to execute critical actions within the application, such as booking a flight or hotel. TAT measurement facilitates the identification of constraints and opportunities for enhancements to the user experience, thereby guaranteeing a more efficient and seamless booking process.

Suvey.pdf

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