Onboarding project | Adani Digital Labs

Product Name: Adani One

Product Introduction:

Adani One focuses on simplifying travel for users by acting as a one-stop shop for all their travel related needs (flights, hotels, trains, buses, airport services etc). As part of this project, I have chosen to focus on their flights & hotel booking services.

Ideal Customer Profile:

To drill down on the below 3 ICPs, we have spoken to 10 retained customers who transacted atleast twice on flight/hotel services of the app.

	ICP 1	ICP 2	ICP 3
Ideal customer profile name	Vibhav	Aparna	Anirudh
Age	22-30 years	25-40 years	30-50 years
Goals	Budget friendly travel options to explore new destinations	Easy & hassle-free travel services for frequent business visits	Convenient & reliable travel services to ensure a smooth & happy vacation with family
Income levels	50-80K per month	50-150K per month	1-2 Lac Per Month
Gender	Male	Female	Male
Location	Tier 1 cities: Bengaluru	Tier 1 city: Gurugram	Tier 2 city: Pune
Companies	Tech-driven companies, new-age startups, freelancers	Entrepreneurs, consulting, tech-driven companies, BFSI	Family owned business, Manufacturing companies, Healthcare companies, Banking
Marital Status	Unmarried	Married & Unmarried	Married
Where do they spend time?	Social Media, OTT platforms, Dating apps, Travel blogs/forums, Outdoor activities (sports, trekking etc)	Social Media, OTT platforms, Shopping, networking events, reading booking	Shopping, social gatherings like meet-up/community events
Pain points	- Finding affordable flights & stays - No guarantee of safety & security (in case of accommodation specifically)	- Lack of flexibility to change plans last minute - No/delayed customer support when required	- Lack of time to compare booking options - Unreliable agencies quoting high prices
Need or want?	Want	Need	Want
Influencers	- Travel vlogs/forums - Friends & Family	- Colleagues - Friends/family	- Friends & Family - Spouse/Partner
Blockers	- Competitive pricing by competitors - Online ratings & reviews	- Bad experience in the past	- Complex booking process - Bad experience in the past
Which features do they value most?	Discounts shown on each flight & hotel in the search page	- Upfront google ratings & reviews while searching - Recommendations basis my past purchase	- Multiple bank card based offers - Upfront ratings & reviews - Clear list of amenities & pictures of hotels
Frequency of usage of the feature?	Moderate (Once in 2-3 months)	High (Once every month)	Low (Once in 3-6 months)
Willingness to pay for flights & hotels	Moderate. Value seeking cohort due to limited budget at hand. They would be searching extensively across websites to find the best flight & stay within their budget. They tend to plan in advance & go the extra mile in making most of every buck they pay	High. This cohorts values experience and doesn’t mind paying a little extra to get a flight that suits their schedule & a stay that is comfortable. As long as they have a smooth experience, they do not mind booking from the same app. They usually lack the time to compare multiple websites.	High. Although a deal seeking audience, their primary focus is on ensuring their family has a smooth & comfortable travel experience. They lack time & patience to compare multiple websites. At a max, they browse 2 websites (recommended by friends/family) and pick the best option. The best option should have good amenities, food, closer to location of their choice & within budget.
What do they spend most on during regular days?	Personal expenses (bills), electronics gadgets, leisure expenses, savings	Personal expenses (bills), shopping, dining	Household expenses (bills), shopping, dining
What do they spend on during travel?	Experiential things - Adventure activities or rides, new food/cuisines, memories/souvenirs.	Travelling to & fro via cabs/rental cars, food.	Souvenirs, Activities to refresh & relax like spa
Problem Statement	“I plan a vacation once in 3 months. I usually plan well in advance in order to not exceed my budget. I don’t want to overpay for travel & stay. I prefer spending minimal amount on it & spending the rest to enjoy at the destination. I do not mind travelling by other means like train, bus etc, but flight saves a lot of time. So, if it’s usually just 1-2K more, I opt for flights” “I look for budget friend stay options like Zostels. However, at some places, they are not well maintained & safe. So I am ok with taking a hotel in safe location & within moderate budget”	“I travel frequently for work. Most times, I book just a day prior to travel. My preferred mode of travel is flights given it saves a lot of time & get to be more productive. I also prefer my stay in the centre of the city or closer to my office/client’s location. I usually choose a 4 star hotel close by with basic amenities like WIFI, breakfast, hygiene etc.” “Sometimes I might have to reschdule my bookings last minute. So, I would require the flight & hotel services to be flexible”	“I don’t travel frequently. I plan a vacation with my family once in 3 or 6 months. While it’s easy to go through agency route, they charge very high prices at times. So I check with my friends/family for recommendations. I hunt for flight & stay options during my free time & then discuss with my family to finalise. We most travel with kids and hence I look for comfortable stay options with good amenities (swimming pool, park, food, activities etc).” “When we are on a vacation, I also prefer booking seats together”

Jobs To Be Done:

Goal Priority	Tags	ICP 1	ICP 2	ICP 3
Primary	Personal	To travel & explore new destinations	To travel for work in a hassle free manner	To have a comfortable travel & enjoy vacation with family
Secondary	Financial	To get the best travel & Stay options within my budget	-	To get the most comfortable & safe travel & stay options in budget

Onboarding Tear Down:

Here is the link to complete onboarding tear down:

https://drive.google.com/file/d/1BTuPQWYZ6NWf9tOClSBsm7Zmee5Uh4cY/view?usp=drivesdk

Activation Metrics:

The activation metrics I plan to track for Adani One are as below:

a) Sign up in 3 days from the time of app download

Reason: Currently sign up is not mandatory to explore the app. A user who is serious about travelling & utilising the app would sign up.

b) Complete user profile in first 7 days

Reason: Upon sign up, user receives a prompt to complete their profile. However, it is optional & can be skipped. Users who would like to book tickets/hotels on Adani One usually complete the profile in first 7 days.

c) Log into the app at least 3 times within first 10 days

Reason: Users who are travelling most times plan their vacation atleast 7-15 days in advance. This would mean they would browse the app multiple times to keep a check on the flight & hotel fares before finalising. So a user who is logging in atleast 3 times in the first 7 days would have the potential to transact.

d) Searching a hotel/flight for at least one destination in 10 days

Reason: Users search flights & hotels for multiple destinations to compare. This is crucial to understand the user's interest in that particular service.

e) Make the first booking (hotel/flight) within in 15 days

Metrics which I plan to track in details are as below: