Hello there! It's been a while since I last created product design case studies. In 2023, I set out on a journey to delve into the realm of product management, with the goal of understanding how to prioritize and solve problems that connect user needs with business objectives. I'm excited to present my very first Product Management and Product Design case study.

I hope you find it as engaging to read as I found it to create. Happy reading!

In April 2023, I embarked on a challenge posed by my mentor as I delved into the world of product management. She handed me a brief and asked,

With the challenge at hand, I began to unravel the possibilities. It occurred to me that the company she mentioned might be a prominent OTA (Online Travel Agency) serving flight tickets and accommodations for international travelers. I set out to identify the major OTA players in Indonesia.

Based on Statista.com, here is the TOP 5 OTA company that run business in Indonesia

With this information in hand, I conducted extensive research involving individuals who have had the opportunity to travel overseas at least once. This research followed a two-step process. The first part aimed to uncover which OTA apps these travelers tend to rely on when arranging their adventures. Then, the main research phase was all about understanding the challenges they might face while journeying

For this main research, I'm going to dig even deeper to identify potential issues, both within and outside their control. If you're curious about how I crafted the questionnaire for this study, you can check it out by visiting this link.

Based on the survey findings, it's evident that many users, accounting for 32% of the total respondents, prefer using Tiket.com for booking tickets to overseas destinations. This preference is attributed to several compelling factors, including:

More Attractive Discounts: Users appreciate Tiket.com for offering significant discounts on travel bookings.

Positive Reputation: Tiket.com stands out with a lower prevalence of negative reviews, instilling confidence in its services.

Ease of Refund Process: Users find Tiket.com user-friendly when it comes to requesting refunds, adding to its appeal.

Given these insights, Tiket.com emerges as a promising focus company for our improvement efforts.

As I delved into understanding the challenges travelers often encounter, it became clear that many of these difficulties stemmed from external factors. Here are some of the prominent issues they faced:

Difficulty in Discovering Local Insights: Travelers often found it hard to unearth reliable local guides or receive recommendations for must-visit places when they chose to explore independently, without the assistance of a travel agent.

Budget-Friendly Transportation: Selecting transportation options that aligned with their budget proved to be a significant challenge. This included not only finding affordable options but also ensuring they met their safety and comfort criteria.

Proximity to Attractions: The quest for accommodations near the heart of all the attractions they wanted to experience was a constant struggle. Travelers sought convenience and accessibility to make the most of their adventures.

Lack of Personalized Acknowledgment: The absence of a personal touch in their travel plans left many feeling disconnected and undervalued. Travelers yearned for a deeper understanding of their preferences and aspirations.

Time-Consuming Planning: Crafting a well-thought-out travel plan proved to be a time-consuming endeavor, often requiring hours of research and meticulous organization. Many travelers felt this process demanded more effort and time than they were willing to invest.

Upon grasping the issues at hand, I set out to craft innovative solutions to tackle these challenges head-on. Here are the proposed ideas that emerged as potential game-changers:

Professional Tour Guide Booking: We introduce the convenience of booking professional tour guides directly through the app. Travelers can now explore their destination with the expertise and insights of experienced guides, ensuring an enriching and stress-free experience.

Virtual Accommodation Tours: To bridge the gap between user expectations and reality, we implement a virtual tour feature. Travelers can take a sneak peek into their accommodations, allowing them to visualize their stay and make informed decisions.

Experience Reviews: We curate an extensive library of user-generated content, including videos and blogs, detailing their journeys and experiences. This not only serves as a source of inspiration but also as valuable references for travelers seeking authentic insights.

Plan Trip Generator: Simplifying the planning process, we introduce a trip generator feature. Travelers can input their destination and budget preferences, and we'll craft personalized trip itineraries, saving them time and effort while ensuring a memorable adventure.

The "Plan Trip Generator" takes the top priority because it's a game-changer for users. This feature is about crafting an effortless way for travelers to plan their trips. We want to make this feature a reality because it will have a big, positive impact on how users organize their travels.

You can check my PRD through this link

After meticulously identifying and defining the problem, as well as formulating a solution through a product management approach, we have now translated our vision into a comprehensive product requirements document (PRD). To further bring this concept to life, we are transitioning into the realm of user experience design.

In this case study, our primary focus will be the practical implementation of Jira ticket Trip-2 (you can refer to the PRD). Through this ticket, we aim to showcase how users will seamlessly generate their travel plans when they decide to embark on an overseas adventure.

I've crafted a user flow to help us better understand how users navigate the TripPlan feature. To take a closer look, you can access the FigJam link here.

Learned how to conduct research and analyze data

Learned how to approach the problems and prioritize solutions

Learned how to design based on PRD (Product Required Document)