Industry Project - Part 2

By

Rajkamal Mazumdar (rajkamalmazumdar04@gmail.com)

Gaurav Shrivastava(gaurav7up@gmail.com)

Vinit Shukla(Vinit.Shukla@gmail.com)

Submission Date: 27-Feb-2019

Table of Contents Product Roadmap ............................................................................................................................... 3

Features for MVP based on Wireframe/Prototype....................................................................... 3

Riskiest assumptions with reasons ................................................................................................ 3

Product Roadmap ........................................................................................................................... 4

Epics and User stories with Priority ............................................................................................... 4

Product Analytics................................................................................................................................ 6

Business Goals ................................................................................................................................ 6

Metrics to be tracked ..................................................................................................................... 6

Methods and Tools to be used to track Metrics ........................................................................... 7

Data Analysis .................................................................................................................................. 7

Prioritisation of Metrics ................................................................................................................. 7

Data Presentation .......................................................................................................................... 8

Product Requirements Document ................................................................................................... 10

Microstay: Introduction ............................................................................................................... 10

Why Microstay? ............................................................................................................................ 10

Scope of the Project ..................................................................................................................... 10

User Stories/Jobs-to-be-Done...................................................................................................... 10

Success KPIs .................................................................................................................................. 11

Key Milestones and Timelines ..................................................................................................... 12

Design & Tech ............................................................................................................................... 12

Testing / Acceptance Criteria ....................................................................................................... 17

Product Roadmap

Features for MVP based on Wireframe/Prototype

Wireframe:

https://wireframepro.mockflow.com/view/M903d68870afbdb0e344b1310cd47eb2c154619373871

8#/page/D6b17fca7b6dab23db70749d9266b2192

Prototype:

https://mockingbot.in/app/kRFaIxw79mLSBYSLLrmQ6bsVAUwfvqV#screen=s2D8CABA20715464432

96457

Problem Statement: Through Microstay feature, it will be easy for users to book and manage hourly

accommodation.

MVP of the product should include basic and easy to use functionalities with a minimal learning

curve that will enable more conversions. Metrics mentioned below and continuous usability testing

will help in charting the path for further product development.

Key metrics to determine further development of the app/platform:

1. Number app download in given timeframe (daily, weekly, or monthly)

2. Number of active users

3. Number of users that left after using the app

4. Daily session time for active users

5. Stickiness

6. Cost per acquisition

7. Average revenue per user

8. Lifetime value

Riskiest assumptions with reasons

Assumptions Riskiest (yes/no)

Reasoning

People would want to see hotel rating No i) Would provide data to take informed decisions

People will opt for a hotel if price quoted is attractive than others

No i) Would delight users and they’ll save money

People will opt for a hotel if the price is quoted on an hourly basis

Yes i) If false, then there will be no customers

Features for MVP

Some product crucial features to be included in MVP are:

1. Basic user registration using email, phone number, and social login

2. Search hotels by area or destination

3. Flexible check-in and check-out time

4. Search accommodation by number of rooms and guests

Product Roadmap

Epics and User stories with Priority

Epic / User story Priority Explanation

Epic - As a user, I should be able to enter location, travel date, travel destination, number of rooms, and number of guests, so that I can choose the most relevant hotels as per my taste and preferences

Very High For an hourly booking feature the home page should be intutive, and easy to use. This is why this epic with its user stories are very important for the app

User story - As a user, I should be able to view hotels in ascending order of prices and vice versa, so that I can take an informed decision

Very High This is very important for a users as price plays a critical role in decision making and the arrangement from high to low or low to high makes it easy to take a decision

User story - As a user, I should be able to view the hourly rates, so that I can choose a hotel that matches my travel time preferences

Very High This feature is very important as it helps users to plan their travel

User story - As a user I should be able to view the booking summary before check out, so that I can make last minute changes, if required

Very High This feature is very important as it helps users to correct any mistakes in dates or passenger names before payment

User story - As a user, I would like get an option to sign in/sign up or continue as guest, so that i can book the hotel as per my convenience

Very High This is very imporant feature as it helps users to refer back to the booking if booked from a registered account or

User story - As a user, I should be able to choose from different payment methods, so that i can get through the payment process without any hassles

book as a guest in case of hurry. The availability of different payment options also increases the convience level, thereby increasing the conversion rates

User story - As a User, I should be able to receive a confirmation of hotel booking once my transaction is done, so that I can be assured of travel booking

High This improves the credibility and reliability of the app among users

User story - As a user, I would like to receive price alerts, so that I can take an informed booking decision

Medium These features can be introduced as a second update after conducting usability tests on the first version of the app. These features will help in increasing the user engagement with the app

Product Analytics As a product manager, collecting information about our product performance, its features,

the market adoption, etc., is essential. The right product metrics will give us invaluable

insights on its health, strength and weaknesses, potential issues or bottlenecks, and lets us

improve it greatly. The product metrics are quantitative measurements that help business

to gain insights into the efficacy of our methods and the evolution of our project. They help

in assessing our product performance by checking if it meets the original business goals and

if the product strategy is working. Without product KPIs, evaluating the performance of our

product might very well end up in a guessing game where reality is skewed. Product KPIs can

be related to user requirement, size, quality, product growth, or user comfort. They can

evaluate architectural measures, quality measures, software complexity, or functional size.

Picking up the right metrics is not as easy as it seems, and even seasoned product managers might not always measure the right things. First of all, not all products are the same and thus, not all data will be collected with the same importance – some are more valuable than others. Another trap executive often fall into is the monitoring of an ever-growing number of indicators (for the fear of missing something), which might very well cloud their vision.

Setting up a data-driven product management starts with having a clear vision of the business goals our product serves. This is essential in the creation of our product strategy, so we need to define them clearly: do we want to grow our existing business? Retain the already-existing one? Target new customers? Goals can be defined as a specific target to reach (percentage, dollar amount, etc.), and should be aligned with our overall objective.

Business Goals To identify the key product metrices for Microstay feature we have to define the business goals for

Microstay feature. Following are the key Business Goals for Goibibo Microstay feature:

1. Increase the Microstay booking revenue by 20% in next one year.

2. Increase number of hotels offering Microstay by 50% in next one year.

3. Reduce the Churn Rate by 25%

4. Increase Geographical coverage (Number of stations, Number of airports and religious sites) by

15%

5. Increase share of Microstay in overall revenue to 10% by next year.

Metrics to be tracked To measure if the Microstay feature is able to achieve the desired business goals we would track

following metrics:

1. Number of customers booking Microstay.

2. Average value of a Microstay booking.

3. Top 5 places for Microstay booking

4. Net Promoter Score (NPS)

5. Churn Rate

6. Customer Acquisition Cost

7. Monthly Recurring Revenue

8. Lifetime Value

Methods and Tools to be used to track Metrics We can use Google Analytics tool to collect and analyse the collected product data.

Data Analysis Component of Product Analysis:

Data Points: These are the individual data collected. These help us to draw trends and do

measurements.

Events: The recorded actions and interaction of the users

Segmentation: Segmentation is grouping of users based on common parameters. This helps us find

pattern for a group of users. Broadly the users can be grouped using following criteria:

• Technical grouping

• Behavioural grouping

• Demographics grouping

Funnels: Funnels are series of action which a user does to reach the final goal. Types of Funnel

includes:

• Marketing funnel

• Checkout funnel

• Onboarding funnel

• Sales funnel

Cohorts: Cohorts are like segments but includes the time range.

Prioritisation of Metrics With so many metrics to track the performance of your product, it can get confusing and

complicated. Thus, there are various frameworks that provide a streamlined process of product

analytics.

One of the most popular frameworks to prioritise your metrics is the AARRR framework by Dave

McClure. It’s also called the pirate metrics. The AARRR framework looks at the following:

Acquisition: How people come to know about our product or service

Customer Acquisition Cost (CAC)

Customer Acquisition Cost, or CAC, measures how much we are spending to acquire new customers.

It’s a good metric to use during growth phases to determine whether you are operating efficiently. If

you want to add some context to CAC, you can also consider looking at months to recover CAC,

which will tell you how long after you’ve brought on a new customer you “break even” on your

acquisition costs.

Activation: What should you do to keep users engaged? The metrics would be enrolment, signup,

subscription.

Signup

Signup can be used to measure how many visitors are signing up in each month. This can be useful in

measuring the effectiveness of a sign up form. We will look at the number of people visiting the

signup form versus the number of people who completed it.

Subscription

Subscription can be defined as percentage of people who went from free trial users to paying

customers in a specified time frame, let say a month

Retention: You have to make sure the user keeps coming back to your product, for which you

would have to track the time since the user’s last visit, churn rate, daily/monthly active users.

Monthly Active Users (MAU):

Active users can be a useful metric in understanding how many people are using the product. We

should determine whether daily, weekly, or monthly active users is a more appropriate measure for

our specific product. If you want to understand adoption and usage of a specific feature within the

product, we can look at active users on a feature level as well. This metrics shows stickiness of the

product. This is the most important metrics because if we are not able to keep up the active users

it’s of no use to acquire and activate the users. We can evaluate the impact of new feature or

enhancement done using MAU.

Churn

Churn measures people leaving the product or service. It’s a measurement of the percentage of

accounts that cancel or choose not to renew their subscription. A high churn rate can negatively

impact Revenue and can also indicate dissatisfaction with the product or service.

Revenue: The users you retain will bring in the revenue, for which you would track the revenue

metrics.

Monthly Recurring Revenue (MRR)

Monthly recurring revenue, or MRR tells us a lot about the health of our overall business. MRR is a

measurement of what’s being brought in by months. This metrics is direct measurement of the

business goals. Whatever we do our ultimate goal is to increase the revenue and so MRR helps us in

tracking and measuring it. We can break down MRR into more specific segments to help further

focus your efforts on specific segments.

Referral: The delighted users should recommend the product to others.

Net Promoter Score (NPS)

Net promoter score is one of many types of customer satisfaction metrics used for SaaS product.

NPS is a measure of your customers’ loyalty to your product. NPS can be segmented by use case,

location, users, etc. We can use NPS to indicate which segments of customers are unhappy and

therefore more likely to churn.

Data Presentation The data collected using various data points can be distilled into few key metrices that we are

interested in can be presented as a dashboard. A wireframe of dashboard is attached.

Figure 1: Microstay Dashboard

Product Requirements Document

Microstay: Introduction

In the travel and hotel industry, a Microstay describes a hotel stay that is very short and completed within a few hours. These time periods can vary in the range of hourly to groups of 12 hours.

Why Microstay?

Commonly, travellers tend to book hotels for stay on a daily rate. These travellers, be it business or leisure travellers, have the booked room available to them for the number of days booked irrespective of whether they use the hotel for a half day only or a full day. There are a set of travel customers who need a hotel room only for a few hours, be it a quick stop to freshen up or a gap in travel plans. These customers do not want to pay for a whole day when they will use the room only for a very short duration. Hence, Microstays are room booking based on specific time periods for discounted rates, where the time period is shorter than a day. Microstays are an interesting product offering that could cater to this specific set of customers at identified locations and thus bring in additional revenue for hotels, especially during lean periods.

Scope of the Project

To create an easy to use flow for users to book a Microstay at their preferred location and

hotel

1. A user should be able to select Microstay hotel booking option in preferred location

2. A user should be able to select check-in time and duration of stay of choice during

booking

3. A user should be able to select from a list of available hotels offering competitive

Microstay pricing

4. A user should be able to complete booking stay using payment mode of choice

5. A stakeholder should be able to track various KPIs across the booking process

User Stories/Jobs-to-be-Done

1. As a user, I would like to enter city and location, so that I can search for hotels in the

area

2. As a user, I would like to enter travel dates (Check-in and Check-out date), so that I

can see the hotels options for return date

3. As a user, I would like to select Microstay option as a check mark so I can see hourly

rates and not just the daily rates

4. As a user, once Microstay option is selected, the Check-in and Check-out date should

be the same

5. As a user, once Microstay option is selected, I would like to choose my check-in time

from a drop down with select check-in time options

6. As a user, I would like to be able to choose the number of rooms I want to book

7. As a user, I would like to choose how many guests are part of the booking

8. As a user, once I press search I want to be able to see a list of hotels in the area I

chose with the best Microstay options. The hotel listings should have ratings and

prices shown.

9. As a user, I should be able to select the hotel of my choice and confirm booking

10. As a user, I should be able to login or sign up and continue my booking

11. As a user, I should be able to pay for my booking choice through the payment

channel of my choice

12. As a user, I should be able to modify my selection criteria

13. As a user, I should be able to filter my hotel options based on price, duration of stay

14. As a user, I should be able to sort my hotel options based on price, duration

15. As a user, I should be able to pre-select meal options if any

16. As a user, I should get an email and SMS with my booking confirmation

17. As a user, I should be able to login to the website and view my booking

18. As a user, I should be able to cancel my booking prior to my actual stay

19. As a stakeholder, I should get stats of how many users didn’t complete a transaction

20. As a stakeholder, I should get stats on the most preferred duration of stay

21. As a stakeholder, I should get trends on booking locations and booking times

22. As a stakeholder, I should get trends on number of site visits and percentage of

Microstays

23. As a stakeholder, I should get seasonal trends on availability of rooms on short-terms

basis

24. As a stakeholder, I should get stats on cancellations

Success KPIs

1. Number of visitors to the hotel booking page

This gives us an anchor or denominator to measure other KPIs against

2. Number of Microstay bookings This measure gives us the trend of success in Microstay bookings. This can be compared to total number of visitors or number of Microstay page visitors to assess scale

3. Number of Microstay page visitors This measure helps assess the demand for Microstays

4. Number of incomplete payment transactions

Maintaining this measure below a minimum threshold ensures superior customer experience and is a measure of meeting demand

5. Demand for various duration of stay This measure can help finetune the product offering as per demand

6. Demand for check-in times This measure can help finetune the product offering as per demand. It also helps in managing supply

7. Microstay demand for flight/train layovers

This measure helps understand the uniqueness of the Microstay demand and identify appropriate locations to manage supply and demand

8. Microstay demand for religion-based location

This measure helps understand the uniqueness of the Microstay demand and identify appropriate locations to manage supply and demand

9. Number of cancellations Maintaining this measure below a minimum threshold ensures superior product quality and is a measure of meeting demand

Key Milestones and Timelines

➢ PRD Documentation & Review completion – 01 Mar 2019

➢ Design Build and Test Sprint 1 – 04 Mar 2019 to 15 March 2019

➢ Design Build and Test Sprint 2 – 18 Mar 2019 to 30 March 2019

➢ Design Build and Test Sprint 3 – 01Apr 2019 to 13 Apr 2019

➢ Final Product Roll out – 22 April 2019

Design & Tech

Home Screen of App -

Design the app home page, which should display the company logo, and will have individual

tabs for Flights, Hotel, Train and Bus booking.

Under Travel Tab following features/functionalities are to be designed-

➢ Button for India or International – Option based on where user would prefer to book

hotel.

➢ Predictive text field for City/Area/Hotel – User should have an option of selecting

current location by clicking one button or should be able to manually enter the

location/landmark or hotel. The text field must be predictive so that user gets

suggestions while filling this field.

➢ Hourly stay Check box – If ticked then the search result should fetch hotel options that

provides hourly stay. If user does not select this option, then user will continue for

booking as per Goibibo`s current booking process.

➢ Drop Down – design the drop down buttons for Checkin date, Checkin Time, duration

of stay or number of hours, Number of rooms and number of guests.

➢ Search button – This should be designed to fetch results based on the inputs provided

by user. If user miss to fill any detail then the user should be prompted about the section

user missed to fill.

Template of the Home screen to be designed -

Hotel Result Screen (Exact Match as per selection)–

Design of the top section –

➢ This should displays the search criteria used by the user for which the result is displayed.

➢ The search criteria should be editable so that user has an option of changing/updating

any criteria at anytime

➢ Back button – for user to go back

Tabs -

➢ Exact Match – This tab should display hotel option matching exact user preferences and

should show following details

o Hotel image,

o Hotel ratings,

o Hotel name,

o Area/locality,

o Reviews

o Room price for selected day and duration

o Book now button – Once user clicks this button then (s)he should get

transitioned to room selection and payment options to complete the booking.

o The section below the book now button should display what is the actual

booking rate for full day and how much user saves using hourly stay option.

Template of the Result screen to be designed -

Hotel Result Screen (Flexible tab)–

If user does not get the required hotel options then (s)he would want to explore flexible option This screen should be similar to previous screen with few changes -

➢ This screen should displays other hotel options which are not exact but close to user

preferred time slots which are available in other hotels.

➢ Drop down button - Available slot – User should be able to select the hotel`s available

time slot from the drop-down list.

➢ Button for Hotel details – Hotel name or hotel image should be designed as a button so that user can get further details of the hotel.

Hotel Details Screen –

This page should show following details to user –

➢ Hotel images ➢ A brief about the hotel

Buttons to get more details –

o Location details o Reviews o More Photos o Facilities o Select room – This should show room options available for user selection. o Select Meal Plan – this is applicable to only hotels that are offering meal plans. o Login and Book Now - User should be transitioned to login page

o Continue as Guest - User should be transitioned to booking page

Login Screen –

Login Button - This button should be designed for user to login using Email ID and password.

Sign up – This button should take user to the form for signing up.

Template of the Login screen to be designed -

Payment Screen –

If user selects login and proceeds to booking then the user details should be auto poplulated and

payment details are shown for transaction.

If user continues as guest then user should get the sections to fill the traveller details followed by

payment details for transaction.

Multiple payment options should be provided –

➢ Credit/Debit/ATM Card

➢ UPI

➢ Net Banking

➢ Mobile Wallet

➢ Gift Card

Template of the payment screen to be designed

Testing / Acceptance Criteria

➢ Functional criteria

o Check-in date field should only accept current date or future date.

o All the buttons should function as described in aboved section.

o User should get message and email with the booking details once booking is

confirmed

➢ Non-functional criteria

o All the screens, color schemes and layout should be in line with go ibibo website.

o The layout of the screens should be consistent on all android and ios phones.

➢ Performance criteria

o On a standard Internet / data connection, transition time between pages should not

be more than 2 seconds.

o On a standard Internet / data connection, Time taken for downloading application

should not be more than 2 mins.