Demystify the complexities of B2B stakeholder relationships within the complex travel ecosystem
PROJECT CONTEXT
Our client, an online B2B Travel platform & service provider, wanted to build empathy with their Travel Agent customers to inform and prioritize their product development roadmap and gain a competitive advantage over other providers.
CLIENT TESTIMONIAL
It was such an amazing experience collaborating with Khoj Lab team on several research projects we engaged them in to inform one of our fastest growing workstreams. They take a holistic approach and engaged our key stakeholders every step of the way. The outcomes of the project included eco-system diagrams, Journey maps, customer mind sets and more. These frameworks will live on and influence far beyond these projects. They facilitated an in-person immersion workshop to ensure the core team really engaged with and internalized the findings from the research. These projects would not have been as successful without the help of the highly dedicated and responsive Khoj Lab team.
- Director, UX Research, Client Organization
client Challenge
How can we prioritize critical new product features based on what we learn from our foundational research about the B2B users?
PROJECT SET UP
Client
A Fortune 500 Travel Tech Company
Industry
Travel
Time-frame
20 Weeks
Khoj Lab Team
Senior Design Strategists
Senior Design Researchers
Communication Designer
Client Team
Senior Researcher,
Director of User Experience
Services Provided
Market Trends
Foundational Research
Video Storytelling
Research Immersion Workshop
Road Map Prioritization
METHODS USED
Customer Ecosystem Mapping
Client Engagement Journey Mapping
Persona Development
Service Experience Mapping
Co-creation Workshop
Video Narratives
Prioritization Worksession
50
hrs
Primary Research Data
10
hrs
Observations
Research Immersion Workshop Setup
KHOJLAB APPROACH
Our team approached this project with a holistic perspective, aiming to transition our client's focus from merely the product to comprehending the entire customer journey. We utilized video ethnographies to convey this comprehensive experience.
As our client expands and continues to cater to the growing demands of Travel Advisors/Agencies, we embarked on a journey that gives a competitive edge through a holistic lens, encompassing all aspects of the Travel Advisor’s ecosystem. Through this 16-week journey, we dissected the Travel Advisors’ ecosystem to understand what motivates them, their pain points when running their business, and their unmet needs. We talked to 25 Travel Advisors across four countries, US, UK, Germany, and Spain, and did on-site intercepts with five Chicago travel retailers. We interviewed ten travelers across three countries, the US, the UK, and Spain, to get their perspectives about working with Travel Advisors and why they plan vacations with advisors rather than booking independently. What types of trips can be booked independently vs. through the Travel Advisor? What are the benefits? What are the key characteristics that make a good TA?
Workshop with key stakeholders: We created an archetype of users to help the team identify opportunities to prioritize
Traveler Journey Map
Impact/Outcome
The resulting insights helped the product team take immediate action on solving issues in the platform and helped the leadership prioritize their future product roadmap.
This Foundational Research helped our clients build empathy with their customers and better understand Travel Advisor motivations and pain points across the US, UK, Germany, and Spain. We developed a holistic view of the Travel Advisors Journey, demonstrating how Advisors communicate and interact with their clients/travelers (based on low/high engagement). We created the Travel Advisors’ ecosystem that they use to serve their travelers. We concluded that six types of Travel Advisor Mindsets are motivated by different drivers. As Travel Advisors plan trips with clients, they support various client engagements that vary by efficiency vs. need for relationship building with clients. Using the mindsets and the Client Engagement Journey Map, our client product team co-created and prioritized opportunities for implementation.
Analysis Session: Brainstorming Traveler Journey
Let’s Collaborate
On your next innovation project
Looking for a research partner, or do you want us to facilitate a guided workshop?
We are just a call away!