Hotel Reservation Service for Justdial

SDM DIPLOMA PROJECT Service and Business Design for Justdial Hotel Reservation 2013 Sponsor : Justdial Private Limited , Bangalore STUDENT : JYOTIKA BINDRA GUIDE : SHASHANK MEHTA

CONTEXT & SCOPE •

Justdial is the largest

and best local search engine in India

06

• Revenue earned is from popular categories • Information is free for the users and allow free listings to businesses • Yet businesses pay and avail packages to be on search results • Hotels is one of the popular searches by users of Justdial yet a loss making category • It is of a great concern and opportunity for Justdial to come up with a service model • Earn revenue from hotels and promise them subsequent bookings or customers.

MONTHS

PROCESS Understanding the company

Brief Developement

Documentation

Implementation Strategy

Secondary Research

Prototyping

User Study and building personas

Service Model and Revenue Model

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Identification of Gaps

Analysis and Insights Mining

Re-evaluation for Justdial

Mapping and evaluating the current flow

THE FLOW OF PRESENTATION

01

Scope of the project

02

Justifying the investment

03

Understanding User Needs

04

Justdial and current hotel category flow

05

Competitive analysis

06

Service Offering

07

Re-defined brief

08

User Interface Design

09

Business plan

10

Implementation of service

11

Conclusion

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Inseperability

1

SCOPE OF THE PROJECT

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TRAVEL INDUSTRY

TRAVEL INDUSTRY IS GROWING crores • tourism is the largest service industry in India • It contributes 6.23% to the national GDP • India will be a global tourism hotspot from 2012 to 2018 • The foreign tourists spend more in India than in any other country across the globe • Tourism is one of the most exciting industries to be in, both as a corporate and as a budding entrepreneur • Plenty of newcomers continue to add to excitement in the market • Niche tourism to strengthen roots in india • Government eases visa norms for more countries •

It is valued at over 50,000

Source : http://www.euromonitor.com/tourism-flows-domestic-in-india/report COUNTRY REPORT | Tourism Flows Domestic in India | Mar 2012 Source: World Travel and Tourism Council, NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

• • • •

Exchange rates are affecting travel and accommodation decisions Rupee is consistently weakening which in effect provides a foreign tourist more budget for his travel Increased focus on industrialization and urbanization encourage people to travel Rapid Increase in accommodation infrastructure

•

HOTEL INDUSTRY

IS GROWING

• • • • •

POLITICAL

Online Travel market is on a growth path and Hotel bookings are the main contributor for this.

Customers who book online are seen to have the better chance in upgrading – from 3 to 4 star etc.

Three major GDS operators are increasing investment in their hotel offerings, Economic growth Changing consumer dynamics and ease of finance Measures undertaken by the government

ECONOMICAL

PEST

ANALYSIS

• • • •

Online booking growth Hotels embrace mobile technology Social networking revolution Securing the data

TECHNOLOGICAL

SOCIAL

• • • • •

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Social media is having an influence in customer decisions There is no brand loyalty as far as Online Hotel booking is concerned 90% travellers use different suppliers while booking.

Booking windows are getting compressed Increased tourist movement

GROWTH IN USE OF INTERNET AND DEVICES

1.2

billion Active mobile-broadband subscriptions worldwide and Asia top region

10 Exabyte

1 Mbps

50 Percent

Monthly global mobile data traffic in 2007

Average mobile connection speed in 2014

increased usage on smartphones, handsets will exceed mobile data traffic in 2015

DEVICE TYPE GROWTH IN DEVICES, 2012–2017

Smartphone

Tablet

20% 81%

46% 113%

Laptop

11% 31%

Source: Cisco VNI Mobile Forecast, 2013 NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

ONLINE HOTEL INDUSTRY IS GROWING

56% 44%

3% 65%

32%

Payment data security (56%) and lack of trust (44%) are major drawbacks for Indians when booking a hotel online

97%

of Indians prefer going online to book their hotel

2/3rd of them (65%) prefer OTA over the hotel website (32%)

38%

12%

38% of Indians prefer booking hotels in advance and only 12% will book last minute

EMERGENCE OF DARING INDIAN TRAVELLER 77%

Indian travellers have booked

47%

Indians are influenced by a hotel property when deciding on their holiday destination

40%

31% of Indians book their hotel

atleast 1 month in advance

14%

online through OTA

Indian travellers have booked

a hotel

last

minute hotels for same day check ins

Indians have booked a

mobile app

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hotel using

ONLINE HOTEL INDUSTRY BENEFITS OF E-BOOKING

• Controls of room charge and heighten in numbers of reservation from personal websites.

• Provide a all-inclusive present of choice with gyms, spa, restaurants and other amenities.

• Organization intact customer occurrence from shopping, reluctance and post stay track up.

• Offer enhanced rates with no extra booking fees.

• Offer guest with hotel descriptions, video and full narrative of the hotel possessions.

FORCES INHIBITING USER ADOPTION • • • • • • • • • • • • • •

Errors Price Site functionality On-site search Product description Additional charges Navigation Discounts/sales Errors and bugs Speed Availability Still looking / unsure Ran out of time Could not find what looking for

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ONLINE HOTEL INDUSTRY ENTRY BARRIERS • • • • •

Lack of awareness amongst the users Lack of getting sufficient business lead High cost of implementation Lack of user-friendly interface adoption Number of players

MAJOR PLAYERS IN THE MARKET • • • • • • • • •

Booking.Com Travelguru.Com Makemytrip.Com Cleartrip.Com Expedia.Com Yatra.Com Travelmasti.Com Ixigo.Com Stayzilla.Com

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INSIGHTS FROM SIMILAR BUSINESS MODELS • Focused or specialised entry strategy • Building strong database • Reaching to users through intensive and impactful marketing • Genuine prices, reviews and photos matter the most • Contextual tinkering

Enabling end-to-end solution

Providing call centre support Indigenous hotel reservation system • Innovative revenue structuring

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INSIGHT TAG CLOUD SERVICE OFFERING

Reliable Provide options/Choices Creating Happy Travellers

Provides lowest updated rates One stop shop for lodging service

Comprehensive

Largest portal

Simple Convenience at all time

Be there for the users on their behalf

Enjoyable and easy experience of reservation Dynamic

deals Secure Booking Empathetic Efficient

Reduced clicks Speedy Service Safe transactions Transparency No reservation fees from end user NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

ONLINE HOTEL INDUSTRY POTENTIAL MARKET SHARE CURRENT MARKET SHARE

35%

www.makemytrip.com

30%

www.yatra.com

30%

www.cleartrip.com

• 5% market includes players like via, zoomtra, ezeego etc.

• Balance 5% has other less famous players in the market • 5% of the market share is yet having a potential • Can be grabbed by a major player, • Justdial already being a well established brand shall be able to atract its loyal customers towards the online booking based search engine • Most of the users who use any of the sites mentioned above also know about Justdial quiet well • They will be willing to explore the services

Thus, Justdial has a scope to grab a share of atleast 11% of the market (Considering 2% of shift of customers of each of the website above) Source : http://www.tnooz.com/2011/11/20/data/makemytrip-yatra-cleartrip-take-two-thirds-of-audience-top-india-travel-sites-november-12-2011/#A3Uel7Usl26rV3xA.99 NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

ONLINE HOTEL INDUSTRY

TECHNOLOGY REQUIRED & ITS FUNCTIONING Online Travel Agency • • • • •

OTAs are consumer-facing

web interfaces for travel bookings They are created to give travelers the ability to book their own stay plans without need of traditional travel agencies.

They communicate with many GDSs in order to process reservations, but they also use their own proprietary software.

They can help sell a hotel’s inventory, but the cost of this partnership can cause a hotel to lose an undesirable portion of its profits Hotel owners usually prefer that guests book travel directly through their own booking engines instead of OTAs, and then list their room inventory with OTAs and GDSs when they expect it to otherwise go unsold.

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2

JUSTIFYING THE INVESTMENT

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SERVICES FOR USERS

FOR BUSINESS LISTERS

•

• • •

• •

JUSTDIAL

FEATURES OF THIS SERVICE : • • • • • • • •

BUSINESS LISTINGS

Provides instant information about any business listing across India Over phone, SMS and web Service is free of cost to the users

Information provider Quick and instant availability of desired information Prompt call pick up by CSR Available 24x7, 365 days Customized User Experience Rate and review Jd certification Free listing

END USERS

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Fee based premium packages Customized packages Share user information

BENEFITS TO THE LISTERS • • • •

Household brand Variety of products Continuous reach Enhanced visibility

REVENUE MODEL +

+ Business Leads

BUSINESS LISTING

FREE FOR USERS ON PHONE CALL SMS

MSME

Pay to get registered in JD Search Engine. Opt for following packages : Platinum and Silver. Based on what customers prefer based on how much are they willing to reach they make advance payments for that. There are partial package options too.

ADVERTISEMENTS

Companies pay to advertise about their businesses on through Sponsored Ads on Website, Top/Premium Listings in Web Categories, CPA,CPM Ads, Email Ads

ON INTERNET WEBSITE

FREE LISTING MSME

Businesses can list themselves with JD for free of cost

RESELLER MSME

Individuals earn money by Data Collection, Getting Customers to advertise through Smart Listing.

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ON MOBILE WAP SITE OS BASED APP

TECHNOLOGY IN JD • • • • • •

Software development include research,

new development, proto typing, modification, reuse, re-engineering, maintenance, Software team and IT professionals of around 100 people Manages all the data of business listing Writes codes for all the activities for JD Prototypes and develops website, application Experiments with new initiative to increase user experiences

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TECHNOLOGY USED : GENIO • • •

Integrated web

based data management solution Genio, strictly uses only open source technologies and sport a flexible, yet robust and scalable architecture.

The workflow is designed to automate all business processes at Justdial from initial data entry to information retrieval.

INFORMATION RETRIEVAL PHP (processing language)

PHP (processing language)

JAVA Script HTML

USER

Layouts (Information Architecture Jpegs and Pngs

Button links dropdown (request an activity)

Data (Algorithm)

API Database language software

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PHONE GAP

Phone Gap is an open source mobile development framework by Adobe Systems. It enables software programmers to build application for mobile devices using Java Script, HTML5 and CSS3.

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Deliverable • Huge database • 24 X 7. 365 days • Strong brand recognition and recall value • Accessible via call, Sms, web application • Quick results • Reseller program

Internal Factors

Negative Factors

SWOT ANALYSIS

Organization • Market Driven • Flexible for marketing team Technology • Use up to date software • In house proto-typing and testing • Genio-evolving complex server on which all information is stored.

Deliverable • Importance to paid business listings • Reviews are not helpful • Sends information of caller to paid business listers • Lacks sensitivity required for promoting different businesses through its platforms • Lacks creative user engagement (review/ feedback/ updates.)

Organization • CEO is the final decision maker • Lacks division of work • Internal politics and competition amongst senior management

WEAKNESS

Technology • Do not follow structured approach in scaling

STRENGTHS

THREATS

OPPORTUNITIES

• • • • •

Horizontal expansion into new business verticals, such as: JD technology Solutions, services to help in everyday needs Penetration into tablets via applications Building quality data Positive Factors New verticals

•

External Factors

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Other local search engines such as – askme.com, burp.com, google.com, getit. com etc.

Specialized service (dotcom) models that is enabling users to do everyday job. Eg: different sites for booking appointments with doctors, restaurants, buying and ordering groceries online.

JUSTIFICATION OF INVESTMENT BY JUSTDIAL • • • • • • • •

Growth of the industry Share in the market Justdial’s position in the market Need of strengthning the public sector Unaccountable private sector Penetration of mobile industry Use of current resources Resources Technology Domain

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3

UNDERSTANDING USER NEEDS

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A SHIFT IN SERVICE MODELS :

SERVICE PROVIDER

USER ORIENTED BUSINESS MODEL •

SERVICE

Companies which find ways to be more user driven are more

valuable, more profitable, and more successful.

• User driven means putting the user at the centre of the system, as a point of integration, origination, and control.

•

Users start interaction, manage

USER

PRICE

the flow of the

experience, and control what and how data is captured, used and propagated.

•

Users are the cause and the controller, working with service providers to co-create collaborations that create value for all parties.

EXPERIENCE

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TECHNOLOGY

CLIENT

USERS TRAVEL FOR FOLLOWING REASONS EMOTIONAL REASONS

These people usually may stay in their personal homestay arrangements for free.

STRESS RELIEVER

These people usually may stay in paid lodging services

AUGUST

26

PLANNED ACTIVITY

These people usually may stay in paid lodging services

GUILT FACTOR

These people do not stay in their personal homestay arrangements for free.

TRAVEL LOVERS

These people usually may stay in paid lodging services

The project would therefore focus on travel for stress relieving, as a planned activity and for travel lovers.

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USERS’ FEELINGS RELATED TO TRAVEL

POSITIVE FEELINGS

NEUTRAL FEELINGS

NEGATIVE FEELINGS

• • • • • • • •

• • • • • • •

• • • • •

Joy Excitment Adventure Happy Fun Eagerness Passion Surprising & Achievement

Confused Mixed Emotions Unplanned Last minute dilemas Not sure of infrastructure Doubtful Safety concerns Anxious

Travel sickness Pressurized Burden Tenseion Worry

The service will focus on neutral and negative feelings that user have and try to understand the core of why they feel this way. I would also try to maximize the positive feelings of users related to travel NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

USER SEGMENTATION IN INDIA Growth in India’s holiday travel, the recreational traveller is getting to be more experimental and the experimental travellers, especially the younger among them are beginning to consider being experiential. Experiential, however, is more of an attitude.

experimental travelers

• • • • • • • • • •

Evolving travellers Largest group of online travel Around 50-60% of online travel consumer Segment grew 100% last year More sophisticated Interested in travelling to different locations Aged 28-38 years Don’t necessarily want to spend lots of money Keen to try new place Freedom to build their own trips • • • • •

experiential travelers

traditional travelers

• • • • • • •

Recreational travellers Mostly a family person More conservative Budget conscious Most likely to opt for pre-packaged vacations 30-40% of the online travel consumer base M 36-45 years age group.

Source : Expedia’s travel survey report 2012 NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Neo traveller The smallest segment 28-37 years age band Accounts around 5-10% of the online travel Overlaps with the experimental segment

Thus, the users of service that would be designed for client would be the tech savvy middle aged users from middle class income group. As income increases, the middle class will make discretionary expenditure on recreation activities, leisure travel, and entertainment and luxury

WHO ARE THE INDIAN MIDDLE CLASS •

Annual household income from Rs.

•

Middle class is now

• •

2,00,000 - Rs.10,00,000

small compared to the population It is growing at a faster pace than the overall population Will be the largest segment in the next 10 - 15 years

IMPACT OF RISING MIDDLE INCOME GROUP ON ECONOMY of the consumption will be in the urban area • will lead to development of smaller cities, which are now growing at a very fast pace.

• By 2025 around 2/3rd of the Indian middle class will be outside metro cities • Expenditure on recreation activities, leisure travel, and entertainment and luxury items will increase • Will demand better quality of and innovation in the products •

By 2025, 62%

Source : McKinsey & Company (2007) NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

USERS’ REQUIREMENTS FOR TRAVEL

• • • • • • • • • • • • •

Money or other payment options Identity proofs or documents Luggage : Clothes and neccessities, Camera etc.

Long Distance Mode of Travel Transfer from airport or railway station Local Transport Place to Stay Places to visit : Tourist Spots, Shopping Centres Entertaintment Options : Movies/Cinema Halls, Events in the city one is visiting Phone and Communication facilities Doctor/Medical Assistance Map or Navigator Food : Good Restaurants

Justdial has always understood user requirements and provided them with an enriched user experience for local search for information of businesses NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

ALIGNING FEATURES TOWARDS THE SERVICE INSIGHT : The user requirements do not comprise of only stay as their main priority but other important services also like Restaurants, Doctors, Travel arrangements, navigation, Money etc.

FOR TRAVEL : • • • • • •

Local Transport : Help them plan / book their travel options Money : information about ATMs and Banks Food : Places with different cuisine and price range preferences Entertainment : Places like shopping, cinemas or events Places to visit Navigation

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USER NEEDS RELATED TO A PLACE TO STAY

LOCATION

AMENETIES

VALUE

REVIEWS

ACCESSIBILITY

EMOTIONAL CONNECTION

When choosing a hotel, Users will be facing a varied array of options. Filtering through these choices to find the hotel that suits the user and their travel companions’ requirements can be a helpful NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

PROPOSED FEATURES INSIGHT : User require to see the following about a hotel like Location, Price, Amenities, Reviews, Accessibility and Emotional Connection FOR STAY : • • • • • • • •

Information of amenities, location Best value option Revenue model with minimum service fee Allow users to customize Sort options based on emotional needs like empathy, hospitality, safety.

Build trust through suggestions, reviews from known sources Feedback system for validation Basic parameters for comparision like Location, Amenities, Value, Reviews and Emotional Connections

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DIFFERENT OPTIONS AND BUSINESS MODELS TO MAKE A RESERVATION

DIRECT RESERVATION

TRAVEL AGENT

ONLINE BOOKING PLATFORMS

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Booking Confirmation via Phone

Booking Confirmation via SMS

TRAVEL AGENT

TRAVEL AGENT

Commission Or Fee Payment for bookings

USER TOUCHPOINTS :

USER PAIN POINTS :

• • •

• • •

Customer Sales Representative : via Call Receptionist and staff Booking confirmation SMS / Email

METHOD OF PAYMENT • • • •

Cash Cash Deposit Credit card Debit card

• • • • • • • • •

Request via Request in Call Person

CUSTOMER

User have to go to travel agents local office to make reservation Even if they book on phone they would have to come and collect their tickets Most of these things became online and the prices that they would see online would differ from the one these agents quote Home delivery of tickets wasn’t that common in earlier years but most of them do provide this service.

Poor hospitality by office staff False commitment made by travel agents for reservation Unorganised cancellation process Unorganised refund process Reservations made on wrong dates Advance payment requirements Not sure of giving 100% guarentee for reservation May not have all the information customer would inquire about

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USER TOUCHPOINTS : • • • •

DIRECT RESERVATION

Customer Sales Representative : via Call Receptionist and staff Booking confirmation SMS / Email Banks

USER PAIN POINTS : • • • • • • • • •

METHOD OF PAYMENT • • • •

Cash Cash Deposit Credit card Debit card

Booking Confirmation via Phone

Rude Behavior by the staff / Call Operator Unorganised cancellation process Unorganised refund process Reservations made on wrong dates Advance payment requirements Not sure of giving 100% guarentee for reservation May not have all the information customer would inquire about User may not have internet banking option on User may be afraid to make online payments

Booking Booking Confirmation Confirmation via Phone via SMS

Booking Email Confirmation Confirmation via SMS

@

@

Payment for bookings in advance

LODGING SERVICE PROVIDER

Request via Call

Email Confirmation

Payment for bookings online

Request in Person

CUSTOMER

• VIA CALL

LODGING SERVICE PROVIDER

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Payment for bookings online

Online Booking

CUSTOMER

• VIA WEB

ONLINE BOOKING PLATFORMS

Payment for bookings online Request Confirmation

METHOD OF PAYMENT • •

Online Booking Request

Credit card Debit card

Booking Confirmation via Phone, SMS and Email

@

ONLINE BOOKING PLATFORM

Confirm Booking via Web platform

Payment for Stay via online platform

CUSTOMER Stay Services

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LODGING SERVICE PROVIDER

GAPS / PROBLEMS AND SUGGESTIONS Design platforms with latest technology to generate minimal issues.

Intensive user testing before releasing the product

Confirmation SMS or mail may not come instantly, the payment received upon the successful transaction is not immediately notified, loading time of web services are high due to poor internet speed, slow downloading of data, failure of payment in the last moment.

Use of info graphics, UI guidelines, developing of a well designed information architecture with clarity of information and use of minimal colors. The elements shall maintain consistency throughout the platform. The booking process shall seem in a linear flow divided into small quick steps. The user shall have option to subscribe and unsubscribe for promotion content on their mailbox or phone inbox.

UI faults are also their in some of the online platforms like pop ups obstructions, complicated flow, too much of information on screen, lack of responsive design according to different screen sizes, procedure for booking/ cancellation is quite lengthy, users are forced with services like subscription to offers and deals and difficult to unsubscribe.

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The options offered by the service providers through their voice services may not be clear. The procedure for booking/ cancellation are at times lengthy and in case of disconnection from either of the sides may need to provide complete data again.

The provision shall be made where the customer sales representatives can directly add information to the database while a request is being made via voice based platform and can be resumed or altered by the next CSR when accessed.

Justdial can use its database to connect users and their needs based on algorithms and logic and thereafter send promotional content to them.

SMS / Inbox is often flooded with junk mails containing some promotional contents. There are often repetitive Newsletters in the inbox containing same promotional content.

Since Justdial already uses television social media and online advertisements as a mode to reach their consumers they can expand it for hotel reservation services too. Also, with a strong brand ambassador, Mr. Amitabh Bachan they can easily reach to the target audience Poor Branding and improper choices of media to promote appropriate services.

Justdial shall have a Sales team which would focus on this aspect and assure that the data provided by business listings will not be fake. Also, Justdial would act as and intermediary between them and assure verification to users via there platforms.

Users feel a that the information shared by the booking platforms are not authentic.

Use of 128 bit security payment gateway is recommended. Also, the provision to make a reservation via call can also be made where phone based payments shall be enabled.

There are issues related to the safety of personal information and card details

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Poor Customer Service : Users feel uncomfortable at times to converse in english and prefer to use local language which not all the reservations platforms offer as an option to their customers.Sometimes they may not understand the requirement or speak too quickly or behave rudely. Also, when there are certain offer available from the primary service providers they wont update user with them.

Good Luck Changing Reservation : If the user books with an intermediary, the user will need to call their customer service, which is a hit and miss process.

There Are Virtually No Cost Savings : People think that by booking with an intermediary you are saving money, but that is dead wrong.

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The provision shall be made where the Justdial has their own CSR team and customer sales representatives can directly add information to the database while a request is being made via voice based platform and can be resumed or altered by the next CSR when accessed.

Defining of cancellation, booking and refund policies and allow users to easily access them. Also, make provision to alter bookings through all platforms.

Since, Justdial would pitch into a industry with competition, they will charge 10 - 15% commission.

Therefore they will be able to offer guaranteed lowest prices. Also a provision to upgrade the prices constantly will be made for hotels. Transparency of prices and rate break up will be provided to the users. The users wont have to pay a single penny for services already promised to them. They will be inclusive of taxes

INSIGHTS FROM PRIMARY RESEARCH Mobile Technology Trends

Lifestyle and Travel Trends

Booking a place for accommodation

Choosing a place for accommodation

Problems faced by the users

•

• •

•

•

•

• • • •

Conversion to smart phones is happening at a very fast rate Comfortable at making online transactions Comfortable using smart phones and the applications 94% of them do online shopping 71% do not make online payments through their mobile.

• • • • • •

Travels 2-3 times in an year 22.5% travel quiet frequently Mainly domestic travel Feel cheated with tariff differences in online and offline Prefer to negotiate and customize Feel that they have to pay extra charge for the intermediate Make reservations usually in advance Cancellation and refunds become a tedious process.

• • •

84% make online travel bookings 90.5% feel price and hidden charges matter a lot to them 70% of users feel a poorly designed website puts them off 70% Safety and security of their personal details, contact books, banking information etc. act as a barrier while making reservation online

• • • •

•

85% make their reservations on their own 88% preferred to know about reviews.

Most of the travelers do not write reviews.

86% look at the photos and videos Other important features include availability of rooms, information maps and location, comparison to competitors and provision for last minute changes or scheduling.

Data provided may not be accurate or up to date

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

• • • • •

The design of websites are not easy and convenient No acceptance of m-tickets Lack of m-platforms Poor internet services Poor database management Booking processes get hanged and make user do the entire process again or in case of already a deduction of payment, they have to go through a tedious refund process

SURVEY TAKEAWAYS •

Through online

questionnaire

•

People lying in lower middle class, middle

and upper middle class

• Sample Size : 285

KEY TAKEAWAYS Usually the users feel that while on travel they are cheated with tariff related details online and offline both. In the indirect model, the customer is expected to pay extra charge for the intermediate. Price and hidden charges matter a lot to them.

Since, Justdial would pitch into a industry with competition, they will charge 10 - 15% commission.

Therefore they will be able to offer guaranteed lowest prices. Also a provision to upgrade the prices constantly will be made for hotels. Transparency of prices and rate break up will be provided to the users. The users wont have to pay a single penny for services already promised to them. They will be inclusive of taxes

Defining of cancellation, booking and refund policies and allow users to easily access them. Also, make provision to alter bookings through all platforms.

The cancellation and refunds become a tedious process.

Safety and security of their personal details, contact books, banking information etc. act as a barrier while making reservation online.

People still prefer to negotiate and ask for personal customizations and are unable to do it through indirect business booking models

Use of 128 bit security payment gateway is recommended. Also, the provision to make a reservation via call can also be made where phone based payments shall be enabled

Provision for users to allow customizing via direct enquiry with the hotels. Also, include them as a part of FAQ’s.

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Users are comfortable to make payment online but not through mobile sites.

A good UI for all screen sizes, simple steps, clear display of data, assurance of not storing banking details.

Most of the online platforms lack assurance of the information they share with their users. Data provided by the lodging facility providers is not accurate or up to date most of the time.

Users see reviews generally makes them more likely to book it (versus a comparable hotel that didn’t respond to travelers) but the problem is that most of the travelers do not write reviews.

Users face issues related to the design of websites and do not find it easy and convenient

Justdial shall have a Sales team which would focus on this aspect and assure that the data provided by business listings will not be fake. Also, Justdial would act as and intermediary between them and assure verification to users via there platforms.

The sales team shall take responsibility to collect authentic reviews. Also, this can be promoted through their rate and win iPad scheme that currently run on Justdial.

Use of info graphics, UI guidelines, developing of a well designed information architecture with clarity of information and use of minimal colors. The elements shall maintain consistency throughout the platform.

The booking process shall seem in a linear flow divided into small quick steps. The user shall have option to subscribe and unsubscribe for promotion content on their mailbox or phone inbox.

The services lack access methods

Since Justdial already has penetrated into various platforms they need to blend it to this new service with enhanced training, execution and user testing. Also voice being the high point of Justdial’s service offering and also since it is more user friendly and easy penetrable option, therefore the company will integrate a voice based access system along with Mobile and web based platforms.

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

USER PERSONAS • •

Through informal interviews 6 cities (Ahmadabad, Bangalore, Delhi, Chandigarh, Faridabad, Kolkata

•

People lying in middle

and upper middle class

• Total Number : 23

KEY TAKEAWAYS Provision to add this data and algorithms to process data based on these dates.

The user requires to ensure the confirmation of reservation on specific dates and days

The user needs to know about how there stay would be before they choose a stay option as stay is one of the most important reasons for them to make a choice.

Different users have preferences for facilities or luxury level.

Some users prefer to stay in specific star hotels only

The users need to know how their rooms are like in terms of services and amenities. This makes them compare various service providers with similar facilities.

Provision to know about experience of other. Comfortable stay could include parameters like hygiene, hospitality, facilities and services, accessibility/location. This can be done in form of reviews from previous travelers. The user shall also been given information of location of service provider and basic facilities around located in a map.

Allow the users to sort data on basis of star ratings

The users shall be allowed to see and choose from various room types and the facilities and amenities provided by them.

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The users may need to make certain customized arrangements.

The users shall be allowed to contact or enquire about services before making reservations

When people travel to unknown cities they may require some other services too beyond stay, this may be in terms sight seeing, medical facilities etc.

Sometimes people travel in a large group and prefer to book rooms together in a same hotel.

Since Justdial is a local search engine it will also provide the provision to locate other support facilities in the map, its directs and distance from the hotel.

The users shall be allowed with provision to make booking for more than 1 room for a larger group

Provision to show deals and offers and prices and offer customers lowest prices.

Its a customer driven market and customers want to see the best offer and deal they would get.

The service shall be extended to more than hotels and allow users to choose where they want to stay.

Users may want to stay in places other than hotels, thus users shall have options

The users are always afraid to get reservations at end moment during peak season time.

The users may not feel comfortable to book through internet in case if they are not tech savvy or scared of net banking, they also feel comfortable in assuring one on one voice confirmation.

The service shall allow the users to make reservation at least 3 months in advance.

A provision of voice based platforms

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4

JUSTDIAL AND HOTEL INDUSTRY : CURRENT FLOW

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JUSTDIAL & HOTEL INDUSTRY • Justdial has a number of categories • Hotels is one of the most important categories • Reasons of being popular are:

Increase in travel by users Database

Show information about listings

THE CURRENT FLOW FOR USERS

HOME PAGE

FILTER PAGE

RESULT PAGE

FREE LISTING

DETAILS PAGE

FOR BUSINESS LISTINGS

HOME PAGE

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE

FOR USERS

HOME PAGE

FILTER PAGE

RESULT PAGE

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DETAILS PAGE

FOR USERS

HOME PAGE

FILTER PAGE

RESULT PAGE

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE

FOR USERS

HOME PAGE

FILTER PAGE

RESULT PAGE

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE

FOR USERS

HOME PAGE

FILTER PAGE

RESULT PAGE DEALS

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DETAILS PAGE

FOR USERS

HOME PAGE

FILTER PAGE

RESULT PAGE

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DETAILS PAGE

GAPS AND SUGGESTIONS User requires to search for other business or services like restaurants separately

Cannot compare hotels based on prices, check the availability of room, make online confirmation etc.

Since Justdial is a local search engine and has data and algorithms which enable them to display contextual data to users, they can make a provision to be able to locate important category based places relevant to the users.

The user requires to see other important places around them specially when the city is unknown so they can get suggestions / options for their other needs besides travel

Users can now decide what to share, enquire from business listings.

Do not want to share personal details with strangers from the business listings, Getting unnecessary calls from a number of business listings post enquiry

Completes the users goals and tasks end to end No provision to make reservation

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Easy comparing among various service providers User is unable to directly view any best deal/offer directly

Removes scope of glitch and delays in service Wait in anticipation for business listings to get back

This will be beneficial to gain trust of the users.

Not all the listings are verified clients of Justdial

This will help users understand and know better the services from service providers.

The users do not feel that the reviews and ratings are reliable in Justdial

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5

COMPETITIVE ANALYSIS

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

AS A BRAND Cleartrip is an online travel site which lets Indian customers book domestic flights and hotel rooms easily

USP

Effective online booking portal due to large contacts with tourism entities

Making travel simple

SERVICE MODEL 1.

2.

3.

4.

Find hotels in worldwide destination Cleartrip Mobile Packages Offline travel agents

USER SEGMENT Positioned as a very simple and comprehensive online booking portal

POSITIONING

Travellers who use internet for online transactions. This includes Frequent Travelers, Businessmen, Corporate, Travel Junkies, Foreigners

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

COMPETITIVE ANALYSIS PROS AND CONS

Key Offerings

Advantages

Disadvantages

Effective online booking portal due to large contacts with tourism entities

• • • • • •

•

• •

Simple Interface and processes Presence in the international business scenario Good customer support for customers Highly Customer oriented Tieups with airlines, corporates and hotel chains Customers currently using traditional methods of bookings Offer better travel packages in line with customer expectation Untapped sections of international tourism market

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

• • • • •

Unable to attract customers who are not internet savvy Reluctance in customers to avail bookings through online payments Cases of Unsatisfactory customer service in terms of addressing issues Possible lack of co-ordination with tourism entities Present competitors having substantial market share Newly emerging online booking portals with better offerings

AS A BRAND Makemytrip, as an online travel agency, offers the best deals on travel based products and services at the most reasonable prices

USP

Affiliation with large number of tourism entities leading to easier bookings and effective online booking portal

Hotels unlimited

SERVICE MODEL 1.

2.

3.

4.

Find hotels in worldwide destination Cleartrip Mobile Packages Offline travel agents

USER SEGMENT Travelers who use internet for online transactions

POSITIONING

Positioned as a trusted online booking portal as well as travelling consultant

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

COMPETITIVE ANALYSIS PROS AND CONS

Key Offerings

Advantages

Disadvantages

Affiliation with large number of tourism entities leading to easier bookings and effective online booking portal

• • •

•

• •

• • •

One of the earliest market entrants Presence in the international business scenario Secure and trusted channel for facilitating payments Attractive brand name and convenient website navigation It offers services like International and Domestic Air Tickets, Holiday Packages and Hotels, Domestic Bus and Rail Tickets, Private Car and Taxi Rentals, B2B and Affiliate Service Customers currently using traditional methods of bookings Offer better travel packages in line with customer expectation Untapped sections of international tourism market

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

• • •

General Reluctance in customers to use internet for financial transactions like booking tickets online Possible lack of co-ordination with tourism entities Present competitors having substantial market share Newly emerging online booking portals with better offerings

COMPETITIVE ANALYSIS DESIGN DIRECTIONS UI FEATURES

BUSINESS FEATURES

• • • • • • • • • • • • • • • • • • •

• • • •

Clean UI Linear Flow Clean and legible typography Sophisticated and neat Look Appropiate use of colors and their meaning Clear navigation Display value to users Provision to get user requirements Provision to filter results Use of whites Provision to modify search Provision for Map view Use of appropriate design for links Focus on prime flow Avoid distractions Consistency Simplicity Display status of booking Allow users to easily cancel

• • • • •

Expansion to international business scenario Secure and trusted channel for facilitating payments Attractive brand presence Cater to Customers currently using traditional methods of bookings Offer better prices in line with customer expectation Catering to Untapped markets Simple processes Good customer support for customers Highly Customer oriented

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6

SERVICE OFFERING

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Based on a re stucturing and sorting of all the design directions, here is what we offer to our stakeholders TO USERS EMPOWER THE CUSTOMER AND LET THEM COMPARE

TO SERVICE PROVIDERS LOWEST PRICES

BUSINESS LEADS

FEEDBACK

SERVICES BEYOND STAY

GENUINE AND DETAILED REVIEWS

BOOKING MANAGEMENT PLATFORM

GENUINE AND DETAILED REVIEWS

LOGICAL SEMIOTIC SEARCH

INCREASED ACCESS TO INFORMATION

REACH ACROSS THE COUNTRY

SECURED AND RELIABLE HOTEL RESERVATION SYSTEM

USER CENTRIC APPROACH

CUSTOMIZATION

ACCESS THROUGH VARIED PLATFORMS

SECURED AND RELIABLE HOTEL RESERVATION SYSTEM

ORGANIZATION OF BOOKINGS

CONVENIENCE TO BOOK AT ANYTIME, ANYWHERE

ACCESS THROUGH VARIED PLATFORMS

TRAINING AND SUPPORT

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ORGANIZATION OF BOOKINGS

Based on further re - organization of these offerings here are the key value propositions that the users would get from the service model

VALUE TO THE USERS

POWER

SAFETY

SATISFACION

CONVENIENCE

RECOMMEND

EMPOWER THE CUSTOMER AND LET THEM COMPARE

SECURED AND RELIABLE HOTEL RESERVATION SYSTEM

LOWEST PRICES

CONVENIENCE TO BOOK AT ANYTIME, ANYWHERE

GENUINE AND DETAILED REVIEWS

CUSTOMIZATION

ORGANIZATION OF BOOKINGS

SERVICES BEYOND STAY LOGICAL SEMIOTIC SEARCH

USER CENTRIC APPROACH

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

ACCESS THROUGH VARIED PLATFORMS

INCREASED ACCESS TO INFORMATION

7

RE - DEFINED BRIEF

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

To Design a user

centric hotel reservation service that gives results based on semiotic search logic and let users constructively interact with data listings leading to get a maximized

user experience.

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

USER CENTRIC End Users/Travellers

USER

NEED

ASPIRATION

IMPACT (HOW)

EXPAND

End User

Find lodging service providers

Relevant, Affordable

Website + Mobile

Call

Get Information about lodging service providers

Information on that affects decision making

Service Indicators + Value Added Services + Visual data + Prices

Get Information about other stay related facilities

Information that a user might need or is relevant while they travel to a new place

Services around + Contact Details + JD Ratings + Logistics assistance

Contact service providers

Establishing immediate contact for enquiries or customizations

Direct enquiry + Customizing requests + Post booking coordinations

Payment Gateways facility to make prepaid reservations

Book appointment, rate and review, give feedbacks, profile details, travellers’ details

Making booking

Manage bookings

Accessible,

Organized efficient data for future reference

Track and manage bookings, cancelations and alterations, Refund and payment tracking

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Collaborations with banks for special discounts on credit cards

USER CENTRIC Service Providers

USER

NEED

ASPIRATION

IMPACT (HOW)

Lodging Service Providers

Get Business

Attract travellers for higher profits

Higher ROI (if any) brand recognition

Get Payment

Seeking payment from the travellers for booking

Payments minus Commission adding to their profit

Manage travellers’ details and bookings

Organized, stuctured data of travellers, provision to add and delete data of their services, real time updating of room availability

Website + Mobile

Improve by real time feedback

Improvement in service

Website + Mobile + Call

Get Business

Attract other stay related businesses to become clients

Website + Mobile

Other service providers like restaurants, doctors etc.

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SEMIOTIC SEARCH LOGIC • • •

By bringing semiotic search logic, the service providers will attempt to understand the real needs of the users and provide information accordingly, so that the end user experience has a long term impact.

Parameters of mapping Semiotic touch points have been developed (based on grouping of pain areas of users).

These are: Characteristics attributes of service providers, Service indicators, Value added services

PARAMETER

ATTRIBUTES

EXECUTION

INTERVENTION

Character

Safety

Use of 128 bit security system.

Payment processes through phone and web portals.

No storage of password data entered by the users Service Indicator

Convenience

Allow to book at anytime from anywhere

Via. phone users are on the go

Increased access to information by sharing all possible details

Through web, voice and mobile platforms

Allowing user to customize their bookings through personal enquiry

Enquiry through web voice or mobile platform in form of SMS or email

Organization of bookings

Through web and mobile platform.

Offering lowest guarenteed prices

By reducing the commission charged from the business providers but not reducing the discount taken from them

Power

Empower customers and let them compare

Through web and mobile portals

Recommend

Collect first hand authentic feedback with help of questionnaire and generate genuine detailed reviews

Sales Force employees collection of on field data and online provision through web and mobile platforms, through feedback voice calls.

Building travel directories around their locations

through web and mobile platforms

Satisfaction

Extra Service

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CONSTRUCTIVE & MEANINGFUL INTERACTION WITH DATA Current interaction with the available data in form of SMS/Email Once the end user has obtained this data, the role of Justdial gets over Justdial is then dependant on the users to call next time, wherein they collect feedback on the previously used facility There is no way of knowing what user has done with the data obtained previously Hence, JD will have to offer more user centric data through its search platform.

• Providers have limited interaction with the data shared by Justdial, most of which renders useless • Hence, there is a direct need to bridge the gap between this “conversion.”

• • • • •

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VARIOUS PROFILE EMPLOYEES OF JUSTDIAL Representative Description Type Responsibilities

Success Criteria

Hotel can use it, and customers can search and book rooms.

Updates database, and upload bookings to hotels.

Involvement

Designs whole system, with the requirements of the customers i.e. Hotel and customers of hotel.

Experience system user.

Deliverable

Database of hotels.

Engineer, website designer and manager.

Keeps website in order, and maintains it to ensure full usability.

EMPLOYEES OF HOTEL Representative Description Type Responsibilities

Receptionist, general manager or room allocation manger

Success Criteria

Calculation of bookings, allocates customers to a room successfully.

Uses system to download room reservations

Involvement

May help design the system, for usability reasons.

Experienced system user.

Deliverable

Full attention

Maintains and uses system, helps design user interface.

Comments

May be difficult to use for novice computer users.

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ENGINEER & WEBSITE DESIGNER Representative Description Type Responsibilities

Success Criteria

Hotel Employees Receptionist, employees.

Managers,

Any

other

hotel

Experience hotel Employees.

Reserved room for customer, least amount of complaints as possible.

Involvement

Helps design system.

Deliverable

Input for reservations

Book room for customer, not to double book etc.

CUSTOMER Representative

Success Criteria

Completed Objectives intended i.e. Booked Room

User of Website & Hotel Customer

Involvement

Provides the system with information about themselves, and the system is designed for the customer as well as the employees of both the hotel and the website.

Type

Probably Intermediate Computer User to Advanced User.

Deliverable

Credit card details, personal information.

Responsibilities

Simply uses system and has no control of anything else.

Comments

May be difficult to use for novice computer users.

Description

Multiple customers

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REQUIREMENT OF STAKEHOLDERS END USERS

SERVICE PROVIDER

OTHER TRAVEL RELATED SERVICE PROVIDERS

SEARCH / FIND

Information based

Group Travellers Individual Travellers

Group Customers Individual Customers

MANAGE

History Previous Searches Booking Records Travel Directories

BOOKING

Reservations Customizations Reminders

Callings users who booked through JD Answering Pre booking queries Make an organized reservation Handling customizing requests Software - data management

ADVERTISEMENT

Through JD website Through JD mobile

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Through JD website Through JD mobile Through SMS / Email

JD HOTEL RESERVATION SERVICE USER TOUCHPOINTS

BEFORE BOOKING

@ Mobile Application WAP site

Web Portal

SMS enquiry

Mobile Application WAP site

Web Portal

Call Forwarding

Email Enquiry

WHILE BOOKING

POST BOOKING

@ Mobile Application WAP site

Web Portal

SMS Confirmation

Email Confirmation

POST STAY CSR

Feedback Call

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Reminder Call

Reminder SMS

JD HOTEL RESERVATION SERVICE GUIDLINES : FOR UI DEVELOPEMENT FRONT END USER DESIGN GUIDELINES : • • • • • • • • • • • • • • • • • • •

A usable system for online users The Interface shall have a responsive design and be able to dynamically shift according to screen sizes.

Design information architecture with clarity of information.

The data on shall be sorted based on semiotic search logic.

The screens shall have a clear identification of brand and its current design language It shall be in line with the search engine platform in terms of functionality.

A linear flow divided into small quick steps shall be used for making reservation.

Extensive User Testing and bug fixes are mandatory The user shall be displayed important and relevant information in their order of hierarchy from most important to least.

Verification to users will be made via. There platform in the form of JD verified icon.

Option to subscribe and unsubscribe for promotion content on their mailbox or phone inbox.

Users shall have easy access to the policies through visible link.

The visual language shall be minimal and simple with use of less colors and no gradients.

Users will be allowed to access these information as a part of service offering and collect their feedback on the same through writing reviews options.

Use of 128 bit security payment gateway is recommended.

Allow managers to access database for reports and figures Compatibility with all internet browsers Only one customer can book the same room, but one customer can book more than one room Only credit card / debit card / netbanking payments can be received online, but any method of payment can be used when booking in person at hotel

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

JD HOTEL RESERVATION SERVICE GUIDLINES : FOR UI DEVELOPEMENT PLATFORM FOR SERVICE PROVIDERS • • • • • • • • •

A Interface platform shall be designed for service providers Allow a hotel receptionist or room allocator to view the provisional bookings and confirm bookings The platform shall allow them provision to add information about their service and hotel.

The platform shall have a provision to edit or update data.

The information collected from them shall be in lines with the requirements of other similar hotel reservation tools The data of room availability and other services, alters or editions shall update in real time.

Provision to accept customer enquiries shall be made and they shall be able to respond to them.

The platform shall allow them to cancel reservations and process the money back to users for the same.

Manager is the only employee who can add, amend, remove hotel, room, and customer from database

PLATFORM FOR CSR • •

The provision shall be made where the customer sales representatives can directly add information to the database A request is being made via voice based platform and can be resumed or altered by the next CSR when accessed.

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JD HOTEL RESERVATION SERVICE GUIDLINES : FOR JUSTDIAL • • • • • • • • • • • • • • • • • •

Justdial shall make use of latest technologies and competitive tools to make their service among the best in the hotel industry domain.

They shall effectively train the CSR and CSR to handle user requests and grievances.

The consistency of the experience of the service shall be maintained across platforms.

Justdial shall standardize their processes and guidelines for any new employees joining the new service team.

All the processes shall be well documented for future reference.

Justdial shall take care of maintaining transparency with users and shall be efficient with their customer support.

The Sales Team shall take personal efforts to collect authentic reviews as they are essential for the service.

Justdial shall provide users with option to subscribe and unsubscribe for promotion content on their mailbox or phone inbox.

Reservation shall be made via all platforms Resolving users needs and problems shall be the main focus.

Evolution of technology and trends shall be kept up to date and should reflect in the service.

Constant validation and evaluation of the service shall be done.

The service shall be launched in TIER 1 and TIER 2 cities and shall penetrate to other in long run.

The policies shall be well casted and shared with users.

Cancellations and alterations of reservations shall be well documented and handled with care.

Justdial shall advertise about the new service as soon as it is launched.

To fight competition the price shall be kept at its best competitive edge. The charge will be 10 - 15% commission. Therefore they will be able to offer guaranteed lowest prices.

Security and Safety of user information shall be their responsibility.

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TASK FLOW IN A NORMAL BOOKING SCENARIO

YES

YES/NO

NO

START MAKE PROVISIONAL BOOKING

CUSTOMER TYPES IN JUSTDIAL.COM CONFIRM BOOKING

CUSTOMER CHOOSES HOTEL CATEGORY CUSTOMER AGREES TERMS AND CONDITIONS AND CONFIRMS BOOKINGS

ENQUIRES ABOUT HOTELS CARD/BANKING DETAILS ARE ENTERED

WEBSITE SEARCHES DATABASE FOR HOTELS THAT MEET CRITERIA CARD/BANKING DETAILS ARE RECEIVED

RESULTS RETURNED TO THE CUSTOMERS AMMENDMENTS MADE

ROOM AVAILABLE AMMENDMENTS ACKNOWLEDGED

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SEARCH ANOTHER HOTEL

8

USER INTERFACE DESIGN

JUSTDIAL CSRs SERVICE PROVIDERS

USERS

UI

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

USER INTERFACE : VOICE If a user wants to book

Calls

Get Information through JD

USER

tech Sol and confirm booking JUSTDIAL HOTEL RESERVATION

JUSTDIAL’S HOTEL DATABASE

Recieve Payment through mobile banking

JUSTDIAL HOTEL RESERVATION

BookingPyment through JD Tech Sol

HOTEL

@

If a user wants to get information

Confirms Booking through SMS and Email

Calls

USER

JUSTDIAL HOTEL RESERVATION

Contacts through JD tech Sol

HOTEL

Send Information through SMS

Contact user on behalf of providers (Identify requirement + provides information)

Makes reservations after confirming with the lodging service providers

Offers reminder service to end users a day prior to their reservation dates

Post stay Services: calls the guests on behalf of service providers to collect feedback on the service

Manage Personal lodging account: If a user signs up for the JD Hotel reservation service, JD can maintain data of past bookings and upcoming bookings for end user and his/her family members.

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

The following pages will give a proposed concept

for design of website for users and will be launched and tested before an application and WAP site can be developed.

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

USER INTERFACE : WEBSITE HOME PAGE Justdial

The hotels category as a seperate vertical

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

RESULT PAGE Justdial

Sorting Options for Viewing the results

The current slide is a list view of results

Filter by price option

Displays by default top results based on paid clients agreement The current slide is a list view of results

Price that user will have to pay Ratings from friends

Other filter options

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Details of business listing

RESULT PAGE Justdial

Provision to allow users to compare easily a number of rooms selected by them

List of ameneties available in a hotel and provision to view in detail Details of various rooms and provision to book them, add to compare list and view in detail

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

COMPARISON OF ROOMS SELECTED

Justdial

User can Select room from here and directly go to the booking process

Complete details of the rooms

Ratings on the basis of satisfaction, safety and convinience for more user touchpoint based ratings

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

RESULT PAGE Justdial

The current slide is a map view of results

User can Select room from here and directly go to the booking process

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : HIGHLIGHTS

Justdial

Displays users to view basic details of booking

Provision to view photos enlarged

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Provision to contact the business listing directly

DETAILS PAGE : AMENITIES

Justdial

Displays users to all the ameneties available

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : INFORMATION Justdial

Information about the business listing is displayed here

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : PHOTOS (ENLARGED VIEW)

Justdial

Option to view all photos

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : MAP

Justdial

Option to view the business listing on the map

Other travel related business listings based on categories currently under Justdial

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : MAP VIEW

Justdial

Option to view all listings or the ones that have been added to users travel list

Get direction to view route to the business listing

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : MAP

Justdial

On click the details of the travel related business listing will be displayed and a provision to add to travel list is there through a link

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : MAP VIEW

Justdial

Business Listings added to travel directory of a particular category

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : REVIEWS

Justdial

Eate this button to allow users to write review and rate the businesses

Ratings of all users of Justdial or friends’ ratings for more trustworthy feedback on business listings

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : RATE THIS

Justdial

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DETAILS PAGE : ROOM DETAILS Justdial

Details of various rooms avalaible in a hotel and a provison to book or compare them

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

BOOKING STEPS : ITENARY

Justdial

Link to view booking policy

Itenary details

Price details and a provision to see breakup

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

BOOKING STEPS : EMAIL DETAILS

Justdial

Confirmation of the information added

Provision to edit the details Complete details of itenary confirmed by the user

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

BOOKING STEPS : TRAVELLER DETAILS

Justdial

Adding of travellers details

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

Saved travellers details based on previos reservations

BOOKING STEPS : EMAIL DETAILS

Justdial

Payment Options and Details filling option

Secured transaction assurance

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

BOOKING VOUCHER Justdial

Provision to print or email voucher QR code can be scaned from smartphones to get the travel voucher

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DASHBOARD Justdial

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

DASHBOARD Justdial

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

9

BUSINESS PLAN

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

MISSION • •

To provide users a holistic value-led platform that caters to their stay while on travel.

A technology based platform that lets all lodging related stakeholders to interact constructively with each other.

GOALS + OBJECTIVES • •

JD Hotel Reservation aims to be India’s leading search engine and integrated service provider in Hotels Category.

JD Hotel Reservation will achieve this goal byIncreasing Customer Support Value Rich Data Collection Offering Software Support

REVENUE MODEL • •

Saas model Commission revenue

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

BUSINESS PHILOSOPHY JD Hotel Reservation to be successful it is important to: • • • • •

Provide Authentic unbiased reviews about JD Hotel Reservation provider from real time users.

Monitor and manage continuous ratings and reviews.

Collect data-base of lodging facility providers all over India.

Provide software support to small and medium enterprises to increase efficiency.

Provide a multi platform service that is quick and efficient and free of cost for end users

CUSTOMER SEGMENT • • • •

JD hotel reservation caters to all the existing customer base of JustDial Pvt. Ltd. These include staying in Tier I and tier II cities.

It also caters to paid and non paid enterprises in lodging and stay domain.

These are Hotel Groups, Guesthouses, Campsites, Motels, Service Apartments, Small scale hotels.

B2C SERVICES • • • •

Relevant information on accomodation providers Manage reservation accounts Booking Jd travel directories

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

10

IMPLEMENTATION OF SERVICE

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

STEPS TO IMPLEMENT THE SERVICE TRAIN MANPOWER • •

• •

Defining responsibility of justdial CSR’s Understanding callers queries Lead generation Make reservations Reminder for reservation Follow up and provide information Special training module to fit jd hotel reservation vision Longer time duration of training period for the jdhotel reservation CSR’s

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

STEPS TO IMPLEMENT THE SERVICE COLLECT AUTHENTIC REVIEW • • •

In order to have an icons of Hygiene, Hospitality, Facilities and Convenience to become visible on hotels list, the hotels need to have minimum of 20 real time reviews.

The reviews can be generated by following methods Collection by JD Sales

USER ENGAGEMENT Need to create incentive for user to give feedback.

• •

JD feedback incentive More power to user via JD hotel reservation

HOTELS / BUSINESS LISTING ENGAGEMENTS Free One month Service

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

STEPS TO IMPLEMENT THE SERVICE MONITOR RATINGS • • •

It is imperative to continuously generate real time data and monitor reviews The reviews generated should be shared with the lodging facility providers so that they can also improve their business.

Third Party Ratings : JD hotel reservation Service is synced with JD, and displays the ratings of Justdial (JD Verified) as 3rd party ratings

SOFTWARE SERVICE • • • •

Personal account management Creating platform for availability of rooms Payment gateway Handling offline payments

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

TIMELINE FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

2015

2014

2013

JAN

Internship period as SDM at Justdial (Understanding user needs, analysing and defining brief) Defining curriculum for JD hotel reservation system Developing and user testing of Justdial web and smartphone portal Updating of facilities, room details etc. by lodging facility providers JD team collecting feedback from guests Training JD hotel reservation service CSRs Launch beta service of JD hotel reservation to current members of lodging facility providers Iteration in service based on feedback from lodging facility providers NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

REVENUE OPPORTUNITIES ASSUMPTIONS • • • •

Cost of JD Premium Account : Depending on key words minimum charges kept as 15,000 per annum.

JD hotel reservation service : Minimum charge of JD hotel reservation system inclusive of lead generation and basic paid plan of JD listing is kept as Rs 20,000 Commission Cost : Assuming average cost of making a reservation would be 1500, transaction cost of 15% per transaction.

Thus, transaction cost of one business listing can be deduced as : 15% of 1500 ) X Number of appointments X Number of days 15 % is the commission rate Number of appointments is considered as 1 Number of days include 4 months of peak seasons i.e. 120 days

225 X 1 X 120 = 27000 • •

From here we can see that at the moment JD earns Rs 1,50, 00, 000 from business listers Even if JD converts the 500 premium account holders to JD hotel reservation account holders they can charge on an average 36.17% more than the current.

S No.

SERVICE

COST

NUMBER OF BUSINESS LISTERS OF HOTEL RESERVATION SERVICE

ANNUAL COST

1

JD premium account

Rs 15,000

1000

1,50,00,000

2

JD hotel reservation system premium account lead generation

Rs 20,000

500

1,00,00,000

3

Commission cost of lead generation

Rs 27,000

500

1,35,00,000

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

}

2,35,00,000

11

CONCLUSION

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

CONCLUSION • • • • • • • • • •

We need to look at a bigger picture Understand how the country is moving to become a middle class dominated society Dynamics and needs towards travel and lucury will change directly or indirectly It is a strategic point to make use of market opportunity Consumers are ready to spend on travel and luxury and believe in technology based interventions to make their travel smoother.

The company has already mastered in managing the multi sided market with SME’s on one side and regular users on other Developing and providing a platform for hotel reservation will be a natural progression and not a impulsive jump to explore new possibilities A lot of strategic decisions are on hold due to the recently launched IPO They must realize that the sector for hotel reservation already has a number of players with a few of them being really strong The service model or research may not be suitable for more than year or two in the fast cahnging mobile domain

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION

THANK YOU

NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION