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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
Inseperability
1
SCOPE OF THE PROJECT
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
• • • • •
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
2
JUSTIFYING THE INVESTMENT
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
3
UNDERSTANDING USER NEEDS
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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. NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
DIFFERENT OPTIONS AND BUSINESS MODELS TO MAKE A RESERVATION
DIRECT RESERVATION
TRAVEL AGENT
ONLINE BOOKING PLATFORMS
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
4
JUSTDIAL AND HOTEL INDUSTRY : CURRENT FLOW
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
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
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
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
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.”
• • • • •
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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.
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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
NATIONAL INSTITUTE OF DESIGN | STRATEGIC DESIGN MANAGEMENT | JYOTIKA BINDRA | SERVICE AND BUSINESS DESIGN FOR JUSTDIAL HOTEL RESERVATION
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