CX/UX Strategy & Research, Design Sprints, MVP
Dreampass
How to improve communication between users and operators of activities and experiences and, consequently, enhance sales?
The Problem
Dreampass is the first adventure activity marketplace in Brazil. Dreampass is a startup that connects users from around the country with tour operators and activities through its website. However, many who engage have obstacles when communicating with the operators. Which are decreasing the user's experience and consequently the sales. What is happening with the platform? And how to make the user journey from the book until after booking more accessible and more engaging?
Objective
The primary objective is to improve communication between users and operators and enhance sales and consumer satisfaction. The second objective is to engage users with the brand values through an exciting digital journey.
Approach
Discover what is unique about Dreampass
Identify what the issues users are facing when trying to communicate with operators are
Understand and validate user behaviour within the platform through one on one interviews and surveys
Define a shared understanding of what the customer and operators want on both functional and emotional levels
Highlight opportunities for more 'wow' moments and identify areas for improvement
User Testing
Solution Process
Due to the non-disclosure agreement, limited information can be provided.
Based on 1:1 research sessions and online surveys, I created personas to represent the platform's diverse user types, current users, and prospective users. The creation of personas assisted in understanding the user's needs, experiences, behaviours, goals and motivations.
Because some of the interviewees were already users of the platform, we could clearly understand what problems they were facing and their expectations and frustrations. It was a pivotal piece to re-imagining functionalities.
Personas
I ran a competitor analysis to help us solve usability problems and to understand where the platform stands in the market. Competitor analysis was also vital to inform the design process, knowing the strengths and weaknesses of competitors and having reliable evidence when making product changes.
Competitor Analysis
Information Architecture
I built the information architecture of the mobile app and the website. I also created the backend logic structure of information and variable data management with the IT team.
We made a presentation to the leadership team, stakeholders and investors. After reviewing and voting, we decided which ideas would be made into prototypes for user testing and MVP.
MVP & User Testing
Through Scenarios, Sketches and mock-ups, we defined the main functionalities and interactions.
Also, developing prototype stages. During this stage, an analysis of the best platforms and systems was also conducted to support the final product.
Application of the main functionalities understood as the MVP using the best system and platforms. Enabling the user test methodologies such as moderated, unmoderated and explorative.
Success
During this process, Dreampass received the investor's funds, and we started to develop the new platform, always following up through CSAT user satisfaction with specific functionalities and features. Dreampass launched the new platform in 2016 with a considerable increase in retention, engagement and sales.