Redesigned Where2Go : Destination Discovery Product for Makemytrip
Redesigned Where2Go : Destination Discovery Product for Makemytrip
How might we reimagine the travel discovery experience to make it more personal and relatable for users, while also inspiring them to book a trip?
Context
Over summer of 2023, As a part of Growth team at MakeMyTrip, the goal was to improve discovery and engagement on Where2Go.I led the end-to-end redesign of the homepage to make it more personalized and introduced a story-sharing flow that allowed travelers to post their own experiences. Both features helped users find hidden gems and feel a part of the travel community.
Over summer of 2023, As a part of Growth team at MakeMyTrip, the goal was to improve discovery and engagement on Where2Go.I led the end-to-end redesign of the homepage to make it more personalized and introduced a story-sharing flow that allowed travelers to post their own experiences. Both features helped users find hidden gems and feel a part of the travel community.
My Role
Led end-to-end design for Where2Go, boosting discovery and engagement through data-driven decisions and cross-functional collaboration.
Team
Digjot Singh (Manager)
Abhinav (Director)
Ankit Khanna (Product Lead)
Shubham Singh (Development lead)
Sanvithi (Research)
Timeline
May - Aug 2024
This project was designed end to end in 3 weeks and a lot happened...
Discovery Phase
Click here to view this data
Data revealed two main challenges :
Only 11% creators finished posting travel content on W2G
1
Users didn’t click destination pages but engaged with other creators’ travel stories.
2
Secondary
Testing Flow
Behavioral
Data Analysis
5
Interviews
Research plan to find out
How do travelers plan their trip, and what influences their destination choice?
4
Months of Data
6
Participants
20+
Articles & competitive study
Travelers rely on content from others to discover places.
Travelers share content only if it gets seen and appreciated.
DISCOVERY
ENGAGEMENT
Main Insight
Together, this creates a cycle: low discovery leads to low engagement, and
low engagement weakens discovery.
Redefining
Problem Statement
Post-research problem statement
Users dropped off because the homepage felt cluttered and impersonal. They wanted real stories to discover destinations and book a trip but weren’t motivated to post their own content without engagement, creating a chicken-and-egg problem.
Users aren't engaging much with the homepage or contributing stories.
Pre-research problem statement
How do we go about this?
How might we create a more personal and inspiring experience on Where2Go that helps users discover destinations and feel motivated to share their own travel stories?
How might we
We propose a dynamic personalized homepage and simpler story-sharing flow integrating AI to make Where2Go personal, inspiring, and engaging.
Conceptual Proposal
to connect discovery and storytelling
We propose a two-part approach
Personalized Discovery Hub
A dynamic homepage tailored to each user’s travel mindset using behavior, preferences, and past activity.
Handpicked for you - video pick
Content by travel intent
Real stories
Location based suggestions
Easy, Rewarding Story Sharing
Make contributing stories feel simple and worth it, not like filling out a form.
Badges for top contributors
Autofill suggestions
Relevant nudges
Motivate more travelers to contribute
to connect discovery and storytelling
to connect discovery and storytelling
We propose a two-part approach
We propose a two-part approach
Personalized Discovery Hub
Personalized Discovery Hub
A dynamic homepage tailored to each user’s travel mindset using behavior, preferences, and past activity.
A dynamic homepage tailored to each user’s travel mindset using behavior, preferences, and past activity.
Handpicked for you - video pick
Handpicked for you - video pick
Content by travel intent
Content by travel intent
Real stories
Real stories
Location based suggestions
Location based suggestions
Easy, Rewarding Story Sharing
Easy, Rewarding Story Sharing
Make contributing stories feel simple and worth it, not like filling out a form.
Make contributing stories feel simple and worth it, not like filling out a form.
Badges for top contributors
Badges for top contributors
Motivate more travelers to contribute
Motivate more travelers to contribute
Autofill suggestions
Autofill suggestions
Relevant nudges
Relevant nudges
This project was designed end to end in 3 weeks and a lot happened...
Redesigned Where2Go : Destination Discovery Product for Makemytrip
How might we reimagine the travel discovery experience to make it more personal and relatable for users, while also inspiring them to book a trip?
Context
Over summer of 2023, As a part of Growth team at MakeMyTrip, the goal was to improve discovery and engagement on Where2Go.I led the end-to-end redesign of the homepage to make it more personalized and introduced a story-sharing flow that allowed travelers to post their own experiences. Both features helped users find hidden gems and feel a part of the travel community.
My Role
Led end-to-end design for Where2Go, boosting discovery and engagement through data-driven decisions and cross-functional collaboration.
Team
Digjot Singh (Manager)
Abhinav (Director)
Ankit Khanna (Product Lead)
Shubham Singh (Development lead)
Sanvithi (Research)
Timeline
May - Aug 2024
Discovery Phase
Discovery Phase
Click here to view this data
Data revealed two main challenges :
Only 11% creators finished posting travel content on W2G
1
Users didn’t click destination pages but engaged with other creators’ travel stories.
2
Secondary
Testing Flow
Behavioral
Data Analysis
5
Interviews
Research plan to find out
How do travelers plan their trip, and what influences their destination choice?
4
Months of Data
6
Participants
20+
Articles & competitive study
Travelers rely on content from others to discover places.
Travelers share content only if it gets seen and appreciated.
DISCOVERY
ENGAGEMENT
Main Insight
Together, this creates a cycle: low discovery leads to low engagement, and
low engagement weakens discovery.
How do we go about this?
How might we create a more personal and inspiring experience on Where2Go that helps users discover destinations and feel motivated to share their own travel stories?
How might we
We propose a dynamic personalized homepage and simpler story-sharing flow integrating AI to make Where2Go personal, inspiring, and engaging.
Conceptual Proposal
to connect discovery and storytelling
We propose a two-part approach
Personalized Discovery Hub
A dynamic homepage tailored to each user’s travel mindset using behavior, preferences, and past activity.
Handpicked for you - video pick
Content by travel intent
Real stories
Location based suggestions
Easy, Rewarding Story Sharing
Make contributing stories feel simple and worth it, not like filling out a form.
Badges for top contributors
Motivate more travelers to contribute
Autofill suggestions
Relevant nudges
to connect discovery and storytelling
We propose a two-part approach
Personalized Discovery Hub
A dynamic homepage tailored to each user’s travel mindset using behavior, preferences, and past activity.
Handpicked for you - video pick
Content by travel intent
Real stories
Location based suggestions
Easy, Rewarding Story Sharing
Make contributing stories feel simple and worth it, not like filling out a form.
Badges for top contributors
Motivate more travelers to contribute
Autofill suggestions
Relevant nudges
Final Approach
Post design : Where2Go Add Travel Story flow
Current design
Upload from Instagram
Bring your instagram posts in one go!
Over 3.5k users are using this feature!
Recommended
Add Photos
Max. 5
Add Video
OR
Priya’s New Travel Story
12:30
Upload
Tip
Photos & videos of you in the location can help inspire fellow travellers to visit.
Photo by Aishwarya in Goa
Upload from Instagram is more prominent, with a distinct visual style and user nudge.
Two different actions with "OR" in the middle, creating confusion between them.
Overcoming a Tech Challenge!
Overcoming a Tech Challenge!
Overcoming a Tech Challenge!
We proposed multi-location suggestions, but due to legacy constraints, the design now pre-selects a location with the option to deselect
We proposed multi-location suggestions, but due to legacy constraints, the design now pre-selects a location with the option to deselect
We proposed multi-location suggestions, but due to legacy constraints, the design now pre-selects a location with the option to deselect
Search and Add Location
Search and Add Location
Search and Add Location
Manali, Himanchal Pradesh
Manali, Himanchal Pradesh
Manali, Himanchal Pradesh
Mumbai
Mumbai
Mumbai
Goa
Goa
Goa
Pre-selected location (accuracy: 90%, can be removed if needed)
Pre-selected location (accuracy: 90%, can be removed if needed)
Pre-selected location (accuracy: 90%, can be removed if needed)
Enables search for multiple location
Enables search for multiple location
Enables search for multiple location
What difference we made?
What difference we made?
What difference we made?
While this data covers only three months, we saw meaningful improvement in these key parameters.
While this data covers only three months, we saw meaningful improvement in these key parameters.
While this data covers only three months, we saw meaningful improvement in these key parameters.
See full insights
Increased destination page CTR via personalized cards
Increased destination page CTR via personalized cards
Increased destination page CTR via personalized cards
14%
14%
14%
7.1%
7.1%
7.1%
8.1%
8.1%
8.1%
travel story contributions on Where2Go
travel story contributions on Where2Go
travel story contributions on Where2Go
51%
51%
51%
11.2%
11.2%
11.2%
17%
17%
17%
…and huge shoutout to all the mentors who gave me that learner's high 🧠
Open to new ideas, good conversations, and even better coffee.
Talk to me ->