Mapping behaviour to derive alternative business funnel
Challenge
Envisioning a robust tool that comprehensively scopes user actions associated with every stage of the user funnel into affinity values - as diverse choices a user may prefer in their entire user journey
The Behavior Affinity Mapping Tool is an Anticipatory Journey System Design which tries to envision travel personas in the Indian demographic with the data obtained from extensive user research.
The project involved the creation and establishment of user personas for travel in the Indian demographic, and promote its application by stakeholders to identify critical and alternative business funnels for designing experiences in an Online travel agency.
The outcome needed to determine, enhance, and drive - 'definitions' from vague to concrete, 'details' from expanded to extensive yet precise, and the 'organizational effort' from incognizant to informed.
The data gained from extensive user research involving contextual inquiry, one on one interviews and online surveys have been interpreted and drafted to form the Behaviour Affinity Mapping tool. The tool has been designed to be adopted as an experience modeling guide through organizing and mobilizing journey maps for individual personas in different stages of travel. The journey map enlists all the potential activities connected with each step of the trip into affinity values - interpreted as the variable choices a persona holds. The tool’s investigative and straightforward usability enables swift shifting between a persona’s details and choices, assisting stakeholders in strategizing business funnels and delivering an experience with compelling evidence.
