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Transcript of Assembly air
Refine the scope
What is the current experience like?
What's the problem?
Design thinking in motion
What do users want?
Let's start talking to people
Tell me about the last time you booked a flight online?
What if booking flights
started with learning
GV Design Sprints
New user flow
and choose where
Map out your idea
It was much
faster to find
what I wanted
It felt like it knew me. Maybe too well.
It's like a travel
Users couldn't make changes to the suggestions
about privacy than
How does the business model work?
Generate more revenue from recurring use
Generate revenue from good NPS from users
Generate more revenue per trip
Who are the users?
Book flights online
Book the cheapest flight
Find flights that match existing schedules
Build a new schedule around good flights
Want to fly domestic frequently for business or family visits
Want to go on exciting international holidays
Want to spend less time booking flights
Worried about security of money online
Annoyed by hidden fees
Sick of long complicated forms
What are the assumptions?
Every flight is different
Users need to see all the information to choose from
Building trust comes from giving more information
The best way to make money by upselling the user
Test your hypothesis
eg. put up a landing page with a call to action
Learn more about your user needs and the job to be done
See whether your business model is viable without building anything
Hypothesis: users will allow us to access more information about them if it means booking flights is less painful
Most users allowed us to connect their calendar (85%)
Users who wanted to book a business flight were more likely to connect their calendar
Older users (40-60) were less likely to connect their calendar but make up a smaller part of the target market
Test whether users will pay extra for a faster flight booking experience + access to their personal data
A personalised flight booking service that uses your data from connected accounts and conversational commerce to recommend flights.
takes too long
flights per user
you and saves
Pagerank for Uber
via social media
Added fees per flight ($20)
Advertising ($2000 pm)
Partner content( $3000pm)
Partnerships + advertising mgmt
= will make money! Keep going!
Scaling Lean - Ash Maurya