GetYourGuide - Search and Discovery
Role
Lead Product Designer
Company
GetYourGuide, Germany
Background
GetYourGuide is a Berlin-based online travel agency and online marketplace for tour guides and excursions. It is accessible via website and mobile app for iOS and Android. GetYourGuide's sells tours and excursions, activities including cooking classes, and tickets to many tourist attractions.
I've led and supported the Search and Discovery initiatives, which consisted in 3 mission teams, and helped these teams to design user-centred, consistent, and desirable solutions to help travellers finding activities they love.
My role
At GYG, the Search and Discovery experience consists of everything that happens throughout the customer journey in the platform. The Search and Discovery initiative has 3 mission teams: Search, Landing Pages, and Detail Pages. Each mission team owns a step/page of the user journey, and I helped these mission teams to design user-centred, consistent, and desirable solutions. I was the lead product designer responsible for the Search and Discovery experience in all platforms (desktop, mobile web, and native apps).
Challenge
Help customers find the best activities for their trip.
High-intent customers: "I know what I’m looking for”
Low/medium-intent customers: "I’m still exploring”
Customer problems
Overwhelmed by amount of choices: people are often overwhelmed by the amount of choices and information when researching activities. As a result, they start by searching for “best of” or “top things to do.”
Fear of missing out (FOMO): first-time travellers visiting a new destination have must-dos that they want to see or ‘tentpole’ activities. They’ll book those in- advance if they’re concerned about things selling out. People are also worried about coming back from a trip, only to realize they missed an event or attraction there. They do research to ensure they’re not missing something important.
