How can we enhance Skyscanner's price alert feature to make it more valuable for users?

Introduction

To enhance Skyscanner's price alert feature and make it more valuable for users, we need to deeply understand our users' needs, pain points, and behaviors. I'll approach this challenge by first clarifying the context, then analyzing user segments and their journey, identifying key pain points, generating innovative solutions, and finally prioritizing these solutions based on their potential impact and feasibility.

Step 1

Clarifying Questions

• Looking at Skyscanner's position in the travel market, I'm thinking about how our price alert feature compares to competitors. Could you share insights on our current market share and how our price alert feature is performing relative to similar offerings from competitors like Kayak or Google Flights?

Why it matters: This helps us understand if we need to focus on catching up to competitors or innovating beyond them. Expected answer: We're a strong player but lagging slightly in price alert engagement compared to top competitors. Impact on approach: Would focus on both matching competitor features and introducing unique value propositions.

• Considering user behavior, I'm curious about cross-platform usage patterns. Are users primarily engaging with price alerts on mobile, desktop, or both? How does this vary across different user segments?

Why it matters: Determines if we need to optimize for specific platforms or focus on a seamless cross-platform experience. Expected answer: Mobile usage is dominant, especially for frequent travelers, but desktop remains important for initial research. Impact on approach: Would prioritize mobile experience while ensuring desktop parity for key features.

• Thinking about Skyscanner's broader strategy, how does improving the price alert feature align with our overall product roadmap and business objectives? Are we aiming for user acquisition, retention, or monetization through this initiative?

Why it matters: Ensures our solution aligns with company-wide goals and helps prioritize features. Expected answer: Primary focus on improving retention and increasing booking conversion rates. Impact on approach: Would emphasize features that drive repeat engagement and streamline the booking process.

• Regarding user data and personalization capabilities, what level of individual user data do we currently have access to, and are there any regulatory constraints we need to consider when enhancing the price alert feature?

Why it matters: Determines the extent to which we can personalize and tailor the price alert experience. Expected answer: We have basic user preferences and search history, with standard GDPR compliance requirements. Impact on approach: Would explore personalization options within regulatory bounds, potentially suggesting opt-in advanced features.