Is it better for Skyscanner to focus on improving the mobile app experience or enhancing the desktop website?

Introduction

The trade-off between improving Skyscanner's mobile app experience or enhancing the desktop website is a critical decision that could significantly impact user engagement and business outcomes. This scenario involves balancing resource allocation, user preferences, and technological trends. I'll analyze this trade-off by examining key metrics, stakeholder impacts, and potential experiments to inform our decision-making process.

Step 1

Clarifying Questions (3 minutes)

• Based on recent market trends, I'm thinking mobile usage might be outpacing desktop for travel bookings. Could you share any data on the current split between mobile and desktop traffic for Skyscanner?

Why it matters: Helps prioritize efforts based on user behavior Expected answer: Mobile traffic is growing but desktop still accounts for significant bookings Impact on approach: Would influence resource allocation between platforms

• Considering our revenue model, I'm assuming we earn commissions on bookings. Is there a difference in conversion rates or average booking value between mobile and desktop?

Why it matters: Directly impacts revenue potential of each platform Expected answer: Desktop likely has higher conversion rates and booking values Impact on approach: Might prioritize desktop improvements for short-term revenue gains

• Looking at user segments, I'm thinking there might be differences in how business and leisure travelers use our platforms. Do we have data on user preferences across segments?

Why it matters: Helps tailor improvements to specific user needs Expected answer: Business travelers might prefer desktop, while leisure travelers use mobile more Impact on approach: Could lead to targeted improvements for each platform

• Regarding technical feasibility, I'm curious about our current architecture. Are our mobile app and desktop site built on a shared backend, or are they separate systems?

Why it matters: Affects the complexity and resource requirements for improvements Expected answer: Shared backend with platform-specific frontends Impact on approach: Might allow for some shared improvements across platforms

• Considering our development resources, I'm wondering about our team structure. Do we have separate teams for mobile and desktop, or a single cross-platform team?

Why it matters: Influences our ability to execute improvements on both platforms simultaneously Expected answer: Cross-functional teams with some platform specialization Impact on approach: Could inform how we prioritize and sequence improvements