What features could Trip.com add to its flight search tool to help travelers find more flexible or cost-effective itineraries?

Introduction

To improve Trip.com's flight search tool for more flexible and cost-effective itineraries, we need to understand the current user experience, identify pain points, and develop innovative features that address traveler needs. I'll outline a strategic approach to enhance the product, focusing on user-centric solutions that align with Trip.com's business objectives.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about Trip.com's current market position. Could you share insights on our primary user base and how they typically interact with our flight search tool?

Why it matters: Helps tailor solutions to our core users' needs and behaviors. Expected answer: Primarily leisure travelers, mobile-first, price-sensitive. Impact on approach: Would focus on mobile optimization and cost-saving features.

• Considering user behavior, I'm curious about the typical user journey. How many searches does an average user perform before booking, and what percentage of searches result in bookings?

Why it matters: Indicates potential friction points in the search-to-book funnel. Expected answer: 5-7 searches per booking, 10-15% conversion rate. Impact on approach: Would prioritize features that streamline decision-making.

• Regarding pain points and position, how does Trip.com currently compare to competitors in terms of user satisfaction with flight search flexibility and pricing?

Why it matters: Identifies areas for differentiation and improvement. Expected answer: Middle of the pack, room for improvement in flexible date options. Impact on approach: Would focus on innovative date flexibility features.

• Considering external factors, how has the post-pandemic travel landscape affected user expectations for flight search tools?

Why it matters: Ensures solutions address evolving traveler needs. Expected answer: Increased demand for flexibility, health info, and last-minute deals. Impact on approach: Would incorporate features addressing these new priorities.