What innovative features could Expedia add to its mobile app to streamline the hotel booking process?

Introduction

To streamline Expedia's hotel booking process on their mobile app, we need to identify innovative features that enhance user experience, reduce friction, and ultimately drive conversions. I'll approach this challenge by analyzing user segments, pain points, and potential solutions, keeping in mind Expedia's position in the competitive travel booking landscape.

Step 1

Clarifying Questions

• Looking at Expedia's market position, I'm thinking about their competitive advantage. Could you share insights on Expedia's unique selling propositions compared to other OTAs like Booking.com or Airbnb?

Why it matters: Determines focus areas for innovation that leverage Expedia's strengths Expected answer: Extensive hotel inventory and loyalty program Impact on approach: Would emphasize features that showcase hotel variety and reward frequent users

• Considering user behavior, I'm curious about the typical user journey. What percentage of users start their hotel search on mobile vs. desktop, and how often do they switch between devices?

Why it matters: Influences whether to prioritize cross-device continuity or mobile-specific optimizations Expected answer: 60% start on mobile, with 30% switching to desktop before booking Impact on approach: Would focus on seamless cross-device experience and mobile-specific conveniences

• Examining the current app features, I'm wondering about user engagement metrics. What's the average time spent in the app during a hotel search, and at which stages do we see the highest drop-off rates?

Why it matters: Identifies key areas for streamlining and where to add engaging features Expected answer: Average 15 minutes per search, highest drop-off at filter application and payment stages Impact on approach: Would prioritize improvements in search filters and checkout process

• Considering Expedia's business goals, I'm thinking about the balance between conversion and user satisfaction. What are the primary KPIs for the mobile app, and how do they align with overall company objectives?

Why it matters: Ensures proposed features contribute to both user experience and business goals Expected answer: Primary KPIs include booking conversion rate, average order value, and user retention Impact on approach: Would focus on features that drive both immediate conversions and long-term loyalty