Detailed Project Description

Phase 1: Marketing and Business Assessment
This phase formed the business context for the project and thus helped us to develop the design for the listening labs in Phase 2.

Steps included:

• Interviews of key stakeholders and managers to build the business context.
• Expert review of Cheaptickets.com's customer experience, focusing on the flight booking path.

Phase 2: Listening Labs (first round)
Creative Good's version of user tests, listening labs combine the best of traditional usability research and less directive market research methods.

• 8 customers attended one-on-one sessions, each lasting 45 minutes, followed by a discussion among the client team members observing from "behind the glass."
• Customers tested three things: the current live Cheaptickets.com site, a set of prototypes already in development, and several competitors' sites
• Several Cheaptickets.com team members, representing a cross-section of the organization, observed the labs.

Phase 3: Creation of the Customer Experience Strategy
Creative Good developed a "customer experience strategy" to guide the rest of the project, based on the project results up to that point.

Phase 4: Prototyping
Creative Good created 10 to 15 pages of "wireframe" prototypes to show, tactically, how to implement the customer experience strategy in the redesign.

• Prototyped pages included the entire flight booking path, including the Cheaptickets.com home page, search results, register/log-in, and checkout.

Phase 5: Listening Labs (second round)
This second round of labs focused on Creative Good's prototypes. This allowed two things:

• Validation of the changes that were made to the prototypes since the first round of labs.
   
• Discovery of any incremental improvements not found in the first round of labs.

As stated above, results arrived immediately upon relaunch:

• Over 100% increase (more than doubling) in Trip.com's sales conversion rate
• Over 100% increase in Cheaptickets.com's sales conversion rate