How ‘Insight Guides’ discovered that their customers want to have breakfast with gorillas
Successful user-centered design of a new online travel platform thanks to personas
The challenge: Who is the target group of this innovative travel platform?
Are you working on a new, digital business model and want to get to know your target group’s requirements? When Insight Guides wanted to implement an innovative travel platform, they were unsure how to best meet the needs of their future users.
The Apa Publications Group, based in London, Singapore, Hong Kong and Warsaw, has been publishing travel guides under the Insight Guides brand since 1970. Increasing digitalization is increasing the competitive pressure in the publishing industry enormously.
CEO René Frey therefore wanted to create a new type of online travel platform that is completely geared to the needs of users and offers tailor-made trips in the high-price segment.
But which expectations do the target groups have of such a platform? The aim was to discover this together with Userlutions –
with a surprising result.
Facts about the project
| Customer | Insight Guides |
| Product | Website |
| Duration | approx. 3 months |
| Method | Focus group, in-depth interviews, online survey |
| Result | valid personas |
Personas are concrete descriptions
of your central user groups
The process: Derivation of personas through focus groups, in-depth interviews and quantitative surveys
Userlutions conducted user research for Insight Guides to create personas for the new travel platform.
Personas describe the specific characteristics and needs of the key user groups and offer Insight Guides certainty for their decisions around the travel platform.
More than 80 questions for an online survey on travel requirements were derived from focus groups and in-depth interviews with the affluent target group. These were then quantitatively validated with hundreds of participants.
The target group’s needs were analyzed in focus groups
The findings: Target groups differ in their need for luxury and unique experiences
The statistical analysis of the online survey showed that the target groups move along two dimensions: Luxury aspirations and the desire for unique experiences. Three personas were created from these results.
Brought to life: Larry Luxury, Monique Unique, Emily Family
- All personas value personal recommendations and customizability.
- Monique Unique is not looking for run-of-the-mill trips, but “Unique Travel Experiences”.
- Larry Luxury expects pure luxury and local experts for unique travel experiences.
- Emily Family travels with her family and values local insights.
Personality profiles explain the mindset of the target group
The result: These three personas minimize
the risks of market entry
Posters were created for the three personas, which can be displayed in the offices. Throughout the
company a clear understanding of its target groups is created to ensure that all decisions are user-centered.
Product management also derives specific requirements for all phases of the customer journey. The risks for market entry are minimized, and future developments are aligned with the target groups.
How can the results now be used?
- Personas give employees a common understanding of their customers.
- The development of new products and features can be persona-oriented: What is suitable for which persona?
- Prioritization: What is particularly relevant? What should be realized first?
- Development of different sales & marketing arguments for each persona.
Persona posters give the target groups a name and a story
With our mock-ups, we supported Insight Guides in the design of the new travel platform.
This is the result (pull me!)
What the customer says: Tailor-made travel platform
“Thanks to the persona study with user research, we were able to tailor a travel platform to the high demands of our customers. Userlution’s scientific approach has laid the foundation for this.”
René Frey, CEO, Insight Guides
The bottom line: Reliable feature prioritization in every phase of the customer journey
through personas
Building an online travel marketplace was completely new territory for Insight Guides. User research has shown that, contrary to previous assumptions, the target groups do not want to book conventional trips. You can expect unique, individual experiences. Thanks to the personas, the team always has the typical customers in mind and works together to drive product success.
Curious?
Would you like to learn more about your users, just like Insight Guides did? Then our methods of user research are just right for you! Whether it’s persona creation, in-depth interviews or quantitative surveys, we are happy to help you get a better picture of your target group.
Are you interested in working with us or do you have any questions?
We offer free and non-binding consultations
Birgit Bärnreuther
Head of Consulting
030 / 544 870 24
(Mo to Fr, 9am to 6pm)