The Challenge
In 2005 Yahoo! Travel was looking for ways to improve their overall user experience. They had just acquired FareChase, a budding travel search engine, and were looking for ways to integrate their many properties into a more cohesive product—without impacting existing partnerships that represented large revenue streams.
The Solution
Working with their internal product group ZEN helped to craft a vision/strategy for Yahoo! Travel that would transition the travel product from a destination focus to one centered on a traveler’s planning process. Since that time, Yahoo! Travel has steadily moved toward that vision, with emerging products such as Trip Planner, Clustered Search, and FareChase taking a more central role in the product offering.
Yahoo! Travel has steadily increased its “delight” factor (how highly users rate the experience) while maintaining a steep revenue growth, a sign the strategy continues to effectively meet its objectives.
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