IndustryAssignment MICROSTAYS

Industry Assignment Part 1 :
Micro/Short Stays for GoIbibo
Name: Ashutosh Agrawal , Neha Gupta , Sonakshi Basu, Surjeet

Assignment Instructions
Goibibo Introduction
Goibibo is an aggregator for online hotel booking and flight booking in India. Its core value
differentiator is delivery of the fastest and the most trusted user experiences, be it in terms of the
quickest search and booking, fastest payments, settlement and refund processes, etc.
Growth and Merger

As per a Morgan Stanley report, Goibibo crossed 1.6M hotel bookings in the duration of October-
December 2015 and had 71% of its bookings done through mobile in December 2015. It acquired
Redbus (an online bus ticketing platform) in 2013 and merged with MakeMyTrip in 2016; you can
read more about the same here. It has its digital presence in terms of a website as well as Android
and iOS apps.
Context
Microstay: A common feedback from customers has been that if they are staying for a shorter
duration, they shouldn’t have to book the hotel for a full day. Hence, a new category of booking
comes up in the industry, which is Microstays. Microstays, or ‘short stays’, in hotels is defined as
dividing the booking time into time periods. These time periods can vary in the range of hourly to
groups of 12 hours. Customers usually book these hotels for a limited time period at discounted
rates. You can read about the international market of Microstays here. Goibibo also launched the
service, which is currently catering to specific travelers at religious places. You can read about it here
and try it out on the Goibibo app, with a search filter of, say, ‘Shirdi’.. The features of a Microstay still
need refinement. It may also be a good option to have this feature not just at religious places, but
near travel junctions, such as railway stations, bus stops etc., or specific cities that people want to
explore.
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GoIbibo Micro Stay: Assignment Overview (1/3)
As a team, we decided to undertake Micro stays as a service offering on GoIbibo. Specifically, we
have approached the conceptualization and deployment of Micro Stays on the GoIbibo app.
Following slides in the document highlight our approach to building Micro Stays for GoIbibo
- Competitor Analysis: We have undertaken detailed review of the market offerings in the space of
micro stays as well as reviewed the challenges & opportunities for GoIbibo in this space.
- User Research: Further to get a deep dive into the user segments and validate / invalidate our
understanding of customer needs / segments: we did a Custom Survey with 100+ users. We asked
them questions around their current options (if any) and challenges (as relevant) while booking
stay for shorter duration(s). We also tried to gauge the typical User Persona and mapped the User
Journey relevant for this segment. Based on our research, we identified that booking for Micro
Stays is indeed a pain point, especially for Day trippers (people who travel to a city for less than a
day- either for personal or professional purposes). Most prevalent category in this are folks for
pleasure travel; followed by travel for work. Hence, a key finding was that for this segment of
people, time and access both are at a premium. Further, all customers opting for micro stay(s)
expect price differential and consider having to pay the full price in the current state a key
deterrent.
- Functional Requirements: Based on the inputs received from user research, we defined the
contours of the product, including ‘Must have’s’ and qualifying “good to have’s”. Modular pricing,
searching for property listings proximal to landmark /. User location, expediting Check in / Check
out process were deemed as differentiators for the product.
GoIbibo Micro Stay: Assignment Overview (2/3)
As a team, we decided to undertake Micro stays as a service offering on GoIbibo. Specifically, we have
approached the conceptualization and deployment of Micro Stays on the GoIbibo app.
Following slides in the document highlight our approach to building Micro Stays
- Functional requirements (Contd.): In the current scenario, check in / check out processes continue to be done at
the hotels and that often leads to a fracture in the overall customer experience. The intent is to map the User
experience across the entire value chain.
- Sketches & Usability Testing: Based on the functionalities identified, wireframes were drawn for searching micro
stays, navigating property listings with a very ‘here & now’ approach – using Maps as a view coupled with
distance from Landmark as an indicator. Usability testing was done and feedback on making the experience
slicker for the customer, enabling users to search ‘nearby properties’ and allowing for easy check in / check out
was devised. With those, changes in sketches to incororpate:
- Distance from landmark based searching of properties
- Unit rate & overall cost for booking per listing
- Modular pricing between 3 – 12 hours identified
- Wireframing: We used XD for Wireframes. Wireframes were designed for the final set of sketches that were
designed based on user feedback. The intent of the product is to give a seamless and easy experience of the
below :
- To find the option of Micro Stays - > Searching properties for modular stay time (starting at 3 hours, up to 12
hours) -> Navigating property listings based on multiple filters such as pricing / reviews / ratings etc. -> Quick view
of properties to enable quick selection -> Web check-in / check- out to enable swift experience
- The wireframes are reflective of those product choices and feature sets
Competitor Analysis
Glossary : Competitor Identification

Company Backgrounds
Company Overview
Business Models
Strengths & Weaknesses
Pain Points & Opportunities
Product Analysis
Future Initiatives & References
1.Competitor Identification
Company Introduction : Goibibo was launched in 2009 as an online travel aggregator (owned by Ibibo Group,
founded by Ashish Kashyap). It was later acquired by Makemytrip in Jan 2017. It is India’s one of the leading
online travel booking brand providing range of choice for hotels, flights, trains, bus and cars for travelers.
Direct Competitors :
• Yatra
• StayUncle
• Mistay
• Makemytrip(earlier)
Indirect Competitors:
• IRCTC
• Booking.com
• RedBus
• Hotels’ own websites/apps
• Offline travel agents
Further analysis and presentation has been done for Goibibo in comparison with Yatra.com (direct competition)

2.Company Backgrounds
Parameters Yatra Goibibo
Year of Establishment 2006 2009
Head Office Gurugram Gurugram
International International
Customer Base
Dhruv Shringi (CEO), Manish Amin (CIO) Sanjay Bhasin, Ashish Kashyap,
and Sabina Chopra (COO - Corporate Vikalp Sahni. All employees of the
Hotels). Ibibo group, a Naspers company.
Founder’s profile Dhruv Shringi (CEO), Manish Amin
(CIO) and Sabina Chopra (COO -
Corporate Hotels).
2500 + as mentioned on LinkedIn. 1220+ (LinkedIn), though now the

Number of Employees
company is Go-MMT, after
acquisition by MakeMyTrip.
Total: $136.7M. Acquired by Ebix at a Acquired by MakemyTrip at a price of
Funding price of $337.8M. $250M.
$128 million annually in FY ending 31 Estimated $65M annually (owner).

March 2019. go-mmt group level $673 million in
Revenue
revenue.

3.Company Overview
The goal is to be 'India's Travel The goal is to provide a range of
Planner’. choice for hotels, flights, trains, buses
Goals
and cars for travellers
Providing a 'best in class' customer The mission is to be the most trusted

experience. user experience, be it in terms of
Mission quickest search and booking, fastest
payments, settlement or refund
processes.
Focus on corporate travel, extensive Bold innovative ideas in B2C space to
Strategy customer support, while maintaining a acquire & retain customers in form of
presence in B2C space. GoCash, GoContacts, GoStays.

4.Business Models
Geographical Presence India India
Indian travelers , both self and Young Indian travellers, both
Target Market
corporate passengers. domestic and international travel.
Commission based. 64% coming from Commission based.
Revenue Model Air Ticketing, 21% from Hotels and
Packages.
• B2C (personal travel), B2E • Initially started as an experiment
(corporate travel), B2B2C (portal in 2009.
for agents) • Launched instant refunds for the
• Originally an assisted, call center first time in India in 2011
based travel company, launched • Acquired redbus.in to get
online services in 2006. into bus ticketing space in 2013
• Launched mobile offering “Yatra on • Launched hotel bookings in 2013
Business Model Changes the Go” in 2007 to provide flight • Acquired YourBus, a bus tracking
booking experience on mobile. and analytics company in 2014 to
• Launched online ticket cancellation enhance user experience with
service in January 2010 followed by bus ticketing.
Cash on delivery service for ticket • Partnered with Google for flight
booking in March 2011. search in India in 2015 to increase
sales.

5.Strengths & Weaknesses
• Corporate travel partnerships and • Supply Leverage and financial
contracts among SMEs prowess of the go-mmt group
Strengths • Financial prowess of Ebix group • Innovative customer features such
• Loyalty Programs - eCash and Yatra as GoCash, GoStays, GoContacts
Platinum
• Unable to attract customers who are • Clustered Portal
not internet savvy • Lack of positioning and target group
Weaknesses
• The reluctance in customers to avail
bookings through online payments

6.Pain Points & Opportunities
• Multiple user reviews complain about • Being an aggregator for hotels booking,
poor customer service and grievance Goibibo has less control over the quality of
redressed process. service provided by hotels.
• Many users have shared a lot of • Often cases of misbehavior hotel staff and
technical issues with the app bookings not honored by hotel hamper the
including payment deductions but image of Goibibo.
Pain Points failed bookings, app crashes, app • A lot of users in their reviews complain
becoming unresponsive, tickets about the refund process being slow and
automatically getting cancelled etc. their money getting stuck in case of
• Poor quality of service provided by transaction failures or cancellations.
the aggregated service providers has • Users, on multiple forums, have complained
resulted in Yatra getting negative about customer support not being
feedback on multiple forums. responsive and helpful when required.
• Banking on Budget travelers in Tier 2 • Drive scale and efficiency, focus on hotels.
and Tier 3 cities • Increasing internet penetration and online
• The increasing market size of travel bookings
Corporate Travel • International outbound travel
Opportunities • Travel Expense management for • Activities and Experiences
companies • MMT Biz (MSME self serve corporate
• Focus on B2B2C - O2O travel by travel), Quest2Travel (Enterprise travel
providing offline agents with Yatra system)
platform, inventory and supply • AI, ML driven better user experience

7.Product Analysis
Android: 10M+ downloads Android: 10M+ downloads
Number of
iOS: Not Available iOS: Not Available
downloads
Windows: Not Available Windows: Not Available
Android: 4.3 from 680,479 users Android: 4.3 from 680,479 users
iOS: 4.7 from 334.5K users iOS: 4.7 from 334.5K users
Windows: 4 from 1905 users Windows: 4 from 1905 users
App Rating
Android: 4.5 from 287,494 users
iOS: 4.5 from 36.8K users
Windows: 4 from 748 users
• Supports both website and mobile • Supports both website and mobile apps for
apps for booking. booking.
• Has chat bot to offer basic support to • Good and intuitive interface with commonly
the users. used options on the landing page itself which
User • Recently launched Voice search (in gives the user a better experience as the filters
Experience beta mode) to enhance booking are pre-applied.
experience. • While booking flights, automatically suggests
cheaper options on alternate days or nearby
airports.

7.Product Analysis (contd.)
• The interface looks bit clumsy as there are • Automatically suggests hotels based on the
lots of services offered. Some services like selected preferences and has multiple
self-drive cars are not easily discoverable. filtering options.
User • Supports booking by hours with flexible • Supports booking by hour in fixed 6 hours
Experience check-in and checkout times slots.
• Price changes after flight selection can lead to
a poor experience for the users.
• Supports chat bot for basic customer queries.
• Supports booking for multiple services • In terms of overall functionality, Goibibo

including flights, hotels, travel packages, offers a wide range of services ranging from
cruise, monuments, trains, activities, flights and hotels booking to bus, train, cabs
cabs, self drive cars, buses. and activities bookings.
• Has a separate product, Xplore, to display • Supports multiple payment options including
flight prices in a calendar view. zero cost EMIs.
• Support eCash which is equivalent to • Provides options for cancellation protection
mobile wallet. eCash can be transferred by charging a premium amount.
Overall
as well. • Pay at hotel option is supported for hotel
Functionality
• Has Flexi Stay which supports anytime bookings.
check-in-checkout options there by saving • Offers loyalty rewards in the form of vouchers
customers’ cost. to the loyal customers.
• Has corporate products under Yatra for • Also has GoCash and Gocash+ which is
Business which offers services like self equivalent to mobile wallet. GoCash+ can be
booking portal for corporate employees. used to get quicker refunds.
• Offers loyalty rewards in form of eCash. • Has option to subscribe to fare alerts.

8.Future Initiatives & References
Future initiatives of Yatra:
• With recent acquisition of Yatra by Ebix, Yatra will be able to expand it services worldwide.
• The merger will also open doors for multiple other services like Forex, travel insurance, Visa services etc.
• Yatra plans to strengthen its brand in tier 2 and tier 3 cities.
• Yatra plans to use AI to further enhance customer experience.
• Build corporate products like employee transport management app to add more services in corporate
segment.
Sources :
• Google Play Store
• Apple App store
• mouthshut.com
• tripadvisor.com
• yatra.com
• goibibo.com
• Owler.com
• Crunchbase.com
• yourstory.com

User Research
Glossary : Target Audience Identification

User Research Method : Survey
Survey : Sample Size Calculation
Objectives & Hypotheses
Survey Information
Survey Insights
User Research Method : User Interview
User Interview : Sample Size Calculation
Objectives & Hypotheses
User Interview Information
User Interview Insights
1.Target Audience Identification
The target audience considered had the below aspects :
• Likely users of Microstays are people who make short trips for less than a day to different cities either for
personal or professional purposes mostly are residents of Tier-1, Tier-2 and Tier-3 cities and broadly fall
under the age bucket of 21-50 years.
• Frequent/busy travelers typically need this option; such as work travelers/ city transit travelers. Another set
of users needing this option would be people going on short trips for holiday, religious services, family
engagements, social meetups, conferences etc.
• Day trippers needing the Microstays option are moderately literate and tech-savvy and comprising the below
categories :
• Urban working-class single males and single females
• Young couples
• Middle-aged couples
• Students
• Job Seekers

2.User Research Method : Survey***
2.1 Sample Size Calculation
For calculating the sample size for the survey, we are considering the confidence level as 95%, the margin of error
as 10%, and the response rate as 10%. For calculations, we used Facebook advertising targeting tool as a hack to
figure out the population. The target filter applied was
Total population size =

The sample size was calculated using survey monkey tool shown in the image as follows:
Total number of sample size identified = 97

Now, calculating the number of people to be surveyed assuming a 10% response rate = 97/0.10 = 970

2.2 Survey : Objectives and Hypotheses
O1: To understand Customer Demographics and Use Cases
● H1A: The Self-employed category of people travel frequently compared to salaried people and students
● H1B: Working population with the use case of travelers in transit are very likely to use hourly stays
● H1C: Students appearing for competitive exams, attending conferences, training, seminars and job
seekers who make short trips are likely to use micro stays
O2: To understand Customer preferences with respect to booking a Micro stay

● H2A: People would typically look for micro stays offering because of differential pricing
● H2B: People are more likely to prefer property listings proximal to landmark/user location, flexible check-
in/check-out process during booking micro stays
O3: To understand the challenges faced by the Customer while booking hotel accommodation for
short stays
●H3A: Unavailability of options to book rooms on an hourly basis, Unfair pricing and Rigid check-in/ check-
out times are the major pain points
O4: To understand the channels of acquisition for hotel accommodation for short stays
● H4A: Mobile apps are going to be the biggest channel of acquisition.

2.3 Survey : Survey Information***
2.3.1 Survey Questionnaire:
The Micro Stays survey was hosted on SurveyMonkey.

Link to the Survey: https://www.surveymonkey.com/r/8LJLQJZ
2.3.2 Survey Channels:
• Whatsapp
• Emails
2.3.3 Survey Response:
Link to the Response:

https://drive.google.com/file/d/1CHxaVHuSLStHAf8KgJmeUPAkJUxkPURt/view?usp=sharing
Total respondents surveyed = 107

People in the age range () =
People in the age range ( ) & residents of either of Bangalore, Mumbai and Delhi =
For the purpose of analysis, responses were considered

2.4 Survey : Survey Insights
2.4.1 Hypothesis Testing
Analysis: Around 45% of Frequent travelers are Self Employed people as compared to 14% of Salaried and
Students as seen from the graph below :
Insights: The Self employed indeed comprise the most frequent travelers group
Results : H1A Validated

2.4 Survey : Survey Insights (Contd.)
● H1B: Working population with the use case of travelers in transit are very likely to use hourly stays
Analysis: As shown in the graph, the number of ‘Extremely Unlikely’ is dominating out of all the options, in
‘Connecting Journey’ use case. (filtered for working population)
Insights: It is highly unlikely that the Working class In Transit travellers would book Micro Stays
Results : H1B Invalidated

● H1C: Students appearing for competitive exams, attending conferences, training, seminars and job seekers who
make short trips are likely to use micro stays
Analysis: As noticed below ,when filtered for students that Job interviews and events/conferences are the use
cases in which they are very likely to use micro stays. Another use case that appears was holiday.
Insights: It is highly likely that Students , Job Seekers and people attending events or on social visits, people on
holiday would book Micro Stays.
Results : H1C Validated
Analysis: As noticed below , around 80% people have chosen Cost as factor for booking hotels on hourly basis
Insights: Cost is the biggest motivation for people to look for a Micro stay

Analysis: As shown below, 68% people have chosen Flexibility of check in /check out , 49% have chosen Meals
and 44% have chosen availability of amenities as the facilities they look for while booking hotels on an hourly
basis
Insights: Flexibility of Check-in /Check- out process is the top facility people want while booking Micro stays
Results : H2B Validated
● H3A: Unavailability of options to book rooms on an hourly basis, Unfair pricing and Rigid check-in/ check-
Analysis: From below it is seen that majority have selected Fixed check-in/check-out times, and short stays
unavailability across different traveling frequency for working population.

2.4 Survey : Survey Insights (H3A Contd.)
● H3A: Unavailability of options to book rooms on an hourly basis, Unfair pricing and Rigid check-in/ check-
Analysis: However, we see that frequent travelers are more likely to adopt such an offering (below).
Insights: Fixed check-in/check-out times, and short stays unavailability are the major pain areas across different
traveling frequency for working population Given a choice of booking hotels on an hourly basis , it is very likely
that frequent travelers would avail the option

Analysis: As per the below statistics, it is seen that , people mostly use websites to book hotels
Insights: Contrary to our hypothesis that Mobile Apps are primarily used for booking hotels, it is seen that
websites are slightly larger mediums of booking hotels
If we take a look at the share of channels, by demographics we can derive the below insights:

2.4 Survey : Survey Insights (H4A Contd.)

Insights: If we take a look at the share of channels, by demographics we can derive the below insights:
Insights: Married people are more likely to use websites over mobile app for hotel bookings
Results: H4A Invalidated

3.User Research Method : User Interview
3.1 Sample Size Calculation
Post conducting the survey, the subset for the interviews was built, for which we specifically considered people
living in Bengaluru falling under age group 22-40 years comprising white-collar jobs people, students of colleges,
young couples and singles.
3.2 Objectives and Hypotheses:
O1: Demographics: To understand Customer Demographics
● H1B: Students appearing for competitive exams, attending conferences, training, seminars and job
seekers who make short trips are likely to use micro stays
O2: Motivation: To understand the reasons or factors which motivates Customers to book Micro
Stays
● H2A: People would opt for Microstays considering the lack of modular stay offerings and differential
pricing/services are not available in places where people frequently visit (such as work travelers/ day
travelers - airport transits etc.)

3.2 User Interview : Objectives & Hypotheses (Contd.)
O2: Motivation: To understand the reasons or factors which motivates Customers to book Micro
Stays
● H2B: Booking hotels on an hourly basis helps save money while allowing travelers to experience the
hospitality similar to 24 hour booking experience
● H2C: Religious travelers, academic travelers, backpackers would opt for Micro stays as their intent is to
have a comfortable enough room for few hours to freshen up and/ rest
O3: To understand Customer preferences with respect to booking a Micro stay
O3: To understand the challenges faced by the Customer while booking hotel accommodation for
short stays
●H3A: Unavailability of options to book rooms on an hourly basis, Unfair pricing and Rigid check-in/ check-

3.3 User Interview : User Interview Information
3.3.1 Interview Questionnaire:
Our interview questions were classified under multiple categories to understand the background of the
interviewee and derive quantitative insights to understand the motivations and needs, user behaviour, pain
points, discovery, technology and brands. In addition, few of the below questions were conditional depending
on the response of the preceding question
Introduction:
● May I know your name?

● May I know your age?
● May I know your marital status?
● What is your current city of residence and where are you from?
● What is your occupation?
Discovery:
● What channels have you used in the past and present for booking hotels?
● How was your experience with the channels that you used for fulfilling your requirements?
● When in your experience, do you need shorter stay options?
● Would you like to book hotels on an hourly basis , considering you had the option to do so?
● What channels have you used in the past and present to book accommodations for short stay options?
Motivation and Needs:

● What are the factors you have in mind while booking hotels on an hourly basis?
● What are the facilities/amenities you would expect while looking out to book hotels on an hourly basis?
● Do you have a specific checklist of preferences which you think is necessary while the booking hotels for short
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3.3 User Interview : User Interview Information(Contd.)
3.3.1 Interview Questionnaire(Contd.):
User Behavior:
● How often do you travel and what is your general purpose for travel?
● Whom do you generally travel with?
● How often do you have connecting travel?
Pain Points:
● What are the challenges you have faced while booking hotels?
● Have you experienced any challenges in Check-in process inspite of advanced bookings?
● What do you generally do during the waiting time?
● What do you feel about the payment options?
Technology and Brands:
● Which devices do you use and which OS do you prefer?

● What are the 5 apps that you use the most?
3.3.2 User Interview Channels:
• Telephonic Interview
• Face-to-Face Interview
3.3.3 User Interview Response: For User Interview, 5 interviewees were questioned

3.4 User Interview : User Interview Insights
•Majority of people travel around 3-5 times in a year.
•The generic purpose of travel is leisure or vacation trips for most people , in addition job interviews, pilgrimages
is another reason for people to travel
• Some people prefer booking hotels by mobile applications, but mostly people tend to make their hotel bookings
through websites
•Cost, proximity to landmark/user location, flexible check-in/check-out process during booking micro stays are
top motivation picks
•Daytrippers will prefer hourly bookings or short stays over 24 hour standard booking.
•The biggest concerns are fixed check-in and check out times along with unfair pricing, unavailability of short stay
bookings, irrelevant listings and incomplete information
•Some users complained even after prior booking their room was not ready and delayed check in.
•People expect proper listings, ratings, reviews to be available in order to take an informed decision for booking
hotels on an hourly basis.
•Some attractive discounts or coupons should be given to customers .
•The short stay concept should be available on large scale at all travel sites and not only limited for religious
travel.
Product Artifacts
Glossary : User Persona

User Journey Map
Functional Requirements
1.User Persona

2.User Journey Map
User Goal Find a hotel accommodation for few hours during transit journey that satisfy the following
factors
1. Proximity to airport
2. Facilities & amenities like Wi-Fi, meals, room service, spick-and- span room, Gym,
Swimming Pool, Parking
3. Cost
User 1. Discover the options :

Expectation
• To get a broad overview of possible options, preferably from a wide range of options
keeping budget in mind.
• Understand commute options so that it is easy to travel between hotel and airport in odd
hours
• To get clarity on the facilities provided by the hotel during the period of stay
• To find a good hotel accommodation which provides good Wi-Fi connection, room service
,meals , cloak room, and has all other amenities like gym and swimming etc. within the
budget range
• To be able to relax and rest in a peaceful and private space
• To be able to sort the listings based on the images and reference

2.User Journey Map (Contd.)
User 1. Discover the options (Contd.) :
Expectation
• To get a broad overview of possible hotel options, preferably from a wide range of options
• To find hotels with flexible check and check out points near to travel location, ratings and
reviews.
• To find hotels with flexible check-in and check-out times
2. Shortlist options on the basis of preferences :
• To get as many relevant details as possible that can help in shortlisting

• Some options would be within the budget and other logistical constraints
• To be able to sort the listings based on the images and reference
• To get as many relevant details as possible that can help in shortlisting
• Some options would be within the budget and other logistical constraints
• To be able to sort the hotel listings based on the hotel images, reviews and star ratings
3. Engagement and Validation :
• To be able to book in a hassle free manner

• To be able to book on an hourly basis instead of booking for 24 hours
• Taking an informed call on the hotel to book from the listings based on the basis of
proximity to travel location and other facilities that user is looking.
• Seamless transitions like paying online and booking the hotel or the option of booking
confirmed and pay later at hotel.

Process 1.Discover the options :
• Go to Goibibo app/website and type the required city and date.

• Filter out the hotels as per the location and distance from airport
• Enquire about available options by reading reviews and details provided online on different
forums/websites/travel blogs
• Additionally search for available options on Google ,Google maps, different hotel websites or
applications
• Filter out the hotels which gives hourly booking and are near to travel location and are giving
the major facilities that one is looking for like flexible check-in and check out time,
economically with all basic hotel facilities.
2. Shortlistoptions on the basis of preferences :
• Filter out the options on the basis of flexibility in check in check out time, facilities provided
• Call hotel once to confirm the flexibility of check in check out time
• Compare the options according to budget and preferences
• Share the different shortlisted options with family

• Visit other online portals to read more reviews for satisfaction
• Check the facilities in the hotel, meals provided, pictures and other offers
• Finalize an option
• Select the check in time, hours of visit and book the hotel by paying online or get the booking
confirmed and pay later in hotel while doing the check in.

Expectation 1. Discover the options :
• Process to find a good number of options took more time than expected as very less hotels
provide the hourly booking option, so its painful
• Frustrating as its most of the hotels don’t provide flexible check in time
• Difficulty in finding hotel within budget and preferences
• Contrary to suppositions the realities on the ground forces me to adjust my expectations
given my logistical constraints and time of moving in
• Irrelevant listings and incomplete information

• Often times the cost shown upfront is different from the price which comes up on payment
page.
• Often times if the hotels are providing hourly booking then the ratings, reviews are not
good.
• Hard time in finding a hotel where the bookings can be made according to hourly basis
• Difficult to find hotels with flexible check in time

Expectation 3. Engagement and Validation (Contd.) :
• Difficulty in coordinating with family members and decide on one option according to
preferences
• Some listings were discovered to be violating the images and details provided post reading
the reviews on different websites and travel blogs
• Adequate payment options are not available.
• Flexible check in and check out time is not there.
• Some websites provide option say minimum for 6 hours booking, there should be the
option to book for less hours also.
Touch Points 1. Discover the options :
• Mobile Applications
• Website
• Google
• Google maps
• Friends
• Travel agents

Touch Points 2. Shortlist options on the basis of preferences :
• Mobile Applications
• Websites
• Travel blogs
3. Engagement and Validation:
• Family members
• Reviews and ratings
• Google Search Results
• Google Maps
Pain Points 1. Discover the options :
• Time consuming process

• Not every App, hotel agents/website portals are giving the option of booking hotels on
hourly basis.
• Difficulty in finding hotels as per budget constraints
• No proper channel to find the hotels.
• False or incomplete information provided about the hotel listings

• Inadequate facilities, fixed check in and check out timings.
• Unverified photos and videos

Pain Points 2. Shortlist options on the basis of preferences(Contd.):
• No appropriate reviews, ratings, no detailed information of hotels.

• If some hotel is providing booking for short stays, then it is minimum for 6 hours.
• Tough to shortlist the hotels.

• Hotels becomes unavailable as lot of people are looking for the same place
• Surge pricing as soon as the demand increases
Ideas 1. Discover the options :
• More options of hotel bookings availability for short stays.

• Mobile apps/websites app should provide the hourly booking facility.
• Promotions, offers or short stays booking option should be intimated through emails or
messages.
• Shortlisting options on the basis of preferences
• Flexible check in and check out options should be there
• Proper star/ review ratings with detailed information about the hotels
• Verified photos and videos

• Availability of multiple payments options like online payment, credit card, paytm etc
• Hourly slots like 3h,6h and so on should be available along with flexible check in times.
• There should be some attractive discounts.
Going to Italy with wife and 1 Find the option to Select the room type and the Goes to payment page, select
child, need to take flight from book short stay package according to the the payment method and
Bangalore to Mumbai to Milan requirement makes payment
1 2 3 4 5 6 7
Goes to Goibibo app Selects time slot Reviews the booking details
to book room for as 3 hours, Check
the transit period of in date and time
5 hours at night
Awareness Discovery Engagement Finalization, Purchase
Receives confirmation 8
mail and sms to the
booking
Check out of the hotel and

reaches airport well in time as Relaxes comfortably with family for three hours
the hotel selected was nearby
13 12 11 10 9
Go for breakfast Check in at the hotel
Reviews on Goibibo app
Fulfillment & Support

Functional Requirements: Micro stays for Goibibo
We plan to incorporate the option of booking ‘Micro stays’ in the Goibibo App as per the
current app basic features. Functional requirements for the same:
Requirement Feature / How is it enabled on the platform (Goibibo App)
• Identification of features: Hence, placement of the micro stay icon needs to be on App
Should be able to easily Home Page
identify for a new/existing
user of the app • This will be enabled through:
• User should be able to find • Check-in / check-out date
stay options for micro stay as • Modular timing options for selection (Starting 3 hours,
per specified requirements, up to 12 hours)
such as dates, location, kind • Location-based searching for properties using Maps
of property, price & time of • The price will be shown upfront for all properties as
stay qualified upon search criteria as per the existing Goibibo
App
• Property filters (based on ratings, reviews etc.) (This
functionality is already present in the existing app and
the same will be used)
User should be able to book For property selection, the user would qualify duration of
stays for a shorter time span(s) stay in hours (minimum: 3 hours; maximum 12 hours).
Property listings will be shown for the duration as required
with pricing
Functional Requirements (Contd.)
Payment & check-in / check out Bank account details along with identification verification
options need to be incorporated will be done on the app while booking a stay as
since time could be at a Payment will be auto-debited from linked bank account /
premium for Micro Stay Credit / Debit card upon check out
To ease the process & save time Identification details will be
shared with hotels prior to for record-keeping & verification
purposes.
Only prepaid bookings will be supported
User should be able to book Net banking / Debit / Credit card/ Online Wallets payment
stays for a shorter time span(s) gateway will be linked to enable online transactions
User should be able to change Cancellation / Modification features will be available up to 1

stay preferences as needed day prior check-in
User should be able to cancel the Cancellation information will be provided to the user during
booking if needed stay booking for reference as per
Sketches ,Usability Testing,
Wireframes
Glossary : Initial Sketches
Usability Testing
Modified Sketches
Wireframes
Navigational Flow
Screens Overview
• Screen 1: Hotel Search Screen

• Screen 2: Hotel List Screen
• Screen 3: Hotel Details Screen
• Screen 4: Hotel Room Details Screen
• Screen 5: Traveler Details Screen
• Screen 6: Booking Review Screen
Screen 1: Hotel Search Screen
New option
introduced to select
the slot duration for
which the user
wants to book the
User is asked
stay in case she
about the
wants to book on
check-in time
hourly basis
for the short
term stay
Screen 2: Hotel List Screen
New filter to
show only
hotels which
support
hourly
booking
Tapping on
hotel card
takes the user
to hotel New indicator to
details screen show that hourly
(screen 3) booking is available
Screen 3: Hotel Details Screen
• This screen displays the

details of hotel, photos
uploaded by hotel
management and guests and
reviews of the hotel.
• User can tap the select room
button to proceed to room
details screen (screen 4)
Screen 4: Hotel Room Details Screen
• This screen displays the

different types of rooms
available and the
corresponding details.
• Selecting a particular room
option takes the user to
Traveler details screen
(screen 5)
Screen 5: Traveler Details Screen
• This screen displays a basic

review of the options
selected by the user and asks
the user for traveler details.
• The form to capture traveler
user details is omitted as it is
already part of Goibibo
standard booking flow and no
change has been made there.
• Tapping Proceeding takes the
user to Final review screen
(screen 6)
Screen 6: Booking Review Screen
• This screen displays final

details of the selections by
user and passenger details
entered by user.
• Tapping Pay Now button
takes the user to standard
Goibibo payment flow which
has been omitted as no
changes are suggested in that
flow.
Inputs from Usability Testing
Usability Relevant
Expected user Feedback received from
Testing Feedback Incorporated product
behavior Users
Tasks Screens
Go to hotels - Requirements: Since - Added New service - Screen
section (Screen this is for micro stay, option to highlight 1,
1) -> Select Book important for user micro stays on App Screen
by hours option to know if a Landing screen with 2 and
and duration property is available an additional promo App
(Screen 2) or for the stated under what's new landing
Book Short Filter hotel by duration section. screen
Stay at a hourly booking - Difficult to - Removed the
preferred on Screen 3 or understand where indicator for hourly
property select hotel by will the hourly booking on hotel
hourly indicator booking option will listing as the short
on Screen 3 -> be available. stay hotel will already
Follow the - Micro Stay as a feature be filtered.
normal booking does not
flow using stand out
screens 4,5,6.
Based on the user feedback changes were made in App landing screen and Screen 1 & 2 of the initial
sketch. The changes made are presented in subsequent slides. No changes were made to screen 3, 4,
5 & 6.
Landing Screen
Initial Screen Modified Screen

No changes were proposed to landing screen in Added Short Stays as new service option on
initial sketches landing page and new promo under What’s new
section
User Feedback: It is not easy to figure out that short stay option is available.
Screen 1: Hotel Search Screen

Added new option to choose between short and
long stay as the first filter on search screen.
User Feedback: The option for short stay should be clearly called out so that the search is specific
and finding hotels is easy.
Screen 3: Hotel List Screen

Removed the indicator and filter for hourly stay is
no more applicable as only hotels having hourly
booking will be displayed.
User Feedback: Hourly stay filter is not very intuitive and it is visible too late in the flow. The
indicator makes the screen clumsy.
New category for Short stay added on Homepage
Icons are represented in form of plain boxes

in white color over dark background
• New option called “Short Stays” has been

`` introduced under the services section on the landing
page for quick access.
• The term short stay was derived after the user
interview insights as people could relate to short
stays more than the term micro stays.
Images are represented in form of box with

cross lines
• A new promotional banner with short description is

added under the what’s new section to let the user
know about the new service being offered.
• On clicking the banner or the “Short Stays” option
under the services section user will be taken to
Hotel search screen (Screen no. 2) for further steps.
Wire frame 2 : Hotel Category Search Page
• A new filter is introduced on this screen to ask

the user whether she wants to book short stay
or long stay.
• This filter will be preselected based on the
option user chose on the landing screen
• Eg: If user lands up on this screen by selecting
the Short Stay option from the landing page,
the short stay filter will be pre-selected.
• User can select the date and time by clicking
the corresponding labels which will take her to
date (screen 3) and time (screen 4) selection
screens respectively.
Reservation Date Selection
• This screen is used to select date range for the

booking required by the user.
• User can select the check-in and checkout date
on the screen.
• Tapping “Done” will preserve user’s selection
and take her back to Hotel Selection Screen
(Screen 2) with the selected option.
Check-in/Checkout Time Selection Screen
• This screen is used to select check-in time

for the booking required by the user.
• Tapping “Done” will preserve user’s
selection and take her back to Hotel
Selection Screen (Screen 2) with the
selected option.
Hotels Search Results Page
• This screen displays the search results for the

criteria selected by the user.
• Tapping any hotel’s card will take the user to
hotel details screen (Screen 6).
Images are represented in form of box with cross

lines
• Some new tags have been added as per the

expected purpose of short stay to add
personalisation
Icons are represented in form of plain boxes in

white color over dark background
Hotel Search Result Map View
• Users can input the area and see the

available options in proximity with the
pricing after selecting the location tab in
the last screen
Hotel Details Screen
• This screen displays the details about the

hotel and photos provided by guests and
hotel management..
• User can tap on ”Select rooms” button to go
to Hotel rooms screen (Screen 7).
Hotel Room Type Details Screen
• This screen displays the various room

types and options with details of
amenities provided by the hotel.
• User can tap on ”Select” button to select
the room which takes the user to Traveller
details page (Screen 8).
• Different packages are shown as per the
requirements
Booking Review Page
• User enters traveller details and taps on

confirm.
• Tapping on confirm takes the user to final
review screen (screen 9) from which user
can continue for payment.
• The screen/form to capture travellers info
is omitted as that is an already existing
feature in Goibibo app and does not differ
from the standard hotel booking flow.
Navigational Flow

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Industry Assignment Part 1 :

Micro/Short Stays for GoIbibo

Name: Ashutosh Agrawal , Neha Gupta , Sonakshi Basu, Surjeet

Growth and Merger

Glossary : Competitor Identification

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Head Office Gurugram Gurugram

2500 + as mentioned on LinkedIn. 1220+ (LinkedIn), though now the

$128 million annually in FY ending 31 Estimated $65M annually (owner).

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Providing a 'best in class' customer The mission is to be the most trusted

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

• Supports booking for multiple services • In terms of overall functionality, Goibibo

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Future initiatives of Yatra:

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Glossary : Target Audience Identification

The target audience considered had the below aspects :

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2.1 Sample Size Calculation

Total population size =

Total number of sample size identified = 97

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O2: To understand Customer preferences with respect to booking a Micro stay

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The Micro Stays survey was hosted on SurveyMonkey.

2.3.2 Survey Channels:

2.3.3 Survey Response:

Link to the Response:

Total respondents surveyed = 107

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© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

© Copyright 2018. UpGrad Education Pvt. Ltd. All rights reserved

● H4A: Mobile apps are going to be the biggest channel of acquisition.

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● H4A: Mobile apps are going to be the biggest channel of acquisition.

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3.2 Objectives and Hypotheses:

O1: Demographics: To understand Customer Demographics

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O3: To understand Customer preferences with respect to booking a Micro stay

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● May I know your name?

Motivation and Needs:

Technology and Brands:

● Which devices do you use and which OS do you prefer?

3.3.2 User Interview Channels:

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•Some attractive discounts or coupons should be given to customers .

Glossary : User Persona

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User 1. Discover the options :

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2. Shortlist options on the basis of preferences :

• To get as many relevant details as possible that can help in shortlisting

3. Engagement and Validation :

• To be able to book in a hassle free manner