DECIDING ON OUR BEST OPPORTUNITY

With the development of our persona, we found that we couldn’t move on to our problem statement because we weren’t sure what the biggest problem was for our users. It was clear that the needs, goals, pain points, and behaviors of Jinx seemed to span across both the music distribution service and music streaming platforms. 

  • Incorporate blog reviews

  • Define retreat forms for unfamiliar users

  • Incorporate friends  and family trip recommenda-tions

  • Increase user investment to boost retention

  • Reinforce user trust through visual cues

  • Trip tracking system

  • Safeguards in place to ensure the success of the user’s trip and their experience

  • Secure checkout experience

  • Checkout as a guest

  • Booking confirmation with detailed overview
    of trip & itinerary

ACTIONS

OPPORTUNITIES

4. Logs onto desktop

5. Goes to direct retreat site recommended to her

6. Looks at itinerary and budget, but wants to explore more options in 
her budget

7. Goes to retreat marketplace

8. Compares different retreats on multiple tabs

9. Collects information about retreats on retreat market-place but does not find it trustworthy enough
to book

10. Goes directly to specific retreat vendor she discovered on retreat marketplace to begin her booking process

11. Inputs card information 

and receives a confirmation

e-mail and details of her trip

12. Books flights, accommodations, and experiences separately on respective sites

“My friend did a retreat at Esalen 
and had a

great experience.”

“If am going to spend thousands of dollars, I want to trust the site.”

“These retreats look amazing, but I think I might be able to get a better deal.”

“ I have to make 
sure that everything
 is perfectly coordinated.”

“I want an escape from

this stress.”

1. Decides to treat herself to a wellness retreat

2. Looks at blogs and content online to inform what type of retreat she is interested in

 

3. Contacts friends to see what types of retreats they recommend

Discover

Select

Compare

Reconsider

Book

“My friend did a retreat at Esalen 
and had a

great experience.”

“If am going to spend thousands of dollars, I want to trust the site.”

“These retreats look amazing, but I think I might be able to get a better deal.”

“ I have to make 
sure that everything
 is perfectly coordinated.”

“I want an escape from

this stress.”

1. Decides to treat herself to a wellness retreat

2. Looks at blogs and content online to inform what type of retreat she is interested in

 

3. Contacts friends to see what types of retreats they recommend

Discover

Select

Compare

Reconsider

Book

11. Inputs card information 

and receives a confirmation

e-mail and details of her trip

12. Books flights, accommodations, and experiences separately on respective sites

10. Goes directly to specific retreat vendor she discovered on retreat marketplace to begin her booking process

7. Goes to retreat marketplace

8. Compares different retreats on multiple tabs

9. Collects information about retreats on retreat market-place but does not find it trustworthy enough
to book

4. Logs onto desktop

5. Goes to direct retreat site recommended to her

6. Looks at itinerary and budget, but wants to explore more options in 
her budget

  • Incorporate friends  and family trip recommenda-tions

OPPORTUNITIES

  • Trip tracking system

  • Safeguards in place to ensure the success of the user’s trip and their experience

  • Incorporate blog reviews

  • Define retreat forms for unfamiliar users

  • Increase user investment to boost retention

  • Reinforce user trust through visual cues

  • Secure checkout experience

  • Checkout as a guest

  • Booking confirmation with detailed overview
    of trip & itinerary

“My friend did a retreat at Esalen 
and had a

great experience.”

“If am going to spend thousands of dollars, I want to trust the site.”

“These retreats look amazing, but I think I might be able to get a better deal.”

“ I have to make 
sure that everything
 is perfectly coordinated.”

“I want an escape from

this stress.”

ATHENA

Age: 29

Job: Web Developer
Income: $50-100k
Location: NYC

If I’m going to spend thousands of dollars on a trip, I want to make sure 
I can trust [the site].

SCENARIO:

Athena is a web developer based in New York City who needs a stress reliever after losing her job. Although she has never been on a retreat, she would love to have the opportunity to clear her thoughts and relax her body. Athena is looking for a stress-free trip that is in her budget.

PAIN POINTS:

  • Does not trust third party sites when booking a trip 

  • Is stressed in her workplace and everyday life 

  • Feels like travel sites value profit over 
the quality of the customer’s experience 

  • Is distrustful of sites with advertisements

BEHAVIOURS:

  •  Uses a desktop when booking/planning trips

  • Considers a trip under 5k affordable

  • Compares multiple travel sites when booking a trip to get the best deal 

NEEDS:

  • To feel safe that her trip is from a reputable site 

  • Some time to get away from stress

  • Needs to have control over booking details 

  • In depth trip itinerary information will not be compromised 

  • Customer service

GOALS:

  • Get the best deal for method of travel.

  • Stay on budget

  • Learn new skills and grow as a person

  • Replenish her mind and body 

“My friend did a retreat at Esalen 
and had a

great experience.”

“These retreats look amazing, but I think I might be able to get a better deal.”

“If am going to spend thousands of dollars, I want to trust the site.”

“ I have to make 
sure that everything
 is perfectly coordinated.”

“I want an escape from

this stress.”

Discover

Select

Compare

Reconsider

Book

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