Extending targeting capabilities
Triptease has three offices; London, New York and Singapore. We are receiving feedback that our American customers are less satisfied with our Targeted Messages product. Resulting in higher rates of churn and lost sales deals against our competitors.
Spend two weeks in the New York office and build features specifically for American customers that will help improve retention and/or help the Sales team win more deals.
My role
Product Designer (UX/UI) covering the full end-to-end process.
Team
Product Manager and 4 in-house software engineers. Working closely with Sales and Customer Success.
New York, New York
We flew to the New York office for two weeks and met the the team of around 20 people, mainly working across Customer Success and Sales. This was the first time we had met in person so it was great opportunity to get to know everyone and build stronger relationships.
Understanding American customers
I ran workshops with both Customer Success and Sales to collect feedback and held interviews with some of our American customers. A large theme emerged around our current message targeting capabilities not being strong enough.
Sales were losing deals because our competitors offered ability to:
- target new or returning visitors
- target based on referral website.
Existing targeting conditions were not granular enough for clients. We had country targeting but clients wanted to be able to offer State based discounts, say for tax reasons, or to entice guests looking to visit last minute from neighbouring states. We had check-in date targeting but it didn't offer the ability to choose which day of the week.
Targeting requirements and opportunities
Having established the targeting conditions needed some improvements, as a team we started to flesh out the requirements and key flows. For U.S. state targeting we saw an opportunity for this to live with location and established we would need to ability to select single or multiple states. For referral website we discussed the technical requirements of being able to add an URL, e.g. "tripadvisor.com", and that it would need to cover all pages within that domain to save the user having to input multiple URLs.
Collaborate; build and test
The engineers split into two pairs, each pair working on a different targeting condition. I took it in turns to pair with each duo to collaborate on designing and building the targeting conditions. We worked scrappily, using the existing framework for targeting conditions and choosing to use existing components where we could.
This meant we could quickly test different ideas with the U.S. team, refine them and test again. With all product development normally being based in the London office, this was a great opportunity to help the New York office feel more involved with product development, in turn giving them a greater understanding of our process.
The solution
A range of new or improved targeting conditions that helped strengthen our product offering against competitors and reduce churn amongst American clients:
- target new or returning visitors
- target by referral website
- target by U.S. state
- target by check-in day of the week.
Apart from U.S. state targeting, all new features were usable by clients outside of America, helping to improve customer retention across all three offices and improve win/loss ratio of deals for Sales. Clients were able to create bespoke messages for the new targeted groups to help increase their direct bookings.
The New York office enjoy working closely with us and seeing the targeting evolve. They also gave great feedback on our work:
Increase in sales win ratio
More sales were being won against our competitors with regards to our targeting offering.
Reduction in churn
Clients were more satisfied with the Targeted Messages product.
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