What do you do when you realize your website and app are practically doing the same thing?
You chat with your users to figure out how to give each platform its own spotlight and purpose! ✨
Overview of our analysis originating from the user interviews
In late 2022, we started to recognize the striking similarity between the Experience Abu Dhabi website and app – same info, same features, just a slightly different layout – which prompted us as a team to talk to our users.
We wanted to know:
- How do people naturally seek and process information during all phases of the travel planning process (ie before, during and after their trip)?
- What are peoples perceptions of Abu Dhabi?
- How can this help us market our product?
Not only did this help us find opportunities for differentiation between the website and app but also helped us understand what our users found annoying and where we could step up our game to create more seamless and satisfying experiences.
After talking to our users it became clear that the website should be our go-to resource for users planning their trip while the app should serve as an “in-country” side-kick to for planning and navigating on the fly.
We then made a strategic decision: we would tackle the web platform first.
We were already aware the information architecture on the website had its own challenges, so we decided to streamline the site to make it easier for users to plan their trip.