The background information about OYO and the rationale behind choosing this product is part of the Acquisition document. In case you want to check, please click here.
Let’s begin with the Onboarding journey here by understanding Ideal Customer Profile from an onboarding perspective.
| - | ICP 1 | ICP 2 |
|---|---|---|
| ICP Name | Ram | Lakhan |
| Age | 35 | 27 |
| Gender | Male | Male |
| Marital Status | Married | Unmarried |
| Kids | Yes (one kid under 5 years) | No |
| Occupation | Works in a Factory | Works in an IT Company |
| Location | Tier 2 cities. E.g., Indore, Surat | Tier 1 cities. E.g., Bengaluru, Mumbai, Hyderabad |
| Lives with | Family (parents, wife and child) in his parent’s house | Alone or with friends on sharing rent basis |
| Education Level | Diploma in electrical engineering | Graduation in computer science |
| Income levels | 80k/month | 80k/month |
| Tech Expertise | Low | High / Tech savvy |
| Decision Maker | Self | Self |
| Risk Appetite | High-medium | Medium-Low |
| Most used apps | Whatsapp, Facebook, YouTube, Moj | Whatsapp, Instagram, Netflix, Prime, Amazon, Ola, Uber |
| Where do they spend time? | Religious programs, Malls, Theatre, TV, Family functions, kids’ park, weekly grocery shopping | Extrovert, likes to party, Commuting, food, Digital platforms (Youtube, Social media), Travel |
| Where do they spend money? | Parents’ medical, kids’ fees, securities, fine-dining restaurants, FD for child education | Entertainment, Travel, auto, cab, online shopping, fashion, courses, hobbies like dancing, playing sports |
| What kind of content do they consume? | News, Soap operas | Movie, TV shows |
| Frequency of purchase | Half-yearly | Quarterly |
| Which features do they use most? | Sort hotels by pricing | Sort hotels by rating and price filter |
| How frequently do they use these features? | When they plan the vacation | When he plans the vacation |
| Average order value | ₹1,800 | ₹3,000 |
| Willingness to pay | ₹600/night | ₹1,000/night |
| Problem statement | Find budget hotel rooms in nearby cities | Find budget hotels with similar experiences across cities |
| Current solution | Asking friends or relatives for recommendations, asking taxi drivers, staying in samaj dharamshalas (communities build premises) | Manual search near bus stand or railway station, ask auto walas, check on the Internet |
| How do they value time, money, and comfort? | Time > Money > Comfort | Comfort > Money > Time |
| Goals | Family vacation | Frequent long weekend vacations |
JTBD (Jobs to be done) - here’s the framework to understand our ICPs on why they do what they do
| Goal Priority | Goal Type | ICP 1 (Ram) | ICP 2 (Lakhan) | | --- | --- | --- | --- | | Primary | Personal | To book a room at an affordable price for family | To book a room at an affordable price for himself to travel solo | | Secondary | Social | n/a | Tag himself on Instagram that he stayed in a hostel with some happening people around | | Secondary | Financial | Book an affordable room that has an extra cot facility without abnormal extra cost | Can stay in dorms to save some quick bucks |
| | ICP 1 (Ram) | | ICP 2 (Lakhan) | | --- | --- | --- | --- | | Quick refresher | The family guy from tier 2 city | Quick refresher | Bachelor from tier 1 city | | Concerns C1 - tech savviness | He is not tech-savvy so downloading an app to book a hotel room is a challenge | Concerns C1 - fair deal | Pricing as mentioned on the app should be charged with no extra cost | | C2 - Save time to find the hotel offline | He wants a hassle-free room booking so that he doesn’t have to hop through different hotels, pay auto wala to find a room that has an extra cot facility within the same room and the total price doesn’t hurt his pocket | C2 - allow a meeting with friends in the hotel | Some respondents mentioned that customer guests are not allowed in the room and there is no provision to meet them in the budget hotel as there is no lobby or lounge area | | C3 - Save the cost of transport to reach the hotel | The hotel should be as close to public transport as possible because the farther the distance, the more he has to pay for auto wala or bus because he will have his luggage and family | C3 - flexible in and out time | Solo travellers often prefer staying longer in the hotel room and request flexible in and out time for sunrise point, late parties in the pub, early morning hike | | C4 - Should allow early check-ins | Often train and bus timings are before 9 am as per my user calls. Since there is no system for finding the direct line of the hotel owner via the OYO app, a request for early check-in cannot be made via the app | C4 - intra-city transport cost | Solo travellers often experience high travel costs within the city to visit tourist locations because their costs are not shared. If OYO can provide group packages to combine multiple solo travellers staying within different hoteliers like Zostel provides packages, it would be definitely an “aha” moment |
Before we look at the onboarding teardown, it is important to understand the segment of OYO we would be looking at. OYO adopts a multi-brand approach. In this project, we are looking at Townhouse.
We want to pick a Mobile App user journey here. Below is a slide section that has 16 slides with all app screens and remarks (including the welcome and thank you slides 😛). Please navigate using the arrows at the bottom-left OR view here.