2. Contents
Yatra.com | As- Is Analysis
Yatra.com | Competitor Study
Concept Wireframes
Customers Power of Digital3
5
13
16
2
3. Customers Power of Digital
• Indian Consumer has become more Conversant
and Mobile, he is consistently looking for faster
and better online experience.
• Multi Touch-points like websites, mobile apps
and social media have empowered the Indian
consumer.
• Consumer Interaction with the brand has
gone to another level with the advent of social
media, blogs, reviews etc.
•Immersive and engaging experience is what
the customer expects and he has the power to
simply switch from your site to the
competitors within seconds.
3
4. Changing Digital Arena
So, we have a Highly Evolved and Fast-paced consumer base
With a Large Number of Options at their finger tips…
A highly intuitive, user friendly site with easy navigation is need of the hour!
4
5. Yatra.com | As- Is Analysis
A typical User persona, User Journey
Usability Assessment
5
6. User Persona
What she thinks is nice to have too:
• Personalized Recommendations
• View popular deals / getaways and
top purchases upfront
• Offers numerous payment options
Jane is a 32 year old working professional.
She is a corporate trainer and travels very
frequently. She is married and loves
spending time with her 2 year old
daughter.
• She has a very tight schedule, so is
very conscious about her time
management
• She tries to balance her life between
her two passions of fitness and
travelling
• She endorses travel portals and does
her ticket / hotel bookings online as it
is convenient and time saving
• She visits Yattra.com to book tickets.
She has heard that Yatra.com offers
amazing deals and offers and is willing
to try it out.
What She essentially looks for:
• Simple, clean websites, with minimum
clutter
• A really simple and fast booking process
• She can easily find/search what she
intends to purchase/ book
• Shows offers and discounts up-front
6
8. Homepage | As- Is Analysis
Navigation and Information Hierarchy
The current multilevel navigation
structure is confusing to the user.
Information grouping and hierarchy
should be followed to de-clutter the
site
Visual Branding
There is scope for compelling and
powerful branding to induce recall.
Currently the visuals and content do
not blend to create cohesive branding.
Also the white space on the homepage
can be effectively used to balance the
site.
Website USP
Yatra.com offers numerous deals and
offers and this needs to be
accentuated to grab user attention.
Search Functionality
Currently there is no website search
functionality available
1
2
3
4 1
2
3
4
8
9. Search Results Page | As- Is Analysis
Combo feature
Interesting deals and offers are not
highlighted enough to grab user
attention
Lack of intuitive features
Key feature of the results page like the
lowest cost offered for flight around
the user requested date can really
helpful to the user.
Search Modification
The search result page should
highlight exactly what the user has
requested so that he is also given the
chance to modify his search
parameter. Currently there is no one
section that caters to this
1
23
1
2
3
9
10. Payment Page | As- Is Analysis
Information Prioritization
At a payment stage, the user is
generally anxious if he has booked the
right flight and the amount incurred.
The ‘Fare Details’ on the right should
ideally also include a gist of the flight
details.
11
10
11. Book Flight Page | As- Is Analysis
Lack of Intuitiveness
Mandatory fields are not marked. The
user is only prompted after he hits
submit that he has missed a field.
Information Prioritization
Users are always looking for quick
booking process. Ideally the most
important features of this page should
be Confirming flight details and User
Details. But a lot of real estate is
provided on optional Add-ons making
the process longer for the user.
1
2
1
2
11
12. Flight & Hotel Search results | As- Is Analysis
Inconsistent Information
The global section at the top and the
inner section of the page provides 2
different call center numbers without
any appropriate callout differentiating
either.
Lack of intuitiveness
It is not evident what the 4 options
imply. (Yatra recommendation, Price,
Star Rating, User rating). The user may
look at them as filters but he is not
sure
2
11
1
2
12
14. Yatra.com | Competitor Study
Brand Positioning
Experience Design
Content and
Functionalities
Positioned as Indians leading online
travel company, Makemytrip
showcases its prowess through
current user strength, facebook fans
and mobile downloads.
Positioned as a simple yet powerful
travel site, Cleartrip uses its simple yet
elegant interface to differently
position itself
Intelligent and intuitive interface,
engaging the user at every step. The
site is visually powerful increasing the
stickiness along with its other features
The content and visuals blend very
well to give a balanced site. The
information is well grouped and
guides the user to the appropriate
section. Interesting features like trip
rewards and last minute deals are
good differentiators.
Clear and clutter free interface along
with intuitive features are the
highlight of this site. All in all the
website tends to lose out on its
overall appeal
Minimal content makes for easy and
fast navigation. The site offers
innovative search features.
Yatra.com stands out for its deals,
catering to the happy traveler, it adds
an Indian touch with the name ‘Yatra’.
Yatra.com lags behind in the over all
experience because the user is
provided with a cluttered site that
hinders his online journey greatly.
The website can improve its overall
visual and content balance through a
more appealing and informative site.
The functionalities such as search can
be implemented as well.
14
17. Wireframe |Homepage
17
Flights
Hotels
Flights
& Hotels
Bus
Trains
Route
Flight Deals this Dussehra
MUM – DELHI Rs. 3400 >>
KOL – DELHI Rs. 6500 >>
CHEN – MUM Rs. 5900 >>
PUNE – KOL Rs. 7600 >>
“I trust Yatra.com for all my travel
needs. I have been using Yatra for all
bookings since 2008.”
International Domestic
From Destination
Departure Arrival
One Way
Adults Children
1 0 0
Infants
To Destination
Economy
Search Flights
Round Trip Multi City
Search Flights & Hotels
Recommendations for You Download Mobile App Customer Service
LOGO Flights Hotels Deals More SearchLogin
IND
Holidays
18. Wireframe |Search Results Page
MUM BANOne Way 12 Nov 1 Adult
Trip From To Date Persons
SEARCH
Search Results (showing 42 of 42 results )
Search Filters SUNTUES WED THURS FRI SAT
Rs 3495 Rs 4495 Rs 6495 Rs 4495 Rs 3495 Rs 6000
Non - Stop Multi City
Airlines Departure Arrival Duration Price
LOGO
6.05 AM 7.05 AM 1 hour Rs. 3,500
Book Now!Refundable
LOGO
6.05 AM 7.05 AM 1 hour Rs. 3,500
Book Now!Refundable
Price Range
Departure Time
Airlines
Combine with Deals
See More >>
LOGO Flights Hotels Deals More SearchLogin
IND
Rs 3500 Rs 6500
6 AM 6 PM
Jet Airways
Jet Connect 18
