Creating a subscription travel product MVP (Hurb Plus)
Indroduction
As one of Brazil's largest travel agencies, Hurb faced a sharp decline in demand for travel packages, hotels, and resorts during the pandemic, leading to a significant revenue drop. To address this, the company sought new ways to boost user engagement, create recurring revenue streams, and ensure financial predictability during crises.
We focused on key questions: How can we encourage more travel and retain customers during tough times? How can we build a sustainable, resilient business model? By exploring innovative solutions, Hurb aims to emerge from the pandemic stronger than before.
Year
2022
Timeline
8 months
Responsabilities
Design and deliver new product
Research and discovery process
Mapping business goals
MVP Strategy
Data analysis
Creating a subscription travel product MVP (Hurb Plus)
Indroduction
Year
2022
Timeline
8 months
Responsabilities
Design and deliver new product
Research and discovery process
Mapping business goals
MVP Strategy
Data analysis
As one of Brazil's largest travel agencies, Hurb faced a sharp decline in demand for travel packages, hotels, and resorts during the pandemic, leading to a significant revenue drop. To address this, the company sought new ways to boost user engagement, create recurring revenue streams, and ensure financial predictability during crises.
We focused on key questions: How can we encourage more travel and retain customers during tough times? How can we build a sustainable, resilient business model? By exploring innovative solutions, Hurb aims to emerge from the pandemic stronger than before.
ROLE
Specialist Product Designer
TIMELINE
8 months
RESPONSABILITIES
Design and deliver new product
Work in parallel with PM
Research and discovery process
Data analysis
MVP Strategy
Mapping business goals
Challenges
Generate purchase recurrence
Think of a plan that offers a coupon, cashback and exclusive benefits that is interesting for both the user and Hurb
Make the user travel more but pay less
Offer more comfort, convenience and accessibility
We do not have revenue predictability
Increase user loyalty with Hurb
High level goals
Deliver a travel subscription plan that is effective, efficient and user-friendly
Putting Hurb Plus at the forefront of the market when it comes to subscription travel
Achieve 300 signatures within 3 months of launching the MVP
ROLE
Specialist Product Designer
TIMELINE
8 months
RESPONSABILITIES
Design and deliver new product
Work in parallel with PM
Research and discovery process
Data analysis
MVP Strategy
Mapping business goals
High level goals
Deliver a travel subscription plan that is effective, efficient and user-friendly
Putting Hurb Plus at the forefront of the market when it comes to subscription travel
Achieve 300 signatures within 3 months of launching the MVP
Challenges
Generate purchase recurrence
Think of a plan that offers a coupon, cashback and exclusive benefits that is interesting for both the user and Hurb
Make the user travel more but pay less
Offer more comfort, convenience and accessibility
We do not have revenue predictability
Increase user loyalty with Hurb
Impact
61 in 3
61 subscriptions in the first 3 weeks since launch
0 in 1
0 churn in 1 month
Impact
61 in 3
16 subscriptions in the first 3 weeks since launch
0 in 1
0 churn in 1 month
Find out if Hurb.com users are interested in a subscription travel plan
We launched a quantitative survey of a base of 848 Hurb.com users to understand who our primary audience is regarding Subscriptions, and if these people would have any interest in the product. We had 223 responses and found that 74% of respondents have some interest in a travel subscription plan.
Landing Page to test desirability and possible conversions
Once the user's interest in a travel subscription plan has been tested, we pass another filter on this base of interested users to validate the idea more assertively. We made a Landing Page to test the user's real desirability from a virtual conversion (the subscribe button took the user to a modal explaining that it was a new product and that he could enter a waiting list by filling in the field with your email). In 22 days we recorded 248 visits to the Landing Page, and 73 conversions (29%).
Research with Landing Page users to understand their motivations
To obtain more qualitative information to understand WHAT motivated the users who converted on the test Landing Page, and what this audience FELT and WANT about a travel subscription plan, we conducted a series of qualitative interviews and listened to these users, and we were able to validate some hypothesis and discard others, this information collected was vital for the construction of the MVP.
Launch of MVP
After the interviews with users, we observed inputs that could be interesting and attractive for our subscription product (Hurb Plus), and we chose to work with 3 value propositions: Cashback, exclusive promotions, and discount coupons.
ROLE
Specialist Product Designer
TIMELINE
8 months
RESPONSABILITIES
Design and deliver new product
Work in parallel with PM
Research and discovery process
Data analysis
MVP Strategy
Mapping business goals
After launch
After the launch of MVP, we continue to monitor the Landing Page, and we are organizing surveys with subscriber users to gather inputs to improve our value propositions, communication, and overall experience to reach our goal of 100 subscribers in 3 months as soon as possible.
ROLE
Specialist Product Designer
TIMELINE
8 months
RESPONSABILITIES
Design and deliver new product
Work in parallel with PM
Research and discovery process
Data analysis
MVP Strategy
Mapping business goals
Find out if Hurb.com users are interested in a subscription travel plan
We launched a quantitative survey of a base of 848 Hurb.com users to understand who our primary audience is regarding Subscriptions, and if these people would have any interest in the product. We had 223 responses and found that 74% of respondents have some interest in a travel subscription plan.
Landing Page to test desirability and possible conversions
Once the user's interest in a travel subscription plan has been tested, we pass another filter on this base of interested users to validate the idea more assertively. We made a Landing Page to test the user's real desirability from a virtual conversion (the subscribe button took the user to a modal explaining that it was a new product and that he could enter a waiting list by filling in the field with your email). In 22 days we recorded 248 visits to the Landing Page, and 73 conversions (29%).
Research with Landing Page users to understand their motivations
To obtain more qualitative information to understand WHAT motivated the users who converted on the test Landing Page, and what this audience FELT and WANT about a travel subscription plan, we conducted a series of qualitative interviews and listened to these users, and we were able to validate some hypothesis and discard others, this information collected was vital for the construction of the MVP.
Launch of MVP
After the interviews with users, we observed inputs that could be interesting and attractive for our subscription product (Hurb Plus), and we chose to work with 3 value propositions: Cashback, exclusive promotions, and discount coupons.
After launch
After the launch of MVP, we continue to monitor the Landing Page, and we are organizing surveys with subscriber users to gather inputs to improve our value propositions, communication, and overall experience to reach our goal of 300 subscribers in 3 months as soon as possible.
In retrospect
The initial problem of making the user travel more and pay less was resolved, and linked to this, we are following the growth in the number of subscribers, which is showing at an amazing pace, and is moving towards solving the problem of creating recurrence and revenue predictability in a travel agency.
My primary learning in this project: it never hurts to apply more than 1 desirability filter in the discovery phase to verify if the solution idea we have for the main problems will be adhered to by the public. And that working side by side with the PM/PO in this phase is crucial to consider business rules and filter possible solutions.
ROLE
Specialist Product Designer
TIMELINE
8 months
RESPONSABILITIES
Design and deliver new product
Work in parallel with PM
Research and discovery process
Data analysis
MVP Strategy
Mapping business goals
In retrospect
The initial problem of making the user travel more and pay less was resolved, and linked to this, we are following the growth in the number of subscribers, which is showing at an amazing pace, and is moving towards solving the problem of creating recurrence and revenue predictability in a travel agency.
My primary learning in this project: it never hurts to apply more than 1 desirability filter in the discovery phase to verify if the solution idea we have for the main problems will be adhered to by the public. And that working side by side with the PM/PO in this phase is crucial to consider business rules and filter possible solutions.