ROUTEMATE - CONCEPT EXCERCISE
AI trip planner: simple and personalized trip planning
Background
Today, travel planning is often overwhelming. People struggle with fragmented information across many sites, generic itineraries that lack personalization, and feeling swamped by the sheer volume of online travel advice. There's a clear need for a simpler, more tailored way to plan trips.
BUSINESS PROBLEM
The Fragmented & Overwhelming World of Trip Planning
Travelers face a common dilemma: fragmented planning across countless sites and a struggle to personalize trips beyond generic options. This often leads to feeling overwhelmed by the sheer volume of uncurated online information.
THE SOLUTION
Intelligent Search Integration
For Users: By simply asking their questions in their own words, users can now access a comprehensive overview of all relevant content – textual answers, photos, sources, and more – without the need to navigate individual sections.
Driving Business Value: Deeper understanding of user intent enables better personalized experiences and content strategy
THE GOAL
Adoption & Engagement
Feature Reach: Achieve >5% of total users initiating at least one search using the GenAI feature.
Deep Interaction: Increase the average number of content pages viewed by users originating from the GenAI search by 10% and reduce the bounce rate for this user segment by 10%
THE PROCESS
Ideation, research, design
User research and feedback indicate that while homeowners seek advice and inspiration, they are frustrated by the limitations of our current search functionality. We also learned that users land on our site with a project in mind; therefore, they have specific questions about the project and its stage.
User research revealed that suggested questions aren't performing as well as we had hoped. However, they did a great job of helping users understand the types of searches they could perform.
Design Explorations - Entry points
Design Explorations - Entry Points We explored various entry points to ensure the feature is noticeable upon landing and remains visible while browsing. As our first consumer-facing AI initiative, we opted for prominent placement to maximize test engagement and gather substantial user feedback.
RESULTS
Users are searching with the new AI search
8%
Of total users initiating at least one search using the GenAI feature.
10%
Increase the average number of page views by users originating from GenAI search.
10%
Reduced bounce rate for these users.