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How would you improve Google Flights?

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P.S:This is one of the product that I'm totally unaware of. So the whole answer will be revolving around the things I got to know from the internet.

Since the product is new to me, I would like to explain my understanding of the product before jumping in. 

Google flights is a product of google that helps user to search and compare the prices of flights and  also book flight tickets. The explore tab in the same page helps us to compare prices when we chose a different airport or different layover airport for the same destination. While the Things to do section, suggests you what all can  be done at the place. Thus, Google Flights goes well in Collecting and Organising Information for all users like every other Google Product.

The above understanding causes me to have some assumptions/clarification to be made before answering. They are

  1.  Which Market are focussing? USA 
  2. Are we limiting ourselves to PCs or Mobiles or Both? Mobiles
  3. I would like to focus on the Goal of improving user engagement as this is more of a common product to the selected market
Next, to create any meaningful improvement to an existing product we need to understand the user and what they are missing out. So, I would like to go with the types of Users and Their painpoints.
  1. Professional Users, i.e, People who travel often for their Company/Corporate stuffs
  2. Personal Users, i.e, People who travel with their family/friends for trips and personal exploration

Of this, I would like to choose the 2nd category as I'll be able to relate more with them. The 2nd category is in itself a big group. So, I would like to further split them to smaller segments

  1. Students-Age:18-21: They tend to travel with their friends with a limited budget and time cionstraints(as in only during Summer they'll be able to travel due to their School Commitments)
  2. Working youngsters-Age:21-30s: They tend to travel solo/ with friends and generally have no financial boundary like a student. They are generally open to new experience than others
  3. Family with kids-Age 30+ :They tend to travel with their families and are more considerate of their family well being and safety 
Of these categories, I would like to focus on the Working Youngsters as they are more tech savvy and are always open to new experiences.
 
The Working Youngsters, face the following issues which on focussing helps us improve the product.
  • Choosing a destination within a budget and common to the interest of the group of friends and finalising is a big issue.
  • Coming up with a proper itinerary on what to do there 
  • Comparing Different prices choosing an appropriate flight for the budget and time constraints.
  • Finding a Hotel for stay.
Of all this, I would like to focus on one problem that is not being solved by many and can go hand in hand with the Google's Mission of Collecting, Organising and making it available for every user.
With this condition, I feel that 1st issue is the more suitabe one to address.
 
So far, I've decided to improve Google Flights for Working Youngsters addressing their need to choose a destination suitable to their needs/constraints.
 
Solutions
  1. Google under the "Things to do" function can bring a feature to search for options not just through the place's name but with more common filters or constraints like- by specifying what their interested activity is or with the budget. This'll help them get a list of places that they might be interested in hassle-free.
  2. A new forum tab could be created where users could crowdsource the needed information to choose a destination from different travellers.
  3.  A page to add the contacts, i.e, the gmail-ids of the fellow group members to do all the discussion, booking and exploring under a single roof. Through this, the distraction caused by doing the related steps at different apps gets reduced and everythinig can be brought to one place.

Of these Solutions, I would like to prioritize the 1st oneas it alligns more with the mission of Google in general and also would have a great reach compared to others. The implementation should not be an issue at all as Google is kown for its Search power.

Moreover, the solution attracts users to search and get to know the different places right at where they can book. Thus, the engagement will surely move to greater extent.

Success Metrics:

# of Searches per week - Shows how frequently the featuree gets used

# of Results skipped before clicking the First one -Helps us rate how good the results are

 

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