Agoda Services
YCS Promotion – Elevating Promotion Strategy
The YCS Promotion Page & Creation Flow marked a strategic enhancement in how property managers at Agoda leveraged promotions to attract guests and stay competitive. This case study delves into the transformation of the promotion creation funnel, showcasing the journey from concept to execution and the resulting impact on the user experience and business outcomes.
Role
UX Designer
Platforms
Sketch, Abstract, InVision, Zeplin, Confluence, JIRA
Deliverables
UI Screens, Promotion Campaigns Strategies, Actionables
Timeframe
~ 4 months
Project Overview
Tasked with modernizing the promotion creation funnel for YCS Extranet, our objective was to not only refresh the user interface but to also embed data-driven insights directly into the promotion setup process.
As a UX Designer, my role was pivotal in reshaping the promotion dashboard, streamlining the promotion creation flow, and integrating advanced targeting features. We aimed to empower property managers with intuitive tools that would enable them to launch effective promotions, tailored to specific market segments and devices, with a clear understanding of their potential impact.
Problem Statement
Prior to the dashboard, users would land on a calendar view, which, while functional, did not immediately present key performance metrics or insights. This lack of immediate actionable data made it difficult for property managers to make informed decisions quickly.
With the goal of enhancing user experience and operational efficiency, we embarked on a journey to provide a more comprehensive and insightful landing page.
Design and Functionality
Promotion Dashboard:
The redesigned dashboard provided at-a-glance metrics on current promotions, surfacing data on performance and engagement. This allowed users to easily assess the effectiveness of their strategies and make data-informed decisions to optimize future promotions.
Simplified Creation Flow:
We introduced a 2-step creation process that simplified the complexity of promotion setup. Users could select from an array of pre-defined promotion types, each with settings optimized for seasonal trends and market behavior, or choose to craft custom promotions tailored to their unique objectives.
Promo Score and Competitive Insights:
A novel feature was the 'Promo Score', a metric that evaluated the potential effectiveness of a promotion based on its settings. Alongside this, an 'Insider View' offered users a comparative analysis against their self-defined competitor set, providing transparency on how their promotions stacked up in the competitive landscape.
Promotion Dashboard
Promotion Creation Flow
Outcomes
The new YCS Promotion Page & Creation Flow led to a measurable uplift in user engagement and promotion adoption. Metrics showed a 30% increase in the creation of targeted promotions and a 20% rise in promotion-related bookings.
Additionally, the 'Promo Score' became a critical factor in users' decision-making, with a 40% usage rate in the creation process, ensuring that promotions were competitive and compelling.
Conclusion
The project's success underscored the value of user-centric design and strategic data integration in the promotion management space.
By offering property managers robust tools and clear metrics, Agoda reinforced its commitment to empowering partners with the means to succeed in an increasingly competitive market. The YCS Promotion Page & Creation Flow stands as a testament to the importance of intuitive design and actionable insights in driving business growth and user satisfaction.