Optimizing UX with culturally oriented insights
Client
Home rental company
Home rental company
Sector
Technology, Media & Telecom
Technology, Media & Telecom
Type of service
Generative & evaluative research
Generative & evaluative research
User ExperienceTravelling experienceUser behaviour
The Challenge
A global accommodation platform faced significant challenges in tailoring its user experience (UX) to meet the diverse needs of travelers from various cultural backgrounds. Specifically, they needed to better understand the distinct behaviors and cultural nuances of Brazilian travelers.
Our task was to assist in uncovering the unique travel behaviors and cultural aspects of users within the Brazilian market, focusing on how these factors influenced their experience on the platform.
The project required a thorough analysis of the platform's UX across different interfaces—native app, web, and mobile web—spanning the entire user journey from initial search to checkout. Our goal was to identify pain points, clarify confusing UI elements, and identify opportunities to enhance product conversion within Brazil. Additionally, the platform needed insights into the competitive landscape, particularly how Brazilian users perceived the value propositions of competitors. By mapping the user journey in Brazil, we aimed to uncover barriers related to goals, experiences, and interfaces, ultimately identifying opportunities to improve product conversion by addressing these market-specific challenges.
The project required a thorough analysis of the platform's UX across different interfaces—native app, web, and mobile web—spanning the entire user journey from initial search to checkout. Our goal was to identify pain points, clarify confusing UI elements, and identify opportunities to enhance product conversion within Brazil. Additionally, the platform needed insights into the competitive landscape, particularly how Brazilian users perceived the value propositions of competitors. By mapping the user journey in Brazil, we aimed to uncover barriers related to goals, experiences, and interfaces, ultimately identifying opportunities to improve product conversion by addressing these market-specific challenges.
Our Approach
1
Cultural Adaptation & Project Alignment
We collaborated closely with the platform’s team to define goals and methodology, ensuring our approach was tailored to uncover the specific cultural nuances relevant to the Brazilian market.
2
In-Depth User Research
Through comprehensive interviews and booking process walkthroughs with diverse Brazilian users, we gained deep insights into their behaviors, expectations and experiences, identifying key pain points and opportunities for improvement.
3
Actionable Reporting & Client Collaboration
We integrated local cultural knowledge into our findings, provided regular debriefs to ensure alignment with the client’s objectives, and delivered a detailed visual report highlighting specific areas for enhancement in the Brazilian market.
Outcomes
Our collaboration provided the platform with a detailed understanding of how cultural factors influenced the user experience within the target market. The comprehensive report we delivered identified critical opportunities for the platform to differentiate itself in the market, highlighting product improvements that could significantly boost conversion rates. By exploring the brand’s perception in this market, we uncovered how local views impacted the overall product experience, offering deep insights that extended beyond surface-level observations.
The report included actionable recommendations, focusing on aligning the product with the expectations and behaviors of users in this specific market. This included addressing pain points in the booking process, refining the user interface to be more intuitive for the local audience, and leveraging opportunities to stand out against competitors. Ultimately, our work equipped the platform with the insights needed to adapt their product to better meet the needs of users in this key market, driving stronger brand loyalty and increasing conversion rates.
The report included actionable recommendations, focusing on aligning the product with the expectations and behaviors of users in this specific market. This included addressing pain points in the booking process, refining the user interface to be more intuitive for the local audience, and leveraging opportunities to stand out against competitors. Ultimately, our work equipped the platform with the insights needed to adapt their product to better meet the needs of users in this key market, driving stronger brand loyalty and increasing conversion rates.
