Understanding the offline & online purchase behaviours

MakeMyTrip wanted to identify and understand the barriers that prevent  a section of Indian travellers from purchasing travel online.
 

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Impact

UCC decoded the travel triggers, the choices made from the abundant  options available, and the cognitive biases of the travellers to get a  complete big and exhaustive picture of a traveller’s behaviour.

This knowledge of the entire behavioural research helped MakeMyTrip identify the gaps where they could potentially interact with the traveller, create moments of truth and leverage the window of opportunity to close the gaps.


 

Client:

MakeMyTrip

Location:

Tier 2 city in India - Jaipur

Duration:

4 weeks
Research Tools & Methods: Secondary Research

Internal Stakeholder Interviews

In-depth Interviews

Journey Maps

Contextual Enquiry

Fly on the Wall

Languages:

English and Hindi
 

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