When I joined Yahoo! Travel, my main initiative was to gain a better understanding of our new target segment, identified during a recent market research study. After gaining buy-in from our GM by presenting information to clarify what we did and didn’t know, and what we needed to know and why, I paired up with a User Researcher to plan, conduct, and develop findings for ethnographic and diary studies to learn more about these Passionate Travelers.
The findings resulted in multiple projects for the Yahoo! Travel team that I was responsible for prioritizing, including Destination Finder, and a site and navigation redesign, all with the goal of acquiring and retaining our most valuable customers.