Dan Tase
tasedanmarian@gmail.com
+40 753 841 574
dantase.com
GetYourGuide
Itinerary
The activity details page (ADP for short) is one of the most important pages in the GetYourGuide funnel. It's the page where travellers decide if an activity is relevant, and proceed to book.

In 2019, we worked on providing travellers more clarity by designing and launching itineraries, looking to improve conversion across all activity types.
Goal: Provide travellers with more clarity by launching activity itineraries.
Content research
When I first started working with the Activity Content team, they already ran a long-term research project, looking to identify the main content issues travellers encountered on the ADP. They could fit into 3 categories:

Hard to understand what you'll get to experience
Travellers were getting lost on the ADP, not knowing exactly what they'll get to experience and how. Things like stops, duration or meeting points were ambiguous, hidden under long paragraphs and fancy descriptions.

Lack of clarity
Most of the ADP is text based, making it harder for travellers to skim it. This became even more frustrating when comparing activities as there was no clear way to benchmark.

Different activities are treated the same

GetYourGuide offers various types of activities: from day trips, to tours, attraction tickets or hop-on-hop-offs. Travellers require different details from each activity type, and our structure didn't accomodate that.
To figure out the specific requirements for each category we ran independent research, and synced with relevant teams to gather data. People like destination managers or customer care representatives were especially useful, given that they were front facing both with travellers and suppliers.
Attraction Tickets
One of the most important revenue streams at GetYourGuide is Attraction Tickets, so we kicked off the project by focusing on the top 35 Attractions. During the research phase we identified that most people are struggling to understand what they'll get to experience at a certain attraction, and even when they understand, it's pretty difficult to visualise the result (for example, when going at the Louvre you understand you'll get to see Mona Lisa, but you might not have any idea what the Mona Lisa is).

In order to solve that we added an itinerary-like section, where we display the most important highlights at each attraction, split between main and secondary.
After the success of iteration number one we realised that, occasionally, highlights have additional details. For example, an exhibition might have an extra entry fee, a different schedule or various age requirements. These are extremely important as they inform travellers before placing a booking.

As a second iteration we allowed suppliers to add various labels to accommodate that.
Given the diversity of the activities, we experienced quite a few edge cases: from attractions with little or no photos, to attractions with a huge variety of photos. We added some logic in place on how we're tackling these scenarios.

No photo stops / 1 photo stop: Display all as secondary stops.
2-6 photo stops: Display all photo stops + secondary stops.
7-9 photo stops: Display all photo stops & hide secondary stops under a "See all" button
More than 9 photo stops: Not possible, as we only allow a maximum of 9 photo stops
Scaling to Day Trips
Given the success of Attraction Tickets, we decided to scale itinerary-like features across other activity types. While investigating the next steps, we agreed upon Day Trips - one of the most complex activity types at GetYourGuide.

While on Attraction Tickets users only cared about what they'll get to see, on Day Trips there are a few other parameters: pick-up, drop-off, duration & travel time, all under a linear route.
After the exploration phase we ended up with two high-confidence options: one were consistent with the Attraction Tickets (having a large focus on the photos), while the other took a different approach (being more similar to a traditional itinerary).
During user testing we realised that Day Trip user needs were different than on Attraction Tickets. As much as we strived for consistency, users cared more about the structure and plan of the trip than the photos. That could also be a consequence of the fact that most day trips are experience-like activities (E.g. camel ride in the dessert). Occasionally they also found photos distracting.

Adding the fact that sourcing photos for a Day Trip is way more difficult than on Attractions, we decided to go with the itinerary version.
Walking Tours
Once we switched the Day Trips design to 100% we started looking for ways to scale the itinerary to Walking Tours & Motorised Tours. Although scaling the layout wasn't too challenging, Walking Tours has different requirements than Day Trips so we had to take that into consideration.

One of the first things we had to look at was the start and end dates, which are different on Walking Tours. On top of that, things like travelling time weren't needed, as the tour starts from the meeting point.
The next challenge was related to the number of stops. While Day Trips usually have 5-6 stops, Walking Tours can go up to 24 stops. We started looking for a way to scale the layout to multiple stops without compromising on legibility.
While Option 1 was the easiest to implement, the downside was that some important stops might be hidden under the See more. On the other side, Option 3 was a bit of an overkill, making the Itinerary too complex. In the end, we opted for Option 2, where we show all the main stops and expand to see the other ones.
During the research phase, we also found out another important aspect: Given that walking tours require some sort of physical activity, travellers wanted to know more about what that entails.

For example, on a walking tour they'd like to know how much they need to walk, as that would help them decide if the activity is suitable or not. On top of that, some walking tours require additional things like biking, riding a scooter, etc. Given that these details are a deal-breaker, we added them within the About this activity section.
As soon as the Walking Tours flow A/B test was successful it's been released to 100% of users across the most popular activities. Since then, the team has been making all sorts of improvements to all 3 activity types, working towards a long-term vision for the activity details page.

Although Hop-on-hop-offs is still an important activity type, we noticed that most users were ok with the current format (standard list of stops) so we added it to the backlog for future investigation.
Thanks to the GetYourGuide Activity Content team ✨
Props to Justine Wang (PM), Melissa Kruse (UX Writer), Paula Herrera (UX Researcher), Manuel Pola (Product Designer) and the rest of the amazing engineering, data and operational teams.
If you'd like to hear more about this project, or to talk about how I can help you scale your products, reach out at tasedanmarian@gmail.com