What would you like to know about a city?

Leads Generation w/Locality

Bhoomika Dadhich

Project Overview

The Justdial Locality module enhances user exploration of city businesses, services, and attractions by providing rich, contextual information. It simplifies decision-making for travelers and residents while boosting visibility for local businesses.

The Justdial Locality module enhances user exploration of city businesses, services, and attractions by providing rich, contextual information. It simplifies decision-making for travelers and residents while boosting visibility for local businesses.

Problem Statement

To develop a comprehensive solution that generates high-quality leads for multiple businesses across various categories within a city, while simultaneously creating a tourism-centric platform that allows users to explore and engage with the city's offerings. The objective is to seamlessly connect local businesses with potential customers and tourists, enhancing their visibility and driving economic growth within the city.

Project Goals

Enhance User Engagement and Experience

Enhance customer interaction with a design that simplifies discovering local businesses, culture, and food, boosting engagement.

Increase Visibility

for Local Businesses

Increase Visibility for Local Businesses

Increase exposure for small businesses with targeted cross-category promotions to attract customers and grow the community.

Consolidate Information for Informed Decision-Making

Build a one-stop solution that consolidates key city details—tourism, food, and services—to streamline decision-making for travelers and residents.

Design Process Followed

Discover

Define

Ideate

Design

Test

Target Users

The main actors (users) who are likely to use the Justdial Locality Vertical

Tourists Planning a trip to another city

Local Business Owner in the city

A Local Exploring New Experiences

User

Challenges

User

Challenges

Lack of Local Knowledge for Travelers

Travelers often struggle to find reliable information about local dining, shopping, and cultural experiences in a new city. Without a clear understanding of the locality, they might miss out on hidden gems or end up choosing less desirable options.

Difficulty in Discovering Local Businesses

Local businesses, especially new or small ones, often struggle to gain visibility among potential customers. Users searching for services or products might overlook these businesses due to the overwhelming amount of options available.

Fragmented Information Across Multiple Sources

Users often need to consult multiple sources to gather information about a city, such as weather, cultural events, popular spots, and local services. This fragmented approach makes planning and decision-making time-consuming and inefficient.

Limited Contextual Content for Local Searches

When users search for businesses or services in a specific city, they often lack context about the area, such as cultural significance, neighborhood vibes, or current events. This lack of context can lead to uninformed choices that don’t fully align with the user’s preferences.

Quantitative Research

Observations

The Indian online travel booking market is vibrant, with continuous innovations and adaptations to cater to the evolving needs of travelers.

70-75%

Of online travel bookings in India are for flights and hotels

15 to 18 Crore

Users book online travel services annually.

60%

Users report relying on personalized recommendations and user reviews when making booking decisions.

50-60%

Around 10-12 crore online travelers actively seek discounts and promotional deals.

70-75%

Indian travelers often research a city before visiting, looking up local attractions, accommodations, dining, and cultural experiences, mainly through online resources like travel portals, blogs, and social media.

Competitor Analysis

Competitor 1: Make my trip

The primary focus is on trip planning and converting visitors into customers by offering comprehensive travel information and booking options in one place.

Features :

The page offers curated content on Goa's top attractions and experiences, with direct links to book hotels, flights, and packages, blending inspiration with booking options.

User-centric design with easy navigation and well-organized sections, catering to both planners and spontaneous travelers.

Competitor 2: Tripadvisor

The focus is on helping users choose activities and attractions based on peer reviews, not on providing travel inspiration or booking options.

Features :

Content is user-generated, featuring reviews, ratings, and photos from travelers. It provides practical information like location, ticket prices, and nearby attractions.

Functional and utilitarian, the page delivers essential information quickly, enabling easy comparison of attractions through user reviews and ratings.

Mobile Designs

Link to Landing Page

Website Designs

Link to Landing Page

1366 x 960

High-Fidelity Designs

Home Screen

Justdial Logo//

Home Redirection

Share CTA//

Page can be shared with others

Top Categories//

Top 8 categories showcased first

Ideal time to visit//

To plan trips accordingly

City Gallery//

Photo Gallery Redirection

Best time to visit //

What to expect from certain seasons

Places to Visit - in and around the city

CTA to city page //

Redirection to city landing page

Filter according to timing//

Showing places only according to time of day selected

Distance and ETA//

If location access is provided, otherwise from city centre

Ideal time of visit //

Advising the appropriate time to visit a location

City Gallery

Image Previews//

Click to zoom into a particular image

Share CTA//

Page can be shared with others

Redirection to gallery//

If user wants to check out other cities, hence increasing engagement on city gallery pages.

Add image from Personal Gallery//

Photo Gallery Redirection

Feedback Pop-up

Skip Feedback //

Incase the user is not interested in providing feedback for the content shared

Submit Grievance//

Reaches JD backend and similar ones get worked on asap

Comment Grievances//

Advising the appropriate time to visit a location

Key

Learnings

Cross-Functional Collaboration: Effective communication with developers, product managers, and stakeholders is essential for aligning design goals with technical feasibility and business objectives, ensuring smooth implementation.

User-Centric Focus: Balancing user needs with business goals required constant iteration, focusing on providing valuable city-specific information while also driving local business visibility.
Agile Development: Adopting an agile approach helped quickly address feedback, enabling faster iterations and improvements based on user behavior and stakeholder input.
Data-Driven Decisions: Analyzing user behavior and engagement metrics provided valuable insights for optimizing the module, ensuring it delivers meaningful results and meets business KPIs.

Thank You

For Staying till the end

Bhoomika & Team

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