1️⃣ Clarify the Why

🎯 Goal

Make flight booking seamless, fast, and personalized.

🧭 Context

As the PM for Booking.com’s flight vertical, competing with Google Flights, Hopper, and Skyscanner, my focus is to differentiate with hyper-personalized, time-saving experiences.

💼 Business Goals

2️⃣ Prioritize the Right Users (USA Framework)

Segment User Value Severity of Pain Alignment with Business Why Prioritize?
Frequent Travelers High High High ✅ Book often, high LTV, expect speed, ideal for loyalty + monetization
Occasional Travelers (Families) Medium Medium-High Medium Travel seasonally in groups, slower booking cycles
Infrequent Travelers (Novices) Low High Medium High friction, low frequency, less aligned with immediate business impact

3️⃣ Deep Dive into Frequent Flyer Pain Points (USA Framework)

# Pain Point U Impact Severity Alignment Notes
1 Too busy / no time High High High Wants to book fast with minimal input
2 Juggling tabs to compare Medium Medium High Still compares manually across platforms
3 No personalization High Medium Medium-High Repeated filtering; slow booking experience

✅ Top Pain Point: Too busy / no time — highest across all 3 USA dimensions.

4️⃣ Map the Journey (AARM Framework)

Phase Current Experience Opportunity
Acquire Discover via ads, search, referrals Target intent-driven queries like “book fast”
Activate Manual filters, price clutter Smart filters, 1-minute personalized search add personalized info like comfy seats,great service
Retain One-off bookings, low re-engagement Reminders, saved preferences, loyalty nudges
Monetize Basic ticket sales Add ons: seats, hotel packages, insurance