Project
Points Atlas
Points Atlas is a revolutionary product that simplifies the complex landscape of award travel. Our goal is to empower users with a seamless and user-friendly search tool and booking platform, enabling them to explore and leverage their points and miles for travel.
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Points Atlas enables customers to focus on the journey instead of logistics, because Travel is the Point.
My Role
Product Visionary
Spearheaded the conceptualization and development of the Points Atlas product, crafting an innovative vision for the platform that not only meets the current needs of points and miles enthusiasts, but anticipates and adapts to the evolving landscape of the award travel industry.
Agile Project Management
Employed agile methodologies to ensure efficient development, delivery, and refinement of the products features. An agile approach allows Points Atlas to respond to user feedback swiftly and efficiently, adding new features and bug fixes in an iterative fashion.
User-Centric Strategist
Conducted 35+ customer interviews and user testing sessions, analyzing feedback to prioritize product features, refine the user experience, and prepare for a successful product launch. Identified and prioritized the pain points of users and empathized with their needs throughout the product development lifecycle to ensure that every feature created exceeds user expectations.
Data-Driven Decision Maker
Analyzed user behavior, market trends, and performance metrics to make informed choices that enhance the user experience, optimize functionality, and drive the overall success of Points Atlas. Data-driven decision making is at the core of the product's strategy, both in guiding the product's innovation and in the optimization of the product's travel routes and booking options.
Initial Research
This phase involves conducting thorough research to understand the market, user needs, and potential competitors. It includes customer interviews, user testing, and market analysis to gather key insights that inform the product strategy.
Discover
Understand Points and Miles Enthusiast / Traveler Perspective
Through a combination of feedback gathered from 35+ customer interviews and competitor analysis, insights for user personas, customer journey maps, and initial user pain points were generated
Define
Identify Key Pain Points
and Solutions
Core challenges that users face in point redemption, search tools, point valuation, and booking processes were defined and then further refined through questionnaires and market surveys
Design
Build a User-Focused Product
Translated user insights into tangible features through collaborative prototyping and iterative design processes, further emphasizing user-centricity by ensuring that every aspect of Points Atlas was aligned with the preferences and expectations of the target audience
Customer Pain Points
In the realm of award travel, enthusiasts are frequently confronted with challenges when attempting to unlock the full potential of their accumulated points and miles. Identifying these pain points is crucial as it allows us to focus on creating solutions that directly address the needs of travelers. Points Atlas aims to transform these challenges into opportunities, offering a holistic solution that not only simplifies the process but enhances the overall travel experience.
Redemption Complexity
The process of redeeming points and miles for flights and hotels is intentionally complicated due to the fragmented nature of loyalty programs. Each program has its own rules, restrictions, and redemption processes, creating confusion and making it challenging for users to navigate and optimize their point usage effectively.
Lack of Search Tools
The absence of a centralized platform for comprehensive search tools stems from the disjointed nature of existing travel services. Many platforms specialize in either flights or hotels, leaving users to toggle between multiple tools, leading to inconvenience and inefficiency in their search for the best travel options using loyalty program points.
Limited Value Definitions
Variability in point values across different loyalty programs and redemption options creates a lack of transparency for users. The absence of a standardized metric for assessing point values makes it difficult for travelers to confidently decide how to maximize the worth of their accumulated points and best optimize their travel.
Cumbersome Booking Process
The cumbersome and time-consuming booking process arises from the need to navigate through various platforms, each with its own interface and requirements. Users often find themselves spending excessive time coordinating bookings for flights and hotels, diminishing the enjoyment of the travel planning experience.
Value Proposition
In a world where travel should be a seamless and rewarding experience, Points Atlas emerges as a catalyst for change. Our value proposition lies in transforming the intricate landscape of points and miles redemption into a user-friendly, empowering journey. This product not only addresses the pain points faced by travelers but also introduces a suite of features that elevate the travel planning experience. By simplifying point redemption, offering comprehensive search tools, providing clarity on point values, and streamlining the booking process, Points Atlas positions itself as the indispensable companion for points and miles enthusiasts, turning their travel aspirations into effortlessly achievable realities.
Simplified Point Redemptions
Points Atlas cuts through the complexity of loyalty programs, providing users with a straightforward and unified platform to redeem points and miles seamlessly. Our intuitive interface ensures that the process is not just efficient but also enjoyable, allowing users to focus on the excitement of their upcoming journeys.
Comprehensive Search Tool
Addressing the lack of centralized platforms, Points Atlas offers a comprehensive search tool that covers both flights and hotels. By unifying these essential aspects of travel planning, users can effortlessly explore a wide range of options, saving time and ensuring a more holistic approach to their travel preferences.
Point Value Transparency
Points Atlas brings transparency to the often ambiguous world of point values. Our platform integrates a points valuation calculator, empowering users to understand and optimize the value of their accumulated points across various loyalty programs, ensuring informed decision-making for maximizing their rewards.
Streamlined Booking Process
Recognizing the time-consuming nature of booking flights and hotels, Points Atlas streamlines the process into a user-friendly interface. By providing a unified platform for bookings, users can enjoy a hassle-free experience, allowing them to focus on the excitement of their adventures rather than navigating through multiple interfaces.
Key Insights Identified
01. Diverse User Personas
Identified a spectrum of user profiles within the points and miles community, each with unique preferences, travel habits, and pain points.
02. Varied Redemption Goals
Discovered that users had diverse goals for point redemption, including maximizing luxury experiences, minimizing overall travel costs, and prioritizing flexibility.
03. Fragmented Booking Process
Recognized both a strong desire desire among users for a single platform that integrates both flight and hotel searches, streamlining the travel planning process as well as frustrations in the current fragmented booking processes.
04. Limited Visibility into Value
Found that users struggled with assessing the real value of their points across different loyalty programs, emphasizing the necessity for a transparent points valuation feature.
05. Importance of Flexibility
Acknowledged the importance of providing users with flexible date ranges in the search tool to accommodate varied travel schedules and preferences.
Customer Segmentation
Customer segmentation and prioritization is a critical step in ensuring that our product development efforts align with user needs and market dynamics. Customer segmentation is split into two layers: Knowledge of Award Travel and Traveler Type based on travel budget. By assessing impact, market size, and urgency on a scale of 1 to 5 for each potential segment, informed decisions can be made that maximize our resources and deliver the most value to users. This approach allows us to focus on features that not only resonate with our target audience but also address their pain points and provide meaningful solutions.
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Knowledge of Award Travel
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Novice Award Traveler
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Description: Individuals who have a casual interest in award travel, possess little to no knowledge about point redemption strategies, but are intrigued by the concept and generally have the time and willingness to learn.
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Characteristics: No credit card debt (able to take advantage of earning credit card points and miles), casual spender, open to exploring new travel experiences.
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Intermediate Award Traveler
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Description: Avid travelers who already engage in award travel but are seeking a more efficient and user-friendly solution for redeeming points, especially for complicated redemptions.
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Characteristics: Comfortable with the basics of award travel, actively accumulating points, interested in optimizing redemptions.
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Expert Award Traveler
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Description: Individuals who possess extensive knowledge and experience in the world of award travel, having successfully planned and executed trips using points and miles. This segment consists of seasoned travelers who are well-versed in optimizing point redemptions for complex itineraries, especially in the realm of premium flights and luxury accommodations.
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Characteristics: Demonstrates a high level of proficiency in navigating loyalty programs, enjoys the challenge of intricate redemptions, and seeks exclusive and luxurious travel experiences.
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Traveler Type
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Budget Traveler
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Description: Individuals who prioritize budget-friendly travel experiences, aiming to stretch their points by maximizing the number of trips they can take. They are strategic in finding cost-effective redemptions and accommodations.
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Characteristics: Values frugality, seeks value for money, looks for budget-friendly redemptions, interested in travels that avoid additional taxes or fees.
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Mid-Range Explorer
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Description: Travelers who strike a balance between budget considerations and a desire for enhanced experiences. They aim for value but are open to spending slightly more for added comfort and amenities.
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Characteristics: Seeks a balance between value and comfort, open to mid-range redemptions.
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Luxury Seeker
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Description: Individuals with a preference for luxury travel experiences, emphasizing premium flights, upscale accommodations, and exclusive amenities. They are willing to invest more points for a heightened travel experience.
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Characteristics: Values luxury and premium experiences, willing to spend more points or take less frequent trips for upscale redemptions.
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Scoring Metrics
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Impact: We consider the extent to which each customer segment is directly impacted and stands to gain significant value from our product. Those segments that experience the most tangible and meaningful benefits take precedence.​
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Size of Market: Understanding the size and reach of each customer segment helps us prioritize those with larger audiences, ensuring broad market appeal and potential for growth.​
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Urgency: Customer segments with pressing needs or timely demands are prioritized, enabling us to address immediate pain points and capture emerging opportunities effectively.
Prioritized Customer Segments
Through the research and exploration in the previous section, three specific customer segments were identified to be the most impactful markets for Points Atlas to target:
Novice Award Traveler interested in Budget Travel
Description: Individuals who are new to the world of award travel, intrigued by the concept, and interested in learning how to maximize their points for budget-friendly travel experiences.
Pain Point: Redemption Complexity
Solution: Points Atlas simplifies point redemptions by providing an intuitive platform that guides novice travelers through the process, making it easy to understand and execute their first budget-friendly point redemptions.
Intermediate Award Traveler interested in Luxury Travel
Description: Avid travelers who have some experience with award travel, particularly in accumulating points, but find the search and booking process for luxury travel challenging.
Pain Point: Cumbersome Booking Process
Solution: Points Atlas streamlines the booking process for luxury travel, offering a user-friendly interface that guides intermediate travelers through the steps of redeeming points for premium flights and upscale accommodations, ensuring a seamless and enjoyable planning experience.
Expert Award Traveler interested in Mid-Range Travel
Description: Seasoned travelers with extensive knowledge and experience in award travel, aiming for mid-range travel experiences that optimize value and seeking a comprehensive search tool for efficient trip planning. This segment is ready to take on the bulk of the search process themselves but would find value in a new search tool.
Pain Point: Lack of Search Tools
Solution: Points Atlas addresses the lack of search tools by providing a comprehensive platform covering both flights and hotels. This feature-rich search tool caters to expert travelers, allowing them to optimize their mid-range point redemptions efficiently and with precision.
User Persona 1
Novice Award Traveler Interested in Budget Travel
Customer Journey Map
User Persona 2
Intermediate Award Traveler Interested in Luxury Travel
Customer Journey Map
User Persona 3
Expert Award Traveler Interested in Mid-Range Travel
Customer Journey Map
Roadmap Development
The product roadmap outlines the overall plan for the product's development, highlighting key milestones and features. It serves as a strategic guide for the internal product team by aligning the team to the product's vision and strategic goals and is adapted iteratively to ensure the product's continuous evolution and success in the market.
Go-to-Market Strategy
The go-to-market (GTM) strategy defines how the product will be introduced to the market, including positioning, target audience, marketing channels, and launch plans. This go-to-market strategy incorporates a comprehensive approach to launch, emphasizing the advantages of both freemium and subscription models. The iterative refinement process allows for continuous improvement based on user feedback, ensuring sustained growth and user satisfaction. Adjustments can be made to the strategy based on real-time data and evolving market trends.
Pricing and Positioning
Freemium Version
Free Access to Basic Features
Allows users to search availability for the next two months for flights and hotels with limited filter and tool capability. This free tier introduces users to the core functionality of Points Atlas with limited search capabilities for short-term travel planning and can help new potential customers to love the features offered.
Premium Subscription
Flight Search: $10/month
Hotel Search: $10/month
Bundled Search: $17/month
Offers comprehensive search capabilities for users planning travel beyond the short term and supports maximizing points for both flights and hotel bookings. Filters include specific dates up to 12 months for flights, 24 months for hotels, and even notifications if new award space availability is found.
Concierge Service
Commission-Based Model
Percentage-based commission on the total value of bookings made through the concierge service. Initial consultations are complimentary, but itineraries will be charged a fee based on the service required. The concierge booking service positions Points Atlas as a personalized travel assistant, offering tailored assistance based on user preferences.
Phase 1: Beta Testing
Audience Selection
Identify a segment of users from the initial research pool interested in beta testing, with a focus on those who would likely benefit from the extended search capabilities.
Exclusive Access Offer
Offer selected users exclusive access to the full suite of premium features during the beta phase, including extended search options for flights and hotels.
Feedback Collection
Actively collect feedback on both freemium and premium features, understanding user preferences and pain points in preparation for refining the subscription model.
Iterative Improvements
Implement iterative improvements based on beta users' feedback, ensuring that both freemium and premium features are refined before the official launch.
Phase 2: Pre-Launch Marketing
Build Anticipation
Generate anticipation by showcasing the freemium features through teaser content, emphasizing the value of the extended search capabilities available in the premium plans.
Landing Page Development
Develop a captivating landing page that emphasizes the benefits of the tool and clearly communicates the distinction between freemium and premium offerings.
Engage with Influencers
Collaborate with influencers to review the tools on social media and in award travel blogs, showcasing the flexibility and additional perks of the subscription plans.
Social Media Campaigns
Launch social media campaigns highlighting the advantages of the freemium version and introducing the subscription model with exclusive benefits, encouraging sign-ups.
Phase 3: Official Launch
Launch Event
Host a virtual launch event or webinar, unveiling the tools most important features. Clearly communicate the value proposition of the subscription plans and offer exclusive launch promotions.
PR and Media Outreach
Share press releases emphasizing the innovative freemium model and the unique advantages of the subscription plans, targeting media outlets and travel-related publications.
Early Adopter Incentives
Offer early adopter incentives such as discounted subscription plans, exclusive access to premium features, and limited-time bundled offers for enhanced conversion rates.
Performance Marketing
Implement targeted performance marketing campaigns and email marketing to drive conversions and showcase the value of the premium model.
Phase 4: Post-Launch Growth
Refinement Based on User Data
Continue refining both freemium and premium features based on post-launch user data. Use insights to enhance the user experience and continuously improve the value proposition of the subscription plans.
Customer Support and Community Building
​Prioritize excellent customer support for both freemium and premium users. Build a community where users can share experiences and insights, fostering a sense of belonging.
Partnerships and Collaborations
Explore partnerships with travel-related businesses, leveraging the success of the subscription model to attract potential collaborators interested in the platform's expanding user base.
Key Performance Indicators
Regularly assess performance metrics and KPIs for all offerings. Make adjustments to the subscription model, pricing, or features based on user feedback and market dynamics to sustain long-term growth.
Feature Prioritization
The feature prioritization stage is a crucial phase in refining the Points Atlas product, determining which functionalities will be developed and launched first based on their strategic importance and user impact. This process involves feature generation, feature prioritization, and determining which core features will serve as the foundation for the minimum viable product. This prioritization impacts the development roadmap as it guides the sequence of feature implementation and concurrently shapes the go-to-market strategy by determining which aspects of the product will be implemented throughout the product launch.
The features below have been prioritized through the combination of two prioritization methods. Utilizing these frameworks together allows for a comprehensive understanding of both the value and urgency of each feature in the product development pipeline.
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MoSCoW - Must Have, Should Have, Could Have, Won't Have
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Prioritization model used to categorize features into buckets to guide implementation
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MoSCoW is effective for creating a clear hierarchy of feature importance and essential functionality for MVP creation and launch
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WJSF - Weighted Shortest Job First
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Prioritization model used to order features based on the perceived value they bring relative to their complexity or effort
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WSJF is particularly useful when the goal is to maximize value delivered to customers in the shortest period of time
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Each feature is evaluated based on the following criteria and a score derived from the Fibonacci sequence is assigned for each criteria
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Customer\ Value - What is the relative value to the customer or business?
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Time Criticality - How does the user value decay over time?
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Risk Reduction and/or Opportunity Enablement - What else does this do for our business?
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Job Size - How much effort/time will it take to implement this feature?
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Each feature is then assigned a WSJF score based on the following formula where a higher score translates to a higher relative priority
Must Have Features
Explorable Flight Search Map
An interactive map interface that allows users to explore potential flight destinations based on their points and miles. Users can input their departure airport, credit card or travel partner points currency, and desired travel dates to view all available flight options.
Explorable Hotel Search Map
Similar to the flight search map, this feature enables users to explore hotels available for booking using their points and miles. Users can input a city or region, filter by hotel chains, and view options based on loyalty program partnerships.
Concierge Booking Service
A premium service providing users with personalized assistance for booking flights and hotels using their points. Users can opt for one-time assistance or subscribe to ongoing concierge services for comprehensive travel planning support.
Should Have Features
Flight and Hotel Search Map
An integrated map that combines flight and hotel search capabilities, ideal for users who want to plan both aspects of their trip simultaneously. Users input their preferences and the map displays destinations with available flights and points-friendly hotels.
Loyalty Program Comparison
A comparative tool that allows users to compare the benefits and limitations of different loyalty programs. Users can input their preferences, travel habits, and priorities to receive personalized recommendations for the most suitable programs.
Points Valuation Calculator
A tool that dynamically calculates the value of users' points based on current market trends, redemption options, and loyalty program changes. This helps users make informed decisions about when and how to use their points.
Could Have Features
Earning Opportunity Tracker
A feature that informs users about ongoing points-earning opportunities, including credit card promotions, loyalty program bonuses, and partner deals. Users can maximize their points accumulation by staying informed about these opportunities.
Travel Cost Estimator
A tool that estimates the total cost of a trip, considering both cash costs and points used for flights and hotels. Users can input additional expenses such as transportation, dining, and activities to get a comprehensive budget overview.
Won't Have Features
Carbon Footprint Tracker
An innovative feature that calculates and visualizes the carbon footprint of users' travel plans. It takes into account the mode of transportation, accommodations, and other factors, providing users with insights into the environmental impact of their journeys. Users can even offset their carbon footprint by participating in sustainable initiatives directly through the Points Atlas platform.
Personalized Travel Challenges
An interactive feature that creates personalized travel challenges for users based on their travel history, preferences, and loyalty programs. Users can earn badges, rewards, or exclusive offers by completing challenges, fostering engagement and a sense of accomplishment within the Points Atlas community as badges are displayed on group forums.
WSJF Features
The table below shows the WSJF scores for each of the above features. The top three above core "Must Have" features align with the WSJF scores, confirming that the features chosen to be implemented for the MVP will provide the most value to the customer in the shortest period of time.
User Stories and Acceptance Criteria
Breaking down the "Explorable Flight Search Map" feature into user stories and determining acceptance criteria can provide a clear understanding of the functionality and what it takes to release this feature. These user stories cover a range of functionalities from basic exploration to advanced filtering and sharing, ensuring a comprehensive and user-friendly experience in Points Atlas.
Basic Search Functionality
User Story: As a user, I want to explore available flights using my points from one continent to another.
Acceptance Criteria:
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The map should display all major airports on the selected continents.
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Users can select a departure continent and an arrival continent.
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The map should update to show available flights between the selected continents.
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Flights should be color-coded based on the airline or alliance.
Refine Search with Filters
User Story: As a user, I want to refine my flight search based on specific criteria.
Acceptance Criteria:
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Users can filter flights based on a specific number of seats required.
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Users can filter flights based on a date range for departure and return.
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Filters should include specific airlines, and the map should update accordingly.
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Users can filter flights based on a specific credit card point currency.
Alliance Filter
User Story: As a user, I want to explore flights offered by specific airline alliances.
Acceptance Criteria:
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Users can filter flights based on a specific airline alliance (e.g., Star Alliance, Oneworld, SkyTeam).
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The map should display only flights operated by airlines within the selected alliance.
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Users can combine alliance filters with other criteria for a more targeted search.
Save and Share Search Results
User Story: As a user, I want to save my flight search results and share them with others.
Acceptance Criteria:
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Users can save their filtered search results for future reference.
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Saved searches should be accessible from the user's dashboard.
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Users can generate a shareable link to their filtered search results.
Minimum Viable Product
Landing Page
Flight Search
