MakeMyTrip: 2013(A): Problem Definition for Redesigning the Home Page

Abstract

Case presents the reflections of Mr Deepak Kumar, Chairman and Managing Director of MakeMyTrip (MMT) about a meeting he had called for assessing the need and defining the problem for re-designing the home page of MMT, a leading on line travel organisation. The responsibilities and views of Heads of Technology, User Experience, Business Development, Analytics are summarised in the case. The case provides information about performance of the company, as well as its achievements, total travel market in India, screen shot of the current home page, and findings of preliminary studies on the home page. The studies on the home were on usability, strengths and weaknesses, and some parameters of website (like, relevance of content, user interface and navigation, search experience, product discoverability, and clutter). The case also provides a project brief prepared by the product manager for managing the project.