MakeMyTrip: 2013(B): Research Design for Redesigning the Home Page

Abstract

Case presents the discussion in a meeting at MMT for sharply defining the decision areas, understanding and finalising the webpage options to be tested, criteria to be used for choosing the best option, and the methodology to be adopted for testing the options. The case provides description and discussion on: (i) the proposed options to be tested, (ii) the proposed parameters of success to be used for evaluating the options, (iii) the web tools to be used for tracking the parameters, (iv) the research design to be used and the process of testing the options. The case also provides a sharp definition of the areas of decision making identified for redesigning the home page. It challenges the participants to critique these and suggest improvements