Originally an exclusive service for specific devices, Google Fi Wireless rebranded for public access and is currently expanding its user base. With travelers central to their business model, there is a critical need to understand the travel patterns and connectivity preferences of U.S. travelers using domestic cell phone plans while traveling internationally.
Limited research and pandemic setbacks have created a gap in understanding these needs. In a 10-week collaboration, our team sought to fill this gap through thorough research and analysis, aiming to illuminate target market segments and facilitate the tailoring of services to meet the unique needs of these users.
In short, the burning question is...
We developed 4 detailed user personas, each representing a distinct cluster of international travelers with unique connectivity needs.
Alongside, we developed a tailored competitive analysis for each persona, evaluating the strengths and weaknesses of Google Fi and its competitors in serving the requirements of each traveler archetype.
In addition, we delivered 5 actionable product recommendations to the client’s leadership, aiming to help inform the design and optimization of existing services, ensuring a user-centric approach to international connectivity. Here’s a sample from the deck we presented to leadership.
What are the common archetypes or reasons why customers travel abroad, and how do these reasons correlate with their travel habits and durations?
How do individuals using domestic carrier services in the United States address their connectivity needs while traveling abroad?
What challenges do users encounter with their chosen connectivity methods, and are there common issues associated with specific connectivity methods?
What types of services, plans, or price points do competitors offer for international travel and how does our client compare to these competitors?
Goal: Gather qualitative data on travel pattern and connectivity needs
Recruitment: 32 screener survey responses
Method: 8, 1-hr semi-structured interviews
Topics: Frequency and need for traveling, approaches to internet connectivity while abroad, perspectives on international texting and calling, and costs associated with connectivity
Goal: Collect in situ and context-rich entries from participants during their travel
Recruitment: 2 diary entries
Method: A diary kit containing a pre-questionnaire, instructions, and template for documenting their experiences
Topics: Connectivity needs, day-to-day interaction with the chosen connectivity method, and challenges faced
Following the collection of rich qualitative data from user interviews and diary studies, we utilized affinity mapping to distill the data into patterns and themes.
Based on insights gathered from user interviews and diary studies, we created four distinct personas.The personas cover a broad range of travel pattern and destinations (in relation to the top 5 destinations frequented by our client’s users), connectivity needs and painpoints. Each persona embodies a unique cluster of travelers, which include:
Here is one of the four final personas our team presented to our client:
Frequency: 1-2 trips/ year (4-7 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Frequency: 8-12 trips/year (7-14 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Frequency: 1-2 trips/ year (4-7 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Frequency: 1-2 trips/ year (4-7 days/trip)
Destination(s): Mexico
Reason(s): Vacation
The competitive analysis aimed to distill the complexities of the telecommunications market into a digestible format. We focused on 12 U.S. carrier plans, 4 international data roaming plans, alongside popular local telecommunication options in the top 5 destinations frequented by our client’s users.
*Based on the top 5 destinations frequented by our client's users
We began our market research by delving into a detailed analysis of each individual telecommunications plan, synthesizing key information into cards. By adopting this approach, we aimed to achieve a comprehensive understanding of the nuances of each plan. Each card provides a succinct overview of the plan's features,
We initiated our market research with an in-depth analysis of individual telecommunications plans. Each plan was synthesized into a card format, laying the foundation for comparative analysis.
Following our detailed initial analysis, we distilled the granular data into pros-cons tables. These tables offer a high-level comparison between our client's offerings and each plan category in the telecommunication markets. It enabled us to pinpoint key strengths and areas for improvement. Below is an illustrative table spotlighting the primary pros and cons of each plan category.
To bridge user needs with market dynamics, we crafted a series of comparative tables of plan offerings tailored to each persona identified in our research. By defining benchmarks specific to each persona's unique needs and pain points, we offered a strategic perspective on the pros and cons of different connectivity methods.
Frequency: 1-2 trips/ year (4-7 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Frequency: 8-12 trips/year (7-14 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Frequency: 1-2 trips/ year (4-7 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Frequency: 1-2 trips/ year (4-7 days/trip)
Destination(s): Mexico
Reason(s): Vacation
Our research culminates in a strategic roadmap, presenting 5 actionable product recommendations drawn from the synthesis of user needs, market dynamics, and competitive analysis to optimize our client’s existing offerings. Here’s a sample from the deck we presented to leadership.
Our current research primarily focuses on participants engaged in tourism, vacation, and study abroad travel. Recognizing the need for a more representative and diversified sample, future research efforts should extend participant recruitment to include individuals traveling for business purposes.
While our personas provide archetypes of potential customer segments, uncovering the motivations behind current customer churn is equally essential. We believe the dual approach is pivotal for comprehensive product enhancement, bridging insights into both prospective and existing user experiences.
