How consumer research helped Hotwire boost its mobile business
Hotwire is a travel website that takes a deliberately expansive approach to understanding the customer journey on mobile.
"We get feedback from hundreds of users [each] year. We do studies, user testing, in-person labs, you name it," Nikunj Somaiya, Senior Director of Product/Mobile at Hotwire, explained to delegates at the 2016 Mobile Innovation Summit, an event held by the Innovation Enterprise in San Francisco.
On average, he continued, the brand – which launched in 2000, and was acquired by Expedia in 2003 – places approximately three "serious prototypes...