Global Online Travel Agency
Strengthening a Strategic Partnership Through Relevant Localization
Overview
A foreign online travel agency (OTA) was preparing to enter the Japanese market via a strategic partnership with a reputable Japanese financial institution to strengthen its service offering. This partnership raised the stakes: to protect both brands’ reputations, ensuring the platform would resonate with Japanese consumers from the start was crucial.
We partnered with the client to uncover the cultural nuances and user expectations shaping the choice of travel platforms in Japan. Our mission was to help them understand how to localize their service features and platform experience, balancing the speed and innovation of their global model with the trust, clarity, and usability expected by Japanese travellers.
We conducted usability tests, observing how users searched and booked travel across their current platforms, and tested the client’s app and website against these real-world journeys. This revealed gaps in user experience, as well as the design and communication cues needed to build trust and drive adoption in Japan.
Results
We delivered clear direction on localizing the platform for Japan to increase trust in and acceptance of the service offer. We clarified consumer expectations, identified key UX and booking flow improvements, and provided actionable recommendations to ensure a smooth, intuitive user journey.
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“Thank you, Carter really shows diligence in work. We appreciate your support, and we will be in touch!” — Project Lead, Global Online Travel Agency
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