Travel planning has different starting places and priorities, each driving different user behaviors.
what we learned
Discovering the app opportunity
Since 2008, goop has accumulated a vast catalog of valuable lifestyle resources for its readers. Readers return to goop to be inspired by style, travel, wellness, recipes, and more. To learn what type of app would be most valuable to goop readers, we researched how users incorporate goop into their daily lives.
We first surveyed readers about how they engage with goop – which types of content resonated with them, how and when they consumed content and goop’s broader influence in their lives. From the responses, we selected individuals to talk with us more in-depth about their lifestyles and personal goals, as related to different goop offerings. From these interviews, we heard first-hand the trust that readers put in goop to curate the best experiences across travel with style, food, and wellness in a way that resonates with them. They shared their specific habits and priorities in how they travel, whether they are scheduled planners or more in-the-moment explorers.
