Research: Surveys

In-person and online

I ran surveys with the general public to understand the needs of how Umrah was booked. This was done through online surveys and in-person interviews. I sent researchers to various Muslim lifestyle events across the country to conduct interviews to better build empathy with potential users and how they may book Umrah. This allowed us to build a rough demographic and create user personas to help develop the user experience.

In summary, our research found that:

• With the rise of online blogs, people preferred to book their own travel.

• Where families were booking Umrah, in the majority, women took lead in finding the right package.

• First-time pilgrims would like to travel with an agent as they find travelling for Umrah apprehensive.

• There is a negative view that Umrah agents are dishonest as many people have heard horror stories from friends or family.

• The majority of people love to get a deal but were willing to pay a little extra for a better service.

• Pilgrims could research how to perform Umrah and were able to attend online classes negating the need for guides to travel.

*Due to the proprietary nature of this product, only pre-approved examples of the work I completed have been published in this case study.