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Personalized Play Style Recommendation Engine & Content Delivery Platform

oomphinc.com

Hospitality & leisure

Advertising & marketing

Tourism

User Engagement & Conversion Optimization

While the 'Let's Play' campaign successfully drove traffic and engagement, the Visit California website lacked a personalized experience that effectively converted interested visitors into active travelers. The previous website experience did not fully capitalize on the interest generated by the campaign, leading to suboptimal user flows and missed opportunities for meaningful engagement. There is a need to guide users from initial interest to concrete travel plans by providing tailored content and recommendations.

About the Client

A Destination Marketing Organization (DMO) responsible for promoting California as a premier travel destination.

Project Goals

Enhance user engagement on the Visit California website.
Improve conversion rates from website visitors to travel planners.
Provide personalized travel recommendations based on user preferences.
Increase time spent on site and reduce bounce rates.
Leverage data-driven insights to optimize the user journey.

Functional Requirements

Interactive Image-Based Quiz: A user-friendly quiz to determine the user's 'Play Style'.
Play Style Identification: Algorithm to categorize users into eight distinct 'Play Styles'.
Personalized Content Delivery: Display of curated content (destinations, podcasts, videos, celebrity recommendations) based on identified Play Style.
Content Recommendation Engine: Suggest relevant activities and experiences based on Play Style and user preferences.
Email Integration: Option for users to share their Play Style results and opt-in to receive personalized content via email.
Integration with existing website: Seamless integration with the Visit California website design and functionality.

Technology Preferences

Cloudflare (for bot management)

Google Analytics (for website analytics)

Potentially a Javascript framework (React, Angular, Vue.js) for interactive quiz development

Required Integrations

Visit California Website CMS (Drupal)
Email Marketing Platform (e.g., Mailchimp, SendGrid)

Non-Functional Requirements

Scalability: The system must be able to handle a large volume of users and traffic.
Performance: The quiz and content delivery should be fast and responsive.
Security: Ensure user data and privacy are protected.
Accessibility: The website and quiz must be accessible to all users.

Expected Business Impact

This project is expected to significantly improve user engagement, increase website conversions, and strengthen Visit California's brand positioning as 'The Ultimate Playground'. By providing a personalized and engaging experience, the project will drive more visitors towards planning their California travel experiences. The ability to offer tailored content and recommendations will deepen user connection with the brand and increase long-term brand loyalty. The increased engagement should also improve SEO and overall website performance.