Rezdy an Global SaaS Booking Platform for Tour & Activity Operators

Case # - Subscription update strategy

Project overview

Rezdy was experiencing revenue loss due to a segment of customers remaining on legacy fixed-fee subscriptions. The challenge was to design solutions that would incentivise these users to transition to a modern pricing model—a low monthly fee combined with a per-booking transaction fee. The project focused on identifying key friction points, surfacing new value, and improving the user experience to support both business growth and user adoption.

Goals and objectives

Support Rezdy’s shift to a usage-based pricing model by increasing Gross Booking Value (GBV) and establishing a more sustainable, scalable revenue stream. A key objective was to identify product opportunities that clearly demonstrated added value to users, motivating them to switch from legacy plans, even with a slightly higher per-booking cost.

Discovery Phase

Persona outline

We focused on operators who had not yet transitioned to the new pricing model, analysing their feedback and usage patterns through Pendo. These users often manage high booking volumes during seasonal peaks and rely heavily on promotional campaigns, such as time-sensitive promo codes, to drive bookings. Our goal was to understand where the current flow created friction and how to deliver value compelling enough to justify switching, even with increased per-booking costs.

User goals:

• Increase seasonal revenue by launching targeted promotional campaigns.

• Easily create and manage promo codes for specific days of the week.

• Collaborate with partner operators by enabling cross-promotions with time-based promo codes.

Qualitative feedback

To better understand operator workflows during peak seasons, I reviewed over 100 pieces of customer feedback. While only one directly requested the ability to set specific promo code dates, this surfaced a broader usability gap. In follow-up interviews with five operators, a recurring issue became clear: many were manually recreating promo codes each week just to exclude weekends. This reinforced the need for a more flexible, day-specific promo code management system.

Competitor Analysis

Flexibility in Day-Specific Customisation

Few competitor platforms offer advanced scheduling features for promo codes. While most operators typically apply discounts to weekdays or weekends, this flexibility also supports more nuanced use cases, such as targeting long weekends, public holidays, or off-peak days. Offering this functionality helps operators run more strategic, time-sensitive promotions that better align with booking behaviour.

Audience Research

I conducted interviews with five tour operators to better understand how they currently use promo codes and where the system falls short. Insights were documented in Confluence for cross-functional alignment. Key themes emerged:

1. Repetition: Operators were creating a new promo code each week just to exclude weekends, leading to unnecessary effort and system clutter.

2. Control: Users lacked flexibility to define which days promo codes should be active, limiting their ability to run time-sensitive or targeted promotions.

3. Efficiency: Managing availability manually each week introduced friction and made it difficult to scale promotional efforts during busy seasons.

Delivery Phase

Design and Development

Based on our research, we developed the following strategy for this project:

• Introduced the ability to assign promo code availability by day of the week, giving operators greater control and reducing manual setup efforts.
  Success Criteria: Increase overall promo code usage through improved flexibility.

• Restricted this feature to customers on the new pricing model to drive adoption and reinforce the value of transitioning.
  Success Criteria: Boost plan migration and Gross Booking Value (GBV).

• Rolled out the enhancement first to all users on the new pricing model, followed by a small group of legacy customers to gather feedback and test interest in switching.
  Success Criteria: Validate user satisfaction and conversion potential before full release.

Validation Phase

From the prototype to the finished product

We followed a structured validation process to ensure usability and product-market fit:

• Designed a high-fidelity prototype and launched an unmoderated usability test using Maze, with a Pendo survey deployed over the weekend to capture real-time feedback.

• Engaged over 100 participants, collecting both qualitative input and behavioural data.

• Received strong user responses and identified key usability improvements, which were documented for cross-functional visibility.

• Collaborated closely with developers to refine the design, implement changes, and ensure seamless integration.

• Established post-launch tracking to monitor adoption, usage patterns, and long-term performance.