Profile:

• Saudi resident
• Books Umrah trips for themselves and family
• Not necessarily very tech-savvy but comfortable with apps and WhatsApp

Goals:

• Find reliable and organized Umrah programs
• See hotel details, bus type, rest stops, and daily schedule clearly
• Book for multiple travelers (family members) in one booking
• Pay securely using local methods (MADA, STC Pay, SADAD, Apple Pay)
• Receive clear confirmation and digital receipt
• Manage upcoming and past trips via "My Bookings"
• Rate the trip and its components after completion

Profile:

• Resident in Saudi Arabia
• Interested in local tours (e.g., AlUla, Santorini-style trips, beaches, mountains)
• Often compares multiple trips and prices before booking

Goals:

• Discover inspiring trips ("trips to unforgettable places")
• Filter by type (tourism) and location
• See offers (old price vs new)
• Understand what's included and what's not
• Book quickly, preferably with minimal form filling

Profile:

• Books multiple trips annually (Umrah + tourism)
• More sensitive to operational reliability and post-trip support

Goals:

• Quick search and filtering
• Clear history in "My Bookings"
• Reliable refund processing in case of cancellation
• Transparent ratings to evaluate providers

Role:

Business owner or general manager.

Goals:

• List and promote their trips on MASARUK
• Increase bookings and revenue
• Monitor high-level KPIs
• Manage profile and legal status as a licensed provider

Key Touchpoints:

• Provider dashboard with KPIs
• Trip management (add/edit trips)
• Hotels / Buses / Rest Stops management
• Bookings management
• Financial reports (for their company)

Role:

Employee handling daily operations.

Goals:

• Keep trip catalogs up to date
• Assign hotels, buses, drivers, and rest stops to trips
• Track bookings and ensure capacity is not exceeded
• Respond to customer inquiries

Pain Points:

• Typos in critical fields (dates, prices, seat count)
• Misconfigured cancellation rules vs expectations
• Misunderstanding how ratings reflect on their assets

Role:

Marketer responsible for promotion.

Goals:

• Run ad campaigns for specific trips
• Control budgets for "Ad Management"
• Monitor campaign performance (spent vs budget)

Pain Points:

• Campaign status mismatch vs spending
• Incorrect tax setup for ad payments (20% vs 15% discrepancy)

Role:

Business owner or highest-level manager of MASARUK.

Goals:

• Full visibility across the platform (all providers, trips, bookings, finance)
• Control active providers
• Ensure compliance with Saudi tourism regulations
• Set fees and commission structures and policies

Key Touchpoints:

• Super admin dashboard (KPIs, charts)
• Global trip, booking, user management
• Global financial reports (platform-level)
• Tax and commission settings and status assignment

Role:

Finance/accounting employee for MASARUK.

Goals:

• Track all transactions from bookings and ad campaigns
• Calculate commissions (platform commission)
• Manage settlements with providers
• Ensure tax accuracy (VAT 15%)

Pain Points:

• Inconsistent tax rate between modules
• Duplicate transaction IDs in test data
• Currency discrepancy between dashboards and apps

Role:

Support team member handling customer issues.

Goals:

• Quick booking search by booking number or customer name or phone
• View complete booking details
• Send messages to customers from within the system
• Support cancellations and clarify cancellation policy

Pain Points:

• Lack of direct "Cancel Booking" action in UI
• Mismatch between what app displays vs internal statuses