The research conducted for the Expedia DMC project provided valuable insights into user engagement and perceptions of the platform. Through interviews with nine stakeholders and ten select users from a global pool, we gathered data on key workflows, time spent, pain points, awareness, and tool usage. Our process was adaptive, allowing us to adjust the interview script as needed and conduct follow-ups for clarity. This led to a thorough synthesis of responses, culminating in four primary findings that reveal the challenges and opportunities for DMC moving forward.

The first key finding highlighted the varying levels of familiarity with DMC. Many users expressed little to no daily engagement with the platform, with some even unsure of its purpose, asking questions like, “What is DMC?” This suggests that DMC’s visibility and integration into user workflows are limited, requiring better awareness and training.

Secondly, several users noted reliance on alternative tools like Slack to address data-related queries, which often resulted in fragmented workflows and inefficiencies. Users frequently resorted to using other platforms like Confluence or direct calls to locate data, revealing an opportunity for DMC to centralize these interactions.

Thirdly, concerns around data trustworthiness emerged, with users comparing their experience to more reliable tools at companies like Google and Airbnb, where data validation features were more robust.

Finally, the findings underscored that the perceived lack of value in DMC is a significant barrier to adoption. To drive engagement, DMC must offer distinct and indispensable functionality, such as a reliable source of truth for data or alert systems for data quality issues, to carve out a niche and enhance user perception.