MakeMyTrip doesn’t maintain User Flow State across subsites
When an end user switch from one region subdomain to another on MakeMyTrip website, he is taken to home page every time. Say, the end user is on search result page on U.S. sub-domain, if he switch to Indian sub-domain, he will have to start again. This is described in Figure 1 below.
Figure 1. MakeMyTrip: Search preferences lost.
Alcántara-Pilar, del Barrio-García, Porcu, and Crespo-Almendros (2015) studied user flow state (hedonic motivation) in depth and found that it has deep impressions on end user’s loyalty and attitude towards a website. Above mentioned experience on MakeMyTrip may leave end user in confusion and he may have the tendency to switch to competitor right away.
Alcántara-Pilar, J. M., del Barrio-García, S., Porcu, L., & Crespo-Almendros, E. (2015). Motivational duality in online consumer behaviour: Website usability and flow state as moderating factors. International Journal of Business and Economics,14(1), 79-104. Retrieved from http://search.proquest.com/docview/1706969854?accountid=27424
Kumar, H. (2016, March 20). MakeMyTrip doesn’t maintain User Flow State across subsites [Video file]. Retrieved March 20, 2016, from https://youtu.be/p6sm0ipEC3U