Project Overview
Synopsis
I worked through each step of the design process to create an original travel app concept. The app enables users to collaborate with a group to share, compare, and subsequently vote on trip logistics such as flights, lodging, and activities. I created a prototype for the onboarding process, as well as the following features: creating a trip with friends, adding a lodging option.
Problem
My research indicates that busy young professionals are forced to spend too much time and effort attempting to coordinate travel plans amongst a group. Their friends are unresponsive, and it is difficult for them to compare and decide on flight, lodging, and activity options—especially on a mobile screen.
My Role
UX Designer (Research, Visual Design, User Testing)
Timeline
3 weeks
Completed December 2020
Team
Self Directed, with feedback from instructors and peers
Tools
Figma, Photoshop, Google Workspace, InVision, Miro, Zoom
Table of Contents
Proto-Persona
User Interviews
User Survey
Affinity Diagram
Empathy Map
User Persona
Problem Definition
Brainstorming
Feature Prioritization
Value Proposition
Storyboard
User Journey Map
Task Flow
Competitor Analysis
Wireframe
Usability Testing
Feature Prioritization
High Fidelity Prototype
1. User Research
Research Plan
Background
In order to research users’ needs when planning and executing group travel, I created a comprehensive Research Plan. Additionally, to establish clarity, I have defined group travel as any travel with 3 or more people (interviewee/respondent included) that involves the coordination of transportation, lodging, and/or activities.
Goal
To identify the pain points of our users, my goal was to better understand the stressors and inconveniences young people face when planning and executing group travel.
Methodology
To collect qualitative data, I conducted 6 interviews via Zoom for approximately 20 minutes each. These recorded interviews were then transcribed and annotated for data relevant to the study. Interview participants roughly met the demographic criteria of my assumed Proto-Persona.
Additionally, I created a Travel Survey derived from the interview questions, which was distributed via Facebook, Instagram, and my bootcamp’s Slack channel. This convenience data collection took place over 4 days and provided me with supplementary quantitative data about users’ general travel habits. I received 25 responses to the survey.
Research Results
Affinity Diagram
In order to better organize the data I collected, I created a Miro Board to consolidate all the responses from my interviews and survey. I then organized the data into an Affinity Diagram, creating groups and subgroups to identify trends amongst the responses.
Key Insights
Technology Preferences:
Users prefer to use a desktop computer when researching and booking travel because it is too difficult for them to compare multiple tabs on smaller devices.
The majority of users use AirBnB or 3rd party booking sites (Travelocity, Expedia, etc.) when searching for lodging options.
Users use Google Flights or 3rd party booking sites when searching for flight options.
Travel Habits:
Approximately one third of users’ travel is comprised of group travel.
The majority of users prefer traveling in a group, as opposed to alone or with one partner.
When traveling, users prefer to plan out a few key items and keep the rest of their schedule flexible. They do not like being confined to a rigid itinerary.
Group Travel Pain Points:
Users largest pain point is managing conflicting interests and ensuring that everyone is satisfied with trip decisions made.
Users dislike that they must open multiple tabs from multiple sources in order to compare trip logistics options (Lodging, Flights, Activities).
Users struggle to communicate information to everyone and receive confirmation back on plans.
Interview Quotes
Survey Data Points
Figure 1. This pie chart illustrates that 54% of survey respondents prefer to travel in a group.
Figure 2. This bar chart illustrates that 9 survey respondents use the Google search engine to research, plan, and book travel. 7 respondents use third party booking sites (Travelocity, Expedia, etc.) and 4 use AirBnB.
Empathy Map
Utilizing the data I gathered, I constructed an empathy map to better represent how the user experiences group travel. The Empathy Map consists of first person statements articulating each sensory aspect, as well as pains and gains, related to the experience.
Finalized Persona
Having now gained a robust understanding of the user, I created a finalized persona that accurately reflects who they are and what they desire.
Back to Top2. Ideation
Brainstorming
Problem Statement
Once I finished my initial user research, I drafted a problem statement to concisely define the issue I will address throughout the remainder of my design process:
“I Like, I Wish, What If” Method
Once I identified the problem at hand, I moved into the brainstorming stage of my process. Using the “I Like, I Wish, What If” Method, I generated first person statements from the users’ point of view to explore potential solutions.
Feature Prioritization
I then began conceptualizing application features that would work to technically support the solutions brainstormed above. Based on the user preferences identified in my research, I sought to focus on features that would be both social and easy-to-use. I plotted these features on a Feature Prioritization Matrix. I opted for an import listings feature in order to avoid having to connect to any APIs.
Features Implemented:
Import data/listings from AirBnB
Import data/flights from Google Flights
Import data/listings from 3rd party booking sites (Travelocity, Expedia, Etc.)
Compare flight options from various sources by pricing, times, and other key info on one screen
Compare lodging options from various sources by pricing, location, and other key info on one screen
Voting function for users to vote on which flight and lodging activities they prefer
Voting “due date”, providing users with ample notification of its imminence
Value Proposition
Ensuring focus remains on the user, I created the following Value Proposition Diagram to visually bridge the gap between the potential features and the users’ pains and gains.
I then leveraged the diagram to draft a value proposition statement that encapsulates how exactly the app will meet users’ needs:
User Scenario
Storyboard
To add real-world context and demonstrate the value proposition in action, I created a storyboard and user journey map detailing Squadleader Sara’s next group travel planning experience—with the help of Gallivant.
Journey Map
3. Design
Process Outline
Competitor Analysis
I decided to conduct a competitor analysis to gain a deeper understanding of the group travel solutions currently on the market.
I learned that both of the direct competitors’ onboarding processes yield errors that preclude users from properly using the apps. Additionally, though the indirect competitors’ interfaces are user friendly and professional, the apps are insular and don’t allow for information sharing among other apps.
User Flow Diagram
Drawing inspiration from the strengths and shortcomings identified in the competitors above, I designed a robust onboarding process, as well as the process for creating a trip and adding a lodging option. Then, I created a User Flow Diagram to communicate, step-by-step, how a user would complete these tasks.
Wireframing
Sketched Wireframes
I then put pen to paper and sketched out a Low-Fidelity Wireframe of the screens the user will navigate as they make their way through the processes outlined above.
Main App:
Onboarding Process:
Onboarding Process:
4. Testing & Prototyping
Usability Test Plan
Objective
I conducted usability testing to ascertain if users were able to navigate the onboarding process without difficulty and begin using the app to add trips and lodging options.
Method
To collect qualitative data, I leveraged my Usability Test Plan to conduct 5 tests via Zoom for approximately 20 minutes each. I took a convenience sample of users who approximately met my persona demographic criteria.
Usability Test Results
User Insights
After conducting the tests outlined above, I consolidated my notes for each user on Miro board, as I did in my initial user research.
Feature Prioritization
I then translated the user feedback into a list of features that would resolve the usability issues that users encountered. To help decide which of these to implement, I plotted them on to a feature prioritization matrix--the features intended to address the most commonly encountered issues were deemed high impact.
Prototype
Features Implemented:
I implemented the following features as a result of the user feedback collected, as well as additional online research I conducted on best practices for user onboarding:
Key Features:
Eliminated the feature to manually input a lodging option.
Added a feature for users to add lodging options by exporting them from the source webpage or application.
Added tutorial screens instructing users how to use the feature to export lodging options from their source.
Added a search bar function to the lodging options map view. This will allow users to search locations of interest and view how far they are from their lodging options.
Added tooltips to the "Selected Trip" screen to explain each of the categories: Lodging, Flights, Activities, as well as to prompt users to import their first lodging option.
Modified the "Invite Friends" field to sync with users' contacts, allowing them to search friends by name in their contacts.
High Fidelity Prototype
For my final finished product, I implemented the features above, as well as researched onboarding UI best practices, before updating my screens to create a High Fidelity Prototype.
Main App:
Onboarding Process:
To further address user feedback, I wireframed four additional tutorial screens that show users how they can add lodging options to their trip. These screens are included in the prototype linked above.
Metrics for Success
Coming Soon
