date. 2020 Jun-Jul
my roll. UX/UI designer
Traveler is the travel planner is helping you to experience local events and to find today's best price.
TRAVELER
For the best experience
Project Overview
Tool used: Miro, Google Spreadsheet, Invision, Adobe XD
The Problem
Research on the trends of the apps, website, behavior, and purpose of modern travelers.
The Solution
Traveler is the travel planner helping you to experience local events and to find today's best price.
What I do
01
User Research
User Interview & Survey
With Braxton D., John A., we form a research team to gather qualitative and quantitative user interview data.
We wanted to determine how users make a plan before travel, what is their goal and behavior to travel, and what apps or websites they prefer to use.
As a team, we collect 5 interviews and 11 survey responses.
Based on the interviews and survey data, we organized our responses by travel planning, budget, travel experience, pain points, and behavior.
How often do you typically travel?
73%
A few times a year.
What purpose do you travel for?
54%
Vacation
36%
New experiences
How do you normally organize and plan your travel?
"I like to have a well-organized plan for my travel. I pick the location and timeframe ahead of time so I can plan accordingly."
"I look for inspiration online then use Google Keep/Notes app to plan my trips"
What are some things you consider before planning travel?
Location
Culture
Events
Budget
What kind of experiences do you look for while traveling?
"City tour, shopping, relaxation, visit landmark"
"Fishing. I love to be outdoors in the beautiful countryside."
"meeting interesting people and seeing novel places"
"sporting events, zoos, beaches, amusement parks"
"Try new food"
What are some frustrations you face while booking a trip?
"There is a hidden fee or charge, so the costs differ from what I see and what I need to pay."
"Finding the best deals, cancellation policy, travel insurance"
What are some frustration you have during your travel?
finding some places
to eat and stay
"Time management - regretting of not being able to see / experience all the things i wanted to"
managing
budget
Click here to see the full survey result
User Persona
After user interviews and feedbacks, I came up with a user persona.
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Meet Pamela. She is an adventurous and sociable person who wants to meet new friends in new cities.
She does not have enough time to plan her vacation and worries to have a boring vacation.
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User Insights
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Pamela is a sociable traveler who wants to join local events during the vacation because she loves to make new friends in a new place.
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Pamela wants to buy cheap vouchers for the vacation because of the limited budget.
Problem Statement
We have observed that users dislike spending too much time on planning which causes them to worry about having a bad travel experience.
02
Defination
& Ideation
I like, I wish, and What if
I come up with sticky notes for organizing my ideas about the travel app: What features are needed? How to solve pain points?
Feature Prioritization Matrix
Next, I re-organized sticky notes by priority and impact to find out what features are needed in the app.
Value Proposition
I came up with a value proposition chart to explain how Traveler fills a need of users and to tell how to make the best suite application.
User Storyboard
This storyboard is about Pamela uses the TRAVELER app. Even with no planning and a low budget, she can enjoy her vacation.
User Journey Map
Competitive Analysis : Direct Competitors
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Feature Analysis
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hotel/flight/attractions/city tour/restaurant booking, travel guides, forums
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Strength
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provides the most element services of the travel experience
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numerous reviews and information are written by users
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user can compare prices for the hotel/attractions
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Weakness
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Since new companies are not registered or have fewer reviews, it is difficult to verify information until people leave sufficient reviews after registration.​
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Feature Analysis
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crowd-sourced local business review and social networking site
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Strength
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customer reviews & star rating system
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able to search for types of businesses in your area that might not easily find on other local search sites
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easy to search in local
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Weakness
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too many paid or fake reviews.
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from the customer review: The redesign makes it necessary to scroll continuously to finally reach the info needed on the businesses I’m looking up... and all that scrolling is to get past the sponsored ads.
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Competitive Analysis : Indirect Competitors
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Feature Analysis
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mapping service /navigation
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Business information and reviews
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Strength
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user-friendly interface and navigation
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Offline maps are available
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accessible transit routes
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share my routes/real-time location with others
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Weakness
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does not provide deals (coupons, etc.)
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Feature Analysis
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an online travel agency to book flights, hotels, and rental cars
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Strength
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offers big pricing discounts on last-minute deals if the room or the plane has excess capacity
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Cheaper than the retail prices
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Weakness
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No flexibility to make a reservation
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from customer review: Important information about hotels is made obvious and they mislead I put into thinking you're getting amenities that don't exist.
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03
Prototyping
& Testing
User Flows: Onboarding
The onboarding process is important because it decides the first impression of the app. I designed the intro, sign up, sign in, and reset password process by using a user flow chart.
User Flows: Processing
The main feature of the TRAVELER app is to search for booking and vouchers, to make a payment, and manage the user's travel records.
Sketch / Digital Wireframe
I skteched the wireframe of the app to design how to do these features are placed in the right place and what page is needed to process the user flow. Then, make sketches into the digital and a clickable prototype.
Guerilla User Testing Plan
1. Objective
To test the prototype of the “Traveler” app to observe the working flow and pain points from users.
2. Target Users
Age of 15-60 who like to travel around the world
3. Questions You Want to Be Answered
Can users easily sign up for the app?
Can users submit the order without too much effort?
Is there any pain point during the process?
Guerilla User Testing Plan: steps
1. Onboarding Process
Goal/Output: Sign up with an email for the app.
Assumptions: The app is installed and the users have an email address.
Scenario: You downloaded “Traveler” for the first time and would like to sign up with an email address.
Success Criteria: Users can sign up by email successfully.
2. Purchase Process
Goal/Output: Make a purchase of the voucher.
Assumptions: The app is installed and signed in.
Scenario: During the trip, you are looking for something to do for today. Find a voucher in the “Today’s deal” category and make a purchase.
Success Criteria: Users could make a purchase successfully.
Guerilla User Test Anlaysis
Thanks to my brother Sean and my friend Anna to help with the guerilla testing and their opinions.
Lo-fi Android Wireframes
I placed high-quality pictures (from Unsplash and pexel) in wireframes to inspire a user's wish to travel the world and to experience the wonderful views in the new culture.
04
Outcome
What I have learned
It is my first project working as a UX designer. I learn that the basic roles of UX designer and what should I need to learn more.
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It is about the user: What is the need of the users? What makes them frustrated? What are their pain points? Why do they need to use it? How can it be better to use? UX designers need to keep thinking about it.
Future Opportunities
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Make user profile page works
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Change icons, buttons, color schemes, and cards for unique and clear UI design
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Add local forum page and messages with other users and service providers. These features will make the TRAVELER app could be a connection to a traveler and new friends.
Thank you!
My Works
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