Have you ever scrolled through a travel reviews site and felt overwhelmed with the amount of information available? Have your ever wanted to filter the information based on your preferences? These experiences were the inspiration for TravelBright, a mobile travel app that gives users customized alerts about happenings in cities they want to visit and ultimately improve their travel experience.
Role: UX/UI Designer
Duration: 4 months
The target audience was seasoned travellers with a flexible budget and schedule.
The research goals were to test the assumption that my target audience would want to book travel themselves and discover the ways in which they currently book travel.
In order to collect this information I created a discussion guide and conducted three interviews, all sessions lasted 45 minutes. In addition, I analysed at the current state of the mobile booking market through competitive analysis.
Ultimately, I found that my target audience uses mobile devices for research and comparison, not booking. They are concerned with having an authentic experience, do not want to be scammed and are not focused on special deals or offers. Given this, they spend a lot of time weighing their options before finally making their decision.
PERSONA & JOURNEY MAP
After feedback, however, I realized the product centered around what is ultimately the low point of the user’s travel experience. Furthermore, according to my research the exciting part of “booking travel” for the users was actually the moment just before booking - the information gathering. With this in mind, I decided to pivot to an app that focused on travel research, not booking.
Product concept: TravelBright
Travelbright will remove the pain points around "information overload" through customized alerts and allow the user to feel in control of the information they are receiving and still feel in the know.
The product will have three key features:
My List - scrolling list of user's saved destination
Personal Profile - profile information and customization options
'BrightSpots' - curated recommendations in select cities
In order to organize and define the features of the app I went through the affinity mapping process, rather than a traditional site map to account for the flexibility of mobile over desktop.
Visual Design & style guide
The target audience critiqued travel sites that had too much going on, which made the information harder to see. These cluttered sites lead to a mistrust and the users deciding to seek information elsewhere. Therefore, it was important that the screens not be aggressive with too many colors or pop ups.
The visual design was guided by three principles: simple, delightful and valuable. I wanted the design to be friendly and inviting with a simple color scheme. I also exported everything to Zeplin to keep track of styles and components.
Prototype & usability testing
I tested the Invision prototype with three users and asked them to perform the most critical task flow - adding the first city to their destination list. I collected the following feedback:
1. The heart button in the top right corner, which allows the user to save the city, needs to be bigger and more prominent
2. The icons in the Toolbar need to have descriptions under them for clarity and to match the static navigation bar at the bottom of the screen.
3. The Toolbar buttons and other clickable elements need to be more clearly signified.
Reflection & Next Steps
As a new designer, I learnt a lot from this project. Primarily that the features and button placement that might seem necessary or obvious to you as the designer may not be functional for your users, and that you need to adapt the design to them. Given this, my next step would be to carry out further user testing to ensure the usability of my product.