CASE STUDY
Travel & More App
Overview
Travel & More is a Vacation finder and Travel app that wants to position itself among the best apps for searching hotels and flights for family vacations or simple personal trips anywhere in the world. This App offers users cheap travel options for hotels, flights, car rentals, and even tours in any city.
Quick Context
Roles
I organized and perform the full process of this case study from UX Research, Information Architecture, Wire-framing and Prototyping to Visual Design.
Responsabilities
As a User Researcher, I create artifacts like● Interview script ● User interviews● User Surveys● User Flows, and Site Maps● Created Personas, Empathy Maps, and Journey Maps
Skills
User Researcher, Product Designer, Interaction Designerwith the following Software:● Figma● Optimal Workshop● Photoshop
Timeline
The Timeline for the project was 10 weeks from Research to Interaction Design.
About Research
4W's
WHAT DID YOU DO?I interviewed 4 users with different profiles, The interview was done by phone and Zoom for between 15 to 30 minutes each interview and I conducted 4 interviews
WHAT DID YOU ASK?The most crucial questions were: • What do you like about Vacation Finders apps • What Do you not like about those apps• Using other travel apps, mention what modifications you would make to improve the user experience
WHAT DID THEY SAY?They all say the same thing because all Travel apps have similar features.
WHAT DID I LEARN?I learned the user needs to be motivated to increase the visits to the app, they have to get something for free on each visit or on each reservation
Interview Participants
These are the questions that were used to get real feedback on what users think about the travel apps.
1. What vacation app do you use most frequently?2. Do you usually do Business or Vacation travel? 3. What do you like most about the vacation app or website you have used? 4. What part of the vacation app or website do you dislike? 5. What would you change, add, or remove from it? 6. What would you do differently from the vacation apps you already know?
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Pain Points, Goals and Motivations
Pain Points
● Many apps don’t let you select flights from different airlines for round trips● Some apps give you pairs of flights for round trips multiplying the list and making it super hard for the user. I would separate the selections for the flight going one way and the same for the flight going back.● Having to redo everything when you change one thing on reservation (for example, the number of users and some websites clear the fields that you had already)
Want & Needs
● Changing from app to app to see options when the app does not save the information you already give to the app● I would like to have more discounts for future travels● I think earning points or free nights for using their app can be very motivating for users.
Goal & Motivations
● More Filters, reviews, and pictures● Finding different flight options● I like to see Pictures in the apps, makes me happy to think in my next vacation trip● I like the filters, very necessary option
Opportunities
● I would add a feature to create a package by selecting destination and budget and a couple of other questions (all-inclusive, adults only, tours, etc) and get packages for users with a click of a button.● Add the possibility to make your own packages● Showing the cheap ones the first options
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Customer Journey Maps
Expectations and Goals
● Blanca wants to use an app or website where she can get Points, Coupons, or Discount Codes for her next travel● Blanca wants to make sure to easily create an account so she doesn’t have to do it every time she wants to travel● If possible, Blanca also wants to create her own packages like choosing only hotels and flights or only hotels and car rentals and be able to choose a different flight companies for round trips.
User flows
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User Stories
1. As a User of this app or website I want to be able to register in this app, so I don’t have to add my information every time I use it.
2. As a user of this app, I want to accumulate Travel Points every time I travel so I can save money or get free nights or free miles when I travel
3. As a User of this app I want to create an account so I can receive promotions and/or coupon codes for future travels
4. As a User of this app I want to be able to just 3 clicks and skip all the annoying questions, so I don’t spend too much time answering all these questions.
5. As the App Owner I want to keep all traveler's information so I can send news, coupons, and promotions related to travel so we can sell more travel packages
6. As a manager I want to use all traveler's emails so I can send marketing campaigns and promotions to them
7. As a manager, I want to create a report of all travel destinations and other metrics so we can make marketing campaigns related to those destinations
Style Tile
DESIGN PHASE
Wireframing
Based on all the information we collected, I made the wireframe low-fidelity, made changes to what was already there, and added the new options that users want to see.
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Prototype
Interactive Prototype
Here is part of the prototype, feel free to interact with it.
Conclusion
In the end, we find out that we can get more app engagement if we give the user some stimulus, like discounts, points per reservation, and coupons, for Travel & More the priority will be to give some motivation and an excellent user experience so users continue sharing the app, and being a frequent user and happy vacation traveler.