Potential users interview

We have selected some people who have a similar background with the user personas to conduct the interview then to understand their pain points as well as their motivations related to travel booking online

Some interview questions asked to users:

1. Tell us about the application/websites you use for booking for flights and accommodation?

2. Does your travel budget play a role in influencing your vacation plan?

3. What are your expectations when staying at a hotel/airbnb accommodations ? (amenities, safety, deals, reviews etc)

Key insights:

1. Rating system and reviews are helpful when booking accommodations and sight seeing

2. Most people felt that planning for a trip itinerary is overwhelming and takes far too long than they would like

3. Most people will seek out advice before booking a trip and possibly miss out on possible hidden gems that are not as popular.

4. Most people find it difficult to stay in budget since they don’t have the knowledge or resources to look for alternatives.

Affinity Map

Affinity map

To organize and analyze research findings collected from the user survey and user interviews in the previous steps, we chose affinity mapping. By using Miro - we quickly organized the notes to get the ideas about service categories as well as be able to determine the key features for the services.

Findings

After card sorting, we concluded there are several tools / features we need to include: Article and blogs recommending an outline/template for a trip they took, book everything online and have the option to customize their trip to fit their budget

Empathy Map

Definition & Ideation

User Insight

Based on the conducted user interviews and survey, we found that people are in need of assistance and step by step structure in order to  customize the right vacation package for themselves,  while limiting the time spent in comparing prices and deals. As well as the flexibility and accessibility to easily book through a mobile or desktop application.

The majority of the people we surveyed have recurring planning problems of being overwhelmed with comparing prices from multiple sites whilst customizing their flight information and restrictions, accommodation, transportation as well as researching travel requirements around the world post covid.

Therefore, I believe that simplifying one app with tools to gather what customers are planning  for and providing multiple options for them based off of their budget. BouJet would be able to customizable according to their travel needs, preferred activities, budget etc. Giving customers a  step-by-step template on planning their perfect vacation uniquely catered and adjusted for their convenience. 

Ideation & Brainstorming

Prioritization Matrix - The Value Proposition Canvas

Value Proposition

Our travel booking services helps travellers that want to plan the best experiences during their travels by reducing the overwhelming process of travel planning and curating a travel package according to their set needs, lifestyle and budget.

Storytelling

User Journey Map

Next, we used the Customer Journey Map to visualize the travel package booking process of the user, also identify the opportunities to improve their experience on this flow.

The journey map above points out several clear points where Bea’s expectations weren't met, and from that, we were able to give out the opportunities to solve those problems.

1. UX Scenario - Bea accepted a new teaching opportunity in Jakarta, Indonesia. She decides to use BouJET to help her plan her trip. As a frequent flyer, she has a set budget and is looking for an affordable flight and accommodation to stay at - that is accessible to places to visit and transportation.

2. The Experience - Bea inputs her preferences and budget on the app, Bea selects the option she likes best and Bea has a list of popular options and cheaper options around the area.

3. Opportunities - Users can rand and order travel packages that matches the users entered preferences.

Wireframing

User Flow

Using the flow chart as a reference we had an internal discussion with the team to make sure we covered all the scenarios. Some adjustments were suggested and were carried forward to the wireframe stage.

Sketch Wireframes

Digital Wireframes

Usability Test

With the completion of the Mid-fi Wireframes, we conducted the functional testing session with 5 people to validate our most important app flows. Tasks included:

1. Create an account

2. Select Date

3. Choose an adventure

4. Book and customize adventure package

Conclusions

Next step

• Conduct another usability test session with patients on a hi-fi prototype.

• Continue working on the user profile section

What I learned

• It's important to ask the right questions during the user research stage. In some situations, offering the selections is better than an open answer.

• Accessibility guidelines. Challenge of balancing design choices with accessibility standards.

• Based on the end-user perspective, we considered the design on many screen-sized but prioritized the ones that matched their needs.