Client project — Triplynr

Aiding a startup’s vision of simplifying travel planning.

Project Overview.
Triplynr’s idea was to become a functional and customizable board similar to
 “ Pinterest”. The appeal was to present pictures of attractive locations where users could pin to their own internaries or simply copy it off other users. 
Their current business model was commission with ticketing/booking partners, so we had to keep that in mind moving forward. Triplynr also planned to scale in the future by embracing data analytics.

Pinterest Style layouts

Finding the right problem to solve. 
Initially their was confusion on which platform to proceed on, and we convinced the founders to proceed developing their web platform based on extensive user research. The initial data we had was as follows:

1. 18–35 Target demographic.
2. Majority of the sign ups from mobile platform.
3. Both web and mobile had a high bounce rate.

Initially a round of testing was done on the current website to see where the users where having problems and how they were getting lost. The epiphany here was to figure out how people planned on their own without using the site, then take the essentials and add it as features to the current website as per needed!

Affinity mapping

A combined affinity mapping of 2 types of interviews.

The Affinity mapping for this product was done by combining Initial users comments from the current product, users that used other online methods and users that planned all by themselves in excel sheets. The last being suprisingly the most popular method. Combining all these 3 perspectives allowed us to really tell what the users wanted in the product and moved us into making a much more realistic customer journey map.

The results are divided into 4 phases and are as follows:

It was agreed that the longevity of the app depended on it being useful across moments, and therefore also considered what the users wanted in relevence.


User Behaviour::

  1. User has various constant sources to travel from social media that influence their choices
  2. Vast amount of information in the inspiration phase

Triplynr advice::

  1. Provide catered content to inspire and narrow down choices
  2. Record, organize and arrange their data with filters and options


User Behaviour::

  1. 95% of respondents read reviews before booking (Tnooz)
  2. 70% travellers look at up to 20 reviews in planning phase (Tnooz)
  3. 3. Various platforms are used to collect information ( Google docs, Open note, screenshots, text copies)
  4. Users usually already have some key locations in mind when planning.

Triplynr advice::

  1. Provide simplified links or quick links to reviews.
  2. Provide means of users wanting to use their service to save infomation.

Stage 3: Booking

User Behaviour::

  1. Leisure Travelers read 6–7 on average of reviews right before booking.(Tnooz)
  2. Cross comparing prices is the most used and desired feature during booking.

Triplynr advice::
1. Methods to finalize user choices must be advertised clearly.

Stage 4: Exploration

User Behaviour::

  1. 85% of leisure Travelers decide on activities on location. ( mainly due to the rise of smartphones, however location/wifi dependant)
  2. Itinerary changes always happens when unexpected events occur.
  3. Queries related to “things to do near me” has doubled in the last year (google)
  4. 94% of TripAdvisor customers are using mobile to research local things to do (Cross media Live)

Triplynr advice::
1. Methods to finalize user choices must be advertised clearly.
2. Have a sample of preloaded locations for areas that can be visited.

Mobile and PC


  1. Collected data shows that people are doing shorter research sessions, therefore at first glance the mobile platform might seem more appealing.
  2. Customer retention on mobile device is high if plenty of services work well.


  1. Users want to see a birds eye view of travel planning, therefore pc is preferred, bits of information are pieced together on this platform.
  2. Wider screen preferred for the many tabs, usually from cross referencing.

User planning

Collated Data from multiple users showing planning journey.

This was done to have a proper concept to fix the user journey in the app.

User personas

2 types of personas were created from the data to see if the app was able to provide for their different needs based on real users.

Seasoned backpacker persona
Detailed planner persona

Customer Journey Map

With real user data a map was plotted out to figure out potential stress points to be fixed and focused on.


The planning creation and the exploration moments were the two areas that could be improved on.

Triplynr usability

What users liked

  1. Website looks appealing
  2. Website created feelings of excitement for the trip
  3. Many references to look through and explore a location in one page
  4. Interface to create daily itinerary highly liked

User problems

  1. I get confused at multiple points on the website
  2. Query on how to include information that is not within the website database
  3. I see many irrelevant pictures
  4. I don’t understand what travelogue is

Common usability problems (3/5) users

Common usability problems (2/5) users

Current user journey issues

Page users are facing problems proceeding
Initial landing page that is confusing users
Sudden influx of information that is not directly useful at the moment to the user
The service needed to focus on the main aspect of planning an itinerary
What users expected vs what was shown
A new user flow was created to emphasise on the Itinerary part.

Final prototype.

The conclusion was the redirect the users to start from the Itinerary page. This would have generally let the users begin with the frame of mind with what the service provided and then move on to use it as a board to collect their information of the places they wanted to travel.


The drag and drop method was proven highly effective as it allowed high customisability and rearrangement.

The following picture can be divided to 3 parts.

  1. The left most, added days and date
  2. The middle was the main timeline style for days to be filled with events
  3. The drag and drop on the right stayed across all tabs when the user is looking at the discover places tab. This bar also had suggest attractions and restaurants to the location that was being chosen.
Working protoype for a drag and drop feature
Pop up interface for adding flight
Pop up for things to do with additonal attachment options
Discovery page for insipration on locations to travel
Sign up feature only comes after user adds 3 or more locations
Map view of icons
Display attractions page

Quality of life additions

Example of a popup window to speed up the planning process for users at different stages.

Error Handling

  1. Preventive measures in planning.
Prevent Users from adding places to timings that are closed

2. Error messages and suggestions.

Prevent moving slots to instances where not possible.

Chrome plugins

Button with Triplynr logo
Popup to show additons

Thank you for reading!