
Case Study Template
Brief: To design a mobile itinerary building app help users to plan a personalised trip. With the help from machine learning, this app would be able to provide insider tips and experiences/tour according to traveller’s preferences.
Problem
……
Goal
Design Process

My Role and Team
This is an individual project, but I did get support from General Assembly instructional teams and my co-workers.
RESEARCH
Market & Industry Research
- What segments are within the Travel Industry?

- Global travel and tourism represent a $1.3 trillion industry (UNWTO, 2018) and is on the rise.
- 319 million jobs globally (1 in 10 jobs)
- 1 in 5 new jobs were created by Travel and Tourism over the last five years.
- 10.4% total GDP contribution
2. Why Travel industry is this huge?
- technology is a driving force for travel
- transport in now cheap and less tiresome
- travelling is more enriching than ever
- people have the capacity to spend more, and are willing to do it.
Competitive Analysis


User Interviews
10 interviews with travellers, including 1 interview with one of the competitor’s marketing manager
Interview Questions
- Tell me about your last trip
- What’s your favourite trip? and why?
- Are you currently planning a trip?
- What platforms do you usually use to plan your trip?
- What’s your best travel experience so far?
- What’s your worst travel experience?
- Wins? Frustrations?
User Quotes
- “ The meaning of planning is the same as of travelling.”
- “ I feel satisfying when I fulfil my itinerary.”
- “ I would like to have everything in one place.”
- “ On google, it only gives you the most hyped up places what the country was mostly known for. Which is not what I want to know.”
- “ It’s all about food.”
- “ We were stuck on the island for 10 days because of natural disaster.”
- “ I usually plan my trip very well, so during the trip there is not so much pain points.”

SYNTHESIS
Affinity Mapping

Behaviour & Pain points
- 9/10 interviewees enjoy planning
- building a customised itinerary is exciting but time consuming
- some of the places are overhyped, they want to explore hidden gems
- there are so many unforeseeable circumstances would happen during a trip (weather, transportation, sickness etc)
Target Audiences
Young adults (18–25 years), couples without kids, mobile users.
Primary Persona

Secondary Persona

Journey Mapping

Problem Storyboard
User Flow
Problem Statement
Travellers need a way to plan a personalised trip so that they can better explore a travel location.
IDEATION
How Might We statements
- HMW personalise a trip?
- HMW help travellers explore a travel location?
- HMW help travellers make an itinerary?
- HMW give ‘planners’ unexpected experiences?
- HMW provide travellers with recommendations along the way?
- HMW keep users actively using this app?
Crazy 8's

Design Studio

- VR Tour
- ML based experience recommendation
- Auto-booking for flights, accommodation, restaurant when added into itinerary
- Auto self-driving car — on demand service
- Rewards for visiting some famous places
- Experience local culture with like-minded locals
Hypothesis
We believe that by giving a way to explore foreign locations without actually being there for travellers.
We will improve their overall planning experience and avoid disappointments when undergoing planned itinerary.
We will know this to be true when the trip goes over their expectation and they keep actively using this mobile app.
Feature Prioritisation

Solution Storyboard


Solution User Flow

Card sorting and Site Map

PROTOTYPE
Paper Prototype

User Testing & Iteration


Mid-fidelity
High Fidelity

Next Steps

WRAP UP
Personal Learnings

