Plan a personalised trip. BeThere. Travel App | UX Case Study

Sarah Liu
Sarah Liu
Nov 1 · 5 min read

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

Double Diamond 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

  1. What segments are within the Travel Industry?
What segments are within the Travel Industry
  • Global travel and tourism represent a $1.3 trillion industry (UNWTO, 2018) and is on the rise.

2. Why Travel industry is this huge?

  • technology is a driving force for travel

Competitive Analysis

Competitors in travel industry
Direct Competitors

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

User Quotes

  • “ The meaning of planning is the same as of travelling.”
Interview Notes

SYNTHESIS

Affinity Mapping

Affinity Mapping

Behaviour & Pain points

  • 9/10 interviewees enjoy planning

Target Audiences

Young adults (18–25 years), couples without kids, mobile users.

Primary Persona

Mindset 01. The Planner

Secondary Persona

Mindset 2. The Explorer

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?

Crazy 8's

Crazy 8s

Design Studio

  • VR Tour

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 Storyboard

Solution User Flow

Solution User Flow

Card sorting and Site Map

Site map

PROTOTYPE

Paper Prototype

Paper Prototype

User Testing & Iteration

Mid-fidelity

High Fidelity

Next Steps


WRAP UP

Personal Learnings

Sarah Liu

Written by

Sarah Liu

UX/UI Designer based in Melbourne. Working to bring human-centred design to businesses.

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