Travel mobile service: UX Case Study (part 1)

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*The project described below was a part of research&analytic independent work

The Challenge

Create a product that will help create a full-fledged tours for any purpose and with any budget. In addition, ability to create a full tour, you can also separately search and book accommodation, tickets and excursions / impressions.

- Monetization occurs at the expense of the agency commission.

- The service should offer users those excursions / impressions and accommodation that will be relevant to their interests and budget.

- Avoid aggressive imposing on users of the designer tours, should be the possibility of individual reservations back acting designer.

- Platforms: cross-platform mobile app

Table of Contents:

- User Research: User Interview

- User Research: Affinity Diagram

- Business Research: Product Canvas

- User Research: Personas

- User Research: Scenarios

User Research: User Interview

Let's find a key issues and direct feedbacks from the our potential users by providing an interviews. Below I briefly list critical questions that will help to highlight the main Pains and Needs of users.

How might we...

make a self-planning travel process easier for the users?

Critical issues*

🔹Do users do travel-planning by themselves?

🔹What does the process of self-planning travel look like?

🔹What problems do users face with while planning trips?

🔹Is there a better way to plan travel / solve user problems?

*represent hypothesis that is going to be proved or disproved during the interview

Full version of Questionnaire you can find here

User Research: Affinity Diagram

according to the result of users interview lets organize many ideas into groups with common themes or relationships.

Split all feedbacks to next categories: Problems, Fears, Goals, Ideas.

As we can see, current solutions are not now fully cover all users needs. Most issues cover lack of information in services that already in use. Also, there are many fears and difficulties while trip planning.

Business Research: Product Canvas

Designer should care about business to be able to adjust design decisions to
business goals and limitations. Product Canvas that you can find below is just an example (was created for case study) to show which metrics designers could operate with. So you can ask for them from the customer. You can Download a template or Overviewed it here.

User Research: Personas

Creation of personas was based on live users interviews and data-based research (from relevant sources). If you are interested in overview data that I had collected through the research - check document here.

Research results give enough information to create at least 3 different personas of Primary users. It’s useful to develop anywhere from 3 unique personas for a given project. Not all of them will be designed for – indeed, some personas are only defined to make it clear you are not defining for them (like negative personas or target audience that you will support less).

User Research: Scenarios

Let's aggregate data from User Research and Competitor Research for creating User Scenarios. First step - its describing current User Experience.

As-Is User Scenario