Moderninsing A Travel Booking App

Project Overview

I took on the challenge of redesigning Travel Republic's mobile application, focusing on the home page, and user flow for viewing search results. This resulted in a modernised and refreshing app experience which increased user satisfaction. With almost half of all travel plans booked through apps, ensuring a great user experience that is up to date with industry standards is important to stay competitive and also stand out in an industry with high supply and low demand.

My Role

I went through the design process, stopping at the design stage.

Methods

Competitive analysis

User surveys

Wireframing

Visual Design

Approach

I created a user survey which compared competitor screens to Travel Republic, and created a Kano Model to scale the appetite for new features

Competitive Analysis

I chose 4 direct and indirect competitors to Travel Republic. Of these I chose the 2 direct competitors to compare their screens with Travel Republic's.

Competitive Analysis

Empathise

UI Design Research

The survey allowed me to gain the insight that participants thought competitors screens. The insights from the qualitative and quantitative survery were that competitors ui design:

had a clearer layout.

provided information in a easily consumable format.

provides recommendations for the user.

11 participants of the user survey helped to provide insight for my design decisions. The first part of the survey focused around asking users to pick which 1 out of 3 UI's they preferred and why. These Ui's were similar in function (eg home screens of each app, then results page of each app), to give the survey questions and results consistency. What was interesting to see was that Travel Republics UI's were not chosen at all!

Prototype

Define

Feature Research: Kano Model

Using a Kano Model, I was able to see user appetite for new features. The survey data on preferred features gave me enough data to create a Kano Model,

Kano Model

Sketching

I sketched out UI's with improving the layout, focusing on the home screen to booking flow.

Home Page Sketch

Design

Low Fidelity Wireframes

Turning my sketches into low fidelity wireframes gave me the opportunity to stay in line with the research insights of a clear and non distracting layout.

Low Fidelity Wireframes

Visual Design System

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Design System

Home UI Redesign

I drastically changed the homescreen by including recommendations for users to pick from as soon as they open the application. Relating to the research, I inlcuded a video feed for users to scroll through so they could see where other users travelled to, reinforcing the recommendations element and also providing community feedback to keep users engaged in the app outside of booking a holiday.

Booking a ticket

Learning more about art and artists

Sharing content from the mobile app to other third party apps

Home Screen Before and After

Holiday Search Results UI Redesign

I stripped down the amount of information on the screen, improving the visual heirachy for each card

Search Page Before and After

Single Result UI Redesign

Again, focusing on improving the layout I focused on enhancing the visual heirachy of the screen, and providing a call to action when they enter the screen to increase the likelihood of purchase.

Single Result Before and After

Reflections

Lessons Learned

Set Realistic Expectations

First lesson learned is that in a 2 week sprint, designing 5 features is no joke! Haha. I wanted to push my design skills to the max with the project and I've come to realise that feature development takes time. 2 weeks to develop 5 features by myself was not realistic.

Feature Prioritisation

Using the Kano Model I was able to understand which features users would be delighted and satisfied by. Seeing users would be delighted, satisfied and expect vs features they were indifferent about further guided my design process in staying lean and honing in on ensuring TR's mobile app provides an experience that has a bit of a wow factor.

If I had more time I would…

Validate the preference of the new user screens through moderated and unmoderated usability testing of the prototype.

Developed the Information Architecture and User Journey to ensure the users navigation experience is seamless for every function.

Developed the features prioritised through the Kano Model.