Luvisit's Traveling App Experience
Process Phase
Interview Plan
In this research, my partner and I conducted the interview with 6 participants, aged between 22-27 who potentially plan to travel for a near future or already traveled in the past few years domestically &/ internationally. Our objective for this research is to discover what are the expectations and additional repercussions of hospitality service they might anticipate.
Interview Notes
In order to conduct the interview with some interviewees, my partner and I made intro questions, topic specific questions and closing questions. This process was to ensure the interview process smoothly and we had 15 total questions to ask interviewees.
Here's an example of interview questions:
Methodology
Online interview :
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Via Zoom call or FaceTime
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6 participants attended
User Interview :
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Qualitative & Quantitative
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6 user interviews who potentially travel in the near future &/ have experience of travel in the past few years.
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Started from December 22nd to 24th
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18 open-ended questions and follow up questions
One on One interview
Most participants appreciate the discounts/promotions and influential posts from SNS, however the hospitality services are still their essential aspect when they travel.
Survey Data
This pie chart indicates that what are the aspects will be considerable when participants plan for travels. Considering this data shows that hospitality services is still crucial element for their trips.
This pie chart demonstrates the expectations in which users have when they book their trips through mobile app or website. All elements are relatively considerable.
Interview Insights
Participants information - 6 responses between the age of 21-26
The app they often use
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Hoppers
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Airbnb
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Expedia
The Struggles
The app features that users sometimes find it is difficult
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Insufficient information
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Over complicated information
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Lack of local information
Summary of Affinity Diagram
Based on the affinity diagram, I found the POV for each category to have a better understanding of all the intuitions of users.
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Hospital services: Thoughtful service is essential like amenities and informative information
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Covid related: Post pandemic, masking and social distancing should still be proceeded
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Daily lifestyle: Remote study and work
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Job: University students or full time workers
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Frequency of Travel: Twice a year pre pandemic and none/ once post pandemic
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Consideration: Travel based on budget, location, food, schedule of job
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Free time: Relax, socialization and personal hobby
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Desire: Visit bucket lists, comfortable flights, and shopping
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Factors: The number of people, transportation, plan on laptop
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Personality: Organized, active, curious
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Memory of documents: Photography, SNS, and videos
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Pain points: Lack of information, overcomplicated system, no internet, overprice
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Experience: Overall positive experience but some parts are downsides such as services they received was poor
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Application: Google, Hoppers, Airbnb, Booking.com, Instagram, FB, TikTok
A User Persona
Definition & Ideation
User Insight
During user interviews and based on the results of the survey I conducted, I discovered that customers regard hospitality service to be an important part of arranging their vacation so that they can have a better experience while traveling.
As a result, I believe that users want a way to optimize their traveling style for their excursions if I am able to design a feature that reminds users of the expectations, information, and requests they will need for their journey.
Laura Hong is a 25-year-old web designer who enjoys travelling and learning new languages, cultures, and cuisines. She needs all available and authentic local information at her fingertips so she can acquire pertinent information on the go and fully enjoy her vacation.
Problem Statement
Due to cultural hurdles, travellers find their accommodations uncomfortable to stay in during their travels, and they would benefit from more exact and reliable local information to improve their travel experiences. Laura, for example, requires a feature that informs her of the relevant information and allows her to request her needs to the venue during her stay.
Feature Prioritization Matrix
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I used a MoSCoW method to prioritize features
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10 features were chosen to be designed
User Scenario and Storyboard
Creating user scenario assists me in grasping my users' goals and designing a product that is properly suited to them. Also, allows me to get to know my users, figure out why they came to my app, and then start developing.
User Journey Map
This supports me in defining goals, aligning stakeholders, encouraging continuous development, and staying ahead of the curve. The goal of a user journey map is to identify areas for improvement, thus my role is to make those improvements. Based on this, I can create new items or build new solutions to assist my application.
User Flow (1st Iteration)
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I have made the 1st iteration of user flow on paper. This helps me have a better idea for digital user flow.
User Flow (2nd Iteration)
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2nd iteration of User Flow
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Done with Miro
Prototyping
In this phase, I use SWOT analysis to analyze the competitors. This is to assess the Strengths, Weaknesses, Opportunities, and Threats that your company faces. It shows you how to improve on your strengths, address your weaknesses, seize fresh opportunities, and reduce risks.
Example below:
Competitor Analysis
Culture Trip (Direct Company)
Features
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Explore Localized Travel Information: Tourists can escape tourist hotspots and overcrowding by immersing themselves in authentic, local experiences. Furthermore, it prioritizes accommodation solutions that are culturally appropriate, sustainable, and cost-effective.
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Build a travel itinerary: Culture Trip allows users to design plans based on travel data available on the platform, in addition to simply browsing. Users can store or bookmark noteworthy sights, hotels, cafés, and restaurants in a specific location and use them to create a complete travel plan. You can check your journey plan on a map once you've finished adding everything.
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Make reservations for accommodation and adventures: You can arrange bookings via the platform by selecting the hyperlink if you come across an attractive boutique or hotel. You may also schedule activities such as safari drives, kayaking tours, and paragliding.
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Register for Virtual Experiences: During the pandemic, a comparatively recent function was added to the app which is the option to organize virtual events like online cooking lessons, art classes, relaxation classes, and other such experiences.
Onboarding
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The app introduces how the app functions.
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The illustration indicates the inclusive content is available for a variety people
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You can sign in with your own emails or other sync accounts such as Google, Facebook or Apple as well as skip the option to proceed with the app as a guest.
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Asks you to use your location
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Ask you to send you notification
Strength
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Authentic illustration but simple tastes
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Texts colours are well contrasted with the background colours.
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Displays the discounts and promotions
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Local articles are available
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You can download the information offline
Weakness
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No online chat with customer support representatives
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There is no review system
Sketches
Digital wireframes prototyping
Final Thoughts
Overall
It wasn't easy to build an app that was different from other travel apps. Nonetheless, based on the initial interview, I discovered that people still value hospitality at their destinations. It was incredibly beneficial to explore my app idea in depth during the definition and ideation process. Analyzing the competitors solidified my app's and design processes vision.
New Perspectives
During the Guerrilla test, I learned that users were confused about how to use my app, but this provided me with greater insights and allowed me to improve the features and design of my app.
Next Step
I found that having well-prepared testing for both the interviewer and the interviewee is critical in order for testing to run smoothly and produce better outcomes.
