Project Overview
As part of the Google UX Design certificate course, I designed a travel app. TravelZ is a simple travel agent app that helps users book travel online, without the need for email or speaking with a travel agent.
My Contributions
My role in the project as a UX designer comprised UX research consisting of a competitive audit, persona creation, a research study plan, an unmoderated usability study with 5 participants, an affinity diagram, customer journey map and a user flow map.
Research informed the creation of an app that took users through the entire booking process.
The Problem:
Booking travel with an online agency mostly still involves talking with an agent by phone or by email.
The Goal:
To help people book travel with ease without the need to talk with an agent by phone or by email.
Tools
Figma
Google Jamboard
1. User Research
User research comprised a competitive audit of four online travel agencies, a research study plan and a usability study involving five participants.
Usability test
After the creation of a research study plan, an unmoderated usability test was conducted with 5 participants, following a pre-defined script.
Research Objectives:
TravelZ
UX Designer
Jan 2022
- Identify user behaviour during the booking process
- Identify mental models and user expectations
- Identify pain points
- Identify areas for improvement
2. Affinity Diagram
After completing the usability study, it was time to gather all the data in one place. To do so, I created an affinity diagram and grouped the data into themes.
2. Customer Journey Map
Booking a holiday should be a stress free process however the mental models that were uncovered showed that this process could be stressful as people felt anxious about getting all the details right.
Key Findings
After analysing all the data, many pain points and areas for improvement were uncovered. The key takeaways were as follows:
- No direct booking: Users have to interact with a travel agent by phone or over email. Going forward users will be able to book directly online.
- Confusing navigation: Users find it hard to reach the main CTAs. Going forward there will be a clear hierarchy of tasks to be done and easily accessible buttons.
- Terminology: Too many different terms for holidays are confusing users as they navigate different screens. Going forward holiday will be referred to as trip.
- Account Creation: Users find the step of creating an account to be arduous and time consuming. Going forward this will be simplified to a profile that will be automatically saved upon booking.
3. Design
After compiling all the research, I produced a user flow map to showcase the overall high level flow. The navigation follows a mix of hub and spoke and a linear style navigation.
Wireframes & Low-Fidelity Prototype
The next step was to produce wireframes so that I could organise content at a structural level.
Mockups & High-Fidelity Prototype
Now it was time to complete the refined mockups and hi-fi prototype. You can view the prototype
here
4. Going Forward
Now it was time to look at the key takeaways and next steps.
Want to work together?
If you like what you see and want to work together, get in touch!
orla@portfolio.com