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Overview: Now, after the world has recovered from the pandemic, the travel segment is on the rise, especially in Japan now that they’ve opened their gates.

It’s the perfect time to arrange a group trip with family, partners, colleagues or students for the next big journey to the land of the rising sun!

Role: UX Research, UX/UI Design, Website design, Visual Design, Usability test

Industry: Travel, Tourism

Toolkit: Figma, Adobe CC, FigJam, Google Forms, Pencil and paper

Duration: July - August 2024 (4 weeks)

UX Research

Overview

Background

TrippOn is a user-friendly group trips website that offers easy planning and booking options to make travel to Japan easy and enjoyable with important keys in mind:

 

-The journey planning is done for you

-Save money

-Avoid journey-related hassles and issues

Research Goals

We want to identify travelers’ needs, preferences, pain points and expectations in order to design a user-centric group tour booking website.

Methodologies

1. Competitive Analysis

2. Survey

3. Users Interviews

UX Research

Competitive Analysis

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Survey

Overview

I’ve conducted a survey anonymously for travelers who’ve been to Japan and travel enthusiastics.

Some of the questions were personal and some were specifically directed to people who love tour groups and travel guides in general, and express their opinions and feelings about those tours.

21 people answered the survey. Among them: 10 adults between 40-55 years old ; 11 adults between 28-40.

The survey was managed by using google forms.

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User interviews

Overview

8 people were interviewed: 3 seniors who booked group tours to japan before; 2 adults who travel every month and considered group tours in the past; 2 young adults oppose to tour groups; 1 traveler likes to travel solo.

All interviews have been conducted face to face.

According to the insights I've noticed 4 main keys to consider:

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Flights are expensive

so users need a reason to justify their tour trip and organize their expenses accordingly.

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Users expect online platforms to be seamless

The growth of online booking since the pandemic have caused the internet population to grow and choose online chats, online reservations and more.

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High expectations might lead to bad reviews

making sure that the buyer knows exactly what they’re paying for according to the itinerary and transportation details.

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Physical aspects

Injured travelers and/or senior groups or need extra assistant, time and patient. it’s important to point that out beforehand and choose the right package.

Persona #1

David Thompson

68 Y/O - Retired Engineer

Bio

David is a retired engineer who has always been passionate about travel and exploring new cultures.

He’s particularly fascinated by Japan, a country he’s read extensively about but has never visited.

Now that he’s retired, he has more time to travel and wants to take his family on a memorable group tour to Japan. David is tech-savvy enough to navigate online platforms, but he values clear, straightforward information and appreciates websites that offer personalized assistance.

Goals

• To create lasting memories with his family through a culturally immersive group tour in Japan.

• To find a tour package that accommodates the needs of both seniors and young children.

• Track progress accurately and stay motivated

• To ensure the trip is well-organized, with a balance of guided activities and free time for family bonding.

Frustrations

• Needs a tour that is physically manageable for seniors yet engaging for children.

• Wants to ensure the tour is family-friendly, with options that cater to all age groups.

• Prefers a seamless booking experience with clear, transparent pricing and no hidden costs

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Persona #2

Emily Rivera

29 Y/O - Marketing Manager

Bio

Emily is a dynamic and successful marketing manager known for her resilience and positive attitude.

After a car accident three years ago led to the loss of her right leg,

She adapted quickly, learning to navigate life with a prosthetic leg. She’s passionate about travel and refuses to let her disability limit her adventures. Japan, with its mix of ancient traditions and cutting-edge technology, has long fascinated her, and she’s determined to explore it in a way that accommodates her physical needs while still being exciting and fulfilling.

Goals

• To explore Japan’s rich culture, history, and cuisine through a well-planned, inclusive group tour.

• To find a tour that considers her mobility, ensuring all activities and accommodations are accessible and comfortable.

• To enjoy an empowering travel experience that allows her to connect with other travelers and share her story of resilience.

Frustrations

• Concerns about the physical demands of the tour, particularly in navigating uneven terrain or long walking distances.

• Needs assurance that accommodations, transportation, and activities will be accessible and safe for someone with a prosthetic leg.

• Seeks a tour that balances physical challenges with periods of rest and relaxation.

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Persona #3

Sophia Clark

42 Y/O - Project Manager

Bio

Sophia is a perfectionist. She thrives on organization and precision, both in her professional life and in her personal endeavors.

Since her divorce, Sophia has focused on balancing her career with quality time spent with her teenage daughter and close-knit group of friends.

When planning group trips, Sophia naturally takes the lead, ensuring that every detail is carefully researched and arranged. She is driven by a desire to create seamless, memorable experiences, and she’s known in her circle for being the one who “knows it all” and leaves nothing to chance.

Goals

• To meticulously plan a flawless trip that meets everyone’s expectations and ensures a smooth, stress-free experience.

• To carefully filter through options to select the best accommodations, activities, and dining that cater to the group’s diverse interests.

• To maintain control over the planning process to minimize uncertainties and surprises.

Frustrations

• Balancing her need for control with her friends’ and daughter’s input, ensuring everyone feels heard and valued.

• Avoiding burnout from over-planning and managing her perfectionist tendencies, which can sometimes lead to unnecessary stress.

• Ensuring that her daughter enjoys the trip, while also fulfilling the group’s collective desires for the experience.

UX Design

UX Design

Project Goals

With the end of research phase, it was time to narrow down the essential needs for my product and to make a plan for eventual features to build up. Firstly, I had to get a clear view of business and user goals. The common ground between them has been summoned up into three points:


- Time reduction when booking a tour so that it’s easy to understand the overall journey.


- Flexible platform where travelers can experience online booking and pick whichever suits for them to make sure their trip is exactly how they requested it.


- To convince more young travelers to return to group tours activities as well as to share positive feedback about the online platform and its’ wide services.

Product Roadmap

While exploring product strategy, I created a roadmap to extract patterns of user needs and frustrations, and laid out the site’s information architecture. I also created a list of features to determine must-haves for an MVP website using the research insights

Information Architecture

Given that this was a tourism website that offers tour planning, I proposed a sitemap that incorporated core content for booking, planning ahead, reading reviews and supporting customers.

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User Flows

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Following the site architecture, I laid out task flows of a user visiting the site, browsing or searching for their desired tour, and going through TrippOn checkout process. The flows identify and consider how various tasks are connected throughout the ordering process.

 

The flowchart includes a start/end point; page or section; user decision; user choice options; alternative path and system action.

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Task Flows

After designing user flows, it was quite straightforward to build up task flows. What I did was to expand in depth and explore users actions even further throughout the site with simple navigations:

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#1 Send a Message to Your Tour Guide

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#2 Cancel Tour Order

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#3 Fill Out Customer Support Inquiry Form

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Wireframes

With the help of sitemap, user and task flows, I’ve started building my low-fidelity wireframes.

I’ve started with the design of 4 Key Screens considering desktop and mobile versions: Homepage - Search result list - Tour details - Login - Account page 

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( Brainstorm sketches on early concepts of content layout and dialog components )

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UI Design

Brand Identity

In the first round of brainstorming, I was thinking of creating a multi-color detailed illustration for the logo.
I defended against using a complicated logo, and brought up use cases such as viewing the site on mobile where a detailed logo would dilute the visibility of his brand. Therefore a simple logo was needed.

In addition, the name idea TrippOn comes from combining the word Trip and the word Nippon.

(Japan is called “Nihon” (日本) or “Nippon” (日本) in Japanese)

UI Library Components

After deciding about key screens, I’ve started to work on UI aspects and to make decisions about typography and colour palette.

With those elements set up I’ve then designed the singular components: primary and secondary buttons and how they behave in different states: Overlay; Reviews forms; Testimonials banner; Navbar and Footer.

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UI Design

High-fidelity key-screens

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Usability Test

Prototype

Building the prototype has been really fun experience. I’ve created components and related variants to create animations such as hovering effects as well as a responsive accordion for the tour's Itinerary. I’ve set up Navbar and chat support as fixed elements in each page to give even more the impression of a working website.

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Outcome

The prototype I’ve created has been tested on 10 participants. Age range of them: 25 to 40 y/o.

I’ve asked users to have a look at the site booking options or anything they would look for when browsing on a tourism website. 

Some of them are already experienced with booking a tour to Japan and in different countries in general.

The main thing I've noticed is that most of them had the same opinions so it was pretty clear to me of what I need to improve and adjust:

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Iterations

To improve navigation

- Implement instruction or "How does it work?" for first time visitors 
- Add ‘Home’ button in Navbar

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Under Trips Section

-‘Featured Trips’ is renamed to ‘Most Popular Trips’ so that people can see hot deal packages to book them according to their popularity and high demands.

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To enhance customers' trust

- 24/7 Customer Service chat icon fixed on each page

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Usability Test

Key Takeaways

Lesson learned

- To find the right balance flexibility and adaption. Especially flexibility to make changes based on feedback, such as modifying the navigation structure or enhancing accessibility is vital to creating a successful product.

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To read between lines while interviewing people. What they are saying can be useful and give a different as well as unexpected perspective to the problem to solve.

- Ensuring that the website's content and features are clear and easily accessible helps users make informed decisions, enhancing their overall experience; especially when it's for seniors and older people and learn to understand their decisions and see their point of view of things.

Key takeaways
  • Instagram
  • LinkedIn

© Created by Mor Eitan

All projects are for educational purposes only

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