My Role

I was lead product designer working alongside with graphic designer, developers and a product manager. I made all brand, UX and UI decisions. I was in charge of product strategy through final execution.



The Challenge

The challenge was to come up with a fully digital, immersive, and 100% customizable experince that can help travellers to find accommodation, restaurants, local sites etc and get on-trip 24/7 support.

Research

We began with a qualitative investigation, doing interviews (14 in total) to understand people’s mental model around trip planning, learn people’s habits, uncover biggest pain points, and identify opportunities.

Questions

We designed questions about the following topics:

• Motivations, fears and expectations.

• Tools, channels used to plan the trip.

• What our users do during the trip.

• How often and why people travel.

• How much time they spend planning a vacation.

Most of the people had the following Pain points:

• Finding difficulty in making a proper plan.

• Decision overload leading to inaction and the second-guessing of decisions.

• No ability to customize group tours.

• Facing difficulty in finding whether its the right season or time to visit the place.

• Facing difficulty in deciding which is the most comfortable mode or way of transport to reach the destination.

• What our users do after the trip.

Personas

We found four types of travellers: the traveller with kids, the planner traveler, the spantaneous traveller and the luxury traveler. We defined Planner Page as our primary persona.











Sitemap

Before jumping to the screens design, we needed to create a site map. As it is clearly shown that, we have created a very simple navigation menu with only four tabs.



Wireframes

Keeping all these things in mind, we started making the sketches for the layout of our app. We created the sketches of the idea we were having in their mind and after discussing all the ideas and layouts from the sketches, we created our first version of low fidelity wireframes.

We prepared a static prototype of these sketches and ask the people around us to perform some tasks on that prototype. We observed what they were doing with the tasks assigned to them. They asked us some questions at the points they were facing the issues to perform the tasks and on the basis of that, we created the final version of the wireframe and annotated them.



Hi-Fidelity Mocks

After we finished all of this, it became clear that we should begin with an MVP (Minimum Viable Product) to test the viability of the idea and make it easier.



Onboarding

Getting people to sign up for the product is tough. That's why we reduced a friction on a user’s journey as much as possible with four easy steps.

Activity Details Page

After we focused on the "Information" section of the Activity screen. We have numerous details for each activity stored in the database, from the range of drink prices at a given restaurant to the price differences between certain packages for children vs. adults. We grouped all actitivies into three categories - "Things to Do", "Food & Drink" and "Lodging". Details differ by category. Then we decided which of the fields to represent on the Activity page, and how to represent them.

Activity Customization

Curated Planet can help you create a custom travel itinerary with all your trip details in one place. It’s easy to select one activity over another.

Saved, Concierge, Profile

All other screens are pretty simple and straightfoeward.

Next step - User Test

We are going to use usertesting.com as a platform to run remote usability studies. We want to focus our attention on the next aspects of the product. • Test the overall ease of use and IA

• Test primary task flow: Onboarding, Searching and Filtering itineraries, Customizing itinerary, Selecting activities, and Saving Itineraries

• Test secondary task flow: Saved itineraries, Concierge and Profile

• How easy it is to understand the Onboarding copy, Feature Labels and CTAs

• Observe the ways users prefer to begin their search for an itinerary

• Identify what areas cause users to fail to complete a task

• Observe if the app establishes credibility and trust