Solo project researched and designed
as an MVP for a startup
Product design, visual design, user research,
business ethics
March 2018 - May 2018
Designed during design bootcamp and findings were used as an MVP for a startup
Product Designer
UX design, UI design, Branding, Product thinking, Business ethics
2018
Junketer was designed to re-imagine the travel experience in India. The idea is to build a single solution that would enhance the current travelling booking experience.
Session Duration
- Giving as much info as possible without hampering whole experience
- Reduce number of steps to purchase
Building Trust
- Add ratings
- Share reviews for future users
Conversion Rate
- Expected increase in revenue by 3%
Identify pain points - Conducted primary user research by talking to the travellers using a simple questionnaire to gather more insights and identified key customer pain points, needs and wants from the research.
Competitor analysis - Performed an audit/review of competing websites and apps like - Makemytrip, Google Trips, Thrillophilia, Trip Advisor, etc. Conducted user testing of these competing sites and identified existing pain points for the user. This helped in summarising the competitive landscape.
Understanding the users & identifying opportunities - Some things I got to know about the users during the research phase:
i. They want all the information to be consolidated in one place.
ii. People give a lot of importance to reviews.
iii. Images are very important for inspiration as well as planning.
iv. Generally people prefer to plan their trips before traveling.
v. They often needed support after booking and have faced bad customer support.
All this information was helpful in segmenting users into different types of travellers.
Storyboarding ideas - The storyboarding helped me breakdown the possible user journey, user flows and requirement gathering for all use cases.
Information architecture - Once I was clear about the ideas and what direction I wanted to take, I could structure the information of the platform simply.
Design - I prepared low & high fidelity wireframes to design the structure and layout of the major screens and then moved to visual design.
Concept testing & iteration - The digital wireframes came handy is testing different concepts with the users and helped me curate final screens better. Later on, the final design was also tested for usability feedback
I conducted primary user research by talking to the travellers using a simple questionnaire to gather more insights and identified key customer pain points, needs and wants from the research.
It gave me a different perspective on things and helped me to think in multiple directions. Some of the apps that I referred to were, Makemytrip, Thrillophilia, Lonely Planet, and Trip Advisor.
Some things I got to know about the users:
All this information was helpful in segmenting users into different types of travellers.
This approach helped breakdown the possible user journey, user flows and requirement gathering for all use cases. With the help of storyboards, I started thinking about what content could provide to assist the travellers during their journey and identify possible edge cases.
Identify the structure of all the content/information. Once I was clear about the ideas and what direction I wanted to take, I could structure the information of the platform simply.
I was looking to solve 2 major scenarios: pre-booking & post-booking experiences. Here are few key wireframe screenshots.
I decided to keep search highlighted on the home screen and then followed by some featured experiences (further categorised into 4 kinds based on user segments) and destinations for inspiration.
Hypothesis 1: 1. Assuming that the user knows where they want to go and is here for booking the experiences.
Hypothesis 2: Assuming the user is unsure where to plan trip next to and is here just to explore.
The next section is featured blog posts. These could be curated by users and they could publish on the application - shared as their own travel stories.
The last sections is the footer includes - subscription to deals, stories, follow-ups, etc. The travel stories segment aimed to induce more trust among the users for the platform.
I created detailed landing pages including - overall summary, itinerary, booking widget, maps, social media share, save for later, etc. which helped in giving accurate information for the visit to the attraction with integrating clear inclusions.
Metric: Addition of customer reviews helped with user engagement & higher product page to checkout page conversion.
The overall experience also aimed at giving as much info as possible without hampering whole experience to increase trust amongst users.
The attraction page also took into account sharing map location for any attraction, along with showing similar experiences with different inclusions and pricing to help the user explore more viable options.
Metric: This helped increase NPS because of clear indication of inclusions and exclusions, along with creating sections for location with the help of a Google map to indicate directions.
The post booking experience is focussed on booking summary, followed by suggestions to make the user’s trip better. Also, providing suggestions on local attraction around the booking.
Metric: The overall experience also aimed at giving as much info as possible without hampering the whole experience to increase trust amongst users.
Flexibility
- Comparison of experiences
- Give reasons to users to install the app without having to immediately travel.
- Addition of customer reviews helped with user engagement & higher product page to checkout page conversion.
Better experience
- Flexibility in combo bookings
- Opens doors to venture into different business verticals and models, like hotel and flight bookings.
Increase SEO footprint
- Better checkout experience - combination of enhanced form & payment.
- Enables to create a huge repository of information related to the travel domain, which they can use for other products in future.
Since the project span was was short, it was very challenging and a great learning experience.
The user research was very complex and to solutionize for existing models was the biggest challenge. Overall, I gave it my best shot and didn’t compromise with the quality of work.
The output and research efforts of this project were utilized by a travel startup focusing on similar travel solutions. I received a great response on this study and the project was mentioned for design inspiration on designideas.pics - a medium for hand-picked design inspirations.
