UX/UI Designer
xplore
Xplore is not just a mobile app; it's your personal travel concierge in your pocket. Imagine an app that doesn't just suggest destinations but immerses you in the experience before you even pack your bags. Xplore uses advanced algorithms and AI to understand your preferences, needs, and even your dreams to recommend the perfect travel destinations.
let's xplore
Role: UX Researcher, UX/UI Designer
Project Length: 8 weeks
Project Type: Academic
Tools: Figma, Sketch, Adobe Suite
the story
Embarking on the journey to design a revolutionary travel app, I found myself inspired by a common traveler's dilemma: the overwhelming task of choosing a destination amidst a sea of endless options, conflicting advice, and the daunting variables of budget, time, and personal preferences. This modern-day odyssey, fraught with information overload and decision paralysis, highlighted a clear need for a beacon of clarity in the chaotic world of travel planning. Observing travelers painstakingly navigate through heaps of articles, solicit advice from peers, and flip through magazine pages in search of the perfect getaway, I envisioned a tool that could simplify this complex process, transforming the daunting task of planning into an exciting and seamless journey.
With this inspiration, my UX project took shape, aiming to create an intuitive, user-friendly app that personalizes the travel planning experience. By harnessing advanced technology, user-centered design principles, and a deep understanding of the traveler's narrative, we set out to craft an application that not only alleviates the stress of decision-making but also enriches the journey from conception to destination. This app would not just be a utility but a trusted companion, guiding users through the labyrinth of travel planning with ease and joy, making the journey to their next adventure as thrilling as the destination itself.
how might we
streamline the travel destination selection process to elevate the overall experience for travelers by minimizing stress and optimizing for personal preferences and constraints?
the final
solution
search engine
The search function now boasts its dedicated page, enhancing its capabilities significantly. Alongside the familiar search bar, users will discover categories brimming with deals tailored for unique occasions. This design not only simplifies the search process but also makes it more instinctive and user-friendly, guiding you effortlessly to the perfect offers.
xplore
Xplore unveils an interactive board filled with animated previews of stunning locations from around the globe, aimed at sparking inspiration for your next trip. This feature allows for seamless vertical and horizontal scrolling, inviting users to dive into a world of endless possibilities and discover the perfect adventure waiting for them.
xbot
A standout feature of Xplore is the ability to search by image. If you have a photo of an unknown destination you're curious about, Xbot is here to assist. Simply upload the picture, and Xbot will swiftly identify the location for you, bridging the gap between wonder and knowledge.
flight search
Xplore introduces a streamlined and adaptable flight search feature, enabling you to discover flight tickets with just a few taps. This intuitive tool simplifies the process, making your journey from search to takeoff effortlessly quick and easy.
the process
To strategically steer my project through crucial phases, I embraced the design thinking process. This approach, grounded in best practices, guided me in crafting a comprehensive plan, ensuring I navigated each project stage with purpose and precision.
empathize
problem discovery
Initiating this project, I explored whether fellow travel enthusiasts face similar challenges in trip planning. To deeply understand user needs and motivations, I embarked on secondary research, focusing on:
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Online databases, articles, and expert publications.
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The travel industry's statistics for 2018-19, in anticipation of a return to 'normal travel.'
This approach unveiled crucial insights:
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The travel industry's notable lack of personalization.
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A high abandonment rate during the booking process.
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The time-consuming nature of research and booking.
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Trust as a pivotal factor in user decisions.
Analyzing these insights from both business and user perspectives, I identified clear opportunities for enhancement, leading to the formulation of a problem space statement.
Booking abandonment rates on travel websites stand at a significant 78.3%, outpacing other industries, primarily due to the extensive research and price comparison efforts required by users.
78.3%
81% of travelers express dissatisfaction with inadequate personalization, emphasizing the importance of brands offering more tailored experiences.
81%
On average, travelers invest 10 to 30 hours in research to plan and book their trips, highlighting the considerable effort required to ensure a satisfying journey.
10-30h
85% of consumers lose trust in travel and hospitality brands when faced with unexpected fees.
85%
problem
space
statement
Travel planning and booking, burdened by a lack of personalization and the need to consider factors such as price and duration, creates a time-consuming, overwhelming experience for both travelers and service providers.
user interviews
For the primary research phase, I engaged in conducting user interviews to deepen my data pool. The purpose behind these interviews was twofold: firstly, to delve into the specific hurdles travelers encounter during the planning and organizational stages of their journeys; and secondly, to extract meaningful insights that could inform the development of solutions tailored to ease these challenges.
This approach allowed for a more nuanced understanding of user needs, directly informing the design process with firsthand accounts of the traveler's experience.
lack of personalization
Most interviewees reported difficulties in navigating through a multitude of deals and offers online to find the one that aligns with their preferences. While some find the research phase stimulating, there's a consensus that more personalized content could markedly lessen their effort and enhance the overall experience.
absence of trust
A significant disconnect exists between travel service providers and their users. Many participants indicated a preference for trusting reviews over official descriptions when selecting a travel destination.
diverse information sources
Multiple participants expressed stress and overwhelm from toggling between countless information sources to conduct thorough research and analyze all factors in search of the optimal travel experience.
decision-making challenges
Travelers experience difficulty in decision-making due to the need to compare multiple deals and consider factors such as safety, budget, climate, entertainment availability, trip occasion, duration, and reviews.
define
Hey, I'm Julia
user persona
Upon analyzing the interview outcomes, I advanced to the subsequent phase, adhering to Human-Centered Design principles. This led to the development of a user persona and experience map, serving as a concrete reference to inform my design choices across the project's lifecycle.
“I want to spend less time planning and more time experiencing.”
design question
How might we streamline the travel destination selection process to elevate the overall experience for travelers by minimizing stress and optimizing for personal preferences and constraints?
After crafting the user persona and experience map, I gained a comprehensive insight into their needs, challenges, and opportunities for innovation. It became evident that decision-making posed a significant hurdle due to the necessity for confidence in their choices, influenced by research, constraints, and available options.
This understanding enabled me to articulate the central design question.
competitor analysis
Prior to the Ideation phase, I conducted a thorough analysis of current competitors and their offerings. Despite the abundance of travel apps available, a common shortfall was their lack of substantial personalization. Other notable drawbacks included aggressive promotion of Premium plans, poor UX/UI complicating app navigation, and outdated information. Identifying these gaps presented a unique opportunity for Xplore to distinguish itself in the market by addressing these deficiencies.
ideate
finding solution
Reflecting on potential solutions to ease the frustrations and challenges highlighted earlier, I turned to examining apps I personally enjoy, seeking insights into their appeal. The common thread among favorites like Instagram, Netflix, and Spotify was their exceptional personalization—each platform tailors content to match user interests and preferences, embodying the essence of User-Centered Design.
This realization positioned personalization at the forefront of my project's development strategy. To effectively implement this, further research into personalization techniques and methodologies became imperative, aiming to understand how to best adapt these principles to enhance the user experience in my project.
The concept of leveraging AI technologies immediately surfaced as a promising solution. In various sectors, AI's capability to customize products and services to meet the unique demands of each user has become increasingly prevalent. The core rationale for integrating AI into Xplore was to enable the platform to meticulously analyze user preferences, interests, and behaviors.
This strategic incorporation aims to deliver a cohesive and personalized user experience across the entire customer journey, maintaining traveler satisfaction and ensuring Xplore's competitive advantage.
71% of marketers recognize the potential of AI in enhancing personalization efforts.
71%
In 2019, the supply chain management industry experienced the largest cost reduction, at 44%, due to the adoption of AI technology.
44%
Sabre's data reveals that 83% of customers anticipate receiving relevant information and product recommendations aligned with their personal preferences.
83%
user stories
Progressing, I compiled 30 user stories to detail how each would translate into functional features delivering value to the end-user. These stories were organized into 5 epics, prioritized by relevance, with "Choosing a travel destination" identified as the central epic.
sketches
Once I had all the essential preparation done, I started turning my findings into actual sketches.
prototype
digital wireframe conversion
After completing paper sketches, I moved to digital wireframes to assess the screen layout's visual appeal and functionality.
onboarding design
Implemented onboarding screens with a detailed questionnaire to capture crucial information, facilitating a personalized user experience.
main user flow identification
Travelers experience difficulty in decision-making due to the need to compare multiple deals and consider factors such as safety, budget, climate, entertainment availability, trip occasion, duration, and reviews.
frst-round testing results
Achieved valuable feedback from the initial testing, leading to significant usability improvements.
Overall, responses were positive, with all 10 participants navigating the tasks effortlessly.
questionnaire length concerns
Most interviewees reported difficulties in navigating through a multitude of deals and offers online to find the one that aligns with their preferences. While some find the research phase stimulating, there's a consensus that more personalized content could markedly lessen their effort and enhance the overall experience.
clarity of design elements
Feedback indicated that some design elements were confusing or unclear, highlighting the need for simplification and enhancement of design intelligibility.
second-round testing results
During the second round of testing, a Mid-fidelity prototype was evaluated by a group of 5 participants. All found the app easy to navigate and praised its user-friendly layout. Despite this positive feedback, concerns about the questionnaire's length persisted, prompting a focused effort to address and resolve this issue.
new functionality
During prototype exploration, a tester suggested incorporating a travel inspiration feature. This idea evolved into a working prototype named Xplore—an interactive board showcasing animated previews of stunning and intriguing global destinations.
Designed to inspire users for their next journey, Xplore allows for both vertical and horizontal scrolling, making it an engaging tool for discovering travel inspiration.
iterate
usability testing and improvements
Though the project had technically reached completion, I was driven to elevate it further. This ambition led me to undertake additional usability testing, through which I implemented a series of significant changes and restructured the app according to the insights gathered from tester feedback, thereby enhancing its overall user experience.
extended functionality
Added new features such as filtering, sorting, notifications, an AI-powered bot, and expanded search categories, enhancing the app's functionality.
refreshed UI
Simplified the color palette, eliminated unnecessary elements, and improved design consistency for better usability.
improved navigation
Made structural changes to simplify and intuit the app's navigation.
rebuilt onboarding
Overhauled the entire onboarding process with updated text and a new approach to personalization, making profile setup optional to allow users to familiarize themselves with the app before customizing their experience
wrap-up
insights gained
This project illuminated a fundamental truth: the journey towards product excellence is ongoing, and perfection remains an aspirational goal rather than a definitive endpoint. Through rigorous user testing, we've identified critical user interactions—highlighting areas of both satisfaction and frustration. This process underscored the importance of an iterative design approach, where feedback serves as the cornerstone for continuous improvement.
A significant revelation was the detrimental impact of designer ego on the creative process. Constructive criticism, far from being a setback, is a catalyst for innovation, pushing the boundaries of what we perceive as our best work. It compels us to rethink, reimagine, and refine our designs beyond self-imposed limitations.
The ultimate objective in design is to enhance the user experience, simplifying and enriching user interaction with the product. This goal demands an unwavering dedication to empathy and a user-first mindset throughout every phase of product development.
Moving forward, the commitment to evolving the product remains paramount. The focus will be on implementing advanced features and functionalities, driven by an in-depth understanding of user needs and industry trends. This approach not only ensures the product's continuous improvement but also its alignment with evolving user expectations and technological advancements. The journey ahead is one of exploration, learning, and relentless pursuit of excellence, with the user experience at its core.
the problem
Travelers overwhelmed by the vast array of information and personal considerations in planning trips need a streamlined, engaging solution that simplifies decision-making and transforms the process into an enjoyable experience.
