WELCOME YOU!
I am Laura, a harmonious mix of art, Human-centered design and a strong problem-solving inclination...
And I am a UX designer and Researcher
Case study
Designing a product for on-the-go travellers
Prototype | UX Research | UX Design | UI Design
The concept
Introducing a new product tailored for frequent travellers seeking swift, adaptable, and hassle-free solutions while on the move.
With a primary focus on efficiency and convenience, we aim to provide features that streamline tasks, minimize inconvenience, and bolster mobility by offering rapid access to essential information and resources.
The process
Research
Analysis
Design
The plot twist
Prototype
Validate
The research
Competitive benchmarking|Online survey|Interviews + Usability tests
I focused my research on 5 key aspects:
How similar companies are trying to solve the problem? What are the best practices and where do these companies fall short?
What are users' most common practices while navigating an online booking app?
What are users' main goals while using these apps?
How do users perceive a particular app's value compared to its competitors?
What are the most common challenges users face during the entire booking process?
The analysis| key findings
Affinity diagram | Customer journey map
To clearly define and articulate the problem, providing a framework that would be invaluable later in the design phase, I conducted an affinity diagram. Later on, the customer journey map. helped to visualize the users' experience from start to finish, and identifying key moments that significantly impact the users' feelings and actions, and clarifying the narrative for targeted improvements in the design phase
key findings
All users heavily rely on filters to narrow their search and use their time efficiently. The lack of relevant filters, or the difficult access to them, generates a high level of frustration among users.
During the usability test, all users read aloud at least two reviews. Subsequently, two users mentioned they would always check reviews on external platforms.
Immediately after inputting the location, all users opened the map to identify the exact location of available properties, ignoring the list view.
The online survey revealed that 53% of participants would book an accommodation based on price, 29,4% on reviews and 17,6% location.
[the user could not filter the search as she needed]
App A | User 3 | search | hotels' list. 14'24"
"To be honest, I want to go to a different app"
"I appreciate the fact that i could actually see TripAdvisor reviews right away in the app. Saves some time"
[the user recalls the experience on the summary]
App B | User 1 |. 45'15"
[the user struggles to find accommodation near P.O.I]
App B | User 1 | search | hotels' map. 12'15"
"The map doesn't have city labels, I cannot judge what is what"
Design + plot twist
Flow diagram [mobile app]|Interaction design
After several iterations during the early stages of the design phase, it became clear that there was the possibility of creating a new set of design goals targeting a specific traveller segment, without excluding the audience targeted by all the competitors. This was my plot twist.
The final design goals included:
Emphasising features that would save time, reduce hassle, and enhance user mobility with quick access to information and resources.
Decluttering the home screen as much as possible, displaying features only when needed.
Incorporating strong navigational signposting throughout the design to reduce friction and enhance the user experience.
Adding and prioritizing last-minute prices on accommodations for registered users.
Interactive Prototype
Flow diagram [mobile app]|Interaction design
Finally, I created an interactive prototype on Figma to showcase start the validation process.
Validation
"I love the image carousel and and way the hotel cards on the map slide out."
"One thing which would be nice to see is an interactive date picker"
"I have the option to sign up throughout the navigation, but it's not invasive"
"size of the prices on the rooms. As it is, it looks very small "