Odyssey: Streamlining the Complexities of Travel Planning

ROLE

UX Researcher & Designer of MVP

TOOLS

Figma, Miro

TIMELINE

February 2024 - May 2024

TEAM

Natalia Jordan, Bingqing Zhang, Desmond Atikpui, Lisa Arisev

Problem Space

Our Human-Computer Interaction class provided our team a design challenge to

"Create a digital solution for a pressing user concern in the travel industry,"

pushing us to explore to reshape how travel platforms can better serve both travelers and local communities.

Methodology

Research

Secondary Research

Interviews

Individual Affinity Diagramming

Consolidated Affinity Diagramming

Journey Mapping

Persona Creation

Define

Crafting a Vision Statement

How Might We Strategy

Design

Feature Ideation

Paper Wireframing

Usability Testing

Digital Wireframing

MVP Generation

Evaluation

Mentor Check-Ins

Reflections

Secondary Research

67%

of travelers consider authenticity a key factor when selecting a destination.

A GetYourGuide survey revealed that although,

51%

prioritize authentic experiences,

45%

are concerned that what they encounter falls short of real local culture.

Primary Research

We conducted in-depth user interviews via video calls and in person, transcribing responses for detailed analysis. This qualitative data informed our POV analysis, helping us identify user needs, frustrations, and opportunities to guide design decisions.

INTERVIEWS

30-45

MINUTES PER INTERVIEW

Individual Interview Analysis and Affinity Mapping

We performed affinity diagramming by noting down key quotes, behavior, and language patterns from our individual interview transcripts that revealed deeper insights into user thoughts and experiences. I created sub-groups of these notes based on shared user desires and needs expressed in the interviews. These sub-groups were further clustered into broader, more holistic themes, helping to generate overarching insights that informed the next stages of problem-solving.

Individual Experience Mapping

We mapped the most insightful interview on an XY plane, with sentiment on the Y-axis and the travel timeline on the X-axis. Divided into stages - pre-planning, flights, hotels, transportation, and activities - we tracked emotions and behaviors with contextual notes, highlighting pain points and opportunities for improvement.

The low points of the overall journey were specifically, the pre-travel booking period and the activity planning section while at the destination. Our pool of users were planners and felt more certain and mentally comfortable when they planned in advance but found that process long and tedious.

Consolidated Affinity Diagramming & Journey Mapping

The team then collaborated to consolidate our individual affinity diagrams and user journey maps, integrating insights from all interviews. We combined our findings into complex groups and subgroups on an comprehensive diagram, highlighting common themes that we noticed. This process also led to a more detailed user journey map that accommodated everyone’s findings, providing a holistic view of the entire travel experience and uncovering deeper pain points and opportunities for improvement.

Persona Creation

Gary, a Type-A traveler prioritizes,

Personal Connection

Relies on unconventional platforms to find their travel information (hotel and itinerary recommendations) such as TikTok, Instagram, Personal Blogs, Local Insight rather than TripAdvisor or dedicated Travel Websites

Informational Transparency

Well-Intentioned Advice

In the world of social media, it seems like our person can sometimes can feel manipulated by AI content, paid User-Generated Content, and overwhelmed by brand marketing. We also noticed users online today, can "just tell" whether content is genuine or not.

Security

Bringing A Unique Experience Back Home to Share

Our persona loves “hidden gems” and exclusivity, i.e. finding a restaurant or location that no one else knows about and then sharing what they found in communal settings after the trip is complete.

Enjoys the Research Process rather than being given an Itinerary/ Finds Satisfaction in Personal Research

Define

Vision Statement

The tech product we create should,
1. Foster human interaction
2. Consolidate exclusive and valuable travel information from reliable sources
3. All information should come from well-intentioned individuals, online or directly from locals
4. All information must be supported by well-detailed, evidentiary resources and have a sense of familiarity

How Might We

This approach guided our brainstorming sessions, allowing the team to generate innovative ideas that addressed specific user needs and frustrations while remaining solution-oriented and user-focused.

Design

A Few Ideas to Start Off With

Users create 'BeReals' of vacation spots, pairing photos with locations for authentic travel inspiration and recommendations.

Users create 'BeReals' of vacation spots, pairing photos with locations for authentic travel inspiration and recommendations.

Users get access to user-generated content through an app from social networks and local companies to enhance cultural understanding, highlight local businesses and get trustworthy travel inspiration.

Users get access to user-generated content through an app from social networks and local companies to enhance cultural understanding, highlight local businesses and get trustworthy travel inspiration.

Users are immersed into a playful gamified AR environment using a wearable device to explore new locations and seek out exclusive spots to earn rewards.

Users are immersed into a playful gamified AR environment using a wearable device to explore new locations and seek out exclusive spots to earn rewards.

Intermediary, Iterative Processes

Evaluation Sessions: We held multiple sessions to vet ideas generated through the "How Might We" framework, ensuring only the most viable concepts were pursued. We narrowed down and refined our top three ideas using these evaluations. We incorporated a stronger emphasis on locally owned businesses and culturally significant locations, as users expressed a keen interest in supporting local communities and gaining a deeper understanding of the places they visit.

Evaluation Sessions: We held multiple sessions to vet ideas generated through the "How Might We" framework, ensuring only the most viable concepts were pursued. We narrowed down and refined our top three ideas using these evaluations. We incorporated a stronger emphasis on locally owned businesses and culturally significant locations, as users expressed a keen interest in supporting local communities and gaining a deeper understanding of the places they visit.

Idea Selection: We then chose the strongest idea based on feasibility, user relevance, feedback and other ranking factors.

Idea Selection: We then chose the strongest idea based on feasibility, user relevance, feedback and other ranking factors.

Storyboarding & Visualizing User Journeys: We created storyboards and detailed user journeys for each idea, then tested these with users to gather feedback on relatability and effectiveness.

Storyboarding & Visualizing User Journeys: We created storyboards and detailed user journeys for each idea, then tested these with users to gather feedback on relatability and effectiveness.

Paper Prototyping

To develop our travel app, we used paper prototyping to visualize and refine core features quickly. This process allowed us to gather early feedback on the ease of finding local recommendations, the authenticity of user-generated content, and the rewards system. Insights from testing informed improvements, ensuring the app met user needs effectively.

Wireframing to Low-Fidelity to Mid-Fidelity Designing

We began with wireframing to outline the app's core structure, focusing on navigation and key features like the search engine, social elements, and QR code system. Moving to low-fidelity designs, we added basic interactions to test the usability of features such as the thermal map and exclusivity ratings. This phase prioritized user flow without detailed visuals. Transitioning to high-fidelity designs, we refined the app’s visuals, incorporating branding and micro-interactions. This step brought the design to life, allowing for realistic user testing and ensuring that the final product was both aesthetically pleasing and aligned with user needs.

Solution

The Odyssey Mobile App

A comprehensive mobile application that is both a social networking platform & search engine that gives users access to authentic shopping/activity/dining locations in the country of their choice as well as incentivizes visiting more exclusive spots, with an emphasis on locally owned businesses, by generating a personal QR code with which they can earn points proportionate to the uniqueness of the location.

Verified User Content

Ensures credibility and authenticity through a certification system, AI Tracker, and Facial Recognition Technology, maintaining the genuine feel of user-generated advice.

Local Business Focus

Connects travelers with small businesses and culturally valuable spots, making local experiences the heart of the app through targeted research and development.

Hidden Gem Finder

Guides users to less mainstream destinations using a thermal map feature that highlights crowded spots and an exclusivity rating system.

Rewarding Unique Travel

Incentivizes users with discounts and points for visiting exclusive locations, boosting local business engagement while gamifying the travel experience.

Let's Connect.

Let's Connect.