ViatJar is a travel application which aims to help the people to find out more about a travelling destination and help plan the trip better.
Paper Prototype, Axure
Subject: Digital User Experience Design, National University of Singapore
Organization: National University of Singapore
Team Project: Group of 3, My Role: UX Researcher, UX Designer.
This problem statement was given to design a one stop solution for users to plan a free and easy trip online.
Competitor - 1 allows you to visit the local places of a city along with a guide. This makes the tourists bound to the places which the locals recommend them. The experience is taxing at a few places like Error handling, Cognitive load on the website, Cue of Steps for navigation.
Competitor - 2 had a clean site navigation and had good site content and provided users with good information. The content on the website was however not organized well enough for the users to find all the important trip related information. Single place and single day plan was provided but entire trip itinerary was missing.
What was done well: There was clarity of information presented in most of the competitor website. Most of the website had a consistent layout. Local agents help to visit the place was a good idea to help people know the place better.
What went wrong: There was issues in completing a transaction of booking tickets for a specific place. Provision to plan a free and easy tour was missing. Information about ways of commuting to the place was missing. A complete tour planner with agents along with free and easy planning was missing.
What could have been improved: Users can be provided with nearby attractions like restaurants and other local places as recommendation. A more customized tour planner needs to be incorporated based on the preference of the people. Users can be provided with better travelling experience by giving them the right information they need to visit a place. This can include reviews of past visitors or good time or season to visit the place.
First and foremost it was necessary to understand the users of the website to get to know about their views on using a similar application online. Hence,We started with user interviews to get to know about their experiences while planning a trip online.
We interviewed users from various demographics from ones who are frequent travelers to ones who travel occasionally. Users have specific parameters in mind before they plan a trip. They may have fixed duration but flexible budget or fixed budget but flexible tour duration. But most of them look for a free and easy tour planning so that they can travel at their convenience. We created an affinity Diagram based on the information and insights that we collected from the users.
Most People usually prefer a free and easy trip but they experience a lot of hassle in planning for it. They have to navigate from one website to another to look for reviews of the place, ratings or even popular food options near by.
They also want to know the possible options to commute to the place where they want to go. They have varied preferences which are very important to them like budget, type of place, climate, geography places to visit etc. Most of the users are looking for good budgeted free and easy tour along with a planned itinerary.
Key Feedback from usability testing of Paper Prototypes:
1. Users need to have swipe/ scroll options to see multiple images of all the tourist attraction they would like to explore.
2. Some of them were keen to explore the details of a tourist spot and therefore were happy to find most of the relevant information like nearby restaurants and cab/transport service options.
3. They suggested to have a start point from where they can plan their trip from the beginning.
4. The trip list functionality was useful to add the places to their itinerary. However it had the following suggestion: To have cost options for ways to commute to the place. Day wise planner to recommend them to plan their trip better.
The Final High Fidelity Prototype was made using Axure and Sketch
Users were able to browse and search to find the places of attraction which they would like to visit at a place. Some users look for places from the recommended list hence they don’t usually go through the normal process of entering the start and end date of the trip. This flow can be improved by prompting the users to enter the start and end date of their trip. Users were able to identify that they can add they preferred places to a trip list from where they can plan an itinerary.