Overview
30%+
69%
85%
Browse
View
Communicate
I first sent out user survey to 100+ users to validate initial assumption and secondary research insights, and then conducted user interview with 5 travelers who plan to travel within 6 months to understand their core needs.
User survey
83.3%
45%
75%
User interview
"I always have to jump back and forth among multiple apps to find services."
"Sometimes, I don’t even know what I’m paying for until the last second."
"I need a fast, easy way to book services in just a few clicks."
Insights
Travelers want diverse service, including translation, photography, airport pickup, and local guide
Travelers want to have transparent information about service and pricing to help them effectively find services that match their needs
Travelers are seeking a simple and streamlined experience to reduce the efforts they need to spend on finding services.
In this process, I identified more detailed painpoints according the journey.
Breaking down the problem:
Breaking down the problem:
Considering our project timeline and technical capabilities, we decide to include the following features to help user effectively find and book travel services.
Service list + provider details
Chat
Service booking + management
Liked service provider
I conducted usability testing with 5 users to understand if the current design align with their expectation. In this process I identified 3 main area of improvement.
Enhance flexibility
Users mentioned that selecting service upfront limit flexibility for them to browse diverse services
Users mentioned that chatting before booking a service is time-consuming, where they might forget to follow up if the booking cannot be done effecitvely.
Users mentioned that they want to have more detailed understanding about service providers' reliability.
To enhance flexibility, I decide to change selecting service upfront to a filter, allowing users to have a more effecitve way browse different services.
To further simplify the booking process, I decide to let user first confirm booking with the option to send message with the booking request.
Add more service provider statistics
To help user gather information and make informed decisions, I add statistics to provide more insights.
Provide comprehensive service selection and filter to help user streamline the travel service searching and booking process.
Detailed service provider statistics and information to help travelers find services that match their needs.
Provide chat functionality to help travelers have smooth communication before service started
Balancing Innovation with Practicality
While there are countless innovative ideas in the travel space, this project taught me the value of balancing those with practicality. Users appreciate solutions that simplify their lives. By addressing their fundamental needs, we can deliver products that not only meet but exceed their expectations through a seamless, user-friendly experience.