"away" travel app
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My role: UX Researcher
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Time Frame: 3 weeks
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Tools: Google Survey, Adobe XD, Adobe Creative Suite, Google Slides
01
Research objective &
project overview
MOBILE PROTOTYPE (User Research only)
I have conducted a case study on a modern mobile application that assists in helping people plan their next travel experience with a family focus.
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Objective
The goal is to obtain adequate data to produce a better user experience in travel applications.
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MY ROLE & RESPONSIBILITIES
I have crafted a user research plan, writing an interview script, and conducting user interviews. Synthesizing research into an affinity diagram, creating an empathy map for potential app users, and developing a user persona from an empathy map and affinity diagram data. ​
TOOLS
Adobe XD, Google Forms, Invision, Figma
02
User research &
Empathize
Proto Persona
Name: Amy B.
Age: 37
Portland, Oregon
Manager
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User Pain Points
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Frustrated if she has to wait on anything too long.
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Technology that is too difficult to understand.
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Dislikes when people don't believe in climate change.
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Does not like when things are messy and unorganized.
Behavioral Demographics
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College graduate
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Mid to bigger family
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Manages a Whole Foods
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Uses only Apple products
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User Needs and Goals
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Needs her resources to be personalized.
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Goal to travel the world.
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Goal to travel at least twice a year.
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Appreciates good food.
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Needs technology to be simple and easy to use.
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Organization is a necessity.
Interview plan- trends- transcripts
I conducted five person-to-person user interviews average travel one time per year and ages ranging from 30-65 years old. The goal of questioning was to distinguish the thought process and steps when people begin to plan for family travel. I discovered the planning process, resources typically used, challenges, and positives when traveling with family.
" We travel as a family to share experiences and create memories."
-Michelle
" Budget allows us to do more or do less during our family vacation"
-Brad
" The biggest positive about family travel is the memories we create during trips."
-Sarah
Interview Data
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Among the users interviewed person-to-person, all had the same positive message in underlining reasoning for traveling with family.
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Most users use Google Maps in planning to travel at the destination because of convenience, reviews, and website access.
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Most users appreciate bundle deals for conveniences and the priority of keeping family together in lodging.
affinity Diagram
Tools
Priority/Activities
Pain Points
Goals/Positives
Frequency
*Click to magnify image.
Empathy Map
Say
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“We travel as a family to share experiences and create memories”
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“Budget allows us to do more or do less during our family vacation.”
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“The biggest positive about family travel is the memories we create during trips.”
does
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Travel at least once a year.
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Like conveniences when choosing amenity details.
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Budget when traveling.
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Does consider location and amenities in proximity.
pain
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Challenged with pleasing the whole family.
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Finds some products not convenient for multiple people.
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Attention span of small children while traveling.
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Lodging space for the whole family.
Think
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Is everyone in our family accommodated?
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Anxiety of airport and travel precision.
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Overwhelmed with planning for the whole family.
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Is this destination close to amenities for the family?
Feel
Feel
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We save money on bundles when booking.
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Looks forward to creating memories with family during travel.
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Budget is the biggest priority.
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Anxiety with organizing and planning trips for the whole family.
gain
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Memories shared with the family.
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Main point of traveling with a family is the shared experiences.
03
Define
user insight
A mother with a large family needs to plan a trip that will accommodate her whole family's needs. Because of the lack of knowledge available, it is challenging to plan a family vacation that will address every family member's wants and requirements on the trip.
Problem Statement
We have observed that planning tools do not give families enough range in accommodations and communication. As a result, not all family members needs and wants are met during a family trip. How might we help a family communicate and plan for a vacation that improves their individual aspirations for a trip?
Ideation
What if...
I Like...
I wish...
*Click to magnify image.
User scenario
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After research and interview testing, Mrs. Valeria became our User Persona and "Away" became the app name of choice.
Valeria, 42
Accountant
Pearland, TX
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Interest include traveling, food, and family time.
Valeria is traveling to Florida with her family and wants to avoid pains of missing.a members goal in the planning process. Valeria uses the Away travel app to help communicate with families needs and to search for family friendly amenities for their vacation. She discovers local activities she can easily plan that fits their traveling objectives.
Valeria is traveling to Florida with her family and wants to avoid pains of missing.a members goal in the planning process. Valeria uses the Away travel app to help communicate with families needs and to search for family friendly amenities for their vacation. She discovers local activities she can easily plan that fits their traveling objectives.
User Persona
User scenario
Wants to find the most convent way to plan a family trip that allows her family members goals to be met.
Goals
Phase 4
Bon Voyage!
Wants to plan a travel trip that is easy to arrange for her families needs.
Does not want a family member to feel unheard or left out.
Valeria sits down to plan a family vacation.
The Away app shows her an organized way to tailor activities for all family members.
Valeria is able to communicate with her whole family to plan a perfect trip.
Risks | Emotions
Phase 1
Phase 2
Phase 3
Story board
Valeria tries to plan a family vacation herself and then realizes she needs her families involvement.
1. Valeria wants to plan a family trip to Florida
Valeria calls her family into the living room to tell them about the away app that will allow her them to collaborate and help share goals within the trip.
2. Valeria involves her family
Valeria and her family discover the profile and quiz for each member that helps them personalize their trip objectives.
3. Away travel app shares features
Away travel app shares the quiz results for the most popular and least popular amenities and activities sought after by each family member.
4.Away results are in!
With the families input, Valeria is able to make custom plans to her families vacation.
5. Family input
With the Away app, Valeria and her family were able to easily plan their trip with everyone in mind.
6. Bon Voyage!
prototype & testing
04
User flow
*Click to magnify image.
wireframe
05
Conclusion
New Discoveries
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The biggest lesson about this project is understanding the user assists a great deal when developing an application. The initial idea that I had in mind developed into something greater once their voice was heard. My initial wireframe changed drastically once applied to the research. It is a lesson that supports the importance of UX process in itself.
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