Trip Planning Made Easy

Traveloka is an Indonesian unicorn company that provides online airline ticketing and hotel booking services, and it presently has a strong presence in Southeast Asia and Australia.

For this design sprint, my teammate and I decided to add another product to one of the earliest unicorn in our home country. We chose Traveloka because we enjoy using the app and we believe that Traveloka could be improved.

Our team consists of only two people and we divide our work equally including researcher, designer and prototyper. We divided our work flow from start to finish and divided our process into 4 phases in a span of a month:

• Research (5 days): Company background, competitor analysis and current problems
• Design (10 days): User flow, wireframing and UI design
• Prototype (5 days): Creating interactive prototype based on UI design
• User testing (3 days): Asking respondents similar to our target market to ask for feedback

Research

In this project, we took a goal-directed design approach that proved to be quite effective in our design efforts. We found qualitative research methods to be the most useful, consisting of a kickoff meeting, literature review, competitive analysis, and most important our persona hypothesis construction. We started out by asking ourselves some initial key questions.

"What is the product and who is it for?"

"What are the problems current users are facing when using the app?"

"What areas can Traveloka improve on?"

"What do our primary users need most?"

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About Traveloka

Founded in 2012 by technology practitioners who were ex-Silicon Valley engineers who returned to Indonesia. Currently Indonesia's largest, and Southeast Asia's most popular online travel agency.

Now worth around USD 3 Billion with 40 million monthly active users, 150 airlines partners, 200,000 international and domestic flight routes. 800,000 hotels, villas, and guesthouse in 100 countries.

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Traveloka's Competitors

Based on our research, we created a thorough competitor analysis for Traveloka.

Traveloka's Target Market

We defined Traveloka's current market along their backgrounds and habits:

• 18-45 years old
• Male/Female
• Middle Class Demographics ($15,000-$28,000)
• Living in suburban and urban areas
• New and existing customers
• Like to travel with partners or in groups
• Their getaway is to go places with friends and relatives

Based on the traits above, we created two user personas.

Our Solution

After careful consideration and lots of brainstorming together, we concluded some features that we would like to add to Traveloka:

• Personalized recommendation in Landing Page
• Travel Plan Feature
• Share to Direct Message/Inbox‍
  

Design

User Flow

We constructed a user flow of what a basic start to finish journey looks. This helps us in understanding ways users can interact with the product, as well as allowing us to see navigation through user goals. We have added some features including groups and channels.

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Sketch

We started off our design process with sketching. Through this stage, we know better what our app would look like based on the user flow.

Inspirations

We also added some interface inspirations from existing products who are offering similar to what we proposed.

Wireframe

We turned our sketches into low fidelity wireframes. We reviewed what was necessary and what areas needed improvement. We poured a lot of our time into this step to make sure we had the finishing touches on the underlying UX before moving onto the visuals.

Final Design

Personalized Recommendation

We added personalized recommendation on the landing page so users can easily explore places from one area.

Inbox

Planning a trip could be a burden for some so we have added an inbox feature so that user don't have to change app when they are planning with others.

Travel Plan

We have added a new product where users could add their collaborators and edit their trip together by date.

User Testing & Takeaways

Feedback Based On User Testing

1. 88.9% of respondents think that multi-user editing travel plan is useful
2. 77.8% of respondents the new feature scored 4/5
3. 87% of respondents feel that the inbox feature is helpful

Takeaways

An interesting part about UI/UX is the chance to learn so much about an industry in a short period of time. I guess that with a lot more research before diving in into designing is a key to success.

Since we are also designing for users, it's important we take user feedbacks and listen to every opinion. Because even a sentence from one person could help the majority of all of our users.