ui ux design for B2C
travelur app
problem statement
User engagement and user retention are the key to any products’ success. TravelUR us an intelligent travel platform helping travellers find, travel & love new places.
But, there was very low engagement & retention on the app and the users they had acquired through promotions just created an account and went away. Churn was too high. The engagement was low. That is where we stepped in.
the solution
- To niche down on an initial user base
- To understand the users expectations from a social travel app
- To merge business goals with customer needs
- To design a delightful, usable and goal-oriented experience for the app’s users
“We were thrilled by XDesignWork’s process and the passion for what customer wants in UX/UI space. The finished product looks really great and we were really happy with their output. Their ability to quickly conduct in-depth user research and coming up with different mock flows was commendable. The visual design is excellent including iconography, typography, etc. They’re experts at what they do. I would love to reengage them any day”
Co-Founder, TravelUR
OUR PROCESS
App Usage Analysis
Competition Analysis
Customer Surveys
Customer Interviews – Phone & In-Person
User Empathy Maps
User Stories
User Journey Maps
Wireframes
Low-Fi Designs
Hi-Fi Designs
UX Measurement
Creative Process
competition analysis
It is a living document that updates as the market changes to include new competitors.
To start with, we chose 8 of TravelUR’s direct competitors and compared them on 20 number of metrics.
Once we identified and analyzed the competition, and understand our competitive position, we were ready to do the following:
- Identify and discuss key areas of competitive advantage and disadvantage.
- Summarize the major problems and opportunities facing the firm which may require action. Issues that should be considered include types of market penetration, distribution coverage, product line needs, price revisions and/or cost reductions.
- Integrate our analysis of the competition with a demographic analysis of our market to develop and implement a marketing strategy that will strengthen TravelUR’s market position
user research
For TravelUR, we ran a set of 2 surveys, one for each persona.
The surveys have a mix of open-ended and closed questions. In closed questions, respondents have a fixed number of possible responses to choose from. For example yes/no, multiple-choice, checkboxes, or Likert scale questions. In open questions, they can respond however they want, such as essays or short answers.
The survey continued for a period of a week and we used paid social media targeting to make sure they were seen by the right audience.
To ensure higher completion rates, we used the FUnnel approach while designing the questionnaire. the funnel is where you ask basic, general questions at the beginning, more complex questions in the middle, and then return to general questions at the end.
We collected over 2500 survey responses in total. The results showed some interesting facts and gave way for new product features.
user personas
Why Personas?
Personas can help the group develop the most useful functions instead of designing functions that will never be used and avoid the usual situation that developers misunderstand what users want because there is a difference between what they say and do.
Interviews rely on the user giving opinions, recalling events, and discussing them.
With TravelUR, we conducted a series of 25 telephonic and inperson interviews to uncover user behaviour and thought patterns when it comes to travel and usages of travelapps.
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user
Interviews
user stories
We outlined a set of 60+ user stories, big and small that the app could start with.
We outlined a set of 60+ user stories, big and small that the app could start with.
wireframes & low-fi designs
Roughly, TravelUR consisted of about XXXX screens with XXXX interlinked connections.
Once the stakeholders were happy with the app’s structure, layout & flow, it was time to give the app a voice & style.
Moodboards and Low-fi designs are used to showcase 3 to 5 different styles of the same screen using different colors, fonts & patterns.
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interaction design
measuring ux
Giving sufficient incentives, we recruited about 10 users to perform a usability test of the app (which is still in the design phase). The advantage of testing a product before we even write a line of code is many fold.
First, it takes quicker to resolve any usability issues and test new features. Second, there is no waste of time & resources from the businesses end for any changes made.
We prepared a series of 10 main actions that the user needs to perform in the app and had the users play around with a fully functioning prototype of the app.
As moderators, our team’s purpose was to present the user with each task and then shut up and observe. We measured the ability of the user to perform the task, the time taken to perform a task and the level of satisfaction the user has when dealing with each task.
As everything measured, we tracked each of the metrics and if the cumulative number of any task was below 60%, there was something in there that had to be changed.
The project came to a close with a design that was easy, intuitive & efficient at best and a happy client.
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Sunil Konduru – Co-Founder, TravelUR