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A case study of how we designed in-house our first mobile app for flight and ferry tickets. The user experience through a mobile device. Travel industry and UX challenges. The role of stakeholders. UX methodologies and their evolution. The importance of monitoring and tracking. A systemic, result-driven approach that reinforced the importance of UX thinking.
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UX thinking Designing our new iOS app
UX/UI Manager
I am Alicia Konstantourou
Let’s meet
30 currency
19 languages
Travelplanet24
36 countries
Travelplanet24 team
170 3 1 N
Travelplanet24
UX team
UX Lead Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content
UX team
We are hiring!
UX Lead Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content
Case Study
During the past months, we were busy designing
our 1st app for iOS.
Intro
- High price-sensitivity of customers
- No loyalty
- Technology intense; need for innovation
- Too much content
- Similar brand colors
Travel industry
Our mobile phone is the first thing we lay hands on when waking up in the morning and the last thing we check before going to sleep.
Mobile
Stages of Travel
Dreaming
Booking
Experiencing
Sharing
Planning
It’s all about that specific moment, when the decision-making is taking place.
Zero Moment of Truth (ZMOT)
Project’s Lifecycle
- Brief - Research - Analysis - Define - Plan - Design - Development
Brief - Trigger - Objective - Target Audience
Research & Analysis
- Trends - Emerging technology - iOS 7 design guidelines - Ergonomy - Ethnography/Context - Data mining - Competitors Analysis - User Testing - Focus Groups - User Flows - Personas
Research & Analysis / Trends
Location-based services
Research & Analysis / iOS 7
Research & Analysis / Travelers
Last-minute travelers
Research & Analysis / Personas
- Business
- Leisure
- Last-minute travelers
- Hard users
Research & Analysis / User Flows
Flight booking process
Research & Analysis / Data mining
Mobile site: user behavior
Research & Analysis / Survey
Travel Apps
Research & Analysis / Competitors Analysis
Research & Analysis / Ergonomy
- Finger move - Finger tip - Holding position - Posture
Research & Analysis / User testing
- In-house testing - Competitors apps - Participants found - Tech gear - Different scenarios
… but we didn’t proceed.
Research & Analysis / Focus group
We facilitated it in-house. - Mobile use (context) - Stages of Travel & mobile - Flight booking process
Define & Plan
Define
Content first
User centered design
Simple, easy and quick
Intuitive
Adaptable
Seamless booking experience
Design & Development
- Sketches - Wireframes - Mockups - War Rooms - Pre-launch testing
Wireframes
Mockups
Mockups
- Splash screen - Home - Right-side menu - Walk-through Flights -Search Mask Airport search Left-side menu - Results
Sorting Filters
- Details
Flight Search
Flight Results
Flights Details
War Rooms
Icons
Passenger icons
Font
Pre-launch user testing
Pre-launch user testing
- In-house - Family & friends - Mobile Conference
Launch :: Flights
Walkthrough
Adaptable design
iPhone 4 iPhone 5
Travelplanet24 app UX/UI approved
Retrospective
- Goal achieved - Launch: On time - UX/UI acceptance
- Unclear design direction - No design specs - Time-consuming review - Numerous mockups
- Design specs - Content first - IA analysis - Design direction - Data-driven design
Worked well Could improve Commitments
Retrospective
Launch :: Ferries
What’s next?
What’s next
Innovation & UX orientation should be in your company’s culture!
- Data-driven decisions - User testing - User monitoring - Personalization - Design specifications
Final remarks
Designers’ Karma
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