Redesigning the User Experience

Jenil Malavia

Masters in Communication Design

DA-IICT

Who is your user ? What purpose I’m trying to solve ? Why will people use our product ?

To impart pleasurable user experience

The power of social media

Two important aspects while designing

Impart value for money through

Travel deals that we offer

The Indian Travelers

When you design in the Indian Context

you need to understand the mindset of

the people.

With the slew of technologies things have

changed, the impact of social media has

transformed the way people think.

The basic tendency of the Indian users

is that they are used to bargain for

most of the things they buy.

Set things right

User is here to look for travel prices/deals across

providers

User is looking for Accommodation long with his

Travel

1

2

Online travel sales Compound Annual Growth Rate (CAGR) in

selected countries, 2011-2016:

India: 30.6%

South Korea: 19.8%

Brazil: 18.2%

China: 14.1%

Russia: 9.8%

Australia: 7.4%

US: 7.2%

Behavioral patterns of Users

Indians are the least brand conscious with only 14 per cent Indians preferring brand name

while price, location and service top their preference list.

Price is the key decision making factor for Indians booking a hotel in India (49 per cent) or

overseas (60 per cent) while amenities are the least important factor when booking a

hotel.

Indians prefer hotel location (49 per cent) over customer service (44 per cent) when

booking an overseas hotel while service (49 per cent) triumphs over location (46 per cent)

when booking in India.

Indians favour three and four star hotels over luxury properties both in terms of preference

and for actual booking in India and overseas. More Indians prefer a luxury property when

booking overseas than in India, the survey said. Home-stays too continue to excite the

Indian traveller with more Indians (26 per cent) preferring home-stays to service

apartments (18 per cent).

Mind map of a Travel Experience

What concerns users to impart good UX

Design Usability

Information Depth

Website Load Time

Service & Support

Content Timeliness

Information Users Care about when they travel

Mode of Transport

Flight, Railways, Buses, Taxi

Travel Fare, Timing, Journey Duration

Cab, Auto to Reach the Destination place

The Stay at the Destination

Place, Price, Facilities

Persona’s

Professionals

Age group : 25 to 50

They are technologically smart

and excess of internet users.

They wish to pan their travel

Students

Age group : 12 to 30

The most smartest lot of

people. They check everything

before they fly for a holiday

Family man

Age group : 30 & above

Trips along with friends and family.

Business purposes as well.

Yatra.com

Unorganized & lack of Structured Information on the Landing Page

Ambiguous Information

Unnecessary tabs

for domestic &

international flights

& travel.

Instead should be

made simple

through use of

buttons

Improper

positioning of Air

Fare Calendar

There’s a need to organize the header tab that gives users access to key functions of the web portal.

Excess of promotions when the user is on the web adds to the frustration. People are smart enough

to understand their policies they tend to check rates on other sites as well. What needs to be done

is show users if you are really providing deals that other competitors aren't.

User Scenarios

Professional / Businessman

Family / Couples / Friends

Kids / Students / Young

Work / Offices

Holiday / Resorts

Social / Home

Existing players in the market

Indian Market

Make my trip

Cleartrip

Tripadvisor

International Market

Expedia

Booking.com

Kayak

Orbitz

What the Competitors are Good at

Cleartrip has a very simple yet elegant and user friendly information design. The strength of the design

lies in the ability to replicate the UI even for the mobile interfaces preserving the oneness of the

product through the UI.

Makemytrip covers mostly all the aspects when it comes to information of user interest for travelling

purpose. The advertisements and promotions are done but not in a desperate manner yatra.com does.

Waytogo conceptualized by Cleartrip redefining new ways to travel through availability of information.

The website loading time plays important role and through personal experiences many of them were

slower in displaying the results.

Kayak gives comparison in term's of prices with their competitors in their search results. The information

in a way adds value to the user.

Expedia has a good information design

Insights

Money is a crucial factor when it comes to deciding travel

Seeking information for comparison

Fare across airlines & time of flights to suit their purpose

Users are smart they check prices everywhere( include airline providers) before paying.

Combined information & deals

Flights & Hotels turn out to be easier on their pockets

Users prefer to book tickets, hotels, cab all from one provider.

Packages

Information Categories

Transport

Flights

- Domestic

- International

Rail

Buses

Hotels

- Domestic

- International

Business

Family

Resorts

Heritage

Boutique

Packages

Weekend

getaways

Official trips

Vacations

Landing Page

Hotels Screen

Hotels Search Screen

The idea was to make the landing page simple and task specific; rather than

advertisements and promotions taking over the basic functionality of the portal.

When the user comes to the hotels page:

1. He knows where to go

2. He is looking for Options ( existing page could be enhanced)

The user has the ability to decide the hotel of his will through looking at all things of his

interest. However considering the mindset of people to compare and the activeness of

social media the page has been designed

How are we different ?

What we design today will be

imitated by our competitors very

soon so we need to keep evolving

at the same pace.

What lies important is to provide

Value to Our Users

Thank you