Product:
ShareTrip Mobile Application
Timeline:
October 2018 - March 2019
My Role:
UX Research, UI/UX Design
Tools:
Miro, Adobe XD, Zeplin, Figma, Notion.
Platform:
iOS and Android.
Team Collaboration:
Product, Marketing, Sales, Customer Support, and Tech.
ShareTrip is the pioneer online travel aggregator (OTA) in Bangladesh. Initially, it was providing offline flights, hotels, and holiday package booking services.
Our challenge was to design Android and iOS mobile applications from scratch, ensuring functionality, simplicity, intuitiveness, easy-to-use, conversion-friendly, and frictionless booking experience.
The success rate was 76% in the booking experience.
55% of the users revisit.
Our online booking was increased by 25%.
UX Research: Process
I help the team to choose a mixed approach of Design Thinking and the Lean UX design process.
UX Research: Understand
So I started seeking answers to my questions, understanding the end goal from users and business perspectives.
What does the product do?
Who is the audience? Where they live, what they think, like & do? Where / When / How / Why /How often do they use it?
What are the business goals?
Do the business goals support the user goals?
UX Research: Understand: Findings
Out of which 48.5% were males, and 51.5% were females. They are mainly from 20-55 years of age. Collaboratively I worked with our product, engineering, marketing, sales, and customer support teams.
The insigths from the answers of those questions were interesting.
Do you think you would enjoy the experience of having a travel expert plan an entire trip for you? Why or why not?
Participant #5 | Age 32 | Male
Unlikely, I wouldn’t mind receiving a plan from an expert. I would appreciate time to explore more on my own.
Participant #5 | Age 25 | Female
No, we like the freedom of planning our own travels and don’t enjoy the constraints of a trip planned by someone else. It usually doesn’t allow any spontaneity during the trip.
Participant #9 | Age 45 | Male
Yes, because they would have a lot more experience than me. It would save me a lot of time.
UX Research: Empathize: Competitors Analysis
I explored their booking journey flow through platforms and visited Google Playstore, Appstore, and social media pages to know about their users.
UX Research: Empathize: Hypothesis
We had used game elements and Point Badge Leaderboard (PBL) system.
We came up with a wheel game, Spin to Win and Treasure Chest.
UX: Understand: Findings: Product Feature Roadmap
Must Have
Users should able to do flight bookings.
Users should be able to do hotel bookings.
Users should be able to manage flight & hotel bookings.
Users should be able to manage their profile.
Users should be able to play games & earn TripCoins.
Users should be able to redeem TripCoins as discount.
Users should be able to make payments easily.
Nice to Have
Live Chat with customer care.
Available seats, add extra baggage, seat selection, meal selection during flight bookings.
Special request, room request during hotel bookings.
Payment form after the booking is accepted.
... and more.
UX Design: Ideate: Wireframing & Prototyping
It helps us to get more valuable, valid, and actionable user inputs for the app to keep the process smooth.
UX Design: Test & Validated: Testing
We set a list of task assigned for our participants & collect their feedback during those testing sessions.
UI Design: Design System
UX Design: Test & Validated: User Testing
The goal was to assess the overall usability of the app and identify areas for improvements that could facilitate the completion of the tasks.
UI Design: Refine & Deploy
Prepared design documentations
Write user stories
Shared the UI screens to Zeplin
Maintained a close communication with the team
Unit testing sessions with the demos
Results & Future vision
The booking experience was seamless and intuitive & the success rate was 76%.
The gamification helps us to get more of our users revisit. It was 55% of the user.
Experience the mobile app.
Takeaways: What I have learned
I’ve mastered digging into people’s consumer minds.
I learned quickly that inviting the right participants is crucial for getting valuable results from the usability testing sessions.
I also discovered the mistakes and fixed them.
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My Resume & Portfilio
Download my Resume and Offline Portfolio in PDF.
