Product Experience Design Portfolio of Anamoul Rouf

Designing Travel App Experience from Scratch

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.

Background

ShareTrip is the pioneer online travel aggregator (OTA) in Bangladesh. Initially, it was providing offline flights, hotels, and holiday package booking services.

Design Challenge

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.

Outcome

The success rate was 76% in the booking experience.
55% of the users revisit.
Our online booking was increased by 25%.

UX Research: Process

Design Thinking & Lean UX Design

I help the team to choose a mixed approach of Design Thinking and the Lean UX design process.

ShareTrip Travel App Case Study by Anamoul Rouf, Product Designer

UX Research: Understand

I have no ideas about the travel industry!

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

I asked questions to 30 people of different ages, occupations, categories.

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 analyzed Make My Trip, Kayak, Agoda, Expedia, Booking.com, Rate Hawk, Hopper, Goibio, Airbnb, Skyscanner, and others popular online travel apps.

I explored their booking journey flow through platforms and visited Google Playstore, Appstore, and social media pages to know about their users.

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UX Research: Empathize: Hypothesis

To make the service more engaging to the users we build a Gamified Travel App system. We also introduced TripCoin, a virtual currency.

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

I put together a product feature roadmap of the features needed and a priority list based on our goals and objectives.

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

We created digital wireframes and built a low-fidelity prototype. Also, we conducted a series of sessions for usability testing.

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 invited some focus group users for usability testing sessions.

We set a list of task assigned for our participants & collect their feedback during those testing sessions.

UI Design: Design System

Initially, we built basic style guidelines. Afterward, we built a highly customizable design system to create a design language through all the platforms and make design more productive way.

UX Design: Test & Validated: User Testing

We conducted three smaller in-person user testing sessions.

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

We refined the design and created deliverables for development hand-off.

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

We've monitored and measured the results for the first 6 months.

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.
Our online booking was increased by 25%.

Experience the mobile app.

Android App iOS App

Takeaways: What I have learned

I’ve experienced how to design a product and its life cycle and creating a well-functioning app from scratch.

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.

Thank you :)

Selected Works

Explore All Works ➡️

Truck Lagbe Owner app enables you to find trips easily and conveniently from authentic shippers anywhere in Bangladesh for your pickup, truck and covered van.

KYS (Know Your Suppliers) ID Verification

Truck Lagbe was facing operational difficulties verifying their delivery partners (truck owners, truck drivers, collaborators, transport agencies). Also, the trip Completion Rate (CR) is getting more challenging to control and the fraudulent cases are restricting our growth.

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Sick is the premier medical app to help you communicate with your medical providers, labs, pharmacies, etc. Sick is a completely secure and HIPAA-compliant app.

Sick.ORG: Simplify Patient Communications

Sick.org is a nationwide digital care platform aiming to make healthcare simple and accessible. It provides telemedicine services and at-home COVID-19 testing, tackling the gaps in affordable, convenient healthcare, especially during the pandemic. The goal? Bring care directly to users in a way that’s easy, affordable, and effective.

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Jobike is a bike sharing, on demand service, open to all. It is an innovative solution to public transportation whether commuting to universities or work.

Redefining Jo-Credit Recharge for Jobike Users

Our main challenge was implementing the Online Recharge process for our users to get their Jo-Credit Balance recharge from home. Besides, the existing recharge process was creating some crucial problems...

Learn More ➡️

AirQI app keeps you informed about the real-time air pollution and weather updates from the nearest air quality monitoring station.

A Real-time AQI App (Air Quality Index) with Weather Forecast

AirQI provides real-time and forecast air pollution and weather data. Our main challenge is to design a hybrid app that provides an intuitive customize experience to its users.

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Our main challenge was to design a web application which empower sellers, delight buyers, enhance buyer & seller communication and leverage insights.

Berger Colors of Happiness

Berger Paints Bangladesh presents you with amazing tools to be creative with colors from Berger color bank. Paint virtual walls, Pick a color from anywhere and order it from Berger, find places to buy paints and many more cool features.

Learn More ➡️

Services I Also Provide

Explore More ➡️

Product Design Consultation

I offer comprehensive consultation services to understand the business goals, target audience, and product requirements.

Web Application Design

I design web applications that deliver a seamless user experience across different browsers and devices.

Mobile Apps Design

I design native and cross-platform mobile apps for iOS and Android devices, catering to diverse user preferences and device capabilities.

User Experience (UX) Design

My UX design process focuses on creating intuitive and seamless user experiences across all platforms.

User Interface (UI) Design

I specialize in crafting visually appealing and engaging UI designs that align with the brand identity and user preferences.

Prototyping and Testing

I help team to utilizes prototyping tools and user testing methodologies to identify usability issues, improve navigation flows, and optimize user interactions.

Design System Development

The design systems include reusable UI components, typography guidelines, color palettes, and design patterns to streamline the development process.

Responsive Website Design

I design responsive and adaptive websites that adapt seamlessly to various screen sizes and devices, providing users with a consistent experience.

Let's Work Together!

Book a Schedule

About Myself

I'm a multi-disciplinary user-centered Product Designer with over 8 years of experience. I am driven by curiosity to know the users' needs, design solutions by building bridges between the users and business through technology.

Download my Resume and Offline Portfolio in PDF.

Offline Portfilio 🗂 Download Resume 📥

I'm a multi-disciplinary user-centered Product Designer with over 8 years of experience. I am driven by curiosity to know the users' needs, design solutions by building bridges between the users and business through technology

Anamoul Rouf, Product Designer, UX Designer, User Centered Product Designer, User Experience Designer, Human Experience Designer, Problem Solver, Researcher, AR & VR Enthusiast, Dhaka, Bangladesh

Designing Travel App Experience from Scratch

Background

Design Challenge

Outcome

Design Thinking & Lean UX Design

I have no ideas about the travel industry!

I asked questions to 30 people of different ages, occupations, categories.

I analyzed Make My Trip, Kayak, Agoda, Expedia, Booking.com, Rate Hawk, Hopper, Goibio, Airbnb, Skyscanner, and others popular online travel apps.

To make the service more engaging to the users we build a Gamified Travel App system. We also introduced TripCoin, a virtual currency.

I put together a product feature roadmap of the features needed and a priority list based on our goals and objectives.

We created digital wireframes and built a low-fidelity prototype. Also, we conducted a series of sessions for usability testing.

We invited some focus group users for usability testing sessions.

Initially, we built basic style guidelines. Afterward, we built a highly customizable design system to create a design language through all the platforms and make design more productive way.

We conducted three smaller in-person user testing sessions.

We refined the design and created deliverables for development hand-off.

We've monitored and measured the results for the first 6 months.

I’ve experienced how to design a product and its life cycle and creating a well-functioning app from scratch.