My RoleProduct Designer
Mar - Jun 2020
2 × UX Designers
1 × Project Manager
1 × Visual Designer
1 × Developer
How can we help a travel agency to find its niche and expand to B2C market?
Star Travel Co, which is a Russian tour operator specializing in inbound tourism in Russia. The company wants to expand its market internationally and switch business from B2B to B2C in need of a digital transformation to appeal to international customers and sell its travel products.
Find the right tour
• Guiding users to what they want.
• Essential filters to help users scope down choices
• Contextualized hotel, transportation and attraction information
• The map will display the tour information that you are reading and change correspondingly
• Compare and personalize tours effortlessly
• View details of each day of the tour itinerary
• Change hotels and attractions easily in customize mode
Star Travel identified their target audience as “English Speaking Travelers”, which was a very broad audience to design for. In order to narrow down the scope for design and align the business focus, we used Alignment Persona so that both the client and the design team can align on which user group to prioritize:
The target users that we concentrated for MVP were Larry the Layback Traveler and Penny the Planner.
We conducted 11 card sorting with Optimal Sort to streamed lined the information architecture as follows, and moved the relevant attraction descriptions under each tour.
We've used sketches and wireframes as a communication tool, bringing clarity and tangibility to the product decisions. Here's where assumptions were validated and product strategy was discussed in the early stages of each new feature.
After communicating with the client to understand the branding image, I took the lead in and creating a design system for the site from the wireframe system.
The label "TOUR TYPE" is confusing and misleading
"Signature" and "Personalize" didn't help users to understand the tours' differences
Having "Both" as one of the options to select all is awkward
The information under "Itinerary" is weighted more than the other two tabs on the bar
All itinerary information displayed chronologically on each day is too long and repetitive
Having too many different things can be modified on each day is overwhelming
Break the itinerary tab into 3 parts: hotel, transfer, and itinerary
Break the itinerary information accordingly into hotel, transfer and activity itinerary, which align with user's natural organizing logic
Interactive map on the right is appreciated. visualization helps user understand how their day will be like
My team and I presented the project to our client at Star Travel and hosted a critique session to showcase Star Travel Website to industry professionals. We received both great enthusiasm and positive feedback.
"This is a world of difference from the old website!"
- User who tested both the before & after site
"It is really clean and modern!"
- User who identifies as Planner
"I love it, how soon can we start building this?"
- CEO of Star Travel
With the global pandemic, there will be a redistribution of where travelers go. People are more likely to visit smaller communities with personalized planning in a smaller group, which makes customization more valuable.
The Checkout Page is as important as the searching and customizing experience. We are hoping to provide more options for people to specify their needs on their way to confirming the trip. We also to hope to conduct more usability tests with target users who identify as Layback Travelers.