UX Thinking: Designing Travelplanet24's iOS native app
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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 Travelplanet24's iOS native app
- 1. UX thinking Designing our new iOS app
- 4. Travelplanet24 team 170 3 1 N Travelplanet24
- 5. UX team Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content
- 6. UX team Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content We are hiring!
- 7. Case Study
- 8. During the past year, we were busy designing our 1st app for iOS. Intro
- 9. - High price-sensitivity of customers - No loyalty - Technology intense; need for innovation - Too much content - Similar brand colors Travel industry
- 10. 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
- 12. It’s all about that specific moment, when the decision-making is taking place. Zero Moment of Truth (ZMOT)
- 13. Project’s Lifecycle - Brief - Research - Analysis - Define - Plan - Design - Development
- 14. Brief - Trigger - Objective - Target Audience - Competitive Advantage - Cost Analysis - Evolution - Wingability - Human Resources - Timeline
- 15. Research & Analysis - Trends - Emerging technology - iOS 7 design guidelines - Ergonomy - Ethnography/Context - Data mining - Competitors Analysis - User Testing - Focus Groups - User Flows - Personas
- 16. Research & Analysis / Trends Location-based services
- 17. Research & Analysis / iOS 7
- 18. Research & Analysis / Travelers Last-minute travelers
- 19. Research & Analysis / Personas - Business - Leisure - Last-minute travelers - Hard user
- 20. Research & Analysis / User Flows Flight booking process
- 21. Research & Analysis / Data mining Mobile site: user behavior
- 22. Research & Analysis / Survey
- 23. Travel Apps Research & Analysis / Competitors Analysis
- 24. Research & Analysis / Ergonomy - Finger move - Finger tip - Holding position - Posture - […]
- 25. Research & Analysis / User testing - In-house testing - Competitors apps - Participants found - Tech gear - Different scenarios … but we didn’t proceed.
- 26. Research & Analysis / Focus group We facilitated it in-house. - Mobile use (context) - Stages of Travel & mobile - Flight booking process
- 27. Define & Plan - Human Resources - MVP - Launch date - Design Specs
- 28. Define Content first User centered design Simple, easy and quick Intuitive Adaptable Engaging, inspiring and personalized booking experience
- 29. Design & Development - Sketches - Wireframes - Mockups - War Rooms - Pre-launch testing
- 30. Wireframes
- 35. Mockups
- 36. Mockups - Splash screen - Home - Right-side menu - Walk-through Flights -Search Mask Airport search Left-side menu - Results Sorting Filters - Details
- 38. Flight Search
- 41. Flight Results
- 43. Flights Details
- 45. War Rooms
- 49. Pre-launch user testing - In-house - Family & friends - Mobile Conference
- 51. Walkthrough
- 52. Adaptable design iPhone 4 iPhone 5
- 54. Icons
- 55. Passenger icons
- 56. Font
- 57. Retrospective
- 58. - Goal achieved - Launch: On time - UX/UI acceptance - Flat UI design - Unclear design direction - No design specs - Time-consuming review - Inconsistent design - Numerous mockups - Design specs - Content first - IA analysis - Design direction - User testing - Data-driven design Worked well Could improve Commitments Retrospective
- 62. What’s next?
- 63. What’s next Innovation & UX orientation should be in your company’s culture! - Data-driven decisions - User testing - User monitoring - Personalization - Design specifications
- 66. Final remarks Beware of the HiPPO. In the absence of data, the HiPPO thrives! * HiPPO: Highest Paid Person’s Opinion
Editor's Notes
- Καλησπέρα κι από μένα.. UX thinking λοιπόν, UX τρόπος σκέψης και το νέο μας mobile app για iOS
- Είμαι η Αλίσια και είμαι UX/UI Manager στην Travelplanet24. Έχω κατεύθυνση μηχανικού σχεδιαστή, έχω περάσει από το Marketing, το Branding και την επικοινωνία, αλλά τον τελευταίο χρόνο ασχολούμαι αποκλειστικά με UX.
- Να σάς πω αρχικά μερικά πράγματα για την Travelplanet24 με στόχο την κατανόηση του complexity κάθε φορά που πάμε να σχεδιάσουμε κάτι. Δραστηριοποιούμαστε σε 36 διαφορετικές χώρες, ... Αυτό είναι σίγουρα μια πρόκληση για εμάς.
- “user” in our organizational chart ” as an entity to our organizational chart, in order to never forget about it. Ever!
- If we deconstruct the role of mobile in the travel booking funnel, we will realize that mobile is present every step of the way. It incentivizes purchase, acting like a paying medium, providing added-value experience through the whole process.
- mazeutikame oi stakeholders apo ola ta tmhmata, einai poly shmantiko na tous emplekeis apo thn 1h stigmh
- User testing in-house & friends & family
- Artemis inforgaphic w/ data
- Artemis inforgaphic w/ data Questionnaires to users
- Gernoume mprosta otan to kratame, gernoume pisw kai to kratame me to ena? Kanoume kati allo parallhla? Vlepoume tv? Trwme? Kratame mia tsanta? Poso xontra einai ta daxtyla tou anthrwpou? Me poio daxtylo kanoume tap sthn othoni? Posh einai h safe perioxh gia pathma? Poso xwro na afhseis gyrw gyrw? etc
- Why we didn’t proceed? We didn’t have a dedicated designer & we only had one UX specialist in all projects. So, the workload was huge at that moment. Decided not to proceed, since this is a time consuming approach. We acquired knowledge though of how to set and (almost) run a user testing session. And this is sth we can use in the future, when we will have time.
- User testing in-house & friends & family
- Measure – Change – Verify
- Pws psaxnei o xrhsths? Thelw na fygw apo Athina gia SKG tade me tade tou mhna? Thelw na fygw apo Ath tade tou mhna kai na gyrisw apo SKG tade tou mhna?
- One way: diafora sta aeroplanakia – to context omws den parapempei se ptwsh alla se prosgeiwsh – Check box vs switcher pio poly button para tap bar
- Δεν κάναμε πολύ και το θεωρούμε #fail. Oxi kale, kati vrhka!
- Pws ierarxoume kai grouparoume to periexomeno (gestalt)
- Δεν κάναμε πολύ και το θεωρούμε #fail. Oxi kale, kati vrhka!
- Poly plhroforia, shmantikh, me diaforetika megethi shmantikothtas
- User testing in-house & friends & family
- Add flights icon
- Add flights icon
- Designed for both iPhone 4 & iPhone 5
- Helvetica Neue Bold, Light Supports 32 languages
- Add flights icon
- Add flights icon
- Add flights icon
- UX team & interaction with rest of teams & Designers’ Karma (every choice you make, every decision you take, every …. Will come after you) Every move you make, every step you take, I’ll be watching you :P mia lathos parousiash, mia veviasmenh apofash, ena “approve” xwris epixeirhmata, ena design xwris monitoring, etc