To&Fro
Travel Planning App Design
Overview
To&Fro - a mobile travel app that simplifies trip prep
To&Fro is a mobile travel app that helps you create your dream itinerary easily, connect with other travelers, and share your experiences seamlessly.
My Role
From August to December 2021, my colleague and I were UX Designers on the cross-functional To&Fro team, using insights from interviews and competitive analysis to to enhance user-centric design.
My responsibilities included extensive user research and prototyping for a travel planning app.
During the project's development, we encountered unforeseen challenges that led to a temporary pause for further in-depth market analysis. This case study showcases my contributions and potential next steps if I continue to work on the project.
ROLE
UX Researcher, UX Designer
DURATION
5 months
TOOL
Figma, Numbers, Keynote
Research
Hidden potential of overlooked audience group
To gain a comprehensive understanding of the thriving travel app market, we conducted a thorough competitive analysis. By closely examining existing travel planning apps, we identified their strengths, weaknesses, and areas for improvement. This analysis enabled us to identify unique opportunities and stand out in the market with our app.
“I am not a planner. Preparing to a trip is helpful, but I don’t mind going off track and doing the complete opposite of my initial plan. ”
In-depth interviews with travelers revealed their pain points and aspirations in trip planning, with 7 out of 10 participants being spontaneous travelers. This user-centric approach uncovered an opportunity for product expansion to cater to a broader audience.
Research questions that clarified and redirected our design process:
What are your travel objectives?
How do you structure your activities and travel itinerary?
What kinds of activities do you typically pursue while abroad?
What are your primary travel frustrations?
What kind of support do you desire for your travels?
We considered conducting a quantitative study, such as surveys, to measure the ratio of planners versus casual travelers. However, given that the new audience comprised 70% of our interviewees, it felt unnecessary. Consequently, our research became pivotal in redirecting the To&Fro app's objectives to address this initially overlooked audience.
PROBLEM STATEMENT
Travel app users require a wider range of solutions than initially anticipated
User feedback revealed that the scope of To&Fro primarily catered to experienced trip planners, inadvertently overlooking a significant portion of our target audience, including travel newbies and on-the-go travelers.
PROPOSED SOLUTION
Embracing diverse user demands with an innovative trip-building features
Our objective was to incorporate a diverse group of users with varying travel styles and needs.
To accomplish this, we introduced a set of innovative features to our MVP. As a result, we expanded the To&Fro app's scope to serve a broader user demographic, unlocking its full business potential.
DESIGN AND USABILITY TESTING
The design process that led to more discoveries
After sharing the research findings with the rest of the team, we received approval to move forward with app design that incorporates all the listed features. Subsequently, we brainstormed and sketched the initial design, which formed the basis for our first high-fidelity version used in usability testing.
Responding to user feedback, we iterated our design to enhance the overall user experience.
Adding the map
One key concern was the lack of a feature that will allow users to pin their desired destination. As a result, we proactively embedded a map into our travel planning flow.
All-in-one overview
Our user research revealed that managing trip-related information across different platforms and sharing it within a group was a challenge. To address this, we developed an all-in-one trip summary for seamless communication and information exchange among travelers.
Community
User feedback highlighted that the most memorable trips involved cultural immersion and community connections. To enhance this, we added a semi-social media feature for travelers and locals to discuss destinations pre-visit.
FINAL DESIGN
After incorporating user feedback, we developed a high-fidelity design for the To&Fro app. In our user-centric approach, we addressed pressing user needs, adapted to emerging changes, and expanded the product's scope. Subsequently, we encountered unforeseen challenges related to user safety and the expansion of certain features, requiring a pause in the project for further in-depth market analysis.
Continuing my involvement in the project, I would strongly recommend additional usability testing to gain deeper insights into user needs. As a designer, I would also focus on enhancing the user experience by introducing more personalization features for trip planning and prioritizing user safety, particularly concerning the handling of personal data and user communication
Summary
Wins and lessons learned
User-centered design. User research played a pivotal role in shaping the To&Fro app. Through competitive analysis, user interviews, and card sorting, we gained deep insights into user preferences and pain points. This research-driven approach ensured an iterative design focused on the user.
Enhanced user experience. By understanding user pain points, expectations, and mental models, we created a streamlined app that saves users time and effort during trip planning. The intuitive interface and optimized information architecture provide a delightful user experience.
Potential for increased revenue. Expanding our app's scope creates opportunities for audience growth, which directly translates into brand popularization and monetary gains for To&Fro.
Quality over quantity. Reflecting on our research, we realized the importance of focusing on key competitors that are most relevant to our target audience and share similar offerings or features. Striking a balance between thorough analysis and efficiency is crucial for effective research efforts.