EasyGo
Introduction
Designing EasyGo, a post-pandemic travel app, was a four-part journey. In Part 1, I focused on understanding user pain points, conducting tests, and creating a foundational user persona. Part 2 involved defining the problem, shaping precise statements, and ideating through brainstorming and paper prototyping. As a UX designer in Part 3, I scrutinized the competitive landscape, crafted a prototype, and conducted usability testing. In Part 4, I executed a comprehensive user testing plan, iterated from wireframes to mid-fidelity, and prepared the first case study for my design portfolio. This approach resulted in EasyGo—a travel app seamlessly guiding users through post-pandemic travel complexities with personalized notifications and real-time information.
Problem
Travelers are confused about the constantly changing rules and regulations post pandemic
Solution
EasyGo is a travel app that allows travelers to find the rules and regulations as well as receive notifications about any changes
User Research
Proto-Persona
Charlie is a futuristic traveller who embodies the spirit of exploration, discovery, and connection in a world post-pandemic. Having experienced the limitations and challenges of travel during the pandemic, Charlie seeks to embrace the new opportunities and technologies that have emerged, enabling seamless and immersive travel experiences.
Goals and Motivations-
Exploration: Charlie aims to explore hidden gems and off-the-beaten-path destinations, uncovering lesser-known wonders of the world and sharing them with others.
Connection: Charlie seeks to foster connections with local communities, forge meaningful friendships, and build bridges across cultures, fostering understanding and empathy.
Sustainability: With a deep appreciation for the environment, Charlie prioritizes eco-conscious travel choices, supporting sustainable accommodations, minimizing waste, and promoting responsible tourism practices.
Lifelong Learning: Charlie recognizes travel as a never-ending source of education, constantly seeking opportunities to learn new skills, languages, and engage in hands-on experiences that broaden horizons.
Traits- Adventurous, Curious ,Tech-Savvy, Open-Minded, Resilient
Interview Plan
To be able to get some qualitative data the plan was to interview 5 people. Interviewing 5-6 people is considered enough because of a concept called "saturation." Saturation means that once you gather enough data or conduct a few interviews, you won't learn much new or different. By interviewing more than 5-6 people the data found in the initial 5-6 would be proved to be true as a result of more data.
I conducted 5 user interviews to find out more insights about post pandemic travel. For my 5 users I selected them based how much they travel. The 5 interviewed are a good range as they all fall onto different levels when it come to travelling.
The interview questions consisted of icebreaker/introduction questions, general questions, and specific questions in an interview. This was done for a number of reasons like:
Establishing rapport- Icebreaker or introduction questions help create a comfortable and friendly atmosphere at the beginning of the interview. This allows interviewees to make a connection with the interviewer
Gathering background information- by gaining background information allows the data to be interpreted in a more comprehensive manner.
Finding broad themes and patterns- general questions allows commonalities to be found between participants.
Focusing on specific details- Specific questions help to gain detailed insights that relate to a specific topic or scenario
Sequential flow- by following a structure is helps ease participants into questions that need a detailed discussion
Interview Initial Findings
“The rules and regulations are constantly changing, so it's hard to keep up with them. This can be frustrating and cause a lot of stress.”
“I also try to avoid crowded places and stick to outdoor activities as much as possible. I make sure to follow all local guidelines and regulations, and I stay informed about the latest developments regarding the pandemic.”
“It's definitely been more challenging to plan trips since the pandemic began”
“I think the rules and regulations related to travel can be a bit confusing and unclear at times. The information can change frequently, and it can be hard to keep up with the latest updates. Additionally, there can be differences in the regulations between different countries, making it hard to know what to expect when traveling. ”
“ I don't think they are clear and easy to understand”
“I think there needs to be more clarity and consistency in the rules.”
Affinity Diagram
The first part of the affinity diagram was to collect points and notes from each of interviews. Then colour code them to show from which interview they came from.
The second part of the affinity diagram was to put the notes from each of interviews into groups.
Empathy Map
Persona
User Research
User Insight Statement
Kris's passion for travel has been hindered by the pandemic, leaving her hesitant to book trips due to the fear of unexpected travel restrictions and cancellations. She invests considerable time researching the constantly changing rules and regulations. Kris's past experiences of lost money and penalties for changing travel plans have made her cautious. She values safety for herself and her family but also yearns for the freedom to explore new places. Kris seeks a solution that provides accurate and up-to-date information, eases the burden of navigating travel restrictions, and offers flexible options that prioritize her safety while allowing her to satisfy her wanderlust.
Problem Statement
It is difficult for travelers to keep up to date with the changing rules and regulations of different countries. Planning trips has been a stressful experience before the pandemic due to other factors like uncertainty, financial risks, safety concerns and lack of flexibility. Future travelers need a way of eliminating the problems surrounding post pandemic travel.
Ideation- I Like, I Wish What if (with dot voting)
Feature Prioritization- Low/High Complexity/Impact
Feature Prioritization- How, Now, Wow
Value Proposition Canvas
User Scenario
Storyboard
User Journey Map
Lo-Fi Prototyping
Competitor Analysis
I conducted a competitor analysis of the UK government website (direct competitor) as well as British Airways and Trivago (both indirect). In this analysis I looked at the competitive advantage, strengths, weaknesses, customer reviews and made some general notes for each competitor.
Trivago -
Trivago does not provide information on rules and regulations.
Limited scope beyond accommodation comparison.
Lack of personalization.
Important for my app to address the informational gap and offer personalized suggestions.
Focus on providing up-to-date and detailed information on post-pandemic travel regulations.
Cater to a broader range of travel needs beyond accommodation comparison.
User-Friendly UI Layout: The app's UI layout being easy to use is a positive aspect. However, incorporating bolder colours or visual cues can improve usability.
Information Presentation: The app's presentation of hotel information in large blocks of text, requiring users to search for essential details, can result in a suboptimal user experience.
User-Friendly Onboarding: an onboarding experience that quickly introduces users to the app's purpose and features.
Clear Navigation: an easy-to-use navigation system with clear labels, intuitive icons, and logical grouping.
Efficient Search and Filters: search and filtering functions for easy accommodation refinement.
Consistent Branding- colors, typography, and imagery that evoke trust, reliability, and travel experience.
Ratings and Reviews: user-generated ratings and reviews to help users make informed decisions. clear indicators, star ratings, and review sections for reliable evaluations of hotel options.
British Airways-
British Airways does not provide information on post-pandemic rules and regulations.
Focus on providing specific and detailed regulatory information for different countries.
Differentiate your app by addressing the informational gap and offering comprehensive travel regulation updates.
British Airways primarily focuses on its services rather than broader travel regulations.
Limited Sign-In Options: The absence of obvious options to sign in using external accounts like Google might limit user convenience and result in a longer registration process. Offering alternative sign-in methods or integrating popular authentication services can streamline the login process and enhance user accessibility.
Lack of On boarding Experience: The app's limited on boarding experience, with only a welcome screen, suggests that the primary focus is on users who are already familiar with the app or those who primarily use it for finding flights. However, providing some form of on boarding or introductory guidance could benefit users who are new to the app or need assistance in navigating its features.
Gov.uk -
Integration Opportunities: Since government websites are the official sources of information, my app could potentially integrate with these websites to retrieve real-time data and updates. This would ensure that the app provides the most accurate and up-to-date information to users.
Simplifying Information: One of the main opportunities for my app is to simplify and present the information from government websites in a more user-friendly manner. By condensing complex regulations into easily digestible formats, such as summarized bullet points or interactive checklists, I can enhance the user experience and improve usability.
Multilingual Support: To cater to a global audience, my app should provide multilingual support.
Organized Information: headings, subheadings, and visual cues to create a logical information hierarchy and help users find the information they need easily.
Responsive Design: the website is optimized for different devices, providing an optimal user experience across desktops, tablets, and mobile phones.
Consistent Design: consistent design language, including colors, typography, and button styles, to create a cohesive experience.
Highlight Key Information: visual cues like typography or icons to draw attention to important information, helping users identify critical details quickly.
Accessibility: the website follows accessibility guidelines, including proper contrast, scalable fonts, alternative text, and keyboard accessibility.
Performance Optimization: Optimize loading speed and performance through image compression, minimizing server requests, and implementing caching mechanisms.
Competitor Analysis Matrix
Based on the matrix some of the potential opportunities for my app include:
Consolidating reliable travel regulation information from government sources and presenting it in a user-friendly and accessible manner.
Integrating accommodation comparison features, similar to Trivago, alongside the necessary travel regulation details.
Providing personalized recommendations and assistance tailored to each traveler's preferences and needs.
Ensuring the app's design and navigation prioritize a seamless user experience and ease of finding relevant information.
Sketches wireframes
Digital wireframes
Test
User Testing Plan
Questions wanted to be answered:
How easy is it for users to navigate through the app and find the information they need?
Are the key features and functionalities of the app intuitive and easy to understand?
Does the design and layout of the app appeal to the target users?
How well does the app meet the users' expectations and needs in terms of providing up-to-date travel information?
Are there any specific pain points or areas for improvement that users identify?
The user testing plan consisted of 4 main tasks:
Onboarding Process
Signing up
Finding Rules and Regulations
Filtering Rules and Regulations
Test 1- Onboarding Process Findings
Incorporate more visual elements into onboarding screens (icons, illustrations, and images).
Make onboarding screens more engaging and visually appealing.
Break down content into smaller, digestible chunks.
Improve comprehension by presenting information in smaller portions.
Maintain minimal required information during the registration process.
Ensure a smooth user experience during registration.
Test 2- Signing Up/In Findings
Improve visibility of the sign-up option.
Make the sign-up option more prominent or place it in a more intuitive location.
Enhance security by adding a password strength indicator.
Provide clarity for unclear fields in the sign-up form with tooltips.
Incorporate a progress indicator to help users track their sign-up progress.
Create a sense of completion during the sign-up process.
Test 3- Finding Rules and Regulations Findings
Incorporate visual feedback during the search process (loading spinners or progress indicators).
Add autocomplete functionality to assist users in entering the country name correctly.
Use color coding or visual indicators to identify important rules or different types of regulations.
Provide collapsible sections to make the information more manageable.
Use clearer headings and subheadings to improve the organization of the information.
Enhance the user experience by providing visual cues, clear presentation, and efficient search functionality.
Test 4- Filtering Rules and Regulations Findings
Make the filtering option more prominent and visible.
Consider using checkboxes or tags for clearer visual representation of selected filters.
Provide clear instructions or visual cues on how to select multiple filters simultaneously.
Include a reset button for easy clearing of selected filters.
Provide intuitive methods to remove selected filters for enhanced user control.
Improve the visibility, clarity, and ease of use of the filtering feature.
Enhance the user experience by optimizing the filtering feature.
Use a chat option to explain rules and regulations
Priority Matrix
Final Wireframes
