CLIENT

Trip Admit

ROLE

Lead UI/UX Designer

RESPONSIBILITIES

• Quantitative Research

• Qualitative Research

• User Interface Design

• User Experience Design

• UI Implementation

• Design QA

The Client

TripAdmit is an online browse and booking platform for purchasing trips and activities at a host of destinations world wide. It has been built it integrate as part of a larger travel digital service. Users can browse a host of destinations and filter activities based on their arrival and departure as well as by preferences and tour definition.

The Problem

At present not many operators of tours have an online presence, it is estimated that only 5% of the entire industry is online. Harnessing this information, TripAdmit was founded with the sole focus of bringing an easy to integrate end to end solution to the market. Working closely with the founding team, we began the process of figuring out what exactly should be built and what problems we could potentially encounter and how to plan the product roadmap accordingly.

The Project

The team had many design requirements starting off, firstly they would need a web presence for brand awareness and marketing, in tandem with the marketing site a mobile first white label solution would begin. After both customer facing projects had been completed we would create a back office ticketing system.

Goals

The main goal fo the project was to create a UI that can be easily adapted to a brands specifications, the essence of the white label solution is that it should appear as a blank template for customers. In many of the examples seen on this page you will see brand styles applied.

In addition to creating customer facing UI, we wanted to create an intuitive back office system, this back office would have to facilitate: tour availability, tour creation, a tour manifest as well as payment processing.

The Target Audience

There are numerous distinct demographics for people who travel. TripAdmit aims to appeal to all of them through a simple streamlined and intuitive product, her are some of the personality traits we accounted for:

• Younger people are more prone to spontaneities in trip decisions.

• Budget and value for money are the most important factors for young travellers.

• Middle and older aged travellers will do more research about trips prior to travel.

• Families will benefit from an itemised trip itinerary in the form of a timeline.

• Reviews of other customers are important to all demographics.

Research Findings

Based on feedback from an Ethnographic study, Brainstorming & Card Sorting. A picture of what users find most important when travelling began to take shape what they are looking for the product to do and possible risk factors associated with them.

Personas

Each of the user types has specific requirements and place varying degrees of importance on factors such as: Organisation & planning, Trip timelines, Value for money. Each of the user types also presents the challenge of varying likelihood of conversion.

Timeline

The display and usability of booking and purchasing a trip was defined as the minimal viable product for the platform to proceed.

Feedback from users indicated that recognition and personalisation of their intended trip would be paramount for promoting successful conversion rates. This was treated with great importance moving forward.

Task Analysis

The goal of the task analysis is to create a user journey map that outlines what a users action and thinking may be along the intended user flow, this is where you can also add in additional opportunities that have appeared during the research phase.

Using a set of typical touch points, these provide a clear definition of what the users thinking is. Touch points I will be using here are:

Goal → Research → Discovery → Use → Feedback → Reuse

Wire framing

We used wireframes to quickly generate mockups of what we would be building, we choose to focus on a mobile first approach as on average 75% of users would be visiting on mobile and also it provided the most accessible platform for users who would be travelling.

Visual Design

As a new company, this project was a perfect opportunity to define the styles and tastes of the co-founders and to establish a strong and vibrant brand identity that will remain current for years to come. Utilising and harnessing the importance of strong imagery for the product was vital and user interface elements were designed to fit and frame the high quality imagery being used.

Final UI

The focus for the first product rollout was to enable users to successfully browse and complete a purchasing journey, this critical user flow enabled us to establish where and when the component modules should be used.

Ticketing System

The back office comprised of an administration dashboard that could be used to create and manage new tours, display the upcoming tour manifest and allow an admin to process payment disputes. This UI was designed to be intuitive and focused towards the job the administrator was tasked with completing. A key feature of the back office was compatibility with smart phones, from listening to early adopters of the platform it became apparent early on that the expectation was for the product to work on the go and be accessible at all times.