Course Project
Website
5 Members
Sep - Dec 2024 (12 weeks)
Strengths
• Expedia: Discounts & bundled deals
• TripAdvisor: Reviews & community forums
Weaknesses
• TripAdvisor: Confusing third-party navigation
• Expedia: Limited flexible booking
Unmet Needs
• Intuitive booking
• Transparent pricing
• Personalized recommendations
We developed personas using user interviews and surveys. They reflect real needs, behaviors, and pain points, ensuring our design stays user-centric.
Objective
Understand the end-to-end booking experience, spot friction points, and improve flow.
Key Insights
• Discovery: Stronger search filters
• Decision: Transparent pricing
• Payment: Clear & secure methods
Outcome
A seamless experience at every stage of travel planning.
We ranked issues by user value and ease of implementation. High-value, low-effort features (price comparison, unified checkout, split bills) lead our focus. More complex but valuable features (real-time updates, AI-based curation) remain future priorities. Low-value items (like badges) are deprioritized for resource efficiency.
Using Figma, we transformed initial ideas into low-fidelity wireframes covering Landing, Price Comparison, Timeline, Social Media, and Reviews.
We grouped feedback to improve booking changes, flexible pricing, simpler decision-making (price comparisons, split bills), and curated itineraries. These insights help us target critical areas for a more convenient and user-friendly booking experience.
Based on user feedback, we identified that the current hotel booking design does not effectively simplify the process for users, as they require more information to choose the most suitable hotel. Additionally, users prefer a streamlined booking process and the ability to split costs with companions. Therefore, we have adjusted the priority of usability issues and made the following improvements:
1. Added “Add to Cart” Functionality: We developed an “Add to Cart” feature similar to e-commerce platforms, allowing users to add selected hotels and flights to their cart. This approach makes the booking process more straightforward and intuitive, enhancing the overall experience.
2. Split-Bill Feature on the Checkout Page: We introduced a split-bill feature on the checkout page, enabling users to share expenses with their travel companions, addressing a key user need.
Additionally, we refined the Affinity Map by removing features that users did not mention, found confusing, or showed no interest in, such as “a social media platform for local suggestions” and a review system with identity verification. This ensures we remain focused on the features that truly matter to users.
A concise flow shows how users discover, book, and plan trips seamlessly within Planpal.
Incorporating low-fi feedback, our mid-fidelity design refines the flow and separates the site into two key functions: booking and planning.
We conducted tests on the mid-fidelity prototype focusing on navigation and overall experience. Users enjoyed convenience features (cost splitting, price comparison) but desired clearer details on accommodations, local recommendations, and social media. Refining checkout and clarifying extra features enhance user trust.
Built in Figma with improved navigation and richer content. Key highlights: Price Comparison, Add to Cart, Split Bill, and Trip Timeline, allowing a full planning and booking experience in one place.
Compare hotels or flights side by side before entering their details. This greatly reduces decision time in travel bookings.
A shopping cart feature lets users bundle different services and pay once, making the process more streamlined.
Invite friends to split costs by email or avatar. The system auto-splits prices and sends invitations, easing group travel expenses.
Planpal's planning section helps users generate a detailed travel schedule, from reservations to itinerary, all in one website.
Connect on LinkedIn: Xiaoyu (Jessie) Xu
Contact via Email: [email protected]