Loql: Mobile Redesign
Creating a travel app that builds itineraries based on user interests
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ABOUT LOQL
Our client is a “mobile app in the global tourism space, creating personalized and local travel experiences for users.” Their goal is to create unique itineraries for solo and group trips with the help of gamified features and an activity database built by regional guides.
CHALLENGE
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Design and build an interactive prototype backed by robust user research
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Research user behavior, prioritizing a "trip-building" experience
TOOLS
TEAM
Marietta Mendler
Andre Rowe
Chole Borin
Elsie Lee
Ksenia Hardy
ROLES & RESPONSIBLITIES
Existing Feature Audit
Competitive Analysis
Card Sorting Tasks & Synthesis
User Interviews
Onboarding Design
Hi-Fi Prototyping
Presentation Deck
TIMELINE
February '22 ⏤ March '22
The Design Process
Empathize
UX Audit
Competitive Analysis
User Surveys
User Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
1
To evaluate the usability of the current app's layout & design
3
To understand how users prepare for trips and prioritize activities
2
To determine popular app features and on-boarding practices
4
To discover current traveler habits, goals, and frustrations
Research Goals
Research Methods
Existing Features UX Audit
Competitive Analysis
Screener Survey (82 responses)
User Interviews
(5 conducted)
Card Sorting
(8 Completed)
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UX Audit: Accessibility
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Placement of CTA (call to action) on-screen is not within comfortable reach
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CTA's are also unclear
(ie: "Awesome" button)
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Contrast of text to background
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Unclear iconography (ie: champagne bottle)
Defining Our User
Empathize
UX Audit
Competitive Analysis
User Surveys
User Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
PERSONA & JOURNEY MAP
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PROBLEM STATEMENT
Jessica needs an easy way to plan a trip with her friends because it's difficult to meet everyone's travel preferences (ie: budget, activities, times, etc.) and know what to do in advance without local expertise.
HOW MIGHT WE ...
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Help Jessica find and choose activities to do while traveling that will match everyone's preferences?
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Help Jessica know more about available local experiences before traveling?
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Help Jessica coordinate logistics with her friends?
Ideation Process
Empathize
Define
Ideate
Design
Test
USER GOALS
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ability to search and sort local activities to do during her trip based on type of activity, budget, time, etc.
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receive personalized recommendations
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plan out trip logistics within travel group
MVP FEATURES
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plan a new trip
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click activity descriptions
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group vote generates an itinerary
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explore “popular activities” before arriving at destination
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share a daily schedule of activities
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Design System
Empathize
UX Audit
Competitive Analysis
User Surveys
User Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
REASONING
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added green and blue to the color palette to reflect the colors of a map
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used free and accessible fonts
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bottom navigation is inspired by moving sidewalks at the airport
Hi-Fi Prototype
Usability Testing
Empathize
UX Audit
Competitive Analysis
User Surveys
User Interviews
Define
User Persona
Journey Map
Problem Statement
"How Might We..."
Ideate
Sketches
User Flows
Wire Flows
Design
Design System
Mid-Fi Prototype
High-Fi Prototype
Test
Usability Testing
Implementing Changes
USABILITY TESTING GOALS
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Flows are intuitive & uninterrupted
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Design matches users’ mental models
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Buttons and steps should be intuitive
SUCCESS METRICS
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User should be able to finish each prompt with no more than 2 errors in less than 2 minutes.
KEY FINDINGS
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The main issue arose when users were asked to navigate to the voting page. Each user looked in a different location when attempting to complete this task.
Conclusions & Next Steps
Client Response
NAVIGATION
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Make on-boarding more clear (sign in v. sign up)
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Create button that links to voting page
GAMIFICATION
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Conduct further user research for voting (where in the flow it would fit best so that users can find it)
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Find out user behaviors and pain points when planning group travel logistics
NEWSFEED FUNCTION
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Conduct further user research
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Define users' needs for news updates when traveling
The client was very pleased with our proposed designed solution and expressed interest in continuing to work with our team. All in all, this was an incredible learning experience for our team.