UX thinking Designing our new iOS app

UX/UI Manager

I am Alicia Konstantourou

Let’s meet

30 currency

19 languages

Travelplanet24

36 countries

Travelplanet24 team

170 3 1 N

Travelplanet24

UX team

UX Lead Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content

UX team

We are hiring!

UX Lead Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content

Case Study

During the past months, we were busy designing

our 1st app for iOS.

Intro

- High price-sensitivity of customers

- No loyalty

- Technology intense; need for innovation

- Too much content

- Similar brand colors

Travel industry

Our mobile phone is the first thing we lay hands on when waking up in the morning and the last thing we check before going to sleep.

Mobile

Stages of Travel

Dreaming

Booking

Experiencing

Sharing

Planning

It’s all about that specific moment, when the decision-making is taking place.

Zero Moment of Truth (ZMOT)

Project’s Lifecycle

- Brief - Research - Analysis - Define - Plan - Design - Development

Brief - Trigger - Objective - Target Audience

Research & Analysis

- Trends - Emerging technology - iOS 7 design guidelines - Ergonomy - Ethnography/Context - Data mining - Competitors Analysis - User Testing - Focus Groups - User Flows - Personas

Research & Analysis / Trends

Location-based services

Research & Analysis / iOS 7

Research & Analysis / Travelers

Last-minute travelers

Research & Analysis / Personas

- Business

- Leisure

- Last-minute travelers

- Hard users

Research & Analysis / User Flows

Flight booking process

Research & Analysis / Data mining

Mobile site: user behavior

Research & Analysis / Survey

Travel Apps

Research & Analysis / Competitors Analysis

Research & Analysis / Ergonomy

- Finger move - Finger tip - Holding position - Posture

Research & Analysis / User testing

- In-house testing - Competitors apps - Participants found - Tech gear - Different scenarios

… but we didn’t proceed.

Research & Analysis / Focus group

We facilitated it in-house. - Mobile use (context) - Stages of Travel & mobile - Flight booking process

Define & Plan

Define

Content first

User centered design

Simple, easy and quick

Intuitive

Adaptable

Seamless booking experience

Design & Development

- Sketches - Wireframes - Mockups - War Rooms - Pre-launch testing

Wireframes

Mockups

Mockups

- Splash screen - Home - Right-side menu - Walk-through Flights -Search Mask Airport search Left-side menu - Results

Sorting Filters

- Details

Flight Search

Flight Results

Flights Details

War Rooms

Icons

Passenger icons

Font

Pre-launch user testing

Pre-launch user testing

- In-house - Family & friends - Mobile Conference

Launch :: Flights

Walkthrough

Adaptable design

iPhone 4 iPhone 5

Travelplanet24 app UX/UI approved

Retrospective

- Goal achieved - Launch: On time - UX/UI acceptance

- Unclear design direction - No design specs - Time-consuming review - Numerous mockups

- Design specs - Content first - IA analysis - Design direction - Data-driven design

Worked well Could improve Commitments

Retrospective

Launch :: Ferries

What’s next?

What’s next

Innovation & UX orientation should be in your company’s culture!

- Data-driven decisions - User testing - User monitoring - Personalization - Design specifications

Final remarks

Designers’ Karma