UX Thinking: Designing Travelplanet24's iOS application

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Post on 11-Aug-2014

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A case study of how we designed in-house our first mobile app for flight and ferry tickets. The user experience through a mobile device. Travel industry and UX challenges. The role of stakeholders. UX methodologies and their evolution. The importance of monitoring and tracking. A systemic, result-driven approach that reinforced the importance of UX thinking.

TRANSCRIPT

  • UX thinking Designing our new iOS app
  • UX/UI Manager I am Alicia Konstantourou Lets 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
  • Its all about that specific moment, when the decision-making is taking place. Zero Moment of Truth (ZMOT)
  • Projects 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 didnt 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 appUX/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
  • Whats next?
  • Whats next Innovation & UX orientation should be in your companys culture! - Data-driven decisions - User testing - User monitoring - Personalization - Design specifications
  • Final remarks Designers Karma