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.

1. UX thinking
Designing our new iOS app

2. UX/UI
Manager
I am
Alicia
Konstantourou
Let’s meet

3. 30
currency
19
languages
Travelplanet24
36
countries

4. Travelplanet24 team
170 3 1 N
Travelplanet24

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

6. UX team
We are hiring!
UX Lead
Design
3 Web Designers
1 Mobile Designer
1 Graphic Designer
Content
2 Content

7. Case Study

8. During the past months,
we were busy designing
our 1st app for iOS.
Intro

9. - High price-sensitivity of customers
- No loyalty
- Technology intense; need for innovation
- Too much content
- Similar brand colors
Travel industry

10. 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

11. Stages of Travel
Dreaming
Booking
Experiencing
Sharing
Planning

12. It’s all about that specific moment,
when the decision-making is taking
place.
Zero Moment of Truth (ZMOT)

13. Project’s
Lifecycle
- Brief
- Research
- Analysis
- Define
- Plan
- Design
- Development

14. Brief
- Trigger
- Objective
- Target Audience

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

16. Research & Analysis / Trends
Location-based services

17. Research & Analysis / iOS 7

18. Research & Analysis / Travelers
Last-minute travelers

19. Research & Analysis / Personas
- Business
- Leisure
- Last-minute travelers
- Hard users

20. Research & Analysis / User Flows
Flight booking process

21. Research & Analysis / Data mining
Mobile site: user behavior

22. Research & Analysis / Survey

23. Travel Apps
Research & Analysis / Competitors Analysis

24. Research & Analysis / Ergonomy
- Finger move
- Finger tip
- Holding position
- Posture

25. Research & Analysis / User testing
- In-house testing
- Competitors apps
- Participants found
- Tech gear
- Different scenarios
… but we didn’t proceed.

26. Research & Analysis / Focus group
We facilitated it in-house.
- Mobile use (context)
- Stages of Travel & mobile
- Flight booking process

27. Define
& Plan

28. Define
Content first
User centered design
Simple, easy and quick
Intuitive
Adaptable
Seamless
booking experience

29. Design &
Development
- Sketches
- Wireframes
- Mockups
- War Rooms
- Pre-launch testing

30. Wireframes

32. Mockups

33. Mockups
- Splash screen
- Home
- Right-side menu
- Walk-through
Flights
-Search Mask
Airport search
Left-side menu
- Results
Sorting
Filters
- Details

35. Flight Search

38. Flight Results

40. Flights Details

42. War Rooms

45. Icons

46. Passenger icons

47. Font

48. Pre-launch
user testing

49. Pre-launch
user testing
- In-house
- Family & friends
- Mobile Conference

50. Launch :: Flights

51. Walkthrough

52. Adaptable design
iPhone 4 iPhone 5

53. Travelplanet24 appUX/UI approved

54. Retrospective

55. - 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

56. Launch :: Ferries

59. What’s next?

60. What’s next
Innovation & UX orientation should be
in your company’s culture!
- Data-driven decisions
- User testing
- User monitoring
- Personalization
- Design specifications

61. Final remarks
Designers’ Karma