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Alicia Konstantourou - UX Thinking: Designing Travelplanet24's iOS application

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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.

Publicada em: Design, Tecnologia, Negócios
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Alicia Konstantourou - UX Thinking: Designing Travelplanet24's iOS application

  1. 1. UX thinking Designing our new iOS app
  2. 2. UX/UI Manager I am Alicia Konstantourou Let’s meet
  3. 3. 30 currency 19 languages Travelplanet24 36 countries
  4. 4. Travelplanet24 team 170 3 1 N Travelplanet24
  5. 5. UX team UX Lead Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content
  6. 6. UX team We are hiring! UX Lead Design 3 Web Designers 1 Mobile Designer 1 Graphic Designer Content 2 Content
  7. 7. Case Study
  8. 8. During the past months, we were busy designing our 1st app for iOS. Intro
  9. 9. - High price-sensitivity of customers - No loyalty - Technology intense; need for innovation - Too much content - Similar brand colors Travel industry
  10. 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. 11. Stages of Travel Dreaming Booking Experiencing Sharing Planning
  12. 12. It’s all about that specific moment, when the decision-making is taking place. Zero Moment of Truth (ZMOT)
  13. 13. Project’s Lifecycle - Brief - Research - Analysis - Define - Plan - Design - Development
  14. 14. Brief - Trigger - Objective - Target Audience
  15. 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. 16. Research & Analysis / Trends Location-based services
  17. 17. Research & Analysis / iOS 7
  18. 18. Research & Analysis / Travelers Last-minute travelers
  19. 19. Research & Analysis / Personas - Business - Leisure - Last-minute travelers - Hard users
  20. 20. Research & Analysis / User Flows Flight booking process
  21. 21. Research & Analysis / Data mining Mobile site: user behavior
  22. 22. Research & Analysis / Survey
  23. 23. Travel Apps Research & Analysis / Competitors Analysis
  24. 24. Research & Analysis / Ergonomy - Finger move - Finger tip - Holding position - Posture
  25. 25. Research & Analysis / User testing - In-house testing - Competitors apps - Participants found - Tech gear - Different scenarios … but we didn’t proceed.
  26. 26. Research & Analysis / Focus group We facilitated it in-house. - Mobile use (context) - Stages of Travel & mobile - Flight booking process
  27. 27. Define & Plan
  28. 28. Define Content first User centered design Simple, easy and quick Intuitive Adaptable Seamless booking experience
  29. 29. Design & Development - Sketches - Wireframes - Mockups - War Rooms - Pre-launch testing
  30. 30. Wireframes
  31. 31. Mockups
  32. 32. Mockups - Splash screen - Home - Right-side menu - Walk-through Flights -Search Mask Airport search Left-side menu - Results Sorting Filters - Details
  33. 33. Flight Search
  34. 34. Flight Results
  35. 35. Flights Details
  36. 36. War Rooms
  37. 37. Icons
  38. 38. Passenger icons
  39. 39. Font
  40. 40. Pre-launch user testing
  41. 41. Pre-launch user testing - In-house - Family & friends - Mobile Conference
  42. 42. Launch :: Flights
  43. 43. Walkthrough
  44. 44. Adaptable design iPhone 4 iPhone 5
  45. 45. Travelplanet24 appUX/UI approved
  46. 46. Retrospective
  47. 47. - 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
  48. 48. Launch :: Ferries
  49. 49. What’s next?
  50. 50. What’s next Innovation & UX orientation should be in your company’s culture! - Data-driven decisions - User testing - User monitoring - Personalization - Design specifications
  51. 51. Final remarks Designers’ Karma

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