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Uniting travel dreams
Context
Accord - Mobile App
Accord does this by facilitating in:
• Prioritising activities everyone would enjoy
• Organised idea sharing
• Aligning budgets and availability
• Easy syncing of bookings and itineraries
My Role
- User Research
- Usability testing and interviewing
- Prototyping
- Persona building
- UX/UI Design
Skills
Competitive Analysis · Experience Mapping · User Flow Diagram · Wireframing · Logo design · Design system · Style Guide
Opportunity
Planning a trip amongst time poor friends and family, living in different parts of the world, can be tricky. Reaching an agreement and keeping everyone on the same page when organising destinations, activities, bookings, expenses etc. can be time consuming and take a toll on everyone.
Goal
Help time-poor travellers living in different parts of the world communicate and plan a trip together. Improve the process of efficiently organising and collaborating an itinerary together, so the group is readily prepared for their trip.
The Process
I wanted a agile and fast, iterative method which promoted innovative thinking. The goal was to keep the solution user centered and I followed the Double Diamond framework. This is done through 4 stages: Discover, Define, Develop and Deliver.
Secondary Research - Findings
Millennials take on average 4.2 trips a year, more frequent than any other generation.
50% are stressed out when travel planning with friends and family
Travellers spend 5x the duration of their actual holiday to plan their holiday
57% of group travellers find collective decision making stressful
1:1 Interviews
I set open-ended questions with a clear intention to:
- Understand what tools are used when planning for a group trip.
- Identify commonalities in the process group travellers go through, when planning a trip together.
- Identify challenges group travellers may face when planning a trip together.
- Find out if there are experiences or tools they recall which made their planning experience frictionless.
- App that has free access to all functionality for users
3 key themes were pulled from these interviews:
3 key themes were pulled from these interviews
Convenience
Travellers struggle to manage and keep track of research from different platforms.
Efficiency
Group synthesis of individual research demands time and sparks lengthy discussions.
Decision Making
Long discussions risks missed deals, incorrect reservations, and individuals feeling unheard.
Carla's pain points
During planning
Carla is stressed by the amount of data she has to communicate, sort and organise from the group.
Whilst on the trip
She's very happy, but the group faced a few disagreements
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She recalls what happened on holiday and is a bit disappointed because they could have agreed on the itinerary beforehand, to avoid disagreements.
User Stories
The core epic Creating a trip, lists of research ideas, itinerary, reminders, comments and bookmarks was chosen because it addressed the most frequent and critical paint points during group idea sharing and decision-making, while also tackling subsequent pain points in the planning process. The process of creating and communicating a list of ideas, was also previously identified as an area where I could differentiate the product from the competitor, and an opportunity to create a unique MVP.
Primary Task Flow
To improve group communication, I planned required app pages and their placement. Users begin on the trip page with a scenario. The main task organises idea sharing, while the subtask accelerates group decision-making.
Scenario
Carla wants to share an ideal dive sites with her friends on the app.
Maintask
Brainstorm ideas with friends by firstly entering an idea.
Subtask
Vote and rank preferences in order of 1st, 2nd and 3rd choice, then see the results.
Solution Sketches
To differentiate myself from a direct competitor, I would make the app free for quick and ease of adoption. I also looked at other indirect competitors such as Wetransfer, Pinterest, Airbnb and Instagram for inspiration. My aim was to create a flow which empowered users by focusing on three points:
Medium Fidelity Prototype
With the core pages decided, I created prototypes of them in Figma and added extra screens for different states of pages, to refine them into a frictionless flow.
- Share content quickly
- Easily visually see a summary of their ideas
- All in a informing and organised manner.
- Provide free access to all functionality for users
- Find out if there are experiences or tools they recall which made their planning experience frictionless.
2 User Testing Rounds, 5 users each time
Through the stewardship of customer feedback, I prioritised addressing the common issues identified during user testing. A design prioritisation matrix was used to help determine which solutions were both easiest to implement yet delivered most value to users.
Brand Identity
Logo Design
Inspiration was drawn from the forms made by the murmurations of Starlings. Their united and migratory behaviour encapsulates all the feelings I hope to embed in the Accord app, and so I explored this through exploratory hand sketches, then ensured the icon was easily recognisable in all scales using Adobe Illustrator. The wordmark was chosen for its legibility and the angle in the ‘A’ had a strong relationship to the angle of the bird icon.
Key Learnings
Content design was incredibly important for this app. Users expect an ease of:
1. Findability
2. Digestibility (summarised and easy to understand)
3. S
4. Controllability
Most of all, the order in which this can be done should be flexbile where possible.
Next Steps
The restaurant search result page had the highest drop-off rate, it was imperative to:
- Do a deep dive on how to design for discoverability specifically for our customers.
- Work with the engineering team to set up A/B testing through Google Optimise or another tool they have experience in.
- Start creating component library and design system for consistent, clear and efficient development.
Experience
These are some of the places I’ve been
2022 - Present
senior designer
2021
Junior Web Designer
2020
Intern Designer
2019
Website designer
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