Research, concept, design
End to end design
This project was worked on as part of a larger trip planning platform. It was designed to replace an outdated and underperforming transport solution, while working alongside the new features and content of the wider design.
Scalability: Design a scaleable platform to handle searching, booking and reviewing transfers, car hire & public transport for airline passengers.
Performance: Increase engagement, conversion and awareness of transportation products.
Analysis: Understand the problems & limitations of the current implementation.
Stakeholder meetings were set up to discuss the aims and expectations of the project. These meetings helped to provide some insight into the problems with the current implementation, the business risks and the project timelines. They were helpful in defining a high level vision.
To gain insight into competitive and comparable offerings available to customers, our site was evaluated against other companies. This process is extremely effective in understanding the limitations and future potential of the offering to the user & market.
Lack of differentiation: The current implementation runs on a white label website which many competitors also use. There is no unique offering.
Sales without information: Platforms for transportation are almost entirely focused on selling the car hire / ticket with very little consideration for the user or their knowledge of the location.
Trip building: Platforms which do not sell transportation base their offering on information and trip building. They exist to assist the user in planning their trip.
Analysing past user interviews and research, conducting user tests with the current site & competitor sites and evaluating current user behaviours were all used to ensure a user centered design process. It was vital to balance the user and business needs in the design of this project.
We should be using the information we have about the rest of a user's trip (flights, hotel, etc) to bring personalisation to the platform. This should determine what to show and how to show it.
The current design exists outside of the user's flights and only considers the location and dates being searched. Can we bring in inportant information about the destination, travelling in that location and the transport available at the times searched to increase engagement with specific types of journeys?
Objectives, testing scripts and user bases were defined to carry out effective usability testing. The majority of usability testing was remote to increase the speed and amount of tests which could be completed. Usability testingwas invaluable in creating a design which was intuitive to the user and ensuring they could accomplish their task goals.
Information adds trust: Balancing sales and information in the design brings increased trust to the platform. We are seen to be on the user's side rather than just trying to get them to purchase more.
Journey consideration: Highlighting the different journeys the user will need to take for their trip increases consideration and engagement with the transportation content.
Contrast & comparison: Displaying the most popular transport type up front along with benefits creates a good contrast against the other options. Users found it simple to identify the different options.
Overall the project went smoothly and was well received by users and stakeholders. The concept of a dedicated selling space was defined and adopted across the rest of the site. The short timeline required some typical UX processes such as personas & further UI iteration and testing to be missed. I'd recommend that more customer interviews and usability sessions are completed prior to development to ensure the validity of the designs.
© 2019 Conor Bergin