Bon Voyage


Role: Product + UX Designer
Project Type: Case study, Individual Work, Mobile App 
Duration: 6 weeks
Link to Prototype



Overview
Bon Voyage is a mobile app that provides information and recommendations about where people can go and what to see in different cities around the world. A large market opportunity exists to introduce a platform that focuses on providing curated itineraries for busy travelers. This case study explores how travelers can build and manage personalized itineraries.  

Objectives

  • To apply user research to determine what the product should do 
  • Apply user-centered design to create the best experience possible




01_Empathize

Understanding what’s at stake and the user’s needs & contexts
Why should we care?

Traveling is not only fun and exciting, but also a deeply enriching way to explore and experience the world. Designing an app would bolster this experience by providing recommendations of places to go and see around the world. Mobile is expected to grow to +60% market share in 2020 while social media companies like Facebook continue to dominate the global mobile market. Car-sharing apps have grown 25% in 2018 alone, while bike and scooter apps have surged with a 530% growth in user base. Total sessions in travel and navigation apps have increased by 50% in 2018 from 2016, making Bon Voyage a mobile-first product ripe for growth and engagement. The United States alone amassed a total of over 90B sessions on travel apps, providing a significant opportunity to address the impact of tourism on our planet. Additionally, this would create an opportunity to boost responsible tourism and encourage travelers to take a more sustainable approach when exploring the world, resulting in job opportunities for marginalized populations and the maintenance of a thriving and healthy environment for locals and visitors alike to enjoy.





Mobile is expected to grow to +60% market share in 2020. The United States alone amassed a total of over 90B sessions on travel apps, providing a significant opportunity to address the impact of tourism on our planet.


What should we offer?

Understanding the competitors helped us identify a key opportunity gap: creating curated itineraries for travelers and giving them the ability to purchase trips and download content.




Meet Ryan S.
Informed by insights synthesized from 3 users interviews, we developed Ryan S., the international traveler.

“I want to enjoy more time seeing the world and less time with planning.






02_Define

Determining the problem and scoping down the challenge 

What was the problem?

The problem is to reduce the time and anxiety out of planning a trip and to provide reliable and personalized recommendations of things to do that tailor to specific travel needs.

Based on user research, I found this is important to the user because it would make the process of planning a trip simpler and more delightful. It would mean less time and focus on research and logistics for the user and more time on looking at and being inspired by all the cool things to do.

The busy traveler needs a mobile app to build and manage their itineraries based on reliable information because they want to spend less time finding the right things to do and more time enjoying them with the people they love.



How should the user feel?

Since the user seeks a deeper connection while traveling, they should feel a sense of wanderlust, inspiration, and adventure grounded in local culture and knowledge. The user should ultimately feel like they can trust and rely on the product and have a sense of relief from having their trip planned based on well-vetted recommendations and reviews. The user should feel supported through every step of their journey: before, during, and after. Ultimately, the user should feel like they can rely on the product again to use it for their next trip and share their experience with others.



The user should ultimately feel like they can trust and rely on the product and have a sense of relief from having their trip planned based on well-vetted recommendations and reviews.



User Stories

In order to provide more context around the user, the following user stories were produced:


As a traveler who wants to have a deeper connection with where I go, I want a map of all the historically significant places in the area along with descriptions to learn from so that I can better understand the local culture.

As a traveler who wants to have authentic experiences,  I want to have personalized recommendations on things to do based on local knowledge and trusted reviews so that I can spend less time informing my decisions and more time selecting the best adventure for me.
As a traveler who likes to always have a plan, I want to be able to download my itinerary so that I always have access to it wherever I go.





03_Ideate

Generating and testing potential solutions
Initial Ideas

My initial sketches explored the potential app experience addressing a variety of the user’s needs. 

What’s the best way to present a curated itinerary? What would the experience be like if we added messaging capacity? The ability to edit itineraries and purchase tickets?





Mapping a Solution


Major touchpoints of the app were considered to create an app map to inform the wireframes:







04_Visual Design

Creating divergent ideas that visually inspire
Moodboards + Style Tiles

Based on a visual competitive analysis among Airbnb, Trip Advisor and Instagram, I developed the following mood boards and style tiles for visual inspiration:
Geometric - Vintage - Collage






Blue Gradient - Adventurous - Modern





05_Deliver

Prototyping the solution and investigating opportunities

Based on user feedback, I went forward with the “Blue Gradient - Adventurous - Modern” feel for the final mockup. 









06_Outcomes

Key takeaways from user testing
Project Takeaways
The concept of Bon Voyage as the all-in-one travel app was exciting and clear to the users. The overall visual design of the app is alluring and cohesive. However, the main confusion lies with the core task of adding to the itinerary, where both users were confused with the page itself and not knowing whether they had successfully completed the task. Secondarily, there can be improvements on the playfulness of the brand with regards to the copy, as well as clearly labeling the intent of the itinerary page