UI
UX
Budget: 15.000 PLN
Deadline: 2 weeks
Travel Agency
Research for the travel sector
Emily Johnson is planning an investment in the travel agency market and has commissioned me to design a project for her new travel brand. Her aim is to establish a trusted brand focused on the most popular and profitable destinations. Emily is seeking a unique selling proposition for her agency and effective ways to communicate its offerings. She also expects the creation of a well-defined primary persona and secondary personas to better understand customer needs. The agency is envisioned to operate as an e-commerce platform.
Good morning,
I am planning an investment in the travel agency market. I intend to create a new, trustworthy brand. However, I don’t want to offer every possible travel destination - only the most popular, but also the most profitable ones. I want to know how to name them and how to communicate the offer. I also need a unique selling proposition (USP). Something missing from the competition or provided in a very limited scope. I'm not sure if it will be attractions on-site or a unique approach. The motto of my future office is... I'm not certain about that. I would like it to be something natural, something that matters most to the consumer.
I'm targeting the middle-income group, those who spend around 4-5k PLN on vacations. At this moment, I don't have a more detailed image of my target group, but I don't want to rely solely on marketing. I need a well-prepared primary persona and secondary personas. Thanks to them, I will be able to build my entire business step by step. Of course, I know that personas alone are not enough - I need to understand my customers. Know what, where, and when they feel. What activities they have and where I can meet them to interest them in my offer tailored to their needs. An offer of their dreams. Presented in a way they can't resist!
The name of my future travel agency will mean something different to everyone, but it will always be associated with something we strive for and desire, something where we will experience joy, fulfillment, and peace. My travel agency will be e-commerce; I do not foresee retail outlets. The budget is 15.000 PLN. The deadline is a maximum of 2 weeks. In case of any questions, please contact me. Since my time is limited, please be specific, I prefer to answer by phone. I am always happy to share my market observations with you, but I would not want to suggest and focus you on, perhaps, mistaken perceptions at such an early stage.
However, I would love to discuss the scope of work. I would like to know your action plan. I mean a road map because I like to monitor the execution process. It gives me a sense of control and a stable plan. Moreover, it shows your concept and thinking about the coherent implementation of this task.
Good morning,
I am planning an investment in the travel agency market. I intend to create a new, trustworthy brand. However, I don’t want to offer every possible travel destination - only the most popular, but also the most profitable ones. I want to know how to name them and how to communicate the offer. I also need a unique selling proposition (USP). Something missing from the competition or provided in a very limited scope. I'm not sure if it will be attractions on-site or a unique approach. The motto of my future office is... I'm not certain about that. I would like it to be something natural, something that matters most to the consumer.
I'm targeting the middle-income group, those who spend around 4-5k PLN on vacations. At this moment, I don't have a more detailed image of my target group, but I don't want to rely solely on marketing. I need a well-prepared primary persona and secondary personas. Thanks to them, I will be able to build my entire business step by step. Of course, I know that personas alone are not enough - I need to understand my customers. Know what, where, and when they feel. What activities they have and where I can meet them to interest them in my offer tailored to their needs. An offer of their dreams. Presented in a way they can't resist!
The name of my future travel agency will mean something different to everyone, but it will always be associated with something we strive for and desire, something where we will experience joy, fulfillment, and peace. My travel agency will be e-commerce; I do not foresee retail outlets. The budget is 15.000 PLN. The deadline is a maximum of 2 weeks. In case of any questions, please contact me. Since my time is limited, please be specific, I prefer to answer by phone. I am always happy to share my market observations with you, but I would not want to suggest and focus you on, perhaps, mistaken perceptions at such an early stage.
However, I would love to discuss the scope of work. I would like to know your action plan. I mean a road map because I like to monitor the execution process. It gives me a sense of control and a stable plan. Moreover, it shows your concept and thinking about the coherent implementation of this task.
Preliminary Task List:
- Carefully analyze the content of the assignment, as every word provides a hint.
- Consider the client's needs and select appropriate tools to address them.
- Decide on research methods to employ and determine the final output.
- Create an road map and consult with the client, highlighting the value of each stage.
- Ensure a consistent presentation layer for all delivered elements of the project.
Road Map
1. Desk Research
Why: Before diving deep into primary research methods, it's crucial to understand the existing landscape. Desk research involves gathering data that's already published. By doing so, one can obtain a broad overview of the market, understand competitors, identify industry trends, and uncover any initial insights that can guide subsequent stages of research.
2. User Interviews
Why: Interviews provide qualitative insights directly from potential users or stakeholders. This method is chosen because it allows for a deep understanding of user needs, pain points, expectations, and motivations. Personal interactions during interviews often uncover rich narratives and stories that surveys or other methods might miss.
3. Personas
Why: Personas are fictional characters that represent your target users. Creating them is essential because they help in understanding different user types that might use your service/product. By empathizing with these personas, teams can design solutions tailored to the specific needs and behaviors of different user segments.
4. Empathy Maps
Why: An empathy map is a tool that allows teams to visualize what target users say, think, do, and feel. This method is chosen to provide a deeper understanding of user emotions and to help in capturing the psychological nuances of the target audience. By visualizing these aspects, teams can design solutions that resonate emotionally with users.
5. Journey Maps
Why: This method visualizes the process a user undergoes to achieve a specific goal with your service/product. It's chosen to identify potential pain points, moments of delight, and opportunities for improvement in the user experience. By understanding the user's journey, one can pinpoint areas that need optimization or redesign.
6. Card Sorting
Why: Card sorting is a technique where users categorize and prioritize information, often used to inform website navigation or app structures. This method is chosen to ensure that the content is organized in a way that makes sense to users. By engaging actual users in the sorting process, one can design intuitive navigation and information architecture.
Step 1: Define Research Objectives
The first step is a crucial element of every research process.
Here we establish specific goals that we aim to achieve with our desk research.
Based on the letter from Emily, we can identify the following objectives:
1. Understanding the travel agency market: First and foremost, we want to grasp the general landscape of the travel agency market, including competition, popular destinations, customer preferences, etc.
2. Identification of the most popular travel destinations: Emily emphasized that she wants to offer only the most popular destinations. Hence, we need to understand which destinations are currently most popular among travel agency clients.
3. Finding potential differentiators: To create a unique offering, Emily needs to understand what is currently available in the market and where there might be gaps or unmet needs that her travel agency could satisfy.
4. Understanding how customers choose travel agency offers: To effectively communicate the offer, Emily needs to understand how clients select and evaluate travel agency propositions
The research objective should be clearly defined but also flexible enough to adapt to any unexpected
findings during the research process. All these goals are interconnected and support Emily's overarching objective,
which is to create an appealing travel agency offer that meets customer expectations and stands out in the market.
Step 2: Data Collection
Websites of travel agencies, such as Rainbow, Itaka, TUI
.svg)
Industry portals, such as
e-turystyka.pl reports.
e-turystyka.pl reports.
Statistical databases, Central Statistical Office (GUS)
Customer review platforms, such as TripAdvisor, Trivago.
.svg)
Websites of hotels and resorts in popular tourist destinations.
Exploration of data sources
I analyzed these pages in search of information about the most popular tourist destinations, as well as customer preferences. I paid attention to detailed information, such as costs, customer ratings, the number of reservations, and also special attractions or services offered by various destinations.
I analyzed these pages in search of information about the most popular tourist destinations, as well as customer preferences. I paid attention to detailed information, such as costs, customer ratings, the number of reservations, and also special attractions or services offered by various destinations.
Extraction and saving of data
While collecting data, I noticed that destinations such as Greece, Spain, and Turkey are especially popular. Exotic destinations, such as the Dominican Republic or the Maldives, also frequently appear, although they are usually more expensive. Many people seem to prefer all-inclusive offers, suggesting that customers value convenience and simplicity. I save this information in an Excel table for further analysis.
While collecting data, I noticed that destinations such as Greece, Spain, and Turkey are especially popular. Exotic destinations, such as the Dominican Republic or the Maldives, also frequently appear, although they are usually more expensive. Many people seem to prefer all-inclusive offers, suggesting that customers value convenience and simplicity. I save this information in an Excel table for further analysis.
Data quality control
I review the collected data, checking if they are comprehensive, credible, and current. It seems that my data is solid - they come from various, reliable sources and provide a good perspective on popular travel destinations.
I review the collected data, checking if they are comprehensive, credible, and current. It seems that my data is solid - they come from various, reliable sources and provide a good perspective on popular travel destinations.
Data analysis and interpretation
Based on the collected data, I create a short report. It shows that the most popular destinations are Mediterranean countries, and customers appreciate the convenience of all-inclusive offers. This report can serve as a starting point for further research and business decisions.
Based on the collected data, I create a short report. It shows that the most popular destinations are Mediterranean countries, and customers appreciate the convenience of all-inclusive offers. This report can serve as a starting point for further research and business decisions.
Step 3: Data Analysis
Travel Destinations:
From our data, it appears that Spain is the most popular travel destination, capturing about 24.2% of all bookings, followed by Italy with 19.4%, Greece with 16.1%, and finally Croatia with 12.9%. Other destinations like France accounted for 10.5%, Portugal with 9.7%, and Egypt with 7.2% of the bookings. We can assume that this hierarchy of popularity results from various factors such as availability, cost of travel, tourist and cultural attractiveness of these places.
From our data, it appears that Spain is the most popular travel destination, capturing about 24.2% of all bookings, followed by Italy with 19.4%, Greece with 16.1%, and finally Croatia with 12.9%. Other destinations like France accounted for 10.5%, Portugal with 9.7%, and Egypt with 7.2% of the bookings. We can assume that this hierarchy of popularity results from various factors such as availability, cost of travel, tourist and cultural attractiveness of these places.
Types of Vacations:
The data suggests that the most desired type of vacation is beach relaxation, capturing 60% of preferences, followed by city tours with 30%, and finally active leisure in nature with 10%.
This might suggest that customers of our travel agency are primarily looking for relaxation and an escape from daily routine, although some of them are also interested in sightseeing and active rest.
The data suggests that the most desired type of vacation is beach relaxation, capturing 60% of preferences, followed by city tours with 30%, and finally active leisure in nature with 10%.
This might suggest that customers of our travel agency are primarily looking for relaxation and an escape from daily routine, although some of them are also interested in sightseeing and active rest.
Step 4: Interpretation and Conclusions
1. Understanding the Travel Agency Market:
Analysis
The data shows a clear preference for specific destinations and types of vacations. Spain, Italy, Greece, and Croatia dominate the destination choices, with beach relaxation being the most preferred vacation type.
Conclusions for UX/UI
The website's landing page or app's home screen should highlight these top destinations with vibrant imagery, emphasizing beach scenes. Given the dominance of beach relaxation, a serene, holiday-inspired color scheme and visuals will resonate more with users.
2. Identification of the Most Popular Travel Destinations:
Analysis
Spain leads the pack with 24.2%, but Italy, Greece, and Croatia also have a strong presence. This suggests that Mediterranean destinations are especially popular among clients.
Conclusions for UX/UI
A dedicated section or feature for Mediterranean trips might be worth considering. Using high-quality visuals of these destinations and perhaps integrating user reviews or testimonials will further enhance credibility and user engagement.
3. Finding Potential Differentiators:
Analysis
While the majority favor the most popular destinations, there's a segment of the market interested in other destinations like France, Portugal, and Egypt. Additionally, beyond beach relaxation, there are preferences for city tours and active leisure.
Conclusions for UX/UI
To differentiate Emily's travel agency, consider featuring curated packages or special deals for these "alternative" destinations or vacation types. An intuitive filtering system where users can discover trips based on their interests (e.g., history, adventure, culture) can provide a unique user experience and cater to those looking for something different.
4. Understanding How Customers Choose Travel Agency Offers:
Analysis
60% of customers lean towards beach relaxation, suggesting that relaxation is a priority. However, 30% look for city tours, indicating an interest in exploration and culture. The remaining 10% prefer active leisure, hinting at a niche segment that values adventure.
Conclusions for UX/UI
Personalization features, such as customized travel recommendations based on user profiles or past behaviors, could enhance user experience. An efficient review system, where clients can read and share experiences about specific destinations or trip types, can assist users in their decision-making process. Furthermore, providing detailed itineraries or day-by-day activity breakdowns will cater to those keen on planning and will offer clarity about the trip.
User Interviews - Delving Deeper into User Needs
Embarking on the travel agency project, I felt the imperative to truly understand the core needs and expectations of potential users.
User interviews served as the perfect tool to delve into their perspectives.
Participant Selection:
I conducted in-depth interviews with five individuals, each representing different demographic segments:
I conducted in-depth interviews with five individuals, each representing different demographic segments:
Anna, 28
A young professional,
primarily traveling for leisure.
A young professional,
primarily traveling for leisure.
Robert, 45
A father of three, often on the lookout for family-friendly travel deals.
A father of three, often on the lookout for family-friendly travel deals.
Lena, 34
An adventurer at heart, she's into active holidays such as trekking and diving.
An adventurer at heart, she's into active holidays such as trekking and diving.
Marek, 50
A business executive who often travels abroad for work.
A business executive who often travels abroad for work.
Olga, 29
A solo traveler, seeking exotic destinations and unique experiences.
A solo traveler, seeking exotic destinations and unique experiences.
Key Questions:
1. What factors play a pivotal role when choosing a travel agency?
To kick off, it's essential to understand the foundational factors influencing users' decisions. This question provides a broad lens to view what matters most to the potential user and can uncover critical business insights about competitors, reputation, price, and more.
2. Which information sources do you frequently utilize while planning a trip?
This question seeks to understand user behavior. By identifying the primary sources of information, we can infer where users might first come across Emily's travel agency and where to allocate marketing or partnership efforts.
3. What features of a travel agency's website stand out as most crucial to you?
Directly related to the UX/UI design aspect of the project, this question aims to highlight must-have features, helping prioritize design and development efforts. The answer guides the layout, navigation, and feature set of the website.
4. Can you describe your past experiences with travel agencies?
Past experiences, both good and bad, offer a treasure trove of information. This open-ended question invites users to share stories, which can reveal pain points to avoid, expectations to meet, and potential features or services that competitors might be overlooking.
1. What factors play a pivotal role when choosing a travel agency?
To kick off, it's essential to understand the foundational factors influencing users' decisions. This question provides a broad lens to view what matters most to the potential user and can uncover critical business insights about competitors, reputation, price, and more.
2. Which information sources do you frequently utilize while planning a trip?
This question seeks to understand user behavior. By identifying the primary sources of information, we can infer where users might first come across Emily's travel agency and where to allocate marketing or partnership efforts.
3. What features of a travel agency's website stand out as most crucial to you?
Directly related to the UX/UI design aspect of the project, this question aims to highlight must-have features, helping prioritize design and development efforts. The answer guides the layout, navigation, and feature set of the website.
4. Can you describe your past experiences with travel agencies?
Past experiences, both good and bad, offer a treasure trove of information. This open-ended question invites users to share stories, which can reveal pain points to avoid, expectations to meet, and potential features or services that competitors might be overlooking.
Insights from the Interviews:
Diving deeper into the gathered data, a multi-faceted understanding of user expectations and preferences emerged.
The collective insights pointed toward specific design necessities:
Diving deeper into the gathered data, a multi-faceted understanding of user expectations and preferences emerged.
The collective insights pointed toward specific design necessities:
1. The Power of Recommendations:
Quote from Anna:
"I always rely on reviews from fellow travelers.
It helps me gauge the trustworthiness of an agency."
"I always rely on reviews from fellow travelers.
It helps me gauge the trustworthiness of an agency."
Analysis
The gravity of peer reviews and their impact on users' decision-making process cannot be underestimated. A dedicated section for user reviews not only boosts credibility but also fosters community interaction.
The gravity of peer reviews and their impact on users' decision-making process cannot be underestimated. A dedicated section for user reviews not only boosts credibility but also fosters community interaction.
2. Website Intuitiveness and Efficiency:
Quote from Marek:
"I don't want to navigate a convoluted site.
Everything should be upfront and easily accessible."
"I don't want to navigate a convoluted site.
Everything should be upfront and easily accessible."
Analysis
Mark's feedback is indicative of a broader user sentiment. In the fast-paced digital world, users value their time immensely. An efficient, easy-to-navigate interface can significantly reduce user friction and increase conversion rates.
Mark's feedback is indicative of a broader user sentiment. In the fast-paced digital world, users value their time immensely. An efficient, easy-to-navigate interface can significantly reduce user friction and increase conversion rates.
3. Transparent Pricing – No Hidden Surprises:
Quote from Lena:
"I dislike unexpected costs. I prefer to know
exactly what's included in the trip's pricing."
"I dislike unexpected costs. I prefer to know
exactly what's included in the trip's pricing."
Analysis
The feeling of being duped can instantly erode trust. Lena's feedback points toward a critical aspect of e-commerce: transparent pricing. A clear breakdown of costs, taxes, and possible surcharges can enhance user trust and reduce cart abandonment rates.
The feeling of being duped can instantly erode trust. Lena's feedback points toward a critical aspect of e-commerce: transparent pricing. A clear breakdown of costs, taxes, and possible surcharges can enhance user trust and reduce cart abandonment rates.
4. Availability of Assistance and Building Trust:
Quote from Robert:
"It's always reassuring to know I can quickly reach out
to the agency for queries. Gives me peace of mind."
"It's always reassuring to know I can quickly reach out
to the agency for queries. Gives me peace of mind."
Analysis
Robert's sentiment sheds light on a pivotal aspect of user experience. Being available to answer user queries or address their concerns not only fosters trust but also enhances the overall brand image. Features like a chatbot, 24/7 helpline, or a comprehensive FAQ section can act as trust signals, ensuring users of reliable post-sales support.
Robert's sentiment sheds light on a pivotal aspect of user experience. Being available to answer user queries or address their concerns not only fosters trust but also enhances the overall brand image. Features like a chatbot, 24/7 helpline, or a comprehensive FAQ section can act as trust signals, ensuring users of reliable post-sales support.
5. Personalization and Offering Tailored Experiences:
Quote from Olga:
"Every traveler is unique. I appreciate when a website understands
my preferences and offers trips tailored to my interests."
"Every traveler is unique. I appreciate when a website understands
my preferences and offers trips tailored to my interests."
Analysis
Every traveler is unique. I appreciate when a website understands my preferences and offers trips tailored to my interests."Analysis: In the age of AI and ML, personalization is no longer a luxury but an expectation. Olga's feedback emphasizes the need for data-driven personalization, where users are presented with travel packages and information tailored to their preferences and past behavior.
Every traveler is unique. I appreciate when a website understands my preferences and offers trips tailored to my interests."Analysis: In the age of AI and ML, personalization is no longer a luxury but an expectation. Olga's feedback emphasizes the need for data-driven personalization, where users are presented with travel packages and information tailored to their preferences and past behavior.
Implications for the UX/UI Design:
Drawing from the feedback and the insights of the interviews, I decided on the following design enhancements:
Reviews Section
People like to see what others are saying. Adding a section for reviews can help make people trust the agency more.
Streamlined Navigation
The website should be simple to use. Users should quickly find what they're looking for without getting confused.
Transparent Pricing
It's important to show all the prices clearly. Users shouldn’t have surprises with extra costs they didn't expect.
Quick Agency Contact Features
There should be a way for users to chat online if they have questions. Also, a page with FAQs can help answer common concerns.
Closing Thoughts:Engaging directly with users and listening to their insights was an eye-opener for me. Their diverse perspectives gave me a deeper understanding of what truly matters when choosing a travel agency. With this research in hand, I feel equipped to offer recommendations and insights that will genuinely resonate with potential clients and address their core needs.
"I want each journey to tell a story, not just be a tick on a checklist."
Jessica Thompson - Behind the Choices
Demographics:
Age: 32
Why: Most people we talked to in our interviews were in the age group of 30-35. This age group often has the money and interest to travel. They are in the middle of their careers but also look forward to taking breaks and traveling.
Job: Marketing Manager at a tech company
Why: Based on what we found out, a lot of people who use travel agencies work in fields like marketing, IT, or finance. They're good with technology and like services that are easy to use online.
Education: Masters in Business Administration
Why: This level of education fits with her job as a Marketing Manager. It also suggests that she probably earns a good salary, which means she can afford to travel and might use a travel agency for planning.
Family Life: Single, has a cat named "Milo"
Why: A lot of people living in cities who travel are single. They either travel by themselves or with friends. Also, having a cat is common for people living in the city because cats are easier to take care of compared to some other pets.
Psychographics
Hobbies
Yoga, reading travel blogs, weekend hiking, and exploring new coffee shops.
Values
Transparency, efficiency, and experience-driven choices.
Lifestyle
Busy professional life but prioritizes work-life balance.
Hobbies: These activities reflect modern wellness and leisure trends. Reading travel blogs indicates an informed traveler, and trying new coffee shops suggests an interest in local experiences, essential for tailoring our travel offerings.
Implication for Task: Knowing her interests can guide content creation for the agency's website or promotional materials. Offering travel blog posts, yoga retreat packages, or highlighting hiking trails and local coffee shops in various travel destinations can appeal directly to her tastes.
Values: Our research highlighted travelers' demand for transparency, especially regarding costs. The desire for unique experiences aligns with the modern traveler's preference for personalized trips. Recognizing these values helps shape our agency's services.
Implication for Task: This emphasizes the need for transparency in package pricing without hidden charges. Additionally, promoting unique, off-the-beaten-path experiences or exclusive packages can resonate with travelers like Jessica who value unique experiences.
Lifestyle: Many professionals have demanding jobs but prioritize travel. This balance signifies a group that seeks efficient, high-quality travel solutions, informing how we design our travel packages.
Implication for Task: Flexible travel options, like weekend getaways or shorter, intensive experiences, might be attractive. The agency can consider designing packages that cater to professionals with busy schedules but are still looking for quality travel experiences.
Travel Habits
Frequency
Travels 3-4 times a year for leisure; often does weekend getaways.
Preferences
Mix of adventure (trekking, diving) and relaxation (beaches, spas).
Booking Behavior
Starts planning 3 months in advance, looks for deals and reads reviews.
Frequency: Many people in the age group and professional bracket of Jessica can afford and often take multiple trips in a year. Frequent trips indicate a blend of longer vacations and shorter breaks. Reflecting this frequency allows our agency to offer a range of packages, from weekend deals to extended tours.
Implication for Task: This frequent travel pattern suggests that there's potential for repeated business with customers like Jessica. A loyalty program or special deals for frequent travelers could be beneficial.
Preferences: Diverse preferences reflect the broad tastes of modern travelers. Beach holidays are universally popular for relaxation, city tours appeal to the culturally inclined, and nature trips to those seeking adventure or tranquility.
Implication for Task: Offering diverse packages that cater to these varied interests can be crucial. Highlighting the versatility of travel options available, or even customizable packages, could resonate with travelers like Jessica.
Booking Behavior: Many seasoned travelers, especially those with busy schedules, appreciate the benefits of early planning. It allows them to secure deals, ensures availability, and gives ample time for research.
Implication for Task: This behavior underscores the importance of having detailed and up-to-date information available well in advance. Early-bird deals, comprehensive travel guides, and user reviews might be particularly appealing to such planners.
Goals
- Discover trustworthy and exciting travel destinations.
- Achieve a balance between relaxation and adventure.
- Ensure she's getting value for her money.
Why These Goals: Jessica's previous preferences suggest a desire for varied experiences, ranging from peaceful relaxation to thrilling adventures. Her wish for clarity and transparency also indicates a focus on value.
Implication for Task: Understanding these goals can guide the agency's promotional content, package creation, and communication strategies to ensure they highlight value, variety, and trustworthiness.
Implication for Task: Understanding these goals can guide the agency's promotional content, package creation, and communication strategies to ensure they highlight value, variety, and trustworthiness.
Challenges
- Navigating the vast amount of travel information online.
- Finding trips that align with her hectic work schedule.
- Avoiding touristy spots to find authentic experiences.
Why These Challenges: The digital age offers an abundance of travel information, which can be overwhelming. Jessica's demanding job requires efficient trip planning, and her desire for genuine experiences is paramount.
Implication for Task: Addressing these challenges could mean offering curated travel suggestions, flexible package durations, and promoting lesser-known but genuine experiences.
Implication for Task: Addressing these challenges could mean offering curated travel suggestions, flexible package durations, and promoting lesser-known but genuine experiences.
Technology Use
- Utilizes travel apps for bookings and schedule organization.
- Regularly explores travel blogs and online reviews.
- Relies heavily on her smartphone for real-time navigation
Why These Technology: This mirrors contemporary travel behaviors where digital tools are indispensable. Jessica's proactive approach, evident from her early planning and reliance on blogs, further emphasizes this.
Implication for Task: The agency's digital platforms need to be user-friendly, updated, and mobile-optimized. Collaborations with popular travel bloggers or influencers could also be explored.
Implication for Task: The agency's digital platforms need to be user-friendly, updated, and mobile-optimized. Collaborations with popular travel bloggers or influencers could also be explored.
Decision Drivers
- Often compares multiple offers to find the best deal.
- Checks health and safety ratings of destinations.
- Often visits online travel forums or review sites.
Why These Drivers: During the interviews, it was clear that while travelers like Jessica look for value, safety remains a non-negotiable priority. Furthermore, in today's connected world, personal recommendations, be it from friends or online forums, hold immense sway.
Implication for Task: The travel agency's offerings should be transparent in pricing with clear safety guidelines. A review system or a section for traveler stories/testimonials could enhance trust and influence decisions.
Implication for Task: The travel agency's offerings should be transparent in pricing with clear safety guidelines. A review system or a section for traveler stories/testimonials could enhance trust and influence decisions.
Conclusions based on the profile of "Jessica" for the travel agency market study:
Good price is key:
Jessica likes to compare different offers to find the best deal.
This means a travel agency should make its prices clear and offer good value for the price.
Safety first:
Jessica wants to feel safe when choosing a place to go.
This highlights the need to give clear safety information about the places offered.
Personal advice matters:
Jessica listens to recommendations from others.
This shows that having a review system or stories from travelers can be an important feature for a travel agency.
Tech is important:
Jessica uses technology to plan her trips.
This points to the need for easy-to-use and mobile-friendly digital platforms for customers.
Unique experiences wanted:
Jessica looks for special, real experiences, not just the typical tourist spots.
This means the travel agency might consider offering different or special travel deals.
Variety is needed:
Jessica has many interests, from beach relax to active holidays.
This shows the need to have a wide range of offers to fit different customer needs.
Good price is key:
Jessica likes to compare different offers to find the best deal.
This means a travel agency should make its prices clear and offer good value for the price.
Safety first:
Jessica wants to feel safe when choosing a place to go.
This highlights the need to give clear safety information about the places offered.
Personal advice matters:
Jessica listens to recommendations from others.
This shows that having a review system or stories from travelers can be an important feature for a travel agency.
Tech is important:
Jessica uses technology to plan her trips.
This points to the need for easy-to-use and mobile-friendly digital platforms for customers.
Unique experiences wanted:
Jessica looks for special, real experiences, not just the typical tourist spots.
This means the travel agency might consider offering different or special travel deals.
Variety is needed:
Jessica has many interests, from beach relax to active holidays.
This shows the need to have a wide range of offers to fit different customer needs.
1. Think & Feel:
- Eager for a new adventure.
- Anxious about safety and the pandemic.
- Hesitant about spending too much.
- Excited about discovering authentic experiences.
Comment: Jessica’s emotions are a mix of excitement and anxiety. The excitement stems from the love of travel, but the pandemic and safety concerns bring in hesitation. These emotions can drive decisions, so the agency should address safety and value in their offers.
Implication: Focus on providing safety reassurances, possible trip insurance, and highlighting the unique value in offers.
2. Hear:
- Friends talking about their recent trips.
- Reviews and ratings on travel websites.
- Travel advisories and news.
Comment: Jessica takes into account what others say about their experiences. Peer reviews and recommendations heavily influence her.
Implication: Implement a reliable review system on the agency's platform and consider collaborations with travel bloggers or influencers for testimonials.
3. See:
- Vibrant pictures and stories on Instagram and Pinterest.
- Discounts and offers on travel apps and websites.
- News about travel destinations.
Comment: Visuals play a significant role in influencing Jessica's choices. She's likely to be drawn to destinations that are aesthetically pleasing and appear often on her social feeds.
Implication: Use high-quality, authentic images for destinations. Regularly update offers to keep them fresh and engaging.
4. Say & Do:
- Shares travel plans with friends and family.
- Compares prices across different platforms.
- Actively reads travel blogs and reviews.
Comment: Jessica is proactive in her travel planning, and her actions involve seeking value and information. Her habits show that she values both the aesthetic and practical aspects of travel.
Implication: Ensure that the agency's digital platforms are user-friendly and provide all essential information. The process of searching, comparing, and booking should be seamless.
Pain Points
Concerns & Frustrations
1. Safety Concerns
Jessica worries about the safety of certain destinations,
especially in the context of the pandemic.
Jessica worries about the safety of certain destinations,
especially in the context of the pandemic.
Comment: In recent years, safety has become a top priority for many travelers. Uncertainties related to travel safety can cause hesitation and anxiety for many, especially when venturing to unfamiliar destinations.
Implication: It's vital for travel agencies to be transparent about safety measures, offer trips to destinations with good health records, and provide options for insurance or flexible booking.
2. Financial Considerations
Hesitation to spend too much or get trapped with hidden charges.
Hesitation to spend too much or get trapped with hidden charges.
Comment: Nobody likes unpleasant surprises. Unexpected costs or the perception of not getting value for money can be a significant deterrent.
Implication: Transparency in pricing is essential. Breakdowns of costs, clear cancellation policies, and no hidden fees will help ease these concerns.
3. Overwhelming Choices
With so many options, making a decision can be daunting.
With so many options, making a decision can be daunting.
Comment: The paradox of choice in today's digital age means that sometimes more options can lead to indecision or fear of missing out on a better deal elsewhere.
Implication: Personalized recommendations or curated travel packages can help simplify choices and guide Jessica to make a decision.
Gains
Desires & Needs
1. Authentic Experiences
The drive to discover unique, off-the-beaten-path experiences.
The drive to discover unique, off-the-beaten-path experiences.
Comment: Modern travelers often seek experiences that are authentic and provide a deeper connection to the destination.
Implication: Highlight unique travel experiences, local immersion, and exclusive activities that can't be found elsewhere.
2. Value for Money
Getting the best experience without breaking the bank.
Getting the best experience without breaking the bank.
Comment: Everyone loves a good deal, especially when it doesn't compromise the quality of the experience.
Implication: Offer packages that provide both value and quality. Bundling services or partnering with local businesses can enhance perceived value.
3. Seamless Planning and Booking
An easy, hassle-free process to plan and book trips.
An easy, hassle-free process to plan and book trips.
Comment: A smooth user experience can greatly enhance overall satisfaction and encourage repeat business.
Implication: Ensure the digital platforms are intuitive, user-friendly, and mobile-optimized. Streamlining the booking process and providing ample information will cater to this need.
Scenario:
Jessica, a 32-year-old travel enthusiast, is eager to embark on a new journey after being cooped up at home for a prolonged period. Having always been an avid traveler, she's looking for a unique experience rather than a generic touristy trip.
Goals and Expectations:
Jessica wants to visit three countries in Europe, avoiding the usual tourist spots and looking for more real experiences. She expects to find the right information online to plan her trip well.
1. AWARENESS
2. CONSIDERATION
3. EVALUATION
4. PURCHASE
5. ONBOARDING
6. ENGAGEMENT
7. RETENTION
8. ADVOCACY
ACTION
Jessica hears about the new travel agency from her friend during a weekend brunch. Intrigued, she decides to do some preliminary research.
She spends her evening exploring the agency’s website, diving deep into their photo galleries, reviews, and available packages.
Takes the next week to compare the agency's offerings with her usual travel sites, reading reviews and seeking recommendations.
After a weekend of contemplation, she finally commits and books a travel package.
Jessica receives a comprehensive welcome email detailing her trip, offering tools for planning and reminders.
Over the next month, she interacts regularly with the agency's online tools, pre-trip webinars, and support.
After her trip, Jessica considers the next adventure, returning to the agency given her largely positive experience.
Jessica, satisfied with her experiences, shares her journey on her social media and directly recommends the agency to friends.
THOUGHTS
"A new travel option? This could be what I've been looking for. I wonder how it compares to my usual go-to sites."
"These destinations are both familiar and new, but all seem to offer something unique. I need to know more."
"Is the premium price really reflective of a premium experience? Do they truly offer value for money?"
"I hope this journey will be as amazing as it looks. I've got high hopes!"
"This level of detail is reassuring. It's clear they care about my experience."
"These tools are great, but I wish they were a bit more user-friendly."
"I wonder if they've added new destinations or experiences since my last trip."
"Everyone should get to experience travel this way. It's truly unique."
FEELINGS
Curiosity mixed with a hint of excitement.
A surge of excitement, anticipation building.
Doubtful but hopeful, between excitement and caution.
A mix of hope, excitement, and a tiny bit of anxiety.
Increasing confidence, feeling valued.
Empowered, yet occasionally frustrated.
Trust, comfort, and anticipation.
Satisfaction, pride in her choice.
PAIN POINTS
Today's travel websites don't have special experiences. They usually give the same basic options.
The website has so many options, but some lack detailed descriptions or user-generated photos.
Uncertainty about the overall experience and value proposition.
The booking process felt longer than necessary, with a few confusing elements.
The amount of information is a bit overwhelming, causing slight information fatigue.
Occasional tech problems and non-intuitive features.
Desire for fresh, new experiences each time.
Lack of a structured referral program.
IMPROVEMENTS
- Create a referral program to motivate current clients to refer friends and family.
- Collaborate with travel influencers to showcase authentic experiences.
- Develop a marketing campaign highlighting unique travel opportunities, separating the agency from generic competitors.
- Enhance the website's UX design, making it more intuitive and visually appealing.
- Use AI-driven personalization to suggest trips based on a visitor's browsing history.
- Introduce an interactive Q&A section where potential clients can ask questions and get real-time responses.
- Organize live webinars or virtual tours, giving potential clients a taste of unique experiences.
- Highlight price transparency, breaking down costs to showcase the value for money.
- Partner with past travelers to share their in-depth stories, offering a detailed view of the experience.
- Integrate a variety of payment options to cater to different client preferences.
- Implement a feature for real-time assistance during the booking process, ensuring clients can get help when they encounter any hitches.
- Offer early bird or loyalty discounts to incentivize and reward bookings.
- Develop a mobile app that travelers can use to manage their trips, access itineraries, and get timely updates.
- Gamify the onboarding process, offering rewards for completing certain pre-trip tasks.
- Implement an AI-driven chatbot that can assist travelers with common queries 24/7.
- Organize live webinars or virtual tours, giving potential clients a taste of unique experiences.
- Highlight price transparency, breaking down costs to showcase the value for money.
- Partner with past travelers to share their in-depth stories, offering a detailed view of the experience.
- Collaborate with tech partners to introduce augmented or virtual reality previews of destinations.
- Use regular feedback loops to continually refine and enhance online tools.
- Offer premium support or a personal travel concierge service for those willing to pay extra.
- Implement a loyalty program, rewarding clients for repeat bookings with perks and discounts.
- Regularly survey past clients to understand their evolving travel desires and adjust offerings accordingly.
- Introduce seasonal or themed packages, giving repeat clients fresh and exciting options.
Card Sorting is a research method used in user interface design to better understand how people perceive and categorize information.
It's key to creating an intuitive navigation structure and organizing content on a website or in an app.
It's key to creating an intuitive navigation structure and organizing content on a website or in an app.
During a Card Sorting session, participants are given a set of cards with terms, feature names, categories, etc. printed on them.
Their task is to sort these cards into groups in a way that they feel is logical to them.
Their task is to sort these cards into groups in a way that they feel is logical to them.
Personalized trip recommendations
Discovering local attractions
Safety information
Eco-friendly tours filters
Last-minute deals
Group booking
Trip price comparison
Guide verification
Loyalty program
User-recommended attractions
Interactive location maps
User reviews
All-inclusive packages
Customizable route options
Directions TIPS
Search by budget
Active tours (e.g., trekking, biking)
Cultural tours
Family attractions
Special events (e.g., festivals)
Local delicacies and dining
Choice of guide's language
Historical significance
Transport options to the location
Weather information
Accessibility & customization for disabled persons
Filter by attraction type (e.g., museums, parks)
Search by available dates
Chat with the guide before booking
Virtual attraction previews
For the card sorting exercise, I recruited four participants, each representing different travel preferences and stages of life:
Anna, 33 years old, a travel enthusiast who is always on the lookout for unique and off-the-beaten-path trips.
Tomasz, 35 years old, a solo traveler whose passion is to immerse himself in new adventures.
Marta and Jakub, both 28 years old, a young couple eager to find the perfect destination for a romantic getaway.
Kamil, 40 years old, a dedicated father of two, prioritizing family-friendly trips that cater to the interests and needs of both parents and children.
Tomasz, 35 years old, a solo traveler whose passion is to immerse himself in new adventures.
Marta and Jakub, both 28 years old, a young couple eager to find the perfect destination for a romantic getaway.
Kamil, 40 years old, a dedicated father of two, prioritizing family-friendly trips that cater to the interests and needs of both parents and children.
Participant 1 - Anna, 33 years, teacher, frequent weekend traveler:
1. Travel Planning:
- Personalized trip recommendations
- All-inclusive packages
- Group booking
- Last-minute deals
- Trip price comparison
- Search by budget
- Search by available dates
- Transport options to the location
2. Information & Safety:
- Safety information
- Guide verification
- User reviews
- Weather information
3. Local Experience:
- Discovering local attractions
- Virtual attraction previews
- Local delicacies and dining
- Special events (e.g., festivals)
4. Activities & Attractions:
- Active tours (e.g., trekking, biking)
- Cultural tours
- Family attractions
- Filter by attraction type (e.g., museums, parks)
5. Navigation & Interaction:
- Interactive location maps
- Directions tips
- Chat with the guide before booking
6. Others:
- Eco-friendly tours filters
- User-recommended attractions
- Choice of guide's language
- Historical significance
- Accessibility & customization for disabled persons
- Customizable route options
- Loyalty program
Participant 2 - Tomasz, 35 years, solo traveler:
1. Adventure & Exploration:
- Active tours (e.g., trekking, biking)
- Discovering local attractions
- Special events (e.g., festivals)
- Customizable route options
- Cultural tours
2. Booking & Deals:
- Personalized trip recommendations
- Last-minute deals
- Group booking
- Trip price comparison
- All-inclusive packages
- Search by budget
3. Interactive & User Input:
- User-recommended attractions
- Chat with the guide before booking
- User reviews
- Virtual attraction previews
- Interactive location maps
4. Local Insights & Culture:
- Local delicacies and dining
- Historical significance
- Choice of guide's language
5. Information & Safety:
- Safety information
- Weather information
- Directions tips
- Guide verification
- Chat with the guide before booking
6. Convenience Features:
- Eco-friendly tours filters
- Transport options to the location
- Search by available dates
- Accessibility & customization for disabled persons
- Filter by attraction type (e.g., museums, parks)
- Family attractions
Participant 3 - Marta and Jakub, 28 years, romantic couple:
1. Romantic Experiences:
- Personalized trip recommendations
- Discovering local attractions
- Cultural tours
- Special events (e.g., festivals)
- Virtual attraction previews
- Local delicacies and dining
2. Planning & Navigation:
- Weather information
- Interactive location maps
- Directions
- Trip price comparison
- Search by budget
- Search by available dates
- Transport options to the location
3. Booking & Assurance:
- All-inclusive packages
- Group booking
- Guide verification
- User reviews
- User-recommended attractions
- Eco-friendly tours filters
- Last-minute deals
- Chat with the guide before booking
4. Safety & Accessibility:
- Safety information
- Choice of guide's language
- Historical significance
- Accessibility & customization for disabled persons
- Filter by attraction type (e.g., museums, parks)
- Loyalty program
- Customizable route options
- Active tours (e.g., trekking, biking)
- Choice of guide's language
Participant 4 - Kamil, 40 years, father of two:
1. Family Activities:
- Personalized trip recommendations
- Active tours (e.g., trekking, biking)
- Cultural tours
- Family attractions
- Virtual attraction previews
- Discovering local attractions
2. Planning & Information:
- Weather information
- Interactive location maps
- Directions tips
- Trip price comparison
- Search by budget
- Search by available dates
- Transport options to the location
3. Booking & Deals:
- All-inclusive packages
- Group booking
- Guide verification
- User reviews
- User-recommended attractions
- Eco-friendly tours filters
- Last-minute deals
- Chat with the guide before booking
4. Safety & Preferences:
- Safety information
- Choice of guide's language
- Historical significance
- Accessibility & customization for disabled persons
- Filter by attraction type (e.g., museums, parks)
- Loyalty program
- Customizable route options
- Local delicacies and dining
- Choice of guide's language
Insights from Card Sorting
Diversity in Categorization:
Every participant demonstrated a unique approach to categorizing information. This reveals the importance of considering diverse perspectives when designing a website. It underscores the need for flexibility and adaptability in user interfaces.
Culture and Cuisine:
Local delicacies and dining were consistently categorized in relation to cultural experiences. This emphasizes the importance travelers place on genuine cultural immersion.
Search and Filter Capabilities:
Options such as "Eco-friendly tours filters" and "Search by budget" were frequently classified together, pointing to the need for an intuitive and efficient filtering system.
The Value of Personalization:
"Personalized trip recommendations" stood out among participants, emphasizing the importance of tailoring recommendations to individual user preferences.
User Context:
Kamil's categorization, focusing on family trips, differed from others. This highlights the importance of accommodating diverse user scenarios during design.
History and Education:
"Historical significance" was often categorized alongside cultural tours, indicating users' desire for educational components in their travels.
Transparency in Pricing:
"Trip price comparison" was significant for all participants, showing that price transparency is a vital concern for potential customers.
Comfort and Accessibility:
Features like "Accessibility & customization for disabled persons" were highlighted across categorizations, emphasizing the importance of inclusive design.
User Priorities:
Despite individual variations in sorting, certain trends were consistent:
Safety: All participants emphasized safety information, suggesting that it's a paramount concern for travelers.
Interaction and Feedback: Users wish to hear what others think about available attractions and tours. Options like chatting with guides and user reviews were popular across all participants
Interactivity:
"Interactive location maps" were popular under navigation-related categories, suggesting users appreciate interactive elements aiding in their planning.
General Conclusions
User-Centered Design:
The varying categorizations highlight the importance of adopting a user-centered design approach. Understanding the diversity in user perspectives is crucial to developing a platform that resonates with a broader audience.
The varying categorizations highlight the importance of adopting a user-centered design approach. Understanding the diversity in user perspectives is crucial to developing a platform that resonates with a broader audience.
Inclusive Design:
While all participants had unique sorting preferences, there was a shared emphasis on inclusivity and accessibility, underscoring the need for design that caters to everyone.
While all participants had unique sorting preferences, there was a shared emphasis on inclusivity and accessibility, underscoring the need for design that caters to everyone.
Importance of Feedback Mechanisms:
The preference for interactive elements and user reviews showcases the importance of two-way communication on the platform, allowing users to make informed decisions and feel engaged.
The preference for interactive elements and user reviews showcases the importance of two-way communication on the platform, allowing users to make informed decisions and feel engaged.
Anticipating User Needs:
While every user's categorization can't be adopted, the consistent themes can guide the design, ensuring that the platform anticipates and addresses the most common user needs effectively.
While every user's categorization can't be adopted, the consistent themes can guide the design, ensuring that the platform anticipates and addresses the most common user needs effectively.
