The assesment
During my final year of studies, I had the privilege to work on a significant project for a client associated with Stijlbreuk, an agency located in Tilburg where I completed my internship. The project focused on user-centered design principles, using the Double Diamond method to carefully investigate the needs of travelers and match them with the client's services. Stijlbreuk had already created new branding and a website for this travel agency, and I integrated the branding identity into my work. This approach quickly identified key problems and clarified project objectives. Working closely with developers and other designers, I created a step-by-step conceptual framework that developed into a refined and impactful final product.
My goal: to design an app that empowers travelers to prepare thoroughly for their dream vacations, enabling them to embark on their holiday with greater confidence and peace of mind.
“Marissa exemplified outstanding initiative, independence, and research skills.“
Frank Roodnat - UX-designer at Stijlbreuk
Research
I did thorough research with both the travelers and the travel agency's services. Using cultural probe interviews, I learned a lot about what travelers want. They mainly want to prepare well for their holidays so they can feel certain and relaxed when they go. I also found out that they don't find tasks like organizing documents and bookings very exciting. Instead, they start feeling the holiday excitement when they imagine their activities and make specific plans, like buying walking shoes.When I looked at the travel agency's services, I noticed something important: there are many points of contact at the beginning of their service, but fewer as travelers get closer to their trip and need to prepare more. This showed me there's an opportunity to improve how the agency supports travelers during the planning and preparation stages.
The real problem
After completing all the research, I put all the findings on a big wall. Together with another UX designer, we reviewed everything and grouped similar results together. The outcome? We identified a clear problem and a new purpose.
At first, I thought travelers couldn't prepare well enough using the current app, which meant they might miss out on enjoying their dream holiday fully. However, it turned out they could enjoy their dream holiday fully if they could prepare with more certainty and without worry. We also noticed the current app lacked consistent branding, and there were signs of the travel agency facing work pressure.
Therefore, the new goal is to design an app that enhances the personal service the travel agency provides. This app will give travelers better information, control, and a smoother experience during their preparations. This will help them feel more certain and carefree during their holidays. Ultimately, it will also help the travel agency work more efficiently in the long run.
Creating a concept
With the new problem and purpose identified, I organized all the user needs gathered from our research. Keeping these needs in mind, I conducted a brainstorming session with two other UX designers. Together, we examined the problems and generated ideas to address them. Following the brainstorming session, I categorized the ideas into different subjects to form the basis of our initial concept.
In this initial concept, there were some uncertainties about the preferences of the target group and specific content. To get clearer insights and gather feedback from developers, designers, and the client, I needed to conduct more research. This additional research was crucial to refine the concept and ensure it aligned well with everyone's expectations and needs.
Final concept
The biggest and coolest feature of the concept is providing travelers with standard checklists, so they never forget anything. They also have the option to create their own lists. Additionally, travelers can start experiencing and imagining their holiday with a highlight video feed. The app offers a clear overview of their travel planning and preparations. Users can also explore extra activities and highlights to see during their trip. Personal service is central to the app, allowing users to print all the information themselves if they prefer paper overviews. Plus, their travel consultant will always be available through the chat feature.
NAVIGATION STRUCTURE
With all the user stories organized, I proceeded to create user flows and a detailed navigation structure. This ensured that I had a clear understanding of all the required content and which pages needed to be designed. It also helped me determine how users would navigate through the app, aiming to create the best possible user experience.
Wireframes
After creating a clear navigation structure, I developed wireframes to focus on the user experience. Once all the screens were set up, I conducted a UX review, which led to changes in the design for simpler navigation. Following that, I performed scenario-based user testing, which revealed that multiple paths to the same content were necessary. This is because users tend to look in different places for the same information.The biggest obstacle was the target group, which is less experienced with digital products and has trouble navigating and recognizing features. To address this, I added subtitles for explanations, placed text next to icons, and simplified the filters and editing flow of the checklists. Currently, these features are too complicated and hidden for users. These changes will be implemented in the visual design and tested again for effectiveness.
Branding
For the new website of this travel agency, new branding was created by Frank Roodnat, a UX designer at Stijlbreuk. This branding became the identity of the travel agency, and I used it in my design. Based on the branding, I designed matching icons to use as patterns in the headers of some pages. Not every header needed a photo, because, for example, a photo of a car for renting a car or getting a chauffeur would look almost the same. By using the patterns, I avoid misleading the user and keep the brand identity alive.
Headers with icon patterns
Visual design
From wireframes, I moved on to visual design and created a high-fidelity prototype. I considered both branding and user experience. After multiple iterations, I conducted a design review with other designers and then performed another round of scenario-based user testing.
The biggest conclusions from the latest test were twofold. First, the changes to the checklist flow were successful; the simplified editing options greatly improved the user experience. Second, users with less digital experience tended to return to the home screen frequently to understand the navigation structure and maintain an overview. This highlighted the importance of keeping the navigation structure simple. To address this, I placed smaller or fewer content items in pop-up screens so users could still see the page below, helping them maintain a better overview.
Conclusion
I designed a whole new app that helps travelers prepare for their dream trip with excellent information structure, control, and experience. This allows them to go on holiday with more certainty and a carefree mind. The question now is, what more can we do to support travelers during their trip and perhaps even afterward?
Reflection
This project, despite being a graduation project, involved a lot of research and techniques to achieve the final design. However, looking back, I realize I could have done it with less. More research is not always better. For example, testing wireframes with a target group that has low digital knowledge was challenging. It would have been better to go straight to a visual design and test that thoroughly. This approach would have reduced the workload and potentially provided even better testing and valuable results from the target audience.
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