Project Description:
TripWolf is a collaborative group trip planning platform that allows travelers to have input on their travel itinerary, utilize recommendations from friends and trusted locals, and optimize to out of a trip.
Tools Used:
Adobe XD, Affinity Photo and Designer, Miro, InVision
My Role:
Project Manager
Art Director
UX Researcher
UX/UI Designer
Overview
Background
There are many tools and resources available to assist with the vacation planning process but all of these utilities only have a single user in mind. More often than not, adventurous travelers love to explore the world with others. They are left frustrated and lost searching for activities everyone will enjoy and trying to keep everyone in the loop with their plans.
The Problem
Group travelers often feel as if they did not get a full and authentic experience on their trips because there was not an easy way to find recommendations, discover unique experiences, and craft their perfect itinerary in a single, collaborative environment.
The Problem
Group travelers often feel as if they did not get a full and authentic experience on their trips because there was not an easy way to find recommendations, discover unique experiences, and craft their perfect itinerary in a single, collaborative environment.
User Research
Interview Insights
I conducted 5 user interviews to find out the needs and frustrations of travelers in both the planning phase and the vacation phase of the travel process. This information will be used to determine the best course of action to mitigate these issues and help determine the type of user who I am designing for.
I compiled the interview notes into an Affinity Diagram and discovered six major takeaways that will guide my design.
Planning
“I like to plan trips together with the other people I will be traveling with.”
Stay
“I like to find cheaper places to stay that are easily walkable to restaurants and bars.”
Getting Around
“I need to walk and take public transit to fully experience a new city.”
Activities
“I love being active on my travels although my trip mostly involves eating.”
Tools
“I prefer to get recs. from friends and locals rather than using the internet.”
Travel Frequency
Survey Insights
I surveyed 25 participants using Google Forms by posting a link to Instagram for anyone to respond to. Participants were between the ages of 25-59 and there was an almost even split in gender.
Over 80% of travelers plan at least a few months in advance.
The majority of travelers prefer to have plans but they do not necessarily have to stick to them.
Over 75% of travelers already use their phone to help plan their trips.
All travelers have their own preferences for activities. So we should not design for one specific activity.
Empathy Map
The ideal user is a traveler who enjoys being adventurous on their vacations. Someone who likes to discover new places, learn new cultures, try new cuisines, and see new sights while sharing their experience with their friends and family.
Says
- “I love to stay downtown.”
- “I prefer to walk everywhere.”
- “I’m looking for new adventures.”
- “I love traveling with my friends.”
- “I want to get an authentic experience.”
Does
- Starts planning three months in advance
- Researches the best restaurants first
- Searches for locals’ recommendations
- Ubers often
- Goes to “must-see” attractions
Thinks
- I hope everyone in my group has fun.
- I want to have everything I’m going to do picked out before my trip.
- How can I do everything I want to on a trip?
Feels
- I want to get a unique experience.
- There is never enough time to do and see everything while traveling.
- I want to feel safe when I travel.
Thinks
- I hope everyone in my group has fun.
- I want to have everything I’m going to do picked out before my trip.
- How can I do everything I want to on a trip?
Feels
- I want to get a unique experience.
- There is never enough time to do and see everything while traveling.
- I want to feel safe when I travel.
Pains
- There is not one resource I can go to for all information.
- In a new city, I do not know where to start.
- I do not trust online reviews and paid ads.
Gains
- Fun to collaborate on planning a trip.
- Lots of time to plan and research before the trip.
- Sense of discovery in a new city.
User Persona
Sarah Setter
Age: 27
Job: Supply Chaim Manager
Status: Single
Location: San Francisco, CA
“I feel like there’s always something else that I would have liked to do on vacation. I like to differentiate my activities between “must-dos”, “would like to do”, and “if there’s time I’d like to do” and then work my way down.”
Bio
Sarah graduated from the University of Arizona where she was a very active member of her sorority. She loved planning campus events and organizing trips for her house. After graduating, Sarah took a job at a startup and moved to San Francisco where she currently manages a team of five people and takes 1-2 work trips per quarter.
Sarah still keeps in contact with her sorority sisters across the US and they love meeting up and traveling overseas together. She travels to most of their weddings and bachelorette parties and plans weekend getaways with her friends in San Francisco.
Sarah lives a healthy and active lifestyle. She regularly goes to yoga and spin classes and is conscious of her nutrition but still considers herself a foodie. She likes to hike, bike, and snowboard whenever she can, preferably with friends.
- Introvert / Extrovert
- Thinking / Feeling
- Analytical / Creative
- Passive / Active
- Judging / Perceiving
Goals
• Figure out her travel plans at least 3 months in advance
• Find the best places to eat in any city she visits
• Make sure everyone in her group has fun on their trip
• Experience the local culture and get an authentic experience
• Maximize the number of things she can do while traveling
Frustrations
• No one place to do all her research and planning
• Doesn’t always trust online reviews or paid promotions
• Spends more time traveling between activities than getting to experience the city
Favorite Brands
Favorite Apps/Sites
Definition & Ideation
User Insights
Active and adventurous travelers need an easier way to plan their vacation together by collaboratively discovering fun activities and unique experiences because they always feel that they missed out on getting the full experience a city has to offer.
This will ensure the user and everyone they travel with to have an authentic, unique, and fun vacation.
Competitor Analysis
After comparing multiple group trip-planning apps and a few indirect competitors, such as a physical notebook, I discovered that no resource actually lets users research, plan, and collaborate on an upcoming trip. Each app only solves one piece of the puzzle. From this analysis, I knew there was a need for TripWolf.
Brainstorming & Feature Prioritization
Through the use of the I Like, I Wish, What If? brainstorming method I split potential features into four categories that a user would use TripWolf for:
- Planning
- Experience
- Collaboration
- Navigation
Using a 2×2 Matrix, I prioritized those features, focusing on designing for the highest priority for the target users.
Value Proposition
After compiling my research, I was able to complete a Value Proposition Canvas to determine what value TripWolf can bring to users.
The best way for groups to discover unique experiences and plan their ideal vacation together.
Scenario & Storyboard
Sarah and her friends are traveling to Paris. They know they want to see the Louvre and Eiffel Tower but are frustrated because they’re having a hard time figuring out what else to do while on their trip.
They use TripWolf to get recommendations and discover fun and unique experiences and amazing local restaurants. Sarah and her friends work together, with the help of TripWolf, to plan their perfect trip.
Sarah and her friends feel frustrated that they don’t know what to do on their upcoming trip. They’re trying to plan together although they’re spread across the United States.
User Journey Map
Testing & Iterating
User Flows
TripWolf makes collaborating with friends and family while planning a perfect trip easy. TripWolf lays out a clear path for users to follow during the planning process that helps keep everyone on the same page and will allow everyone help build a perfect trip together.
Onboarding
After creating a new account, TripWolf leads users through creating a new trip, adding members to the pack, and requesting recommendations from other travelers.
User Flow
Paper Wireframes
Digital Wireframes (First Iteration)
Planning
Next, the user can start discovering things to do and locals’ recommendations. They’ll add activities to the shared log so the Pack can start commenting and voting on what they want to do while traveling.
User Flow
Paper Wireframes
Digital Wireframes (First Iteration)
User Testing
Goals
- To have the user complete their onboarding process by creating a new account, trip, and pack.
- To see if a user understands what they are able to do in the app and navigate their dashboard.
- Have a user start the planning process by adding items to the log and reviewing items added by their pack members.
Research Questions
- Is onboarding straightforward and easy?
- Is a Den tour sufficient to explain the app?
- Is it easy to find exactly what you’re looking for?
- Can the user easily collaborate with their pack?
User Tasks
Task 1: Signup and Onboarding
Create a new account via email and add a profile picture. Create a new trip, add friends to your pack, and request recommendations.
Task 2: Den Tour
Understand how to navigate the app and know what each icon does.
Task 3: Add Activity to Log
Search for, explore, and select activities to do.
Task 4: Like and Comment on a Log Item
Navigate the log and interact with your pack.
User Tasks
Task 1: Signup and Onboarding
Create a new account via email and add a profile picture. Create a new trip, add friends to your pack, and request recommendations.
Task 2: Den Tour
Understand how to navigate the app and know what each icon does.
Task 3: Add Activity to Log
Search for, explore, and select activities to do.
Task 4: Like and Comment on a Log Item
Navigate the log and interact with your pack.
Design Iterations
Improvements to navigation through labeling and highlights
Added error prevention and visual heirarchy
Letting the user know what to expect while using TripWolf
Increased engagement through clear directions
Better chunking of information and interactions
Giving more affordances to hint at microinteractions
Add clear instructions, labels, and icons to gently remind the user how to discover activities
The Solution
TripWolf provides a platform where travelers can come together to collaboratively plan their upcoming trip, giving everyone input on what they would like to do and optimizing their itinerary to maximize their time enjoying their travels.
Prototype
Prototype
Conclusion
Final Thoughts
- I changed my original travel app idea after conducting user research. I learned that nobody would have a need for an app to help them get to the airport on time based on traffic, security lines, and other factors.
- Instead, I discovered that most travelers want to get an authentic experience while traveling but are often left wanting more at the end of their trip. The problem starts before the trip does.
- Travelers are left lost and unsure of what to do or where to go when searching for the perfect activity for them and everyone they’re traveling with.
- TripWolf aims to solve this universal problem by providing an all-in-one platform that, hopefully, one day will be the go-to travel app for all.
Key Performance Indicators
- Number of trips and packs created.
- Number of locals who contribute experiences and recommendations.
- Number of tickets, passes, experiences, etc. booked through the app.
- Number of app downloads through recommendation requests.
Next Steps
- Itinerary optimizer and calendar view.
- Map and navigation options while traveling.
- Travel safety tips and cultural guides.
- Quick swap itinerary activities based on proximity and type.
- Digital wallet for passes and tickets.
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412-874-7804
lemiszach@gmail.com
linkedin.com/in/zachlemis
@zachlemisdesigns
Designed With Care