WeTravel Trip Details + Booking Flow

How we upped user confidence and comprehension four-fold,

and actually managed to make validation test users excited about a fake Egypt trip.


After

Before

 

Testimonials

"When you showed the prototype, we looked at each other, and I could barely contain my smile. I guess that's the design process, the first time we saw it it was OK, then the next time it got better, but the final time, wow, we were so surprised."
- Zaky Prabowo
WeTravel Co-Founder & CMO
"Chia is incredibly driven and does not compromise quality. She is incredibly easy to work with, because she can work with great autonomy but will still consult management at the critical junctions of a project. It was a true pleasure to have her lead our project team and I can not recommend her highly enough."
- Johannes Koppel
WeTravel Co-Founder & CEO
 

Project Overview

WeTravel had a trip details page that didn't work. Users were getting confused by the booking process.

Here's the quick TL;DR of what we did.

 


 

Still with me? Awesome. 

Now that it's just us cool kids, let me catch you up on some details.

 

What's WeTravel?

WeTravel is an early stage startup with a mission to make it easier for people to plan and join group trips. Trip organizers use WeTravel to create itineraries, manage trip communication, collect money, and promote their trips. Travelers use the site to discover and join trips that organizers have posted.

What Was My Role?

As the leading designer, I managed a team of six designers and UX researchers. In addition to leading all aspects of the research, analysis, and prototyping, I also served as the point of contact for the clients.  I was responsible for keeping the project on schedule, on budget, and aligned with the clients' business goals while advocating for the users when need be.

 

Now that we got the deets down, let's get right to it.

Before ideating anything, we needed some questions answered.


 

We wanted a set of questions to serve as benchmarks across tests.

These would help us maintain direction throughout the project.

 

As a collective, we brainstormed the things most important to travelers and created questions for them.

  1. Can users grasp important information within seconds?
  2. Do users feel confident in booking the trip?
  3. Do users feel secure providing personal and sensitive information?
  4. Will users continue to engage with website after booking?
  5. Will users pursue up-selling options?

Answering these questions will help us understand the users' emotions as they journey through the website. 

 
 

To answer them, we tried something called...


 

 

Card Sorting

The purpose of our Card Sort was to understand users’ existing mental models of information architecture and procedural flow when booking a group trip. We conducted 5 sessions of cardsorting, each session with groups of 2 or 3 users who have never used WeTravel previously.

 

But it was a bust!

Turns out there was just way too much information for users to juggle and sort coherently.

So here's what we did next...


 
 Usability Testing on Prototype

Usability Testing on Prototype

Usability Testing

We built a medium-fidelity prototype, filled with various iterations of the pages and flow, and had some sample users try them out. (While we observed creepily and took notes).

Based on users' feedback and observed interactions with the WeTravel site, we identified numerous pain points, aspects of the site that were hindering task completion and caused confusion and frustration. 

Turns out, usability testing was much more effective than cardsorting in this case.

 

Great, now what do we do with all the results?


 

How We Analyzed It All

We grouped pain points (each written on a Post-It) into buckets based on commonality. Through this, we discovered that our users experienced three main themes of challenges:

  1. Flow - the booking process was different from familiar models. Users were not offered feedback on position in the booking flow.
  2. Clarity - Users could not quickly extract information most important to them. 
  3. Confidence - this led to a lack of confidence that users were making an informed booking decision.
 
 
"I’m not sure if it’s actually happening… it’s vague."
"Will it immediately book? Or do I get to review the booking first?"
 

Oh boy. Now we get to try fixing the problem.


 

Our Rapid Iteration Process

Modeled after Google design sprints, our design sprints aimed to give stakeholders context on user pain points and refresh them for team members while ideating on possible solutions. 

We began the sprint with lightning talks - cliff note summaries of pain points and personas as fast as lightning.

Then, we did "Crazy 8's" - successive string of eight one-minute ideation sprints where we sketched all possible solutions to user pain points we could think of.

We even squeezed in a 15-second dance party.

 
 
 

Phew, we drew a LOT of sketches. Here are just a few.


 

With each new batch of mock-ups, we tested a new group of users. Four rounds of testing in four weeks, go-team!

 
 
 

Then, armed with mock-ups of our best ideas, we asked our five questions one last time (for now).


 
 
  1. Can users grasp important information within seconds?
  2. Do users feel confident in booking the trip?
  3. Do users feel secure providing personal and sensitive information?
  4. Will users continue to engage with website after booking? 
  5. Will users pursue up-selling options?
 
 

And...?


 

With the new designs, we saw an increase in the ratings for all five of the questions we repeatedly tested. Hooray!

 

 

Some major wins to point out:

  • Users could find all relevant trip information within 10 seconds of looking at the landing page.

  • 4/5 users thought the site was trustworthy, compared to 0/5 in intial testing

 

"What you’re selling is meeting new people and going on a trip together."
"I see everything I need to feel confident to confirm [booking]."
 

I say that's pretty good improvement.

Now let's take a look at the final goods.


 

Trip Details Page

 

Then *shoop*, they shipped!


 

This project was a delight. Special thanks to the founders for the amazing opportunity and collaboration.

Though that's it for this sprint, I'm sure there will be more redesigns in the future.

Design is neverending, afterall. 


Try booking your own trip to Egypt with the Clickable Prototype Here