designing a travel itinerary planner in 30 hours
TRANSCRIPT
Travel Itinerary PlannerSouth African Tourism
About MeUX Designer by day, Entrepreneur by night.
My name is Vaughn Gunnell. I'm a User Experience Designer based in Cape Town, South Africa. My vision is to improve quality of life, one digital product at a time.
SEE VAUGHN’S WEBSITE
Hello there
The Challenge
Design a travel itinerary planning tool for the South African Tourism website, aimed
at promoting tourism.
Search AnalysisTask 1
TimbuktuTask 1
•Allow travellers to search a large number of predefined popular trip ideas.
•Travellers can book whichever trip they like straight from the Timbuktu website.
•Reduces the the amount of mental effort required to make safe travel plans.
Task 1 Journey Planner
•Travellers enter their location and desired destination to plot their journey using public transport.
•Breaks the journey down in great detail, providing directions, maps, departure and arrival times.
•Helps travellers to navigate extremely complicated journeys and avoid delays / getting lost.
Tourism TrendsTask 2
COUNTRY OF RESIDENCE MARCH MARCH DIFFERENCE % DIFFERENCE %2016 2015 2016 2015
EUROPE:Austria 2 708 2 183 525 24.0% 8 754 7 761 993 12.8%Belgium 4 945 3 304 1 641 49.7% 12 999 10 765 2 234 20.8%Denmark 2 932 2 694 238 8.8% 10 463 9 522 941 9.9%Finland 974 941 33 3.5% 3 135 2 914 221 7.6%France 13 930 13 554 376 2.8% 40 121 37 600 2 521 6.7%Germany 36 759 32 110 4 649 14.5% 101 482 85 254 16 228 19.0%Greece 547 478 69 14.4% 1 646 1 394 252 18.1%Hungary 462 323 139 43.0% 1 273 1 035 238 23.0%Ireland 3 740 2 811 929 33.0% 9 074 7 751 1 323 17.1%Italy 3 919 3 888 31 0.8% 12 781 11 505 1 276 11.1%Netherlands 8 845 8 919 -74 -0.8% 33 674 30 717 2 957 9.6%Norway 2 686 2 398 288 12.0% 7 454 7 051 403 5.7%Poland 1 100 1 138 -38 -3.3% 4 210 4 971 -761 -15.3%Portugal 4 186 3 794 392 10.3% 11 396 11 211 185 1.7%Russian Fed 660 543 117 21.5% 2 019 1 851 168 9.1%Spain 2 816 2 324 492 21.2% 6 842 5 811 1 031 17.7%Sweden 4 087 3 262 825 25.3% 15 715 13 645 2 070 15.2%Switzerland 4 701 4 083 618 15.1% 16 282 14 840 1 442 9.7%UK 49 095 43 527 5 568 12.8% 147 639 129 220 18 419 14.3%Other 2 846 2 551 295 11.6% 8 744 7 405 1 339 18.1%EUROPE 151 938 134 825 17 113 12.7% 455 703 402 223 53 480 13.3%NORTH AMERICA:Canada 5 708 5 786 -78 -1.3% 16 764 15 675 1 089 6.9%USA 30 914 25 978 4 936 19.0% 75 067 64 125 10 942 17.1%Other - - 0 0.0% - - 0 -NORTH AMERICA 36 622 31 764 4 858 15.3% 91 831 79 800 12 031 15.1%CENTRAL & SOUTH AMERICA:Argentina 876 659 217 32.9% 3 118 1 667 1 451 87.0%Brazil 2 274 2 224 50 2.2% 7 224 7 611 -387 -5.1%Chile 213 169 44 26.0% 848 676 172 25.4%Mexico 306 275 31 11.3% 772 622 150 24.1%Venezuela 90 76 14 18.4% 231 203 28 13.8%Other 977 765 212 27.7% 2 466 2 131 335 15.7%CENTRAL & SOUTH AMERICA 4 736 4 168 568 13.6% 14 659 12 910 1 749 13.5%AUSTRALASIA:Australia 8 325 8 533 -208 -2.4% 23 449 22 010 1 439 6.5%New Zealand 1 792 1 618 174 10.8% 4 537 3 989 548 13.7%Other 33 21 12 57.1% 69 70 -1 -1.4%AUSTRALASIA 10 150 10 172 -22 -0.2% 28 055 26 069 1 986 7.6%ASIA:China (including Hong Kong) 9 804 6 489 3 315 51.1% 31 610 19 144 12 466 65.1%India 6 546 6 080 466 7.7% 19 960 17 079 2 881 16.9%Indonesia 312 182 130 71.4% 625 395 230 58.2%Japan 1 917 1 606 311 19.4% 6 142 4 278 1 864 43.6%Rep of Korea 1 463 954 509 53.4% 5 059 3 131 1 928 61.6%Malaysia 604 445 159 35.7% 1 478 1 141 337 29.5%Philippines 523 495 28 5.7% 1 252 1 276 -24 -1.9%Singapore 683 522 161 30.8% 1 485 1 234 251 20.3%Rep of China (Taiwan) 552 484 68 14.0% 1 614 1 305 309 23.7%Thailand 609 479 130 27.1% 1 350 1 203 147 12.2%Other 2 471 1 906 565 29.6% 6 789 5 243 1 546 29.5%ASIA 25 484 19 642 5 842 29.7% 77 364 55 429 21 935 39.6%MIDDLE EAST:Israel 1 961 1 760 201 11.4% 5 895 4 558 1 337 29.3%Saudi Arabia 626 615 11 1.8% 1 770 1 428 342 23.9%Turkey 1 276 1 157 119 10.3% 4 559 3 573 986 27.6%United Arab Emirates 211 142 69 48.6% 434 326 108 33.1%Other 2 636 1 664 972 58.4% 4 980 3 486 1 494 42.9%MIDDLE EAST 6 710 5 338 1 372 25.7% 17 638 13 371 4 267 31.9%AFRICA MAINLAND:Angola 3 380 4 177 -797 -19.1% 12 951 15 267 -2 316 -15.2%Dem Rep of Congo 2 139 2 297 -158 -6.9% 6 998 7 171 -173 -2.4%Botswana 75 650 41 758 33 892 81.2% 164 388 114 541 49 847 43.5%Egypt 537 639 -102 -16.0% 2 220 1 888 332 17.6%Ethiopia 662 636 26 4.1% 1 767 1 649 118 7.2%Ghana 1 152 1 694 -542 -32.0% 3 818 4 797 -979 -20.4%Kenya 2 170 2 426 -256 -10.6% 6 568 6 714 -146 -2.2%Lesotho 154 690 107 617 47 073 43.7% 492 832 356 232 136 600 38.3%Malawi 11 318 11 770 -452 -3.8% 34 437 37 242 -2 805 -7.5%Mozambique 117 221 94 445 22 776 24.1% 379 134 323 044 56 090 17.4%Namibia 20 492 16 784 3 708 22.1% 51 638 46 758 4 880 10.4%Nigeria 5 410 5 582 -172 -3.1% 16 247 14 500 1 747 12.0%Swaziland 80 466 64 702 15 764 24.4% 220 578 195 573 25 005 12.8%Tanzania 3 207 3 131 76 2.4% 9 209 8 877 332 3.7%Uganda 950 1 042 -92 -8.8% 2 948 3 039 -91 -3.0%Zambia 13 523 14 912 -1 389 -9.3% 40 851 40 433 418 1.0%Zimbabwe 168 945 146 513 22 432 15.3% 567 318 503 747 63 571 12.6%Other 3 756 4 101 -345 -8.4% 11 674 11 959 -285 -2.4%TOTAL AFRICA MAINLAND 665 668 524 226 141 442 27.0% 2 025 576 1 693 431 332 145 19.6%
INDIAN OCEAN ISLANDS:Mauritius 1 435 1 370 65 4.7% 4 930 4 511 419 9.3%Reunion 4 17 -13 -76.5% 26 25 1 4.0%Seychelles 913 581 332 57.1% 2 700 1 564 1 136 72.6%TOTAL INDIAN OCEAN ISLANDS 2 352 1 968 384 19.5% 7 656 6 100 1 556 25.5%TOTAL AFRICA 668 020 526 194 141 826 27.0% 2 033 232 1 699 531 333 701 19.6%Unspecified 934 1 138 -204 -17.9% 2 523 2 836 -313 -11.0%GRAND TOTAL 904 594 733 241 171 353 23.4% 2 721 005 2 292 169 428 836 18.7%
OVERSEAS TOTAL 235 640 205 909 29 731 14.4% 685 250 589 802 95 448 16.2%NOTES:OVERSEAS TOTAL IS CALCULATED BY SUBTRACTING TOTAL AFRICA AND UNSPECIFIED FROM THE GRAND TOTAL
SOURCE: STATISTICS SA
TABLE B - MARCH 2016TOTAL TOURIST ARRIVALS EXCLUDING TRANSIT TOURISTS
JANUARY TO MARCH
A tourist is an overnight visitor taking a trip to a main destination outside his/her usual environment, for less than a year, for any main purpose (business, leisure or other personal purpose) other than to be employed by a resident entity in the country or place visited. As of 2014, Statistics SA is no longer able to provide statistics on Transit Tourists and therefore a new baseline is now created.
JAN TO MAR 2016 COMPARED WITH JAN TO MAR 2015
Meet Our Travellers
Klaus
Task 2
Annabelle Katleho"I'm travelling from Germany." "I’m travelling from Britain.” "I’m travelling from Malawi.”
• German
• 36
• Logistics Manager
• Has a fiancé, but no children
• Works very long days
• Values time to relax
• Loves good food and wine paring
• In SA for the summer
• Lots of good restaurant and activity suggestions
• Know how to get to places, when to leave and how long it's going to take
• Conserve cash, it’s a long stay
Background Struggles
• Select from preset, popular itineraries
• Journey planner to help navigate to places
• Total trip cost and cost per day
Solutions
I’ve been to SA before, it’s the best place to spend the summer - with good food and wine.
Task 2
We don’t see much sun in London, I want to be outside with my friends every day.
• British
• 24
• Marketing Assistant
• Single
• Travelling in a group of friends
• Doesn’t see much sun
• Looking for lots of outdoor adventure
• First time in South Africa
• Easily find places that serve vegitarian food
• Collaborate on travel plans with friends
• See all historic sights and tourist attractions
• Find safe local places to party
Background Struggles
• Ability to filter preset itineraries by vegetarian food.
• Share a journey plan with more than one person.
• Preset itineraries with popular tourist attractions and bars / clubs.
Solutions
Task 2
We have lots of wildlife in Malawi, I want to see the cities and malls… get my kids something nice.
• Malawian
• 43
• General Practitioner
• Has a wife and 2 boys aged 10 and 13
• Travelling with his family
• Wants to go shopping
• Family time is very important
• Muslim, does not drink
• Easily find restaurants that don't sell alcohol
• Find kid-friendly places to eat and stay over
• Visit malls and get souvenirs for the family
• Watch budget, travelling with kids is expensive
Background Struggles
• Find preset itineraries by no alcohol
• Filter preset itineraries by child-friendly activities
• Preset itineraries for gift shopping
• Filter preset itineraries by low cost
Solutions
Task 2
Task 3
Simplified journey
SEE HER FULL JOURNEY
Annabelle’s journey
Task 5 User Testing Method•Guerrilla moderated usability tests were
conducted with 2 people.
•Each session was lasted 20-30 minutes, included a task and a debriefing.
•Lookback.io was used to record audio, clicks and facial expressions.
•The task: Search for travel ideas in SA between 10 - 17 July 2016.
•An interactive Axure prototype of the proposed design was used.
Task 6 User Insights•Both participants completed the task very quickly, without
asking questions or requiring hints.
•One participant assumed that tapping on a suggested trip idea would open a detailed breakdown of the trip.
•Both participants said they would like to be able to book their trips directly from the website.
•Participants could not tell that we intend to allow adding of multiple trips to their itineraries.
Task 6 Recommendations
• Include hint or call to action for user to curate more than one trip into their travel itineraries.
•Proceed by prototyping and testing the usability of the next stages of the user journey.
•We'll need to prototype functionality to allow users to: View a trip idea; Add the trip idea to their itinerary; and share their travel itinerary with friends.
Contact MeGot product problems? I'll make life easier.
GET ADVICE NOW