TripScout wants to make trip planning easier for obsessive planners.
TripScout is a platform for trip-planning and discovery, connecting you to recommendations from locals to provide authentic experiences.
Design the onboarding flow for trip discovery and refinement
TripScout currently provides audio tours of a city, expertly curated by locals. We learned from Andy Arcs, CFO, that users listening to the tours to learn about a location, not while they were traveling. As a result, the company is pivoting to focus on how travelers plan and create itineraries.
We were asked to focus on one archetype: the highly organized trip planner. Our scope was to create an onboarding flow, prioritizing itinerary creation and the ability to quickly add content.
Avid trip planners structure their itineraries around a few major activities.
How might we help them discover, refine and decide on engaging and authentic activities with TripScout?
We used a survey to screen for key users to interview and also gather quantitative data around the habits of travelers.
We gathered 28 responses of adults within the US:
Travelled within the last year
Plan several months in advance
Highly enjoy the planning process
“I like when other people clue me into places that aren't famous.”
We selected users that had travelled in the last year and highly enjoy the planning process (meeting our criteria for the organized trip planner archetype). We conducted six interviews remotely and in-person. Our top findings were:
Users conduct research several months in advance to educate themselves about their destination.
Users also plan ahead of time to ease stress while on their trip.
Connecting with local culture is valued.
Users like being in control about their travelling decisions.
Users dislike planning around time and logistics.
Users seek authentic experiences of a place.
Collaboration is essential for group trips.
Food is highly valued as an experience.
While on the trip, itineraries are planned based on travel distance and time between activities.
Lily is a representation of the highly organized trip planner. She culls her knowledge from multiple websites and first-person sources. She prides herself on her research skills, and she enjoys learning about a place almost as much as taking the trip.
We created a user journey based on our research to show how TripScout could fit into Lily’s trip-planning behaviors.
Lily is fueled by feeling anxious at work and seeks to connects with her friends. She begins by researching a by discovering well-known “must see” destinations to her trip. She then wants to find off-the-beaten-path, non-touristy activities that are “authentic” and connect her with the local culture of the area.
She supplements information found online with recommendations from her social circles. While on her trip, she adds to her itinerary with additional activities based on location.
Research to Design
Develop an onboarding flow that teaches Lily how to use features of the app while also guiding her through the process of trip-planning using TripScout for the first time.
For the MVP, we limited our scope was to discovering activities, ending in an itinerary for potential sharing or refinement.
We prioritized features that would create the greatest impact for Lily, and also be the most cost-effective and fastest to implement into the existing app.
Users were tasked with discovering activities to do during their trip to Washington D.C.
4/4 users were confused by the item selection process.
4/4 users wanted to see additional details prior to adding to their list
3/4 users organically brought up collaboration on itineraries as an essential function
“I like trip planning because it's fun to think about all the possibilities.”
High Fidelity Prototype
Going forward, we would conduct additional usability testing specifically for the navigation of activity selection to find what works best for our users. We can explore interaction design to find out which methods of micro-interactions best fit the needs of our users.
During this process, we redesigned the tab bar for Tripscout that extended out of our scope. We would like to do additional usability testing for the navigation, both the initial version and our redesign.
We also want to explore itinerary sharing and collaboration which was very important to our users. As we focused on itinerary generation, we did not design or test this important feature. We would like to conduct additional research to find out how users collaborate on a single itinerary and share an itinerary with others.
A challenge was creating the onboarding for the app while Tripscout was pivoting to become a different product. Several points within the sprint, we questioned how much of the current app's information architecture, flows, and interface would remain, and if we should design accordingly.
As a team, we also struggled designing an onboarding that introduces the user to features that don't exist within the app: itinerary generation and sharing. We felt that we needed to conduct more research before we finalized the onboarding experience.
Within the planner persona, Lily, we found a range of behaviors, apps used, and goals when taking a trip. With further research, we can distill Lily into additional personas to better understand the motivation for the TripScout customer. With this information in hand, we can make a more personalized product.