Skills and Tools
1. Interviews
2. Comparative & Competitive Research
3. Wireframing
4. System Map
5. Concept Model
6. Sketch App
Overview
The client "Goflyla" - the travel site coupon code website, plan to expand their product line with a travel metasearch platform and a blog. Together a new website product called "Travomore" is designed. Client want me to provide an infrastructural design of the website that could collaborate the three products effectively.
Team and Duration
1 designer
1 week
Main Objectives
1. They want to increase overall traffic flows to their coupon code redirection function in order to generate income.
2. Find out the hidden target customers who are not well served by the existing online travel agencies (OTA).
Interview and Research Result
After research and interview, Personas are made to communicate with client that who would be the target customers for the new products. After that, a concept model was made to set directions of the product design, base on the target users. Last but not least, a system map for the website was made to show the structure and relationship between different products on the website.
Persona
By our research we found that there is a major group of young professional who are always planning to travel for a break between their busy work life, they are less care about the price then the younger generation, of course they are making more money then them, but more importantly they do not have enough time to plan their trip and find the best possible offer from the overwhelming information on the internet. Therefore products in Travomore are best suit for these kind of customer, which is Persona 1, in order to plan, research and compare price in the same website to save time and make quicker decisions.
Persona 1
Persona 2
Concept Model
A concept model was created to show the relationship between three products on the same website.
System Map
System map was created to give a full picture of the essential pages and functions of the website.
Deliverables
With the above materials of design concept, wireframe are made to show actual functions on a website that can fulfil the design needs.
The Comparison Page
Different from the typical travel comparison page, after user search on target location and dates to look for flight or hotel deals, right at the next page with comparison list could show a pop up with usable coupon code from other partners. Since this website's income is from the redirection commission from partner website, this function could show users the next website to go for the best deal, base on their preference on partner's website. For users aspect of view, normally they use 2 or more OTA to compare price, the redirection with coupon code could help them to decide which sites they could compare.
Coupon Code Pop-up with Blog Post Recommandations
From the original version of blog page, the user flow you could refer to my "Goflyla" case study, users will be brought to a new tap with partner website once they press the coupon button. We suggest to change that with a backend tap open with partner site, and user stays on the same page with a new pop-up with clear instructions. Since from client point of view, once user click the get coupon button, partner site pop-up and mission accomplished, from here if a new pop-up with blog post, could help some users to learn more about the place that the coupon may relate to, and increase users browsing time in the website.
Blog Page with Metasearch Function
No matter customer get in to the blog page from search engine, or redirect from same website, they end-up browsing a blog post having a search engine on side with related location pre-set. This could speed up the users' comparison process and give higher chance for them to go through comparison and coupon code page.
Conclusion
The above design was in a concept and wireframe status, no much solid user testing had been performed. However, since the high competition of OTAs, new functions would eventually be coming to serve different customers. Having the above functions would seem to be a good improvement for "Travomore" to differentiate themselves and generate more revenue. Most importantly they could help target users to make decision quicker with better value.
End of Case Study - Travomore - Infrastructural Design
