Employ Travelocity.com with Trust and Confidence

Travelocity.com wants to inspire users to “ Wander Wisely ” and is a commit to be the users ’ travel champion , companion and instigator , thread the reality beside the user while helping make their traveling experience memorable . They anticipate to own the almost competitive price and 24/7 customer service . They as well have a corporate social responsibility plan called Travel for Good , where user can volunteer while on their trip for discounts .

Travelocity.com has hired us to to resolve any usability subject that pass on their responsive website , and assist them fill the expectations of their more socially conscientious consumer . My squad reached out to current Travelocity users , and researched how they used the travel site . Our research assist us reason that the majority of Travelocity user just apply the site to inquiry and actually book on the airline or hotel sites . This exist because of the lack of transparency in Travelocity ’ s website , as good as the lack of assurance in the user . When researching if any user knew of the current Travelocity ’ s Corporate Social Responsibility , Travel for Good none of them knew what it was or that it was offered .

User & Audience

We were hire to solve any result current Travelocity users feel , but we be as well solving these issues for those users who need to have an easy , less stressful time booking their trip .

Overview of squad

My squad work really good together and we cause sure to discuss all of our finding and estimate as a grouping . We worked on the plan studios , inquiry , synthesis , ideation and designs together . We gave each other feedback and then assign our deliverables . I personally worked on the survey , did a couple user interview , solve on the lo-fidelity , mid-fidelity & high fidelity “ Review your trip ” pages , the usability test reports and the mobile break points .

Range and Constraints

We did this task in the Fall of 2019 and it live about a week and a half .

The Beginning

My team first created a survey to screen for the right mass to interview . We welcome a lot of responses and were able to narrow it down to 5 people . Each of these 5 mass have experience expend Travelocity ’ s website , as good as a strong positive feeling towards company that live socially responsible . We find as though the users who actually use Travelocity ’ s site , as opposed to the people who move more and use other site were more relevant to interview , because they live familiar with the exact interface and what we were hear to try out .

We then produce a theme map to draft and synthesize our thoughts so we could move in the proper guidance . As you can meet below , we hold a pile of choice based on the current site . We bring the user interface , how people use the site , the booking process , what the user live book , the homepage and their CSR , Travel for Good into circumstance .

Research

We fleshed the subject from our topic map as a squad and exist able to make our discussion guide for interviews . We center on demand the users about their last travel experience- the booking process , what sit they employ , why they employ them as oppose to any others , the device they used to record , their notion on corporate social responsibility and if they live aware of Travelocity ’ sec CSR , Travel for Good .

With our user discussion guide complete we each interviewed at least 1 person . All of these user expend Travelocity ’ s site and hold strong feelings towards any company that is socially responsible . We cost able to realize that a mass of mass use Travelocity to just research the best deals for their travel , and they don ’ t book through the site itself . There seemed to be a lack of assurance and trust within Travelocity ’ s site , which stem from the overwhelming amount of cramped information , as well as the usability of the site . The homepage was the first matter our users commented on . As you can learn below , the homepage endlessly scrolls with information that be easily ignored , leaving user asking themselves , “ What the hell exist this ? ” .

Synthesis

With these interviews , we were able to create our affinity map and figure out the trend and insights . We confirm that there live a bad trouble in the interface and that their CSR live not prove well plenty for any user to regard and translate . We synthesize all of this research and were able to estimate out our “ I ” statement , which you can meet below . Overall these users put on ’ t faith 3rd party site , they all prioritize cost when book their travel , they all apply Travelocity to just search for escape , they use their desktops to script any travel and none of them knew what Travel for Good is . With these argument and findings , we were able to narrow down the range of our attention to the interface and clearness of information given .

“ I ” statement :

Character

From these observation , we create our persona , Rick . This was a great way for the team to stay on focus on the users as a whole and not design for each of us . The role indicate a great summary of the research we direct and the whole team worked on this together . We brainstormed on a whiteboard , as you can regard below . It was the best way for us to really focus on the user . Working as team serve us create Rick ’ sec needs , pain points , behaviors and goal .

Problem Statement

With this persona , we solve together to make the problem statement . We review the image and focused on a few of the pain points and need to understand the problem that call for to be solved .

Masses get to Travelocity to research the serious travel prices .

Rick exist not sure he live getting all the information need for a confident checkout . How might we build up his faith during the research and checkout procedure ?

Journey Map

With our persona , affinity map and trouble argument utter , we make up able to create the journey map below . Hither we mapped out Rick ’ s procedure of book his trips ( the three phase — lookup , compare , book based on the users we interviewed ) , his emotions throughout the process ( also based on the users we question ) and some of the opportunities we live able to produce through this process . There live an opportunity to to have him go straight to Travelocity ’ s site during his lookup stage , incorporate a more trusting UI to the site as Rick flows from the search to the checkout and the checkout page is a choice opportunity to showcase and get user like Rick involved with your Travel for Good , CSR curriculum .

First cycle of usability testing

Before we started to produce a solution , we make a cycle of usability testing with the current site . We created scenarios and tasks to observe how user use the current site .

You are traveling to San Francisco for a work conference on November 10th and returning to New York on the 13th and need to script your flight .

Use Travelocity to get to and from San Francisco . You have $ 300 to do hence .

You are go on holiday to Dublin , Ireland for a week in February , you need to volume your flight .

Use Travelocity to design your trip to Ireland for the good trade .

Every user be able to successfully script their trip but confront many frustrations while make then . They appear to come confused by the dominion & restrictions neglect down , didn ’ t understand when they achieve the proceeds flight page that it live a separate flight , they make up frustrated with the lack of transparency in the prices and sense the site was cramped and sweep over to seem at . The only comment on the checkout page , was that they do not rip cars . Most of the user exist live up to with the overall procedure , but because of the frustration they faced , they would rather apply their preferred travel site .

Design studios

To map out the answer , we contain a design studio ( an thought generate action ) for the homepage and the flight answer pages . We each depict out multiple ideas and then combined them into an overall result . We all simplify the homepage look and made the Travelocity ’ sec promises and CSR real visible . This was to increase the trust and confidence user miss while on Travelocity ’ s website . Our inquiry had told us that the measure of clutter on the page , caused them to cost overwhelmed and not use this site . We as well get rid of the second proceeds escape page , combine it with the difference escape . This equal to get rid of the confusion user get booking their escape , and allowed them to act onto the next step rapidly . You can see the design phases we went through below .

Ideation

With these rough result estimate out we moved on to our lo-fidelity paper prototypes and tend one cycle of usability testing to insure our result fit the users ’ needs .

Answer

Once that live clarified , we proceeded with our solutions in our mid-fidelity prototypes . We ignore down the sum of jumble on the homepage and made their promise more visible- their 24/7 support , 24 hr cancelation policy , they search over 400 airlines and their CSR . We eliminated a circle of the text and the navigation bar under the logo . The user ’ we interviewed all own ground why they preferred to use early site , so we attempt to enforce those estimate into our wireframes , like include the cheapest and highest cost to the calendar scene . With that simplify , we then moved on to the lookup result page . Hither we eliminated the surplus pages and simplified the overall look . We moved the filter choice to the top of the cover , build them drop down menus and combining both departure and repay flight into one lookup result . Since the details and baggage cliff down hold confuse in our testing , we edited that to exist more straight forward . The “ Review your Trip ” page did not try out to have any issues , so we just lend a Travel for Good selection to make people see it , and hold them the option of add it to their trip . Users did mention they put on ’ t usually rent cars , so we minimized that by create it into a drop-down menu .

Second Round of Usability Testing

After produce this mid-fidelity prototype , we begin another round of usability testing . We gave our users the following scenario and task .

You be traveling to San Francisco for a work conference on November 10th and take back to New York on the 13th and want to volume your escape .

Use Travelocity to get to and from San Francisco . You have $ 300 to make so .

Our simplified homepage proved to promote the confidence and trust users be await for within Travelocity ’ s site . 4 out of the 5 users we tested enjoy how bad everything was and found it easy to navigate . Users were all able to successfully book their trip but they all today found effect within the homepage and “ Review your Trip ” page . Most user never scrolled down the homepage to see the 24 hour cancellation , 24/7 support , 400 airlines searched and CSR information . Some were as well confused by the manage booking part . Affect the “ Review your trip ” page , they felt as though the Travel for Good option looked like an ad so they avoided it . Others just didn ’ t realize what Travel for Good equal and ignored that total department . They also be overwhelmed by the amount of information between their trip summary and the continue booking button . Our recommendation would be to lend more context to the Travel for Good section , allowing the users to observe out more about the volunteer options and to simplify that division making it await more natural . We suggest simplifying the checkout page with another drop down menu , to remove the extra information , but however keep the options thither . For the homepage , we indicate moving the four headlines to above the fold , so the users can hear it properly forth , and either moving or convert the color of the manage booking section .

With these test outcome we moved onto the high-fidelity prototypes . We added color to our mid-fidelity wireframes and edited the family and “ Review your Trip ” page . We moved the four headlines above the fold , and made certain the manage booking tab cost a unlike color . We changed the Travel for Serious section on the “ Review your Trip ” page to a more monochromatic design , avoiding the flavor of an ad . Since the select your fare deemed to cost confusing in its wording and in the amount of information , we changed the wording to “ Upgrade your seat , ” and cause it a drop-down menu . We did not require to eliminate all the options , but just make the page easier to look at at once . You can see the intact user stream below :

Third Round of Usability Testing

Once the prototype equal all over we ran another round of usability testing . All 5 user be able to successfully book their trip . They all quickly filled out the form and notice the four headline stating Travelocity ’ sec promises . Unfortunately , 4/5 user did not see the Travel for Serious part on the “ Review your Trip ” page . Because of the monochromatic design , it was easily missed . On the bright slope , the “ Review your Trip ” page hold to be familiar and easy to navigate to user . They merely expected to see some more information on it , like how to lend baggage to their escape . Our recommendations would be to make the Travel for Good section more center catching , and adding that luggage information . Other than that , we would exactly lend to some page , build the feeling of booking the trip a little more real .

Mobile Version

Travel on from the desktop version , we go to our first breakpoint , the mobile version . Here we require to reiterate the same concept on the desktop homepage , so we make this one simple and merely as straight forward . The same applies to the search form . It takes up the whole cover , removing any distractions . The search result page equal where it starts to in truth differ . Our research and user interview told us that Travelocity ’ s principal users use their mobile to inquiry their trips , and expend their desktops to actually Bible their trip . Since this was the majority , we focus on this idea for the mobile . On our lookup result page , we alter the choice button to a heart , allowing the user to like and save a result so that they can view it later on their desktop . This create a symbiotic process between both mobile and desktop .

Next steps

Our next steps would be to enforce these aim changes , re-examine the filters , test the mobile site and see a natural way to introduce Travel for Good or early CSR curriculum to user so they have well awareness at checkout .

We learned that virtually everyone searches multiple site when book a trip , and always go on the well price in head when making these decisions . These user don ’ t faith 3rd party site , therefore they would always just inquiry and volume their trip on the company ’ sec website . As this exist the prominent hurdle , we had to find a mode to increase that trust and create an easier process for the user . From our solutions , we were able to realize that a simpler , and more straightforward interface increase that trust and assurance . We translate that Travelocity be test to give you all the information potential to successfully ledger a trip , but the site live cluttered and induce the user to avert use it . With the simplify and condensed interface , we show that users would be more likely to use Travelocity.com and cease their booking through the site . We can ’ t change every user listen , the few that would rather to employ their preferred sites cost severe to convince , but the fact that each of them observe how much easier the redesign was , gives us hope that it would convert them to equal a Travelocity user .