Project context:
According to research published in a recent Google blog post, the market for travel-related impulsive buying is untapped and has significant growth potential.
According to the survey that Google and Phocuswright did, more than 60% of American tourists would consider an impulsive vacation based on a good hotel or airline offer.
Duration:
September - November 2022 (10 weeks)
Project Positioning:
A unique travel APP which allows users to plan trips on a whim. It encourages people to give up wasting time and take impulsive trips without any worries.
My role:
UX Research, Prototyping, User Testing, Lookbook making
Take you on a quick go through of SPUR.
Problem Statement:
How might we utilize data and technology to let people take impulsive trips without being worried about it?
How did we get there?
Unit 1 - Discover:
The pain points of people planning a trip
Empathy Goal
I would like to go on an impulsive trip, but after considering all of my options, I'm feeling overwhelmed and indecisive. I'm willing to take a chance and let someone else plan a surprise trip for me based on the information I've provided ahead of time.
Customer Journey Map
Key Insights
Reducing the touchpoints
Finding the greatest prices for events, hotels, and arranging an entire itinerary may be difficult for users who fear missing out on new and exciting experiences.
Expectations are not met
The user is frustrated and wants a trip planned for them or for the person they are organizing the trip for based on their preferences and schedule.
High points of friction
Before choosing where and when to travel, a user must consult forums, reviews, travel vlogs, and videos. To arrange a vacation, they must go through a number of hoops and collect ideas and recommendations from others.
Unit 2 - Prototype:
Build business model and APP structure
Business Canvas
Wireframes
Unit 3 - Analysis:
Test usability and analyze user experience
Usability Testing
Scenario
Imagine you are a thrill-seeking Gen-Z and you want a completely unknown trip. How do you tell us your needs from general to specific and preferences.
User Tasks
Set your preferences.
Set your budgets.
Complete preparation for your spur trip.
User Comments
“Easy-to-use and navigate!”
“Wish I could login through other social media applications.”
“Got excited to use the "Surprise Me" button!“
“I love your way of recommending users what to bring before heading to their ‘Surprise Trip’.“
UX Analytic H.E.A.R.T Framework
Unit 4 - Deliever:
Combine the results of user testing to create a high-fidelity prototype
