NADA JUNAID 2016 PORTFOLIO Design Management | User Experience
Content Table
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Executive Summary 3-4 About Author 5-6 Business Context 7-8 Design Brief 9 - 12 Personas 13-16 User Experience Map 17 - 20
User Journey Research Methods Analysis Findings Proposal / Solution
21 - 24 25 - 30 31 - 44 45 - 48 49 - 56
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Executive Summary
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This User Experience portfolio describes the major problem for booking a travel journey process to become more efficient. By using two research methods which are “Contextual Inquiry” and “Card sorting” an optimal solution has been reached to improve the user experience. Tripadvisor is an American website company providing reviews of travel-related content. The website services are free to users. The observation of the research methods conducted that the analysis to “tripadvisor” is to reduce the time of booking the entire process of flights, hotels, and activities by adding an additional “Activities” tool to the website’s home page. A brief conclusion is to improve the service and become more efficient for the users.
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Nada Junaid 2016
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Contact Information: Phone:
My understanding of the user experience is to determine a problem in a product or service then find a solution to improve the experience of the users. This is done by collecting data analysis from the research methods done by observing the individuals behavior to improve the interaction between the user and the product or service.
Sex: Female Age: 21 years old Nationality:Palestinian Education: Attempting a Bachelor’s Degree in Design Management. Occupation: Student Status: Single Height:160 cm Birthday:February 8 1995 Interest: Experimenting art and traveling. Favorite color: Tiffany blue Favorite quote: “Do good and good will come to you”
+971551757636
Email:
nada.junaid@hotmail.com g00054044@aus.edu
Social:
Instagram: nada_junaid Facebook: Nada junaid 6
Business Context
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The information Tripadvisor provides helps users understand the market. (user reviews, pictures, etc.)
Provide user reviews mixed with advertising messages.
Information on over 4.5 million accomodations, restaurants, and attractions.
About Tripadvisor
Companies pay a periodic subscription fee to Tripadvisor for their subscription service. (not users)
Has over 200 million reviews.
Operates in 45 countries.
Tripadvisor receives payment from affiliates on a CPC basis(Click-based)
Book accommodation and flights.
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Design Brief
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Title of the project:
How to book a travel journey more efficiently and reduce the booking time process.
Goals | Visison:
To improve the services that will enhance the users travel journey experience and making the booking process simple for the users.
Results:
Provide a simple booking service to guide the users with a more direct and modern way through booking the entire travel journey process.
Objectives | Outcomes: Save time Service to be used again
Deliverables:
A process that will provide a more effective and useful service. A prototype of an intangible service.
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Background of the proposed project:
The segment of traveling website is TripAdvisor. It is an American website company providing reviews of travel-related content that was founded by Stephan Kaufer, Langley Steinert, and several others in 2010. The website services are free to users. Headquartered in Needham, Massachusetts, claims to be the largest travel site in the world. However, some face difficulties since it is a large website that has more than 60 million memebrs and over 170 million reviews and opinions of hotels, restaurants, attractions and other travel-related businesses. It operates 25 different travel brandings therefore it is an international website. The aim is to make travelers experience an easier and simpler way of booking with more availabilities that would benefit all user types with less time being consumed. From business to vacation trips. From booking flights, hotels, tours, activities, etc... This will be done by a new service of activities added to the home page where users can search for their activities first, then based on the activities selected, tripadvisor finds the country/city that fits the search.
Priorities and roles:
Priorities are Design project studios since they require more time.
Main risks:
Delivering the studio work on time. Managaing time between university work and on field work.
Key issues:
Managing Time.
Stakeholders:
Professor External reviewers Classmates
Limitations:
Time - Five classes, assignments, projects, midterms, submissions for Design project studio and quizzes.
Scope: The organization of the services listed and how they should be related to each other must be taken into consideration. The categories of choices available must be organized in better categories with the appropriate order .
Project success criteria: Simple process that is more organized and efficient for users through their booking experience.
Key assumptions: Travelers face problems with budgets. Travelers that need guidance. Travelers booking process experience.
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Personas
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01- Karim Salah BIO
“I want to plan the best trip since it is going to be my honeymoon.“
Nationality:
Egyptian 26 Age Status Engaged Occupation Software Engineer Location Dubai
Easy 1
Difficulty of Task Key 5
Hard 10
Karim is a software engineer who enjoys traveling a lot and exploring the world as well as different cultures. He always has trouble finding the iconic places of a city and feels like looking for them online before he leaves the hotel room is a waste of time. Karim enjoys socializing and meeting new people. He likes to observe his sorroundings and is aware of what goes around him. He keeps his thoughts to him self. He is known to have a quick insight.
Personality Extrovert
Introvert
Sensing
Intuition
Thinking
Feeling
Goals •Spend less time to book travel •To find all the activities before traveling
Frustration • Too much time spent on booking • To many websites to look at • Slow process of booking
Motivation Monetary Comfort
Judging
Brand
Perceiving
Convenience Speed Preferences Loyalties/Rewards
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02- Mariam Maghazy BIO
“I love heights and hiking, it is a mental relief. I always loved adventures and I have a side that is interested in theatres and musical shows”.
Personality Extrovert
Introvert
Sensing
Intuition
Nationality Age
Tunisian 22 Thinking
Occupation
Student Judging
Status
Single
Location
Easy 1
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Mariam is a university student who loves traveling and trying different adventures for new experiences. The best thing would be, if she can get a guidance of all the adventures she can do in a country. She loves partying but at the same time she needs her space to think and relax. She likes to know everything that is happening around her and makes assumptions based on her judgments.
Dubai
Difficulty of Task Key 5
Brand Hard 10
Feeling Perceiving
Goals
• To find the best adventure experiences in town • To find offers • To experience all different types of adventures
Frustration
• Too much time spent on booking • To many websites to look at • Slow process of booking • Taking budget expenses into consideration
Motivation Monetary
Comfort Convenience Speed Preferences Loyalties/Rewards
03- Robyn Steiner BIO Robyn is a mother that works for a real estate company. She enjoys different stays in different cities. Sight seeing and nature makes her relax. Her favorite part about a getaway trip is the spa and wellness. Gives her peace and quiet, but at the same time she enjoys experiencing the night life of different cultures.
“I am a mother of three beautiful children , a getaway is what I need every once in a while.” Nationality
American
Age
45
Status
Married
Occupation
Real estate agent
Location
Easy 1
Dubai
Difficulty of Task Key 5
Personality Extrovert Sensing
Intuition
Thinking
Feeling
Judging
Perceiving
Brand Hard 10
Introvert
Goals
• To find good offers for a travel trip • Fastest way to book hotels
Frustration
• Distance from hotel to the airport •Finding the right hotels • Transits( stops)
Motivation Monetary Comfort Convenience Speed Preferences Loyalties/Rewards
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User Experience Map
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Sumsung phone
1. App Store
Iphone Ipad Ipod Mac HTC Phone Windows Pc Nokia Phone
2. Web
3859
605k Networks
3.7k
3.Social Media 4. Phone 5. Email 19
Tripadvisor
109k
g+
Tracking trends Breaking News Company Contact Visual marketing Enhance your branding Use of hashtag for advtisement Share photos and Videos easily Organizing events Advertisement and Promotions Life chats and Opinions
Hotels Flights Vacation Rentals Restaurants Things to do Best of 2016 Trip Ideas Travel Forum Apps Cruises Green Leaders Road Trips Help Center.
Informs you of emerging trends Advertisement Visual marketing Contact through google and facebook account
Trip advisor account for inquiry and contact
Key Information: Tangible Intangible (+) Positive points (-) Negative points
1. Teens and young adults use mobile applications while it has been rising among older adults as well.(+) The application could be downloaded on anroid and IOS. (+)
3. Social media is used by Tripadvisor for marketing without cost. (+) Social Media sites are free to access for users. Public posts and opinions may be against your business. (-)
2. The language selection is not available when you first open the website. (-) Non-Refundable tickets after 24 hours.(-)
4. They do not have a general user phone support. If any complains or inquiries are required, users can post in owner’s forum and someone will assist. (-)
Refundable return tickets with fee charge of $50 per ticket.(+) The website includes a variety of different selection of categories such as flights, hotels, vacation rentals, etc.(+)
5. You can reach them through facebook and google account only.(-)
Or create an account to log into the tripadvisor account. (-) 20
User Journey
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Searching Process
Word of mouth DT
Social Media DT
Web DT
App DT
Searching Website
During Booking Process
Selection Process
Search Flights/Hotels
Select Flight/ Hotel
Search Location & Destination Provide Information for booking Choose Language
Find Booking Websites Search the Web Searches the internet Website DT 23
and takes time to find a suitable website for her to use
She made her payment for the booking.
She creates a tripadvisor account to email them for Further inquiries.
Transaction DT
Email Confirmation DT
Plans and Offerings DT
Confirmation Process
Experience Process
Service DT
Save the touristic destinations Search Restaurants/Things to do/Trip ideas Cruises/Travel forum/Road trips
She searches for further information about destinations and available adventures on tripadvisor “things to do� category.
Reuse Website in Future
Service DT
Key Information: Positive points Negative points Neutral points
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Research Methods
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Brief Introduction In this research method there are two different types of methods to make clear the core of the problem and solve the booking process of travelers by understanding their actions. The first technique will be the contextual inquiry research method and the second technique used for experimenting is the Card Sorting research method. The discipline of the participants going through the process is intended to be used for solving the users problems to improve their overall experience.
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1. Contextual Inquiry Information:
The tasks will be assigned to three participants. The responses of the users will be recorded and taken notes of which will lead to the roots of the problems the users face through booking a travel journey and will help to find out how much time will be required for someone to find the information of the tasks asked.
Time
3 people 40 minutes for each person with additional time of 20 minutes if required.
Roles
3 participants Taking notes, recording and taking photos.
Materials
Note book Camera Voice recorder
Note
How many participants per day will be interviewed Respect the participants opinions and actions no matter what.
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Steps: 1) It was defined in this methodology and tasks of subjects to do the required steps listed below. 2) Define the target subject that will take role in the booking process of travelers. 3) Arrange a time with the participants to perform the method. 4) Email the participants a consent form to get their permission to have them recorded while going through the booking process of a travel journey. 5) Ask them a series of tasks: -You are going to use any digital or tangible means for booking your travel journey process for flights and accomodation based on your preferences.(Phone, Social media, In-store, online website,etc) -You are going to use any digital or tangible means for searching touristic destinations and booking activities if required.(Restaurants, tours, nature&parks, spas&wellness, sights&landmarks, nightlife,etc..) -You are going to use Tripadvisor for booking your flights and hotels -You are going to use Tripadvisor for searching touristic destinations and booking activities if required. 6) Finally, after the task is done, you will be asked about your experience and if the participants have any further comments or problems faced during the process: -Is Tripadvisor’s service helpful? If yes, in what way? -Do you usually read online reviews? -Do you ask for recommendations from friends or family that visited your intended travel country/city ? -Do you have any further comments? 28
2. Card Sorting
Materials: Board Cards Pen Recorder
Information:
This technique uses cards in which most of them are labeled and few cards are left without labels for the participants to fill based on their needs. The participants will organize these cards into different categories that will help in filling the gaps of travelers needs.
Time:
3 people 20 minutes for each participant
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Tasks:
How to improve the booking experience of your travel journey?
Purpose of Traveling:
Activities:
Business
Meeting Spaces
Tour groups
Skiing&Snowboarding
Restrictions: Budget
Transit(stops)
Challenege yourself
Conferences
Offers
Medical Reasons
Staff Training
Amenities
Adventure Education Escaping Honeymoon Experience new culture Visit family Visit friend(s) Relax
Mental Health
Night Life Sailing Nature&Parks
Age of travelers
Movies Restaurant Shopping Spa&wellness Theatre & Musical shows Art &design tours
Sights & Landmarks Pilgrimage Health Care Business Centre 30
Analysis
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1- Context Inquiry
Collecting the data analysis for the contextual inquiry method and card sorting method was used by the individuals in attempt to complete the booking process journey. In the tasks the individuals were asked to use any means for booking and then tripadvisor. This was done to compare the behavior and experience of users between tripadvisor and other means for booking a travel journey. The efficiency of the booking process by the users through tripadvisor was ranked. The observation was done through studying the individuals behavior, facial expressions, and emotions put into the process. 33
Contextual Inquiry is structured as an interaction in which users are asked a set of tasks to be done and they are being observed while they are doing their tasks. The researcher gathers information based on these observations. The four basic principles to guide the interaction: Context: The researcher watches the individuals do their own work in the enviroment and take notes of them. Interpretation: Researcher develops insights with the user and in return the user might correct the understandings of the researcher. Partnership: The researcher observes the individual performing the task then discusses with the user what was done and for what reason was it done. Focus: The researcher comes up with a collection of the data based on the observations made and the discussion between the researcher and user.
Subject 1: University Student Task:
1.0- Search on flydubai airline but could not find a flight from Dubai to Los Angeles. (2:15 minutes) 1.1- Search on Emirates airlines for bookings flight from Dubai to Los Angeles.(5:23 minutes) 1.2- To make a booking on Emirates airlines for the flight. (7:15 minutes) 1.3- Find a Hotel through Booking.com. (6:07 minutes) 1.4- Book the hotel on Booking.com. (2:54 minutes)
Task 1.0 Task 1.1 Task 1.2 Task 1.3
2.0- Search for touristic destinations on the search bar. “Travel destinations in san Fransisco” (15:47 minutes) 2.1- Eventually open the first link that appears. “ San Francisco Exploratorium” ( 0:18 minutes) 2.2- Search for events on Exploratium. (4:08 minutes) 2.3- Finds the event and books a ticket online. (5:18 minutes)
Task 2.0
Task:
Task:
3.0- Search on Tripadvisor website for booking a flight from Dubai to Los Angeles. ( 3:06 minutes) “ I don’t have to search for everything separately” 3.1- Make a booking for the flight.( 2:55 minutes) “ It takes me to airlines with better prices rather than search on my own so it is was faster” 3.2- Search on Tripadvisor website for hotel resevations. (12:47 minutes) “Keeps opening links which is confusing and time consuming” 3.3- Make a hotel reservation on Tripadvisor. (3:42 minutes)
Task:
4.0- Search on Tripadvisor for touristic destinations in San Francisco by going to the “Things to do category” then mentioning “ San Francisco on the search bar. (7:47minutes) “Saw the same trip with better prices on tripadvisor, amazing! But when I was trying to reserve a table in a restaurant, it wasn’t allowing me to because they had no reservations for that day and I kept trying to change the days but same results so why did they put online for reservation for that restaurant when it is not available.”
Difficulty of Task Easy Hard 1 2 3
Task 1.4
Task 2.1
Task 2.2 Task 2.3 Task 3.0 Task 3.1 Task 3.2 Task 3.3
Task 4.0
Task 4.1
Total time spent on tasks 1 and 2 is 49:25 minutes. Total time spent on tasks 3 and 4 is 35:27 minutes.
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Subject 2: Single working woman Task:
1.0- Search on booking.com for hotels in Seychelles. (2:58 minutes) 1.1- Filter on booking.com based on the individual’s own preferences for hotel booking. (2:49 minutes) 1.2- Search on airbnb website for hotel availabilites. (2:38 minutes) 1.3- Filter on airbnb website based on the individual’s preferences.(6:27 minutes) 1.4- Return to booking.com and checks photos posted for a hotel. (3:35 minutes) 1.5- Make a hotel reservation on booking.com. (2:54 minutes) 1.6- Search on google search bar “ Flights from Dubai to Seychelles” and opens Fly Dubai to search for flights. (4:24 minutes) 1.7- Search for flights on flyDubai (3:08 minutes) 1.8- Search flights on Emirates airlines (8:46 minutes) 1.9- Check on Emirates airlines by lowest fare. (3:54 minute) 1.10-Check Qatar airways and finds a better price. (4:23 minutes) 1.11-Make the booking on Qatar airways. (3:21 minutes)
Task:
2.0- Search on google search bar for touristic destinations. “ Top attraction places in Seychelles” for background knowledge without booking. (21:10 minutes)
Task:
3.0- Search on Tripadvisor website for booking a flight from dubai to Seychelles. (8:42 minutes) 3.1- Make a booking through TripAdvisor.(3:22 minutes) “Some good deals” 3.2- Search on Tripadvisor website for hotel reservations. (11:47 minutes) “ Not easy to use! Links keep opening making the process complicated.” 3.3- Filter on Tripadvisor website for hotel reservations.( 3:02 minutes) 3.4- Check photos for the hotel. (1:55 minutes) 3.5- Make a booking for the hotel on Tripadvisor (3:54 minutes)
Task:
4.0- Search on Tripadvisor for touristic destinations in Seychelles by going to the “Things to do category” then mentioning “ Seychelles” on the search bar. Saves the destinations without booking to view later on. (15:26 minutes) “Love how I can save and view destinations for later. Total time spent on tasks 1 and 2 is 1:10:27 minutes. Total time spent on tasks 3 and 4 is 48:08 minutes.
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Task 1.0 Task 1.1 Task 1.2 Task 1.3 Task 1.4 Task 1.5 Task 1.6 Task 1.7 Task 1.8 Task 1.9 Task 1.10 Task 1.11 Task 2.0 Task 3.0 Task 3.1 Task 3.2
Task 3.3 Task 3.4 Task 3.5 Task 4.0
Difficulty of Task Easy Hard 1 2 3
Subject 3: Business working man Task:
Difficulty of Task Easy Hard 1 2 3
1.0- Find a flight through Lufthansa from Dubai to London. (4:58 minutes) 1.1- Search flights by sorting the number of stops. (1:50 minutes) 1.2- Book a flight. (5:21) 1.3-Calling the Hyatt Regency London hotel directly for reservation.(7:53minutes)
Task 1.0 Task 1.1 Task 1.2 Task 1.3
2.0- Call the Hyatt Regency hotel directly to check availabilities for a meeting space (7:10 minutes)
Task 2.0
2.1-Book a conference hall through the phone directly. (3:34 minutes)
Task 2.1
3.0- Search on Tripadvisor website for booking a flight from Dubai to London refined by number of stops and airlines. (4:47 minutes) 3.1- Book on Tripadvisor a flight from Dubai to London. ( 3:36 minutes) 3.2- Searches on Tripadvisor website for hotel reservations based on hotel stars. (5:36 minutes) “I can just call the hotel and book right away” 3.3- Book on Tripadvisor website for a hotel room. (3:31 minutes)
Task 3.0
Task:
Task:
Task: 4.0- Search on Tripadvisor things to do. Then goes to attraction type but cannot find the work category. (10:21 minutes) “That is wasting my time” 4.1- Search on Tripadvisor for booking meeting restaurant instead. (4:24minutes) “I am not very satisfied with the restrictions of choices for a business space”
Task 3.1 Task 3.2 Task 3.3 Task 4.0 Task 4.1
Total time spent on tasks 1 and 2 is 30:46 minutes Total time spent on tasks 3 and 4 is 32:15 minutes.
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2- Card Sorting
CODES: Selection of the card made by the participant. Restrictions: State of having limit(s) to something. Activities: Lively action or movement. Purpose of Traveling:The intended reason for traveling.
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Card Sorting is a technique in which users sort and organize a list of cards so that a better structure would be developed. A set of index cards with terms written on them or left blank for the users to write their own terms are given to the individuals in which they arrange them based on their preferences. Individuals are asked to group the cards in a structure that would make sense to them. This technique is a way of exploring how the target audience group the items. 38
Restrictions:
39 Sights&Landmarks
Pilgrimage
Business Centre Health Care
Business
Tour groups
Challenege yourself
Medical Reasons
Adventure
Education
Escaping
Honeymoon
Experience new culture
Visit family
Visit friend(s)
Mental Health Relax
Budget
Transit(stops)
Offers
Amenities
Age of travelers
Meeting Spaces
Skiing&Snowboarding
Staff Training Conferences
Night Life
Sailing
Nature&Parks
Spa&wellness Shopping Restaurant Movies
Art&design tours Theatre&Musical shows
Purpose of Traveling:
Categories
Activities:
Subject 1: University Student - Fits persona #02 Labels
Purpose of Traveling:
1.1-Experience new culture “Experience new culture and see how people around the world live their everyday lives and compare to the country im living in”
1.2-Relax
1.3- Mental Health
“ When I travel my main thing is to relax and not think about anything or use my phone during the trip”
“Mental health is important for me as I am a student always stressed with my university work and grades, helps get my mind off that”
1.4-Visit friend(s) “Meeting up with my high school friends that study in universities abroad and catch up with them”
1.5-Adventure “ I am still young and so are my parents and sister. We are always up for new adventures!”
2.1-Shopping “Definitely shopping is important because I like to see the styles of different countries”
2.4-Sights&Landmarks “I love taking photos of landmarks and sights in different countries”
Restrictions:
Activities: 2.2-Theatre & Musical Shows “I love theatre and musical shows, we always attend such events in the family”
2.5-Nature&Parks “ Nature is important for me and the family as we live in a country where we are deprived from that”
3.1-Offers “I always like to check out for offers, some of them are actually pretty cool” 2.3-Night Life “ My mom and I love to see and experience the night life and the way they dance in difference cultures”
2.6-Movies
3.2-Budget “Budget plays a role in planning the activities and trip”
2.7-Restaurant
“Movies are not “ It is nice to that important taste new but we do enjoy tastes of food” them as a family activity”
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Restrictions:
41 Sights&Landmarks
Pilgrimage
Business Centre Health Care
Business
Tour groups
Challenege yourself
Medical Reasons
Adventure
Education
Escaping
Honeymoon
Experience new culture
Visit family
Visit friend(s)
Mental Health Relax
Budget
Transit(stops)
Offers
Amenities
Age of travelers
Meeting Spaces
Skiing&Snowboarding
Staff Training Conferences
Night Life
Sailing
Nature&Parks
Spa&wellness Shopping Restaurant Movies
Art&design tours Theatre&Musical shows
Purpose of Traveling:
Categories
Activities:
Subject 2: Married woman with three children- Fits persona #03 Labels
Purpose of Traveling: 1.1-Escaping “ Getaway is what every mother needs!”
Restrictions:
1.2-Relax “I have three kids, a relaxing trip is a must every once in a while”
1.3-Adventure “I consider myself an active mother, I am into sports and some adventures such as hiking”
1.4-Visit friend(s) “My childhood friend lives in London, I usually visit her every year”
3.1-Transit “ I do not like planes and airports either”
Activities: 2.1-Spa& Wellness
“Ohhh, spa and wellness is going to help me with my relaxing”
2.2-Nature& Parks ” Gives me peace and quiet”
2.4-Restaurant
“ I love food but I hate cooking, so that’s the best part I look forward to when I travel”
2.3-Sights& Landmarks “ I usually like to learn new things about different cultures”
3.2-Offers “ I would definitely look at offers before I book”
2.5-Night Life “ Sometime I like to go out experience the night life”
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Restrictions:
43 Sights&Landmarks
Pilgrimage
Business Centre Health Care
Business
Tour groups
Challenege yourself
Medical Reasons
Adventure
Education
Escaping
Honeymoon
Experience new culture
Visit family
Visit friend(s)
Mental Health Relax
Budget
Transit(stops)
Offers
Amenities
Age of travelers
Meeting Spaces
Skiing&Snowboarding
Staff Training Conferences
Night Life
Sailing
Nature&Parks
Spa&wellness Shopping Restaurant Movies
Art&design tours Theatre&Musical shows
Purpose of Traveling:
Categories
Activities:
Subject 3: Young engaged couple - Fits persona #01 Labels
Purpose of Traveling: 1.1-Honeymoon “ Main reason we are planning this trip”
1.2- Adventure “ Go on adventures with my wife and create memories”
1.3-Experience new culture “ It is going to be fun experiencing new things with the one I love”
Restrictions: 3.1-Offers Activities: “Offer is just a genuine 2.3-Night Life human nature” 2.1-Spa& 2.2-Sights& Wellness Landmarks “ Other than “ Oh, that is “We are going to going to the spa just what we take photos and we want to enjoy need! perfect create memories our night life 3.2-Offers way to start and experience in different “ I do not and end our it together places” want transit honeymoon in different stops, I trip” countries” would pay extra premium to avoid any 2.4-Sailing 2.5-Skiing& stops” “ Sailing is one Snowboarding “ We met of our favorite when we were hobbies” both skiing in Switzerland, so we must go for it again”
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Findings
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1- Contextual Inquiry Contextual Inquiry is about the interaction between the users and the process of booking a travel journey in which they are asked for several tasks. It took each individual more time to book the travel journey process of flights, accommodation, and activities than booking the entire process through tripadvisor. Major problem faced in this research by the three individuals was the time and efficiency to complete the entire process.
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2- Card Sorting Through the observation of the university student sorting the cards, it was found that the main purpose of the subject to travel with the family was to explore and experience new cultures of different countries. For example, shopping to see different styles of different countries, theatre and musical shows, and the nightlife of different countries. In addition, traveling is a source of mental health and relaxtion for the individual. It was observed that through sorting the cards that the mother’s main purpose to book a travel journey was to escape and relax. Her interests of “activities” were the spa and wellness and visiting the nature and parks which is the “activities” sub category that falls under the “purpose of travel” category. Subject three’s observation in this research shows that they were planning the entire trip based on activities that fall under water sports activity adventures and experiencing new cultures of sight seeing and exploring different night life cultures. Therefore, it was observed in this research that the three individuals have different purposes of traveling. However, based on the purpose(s) of traveling, the activity subcategory was taken into consideration commonly by the three individuals.
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Proposal/Solution
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In the contextual inquiry method, a problem conducted is the entire process of flights, hotels, and activities requires effort and is time consuming . Whereas the findings of the researches conducted led to a problem which requires a solution to improve the entire experience of the tripadvisor website. By using the card sorting method to observe how people search information, a pattern of how people seek information about activities was commonly found as an important tool for traveling. Combining both methods together led to one common problem. This would be filling the gap of people’s need that determine the country/city to visit based on the purpose of traveling. Therefore, to improve the experience of users for booking a travel journey through tripadvisor, an additional service that will be efficient to use and time saving will be introduced.
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1- A new tool called “Activities� will be added to the main home page of tripadvisor. 2- The page changes to the continents where the user(s) may select the continent they would like to travel to. This will help eliminate the search findings for the user(s) by saving time for the process. 3-Once the continent is selected, a subcategory list of the activities will appear. 4- Based on the selection of the activities, tripadvisor will provide the user with countries/cities that have the selected activities.
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Original home page of tripadvisor website.
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Step 1
“Actvities” category is added to the hame page.
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Step 2
Similar page converts to the selection of continents.
North America
Australia 55
South America
Africa
Antarctica
Asia
Step 3
Activities Subcategory Business Activities Water Sports Meeting Spaces Conferences Staff Training Business Centre
Night Life
Spa Treatments
Skiing&Snowboarding
Bar
Sailing Beach Canoeing
Lounge Night Club Night Beach Club
Health Care Spa&wellness
Fishing
Adventures Nature&Parks
Mountain Climbing Massage Sights & Landmarks Golf Theatre and Musical Shows
Kayaking
Art and Design Tours
Parasailing
Cycling
Jet Skiing Kiteboating
Movies
Restaurant
Rafting Rowing
Shopping Rock Climbing
surfing
Hiking/Camping
Yachting
Horse Riding Motorcycling 56