Trip Planning Generator in Traveloka: UX Design Challenge

Introduction

Hello everyone! My name is Fajar Hidayah. My expertise and focus are researching, conceptualizing, analyzing, and synthesizing user experience design. My vision is to design products according to user needs and accelerate the company’s business goals. This is a user experience design challenge in 4 days, with the topic of generating trip planning in Traveloka. Through this case study, I would like to share with you about this research journey and what I have learned along the way.

Role: UX Researcher, UI UX Designer
Scope: User Research, Research Analysis and Synthesis, User Flow, Wire Framing, and Mock-up
Timeline: 4 days (28 March 2024 until 31 March 2024)
Tools: Figma, FigJam, and Google Form

Overview

The tourism industry is an important part of Indonesia’s economy, contributing over two percent of its gross domestic product. The importance of international tourism in its regions, however, varied greatly, with the island of Bali being arguably Indonesia’s most popular tourist destination. Before 2020, tourism in Indonesia was experiencing steady growth, spurred by increasing numbers of foreign visitors. However, the outbreak of the COVID-19 pandemic in 2020 showed how precarious it was for an economy to be so heavily geared towards international tourism.

Based on Statista data, the Indonesian travel & tourism market is expected to generate US$8,971.00 million in revenue by 2024. This market is projected to grow at an annual growth rate (2024–2028) of 5.04%, resulting in a market volume of US$10,920.00 million by 2028. The largest market in this market is Hotels, which is expected to reach a market volume of US$5,029.00 million by 2024. Market share conditions related to the travel and tourism industry, there are 5 most popular online travel agencies among consumers in Indonesia.

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About Traveloka

Traveloka is Southeast Asia’s leading travel platform, which provides access for you to find and purchase various types of travel needs, local attractions, and financial service products. Traveloka’s comprehensive product portfolio includes transportation booking services such as flight tickets, buses, trains, car rentals, and airport transfers, as well as access to the most comprehensive range of accommodation options in Southeast Asia. Not only that, to help you fulfill more travel aspirations, we also offer a variety of attractions, and activities, including health and beauty clinics.

Find the Problems

I found some user problems from analyzing and synthesizing the survey data.

1. Notification of Service Status: Service status notifications are often delivered late to users, which results in failed bookings.
2. Price Competition with Similar Competitors: Hotel prices are sometimes cheaper than similar competitors. If the majority of such users often compare services in detail, it is enough to impact the competition for market share.
3. Service Description and Reviews: Descriptions and reviews of services such as hotels, buses, travel, or other transportation should be more detailed according to the real world so that users are not confused in choosing services that have an impact on satisfaction.
4. Collaboration with Local Partners: Cooperation with local partners, such as local buses, can be increased massively. In business, it can have an impact on the surrounding economy, as well as increase market share competition.
5. Travel Service Integration: Comprehensive service integration between transportation, accommodation, and local activities in a travel package, can provide convenience for users. Clarity of process and user navigation is quite important in its implementation.
6. Real-time Chat: Responsive and solutive communication between users and service support representatives such as hotel receptionists is an important component. Clarity of the problems that users are experiencing and will experience needs to be addressed quickly.

Research Insights

Based on the survey results, the majority of users use Traveloka to choose flights, hotels, and bus travel to fulfill their needs. External factors such as recommendations from friends and colleagues influence users’ perceptions and satisfaction. They are satisfied with the ease of the service process and the clarity of the interface. However, 50% of users still have doubts about being willing to pay the same amount for a service in the future.

User Persona

User personas are fictional characters that represent the target users. User personas are useful in identifying and solving user problems. The following is a user persona that I created based on the results of combining characters from several users I met:

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Proposed Solutions

After understanding the issues at hand, I began to devise innovative solutions to tackle these challenges head-on. Here are the proposed ideas that emerged as potential game-changers:

1. Experience Reviews: We curate and provide extensive user-generated review content including videos and blogs, detailing their travels and experiences. This not only serves as a source of inspiration but also as a valuable reference for travelers seeking authentic insights.
2. Traveloka Bisnis: We actively cooperate with local partners in facilitating services for users. This serves not only as a business partner but as an extension of the company’s positive image in the aspect of social and economic development that impacts the community.
3. Trip Planning Generator: we introduced an itinerary builder feature to simplify the travel process with user-defined keywords. Travelers can input their destination and budget preferences, and we will put together a personalized itinerary, saving them time and effort while ensuring a memorable adventure.
4. Live Chat Support: We provide customer service that utilizes an online live chat platform to interact and provide support to users. In this case, the company provides a means of real-time communication in a fast and solution-oriented manner.

Prioritization

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I prioritized the ideas using the Eisenhower Matrix approach, which resulted in the Trip Planning Generator being the solution idea offered to implement in the next stage.

User Flow

This is an improved user flow to generate trip plans in Traveloka. This user flow helps the user to understand the journey from start to finish when using the application, including the actions the user will take and the interactions that occur between them.

Wireframe

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Mockup

Lessons Learned

• Learned how to conduct research, analyze, and synthesize data.
• Learned how to approach problems and prioritize solutions.
• Learned how to sketch wireframes and design mockups.
• Learned how to manage time for this short project.

Attachments

• To view the survey process, click on the Survey Link.
• To view the data research process and mockups, click on the FigJam Link.

Closing

Thank you so much for taking the time to read this UX Design Challenge.

Feel free to send me feedback that inspires you. I am open to receiving feedback by leaving a comment or you can contact me on LinkedIn and view my designs on Behance.

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Have a great day! 👋