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The Brief
Tripanda
A trip planning app realizing customized and free exploration that meets everyone's travel preferences
Team Project
Chloe Chen(Me)
Bruce Hsiao
Peter Peng
Timeline
Feb - Mar, 2022
Tool Used
Figma, Postcard
Overview
Tripanda is a travel platform aimed to minimize travel anxiety. It reduces pre-trip stress by simplifying cumbersome planning work. It provides users with a sense of security by connecting places via a combination of linear and radial guidance, at the same time, allowing users to explore freely.
Tripanda fully considers the individual differences of travelers, it recommends travel routes and provides travel advice based on not only local characteristics but also user background, which avoids sociocultural risk and cultural conflict, enabling users to enjoy the comfortable journey.
Background
Mainstream travel APPs are rich in information, but they are excessively homogenized, and rarely provide individualized services. Travelers frequently have to commit a significant amount of time or money in order to break through the echo chamber and acquire travel advice that is appropriate for them.
Design Process
Define Problem
Research
Analyze
Design
User Testing
Delivery
Research
Research Setting
Goal
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Recognize the demands of the target audience
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Identify potential users / audiences
Research Methods
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Secondary research (desk research)
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Quantitative research (survey)
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Qualitative research (in-person interviews)
Research Insights
Reasons Of Negative Feelings / Impacts When Traveling
Papers from MDPI reveal that the most negative feelings influencing emotional well-being(EWB) in travel are caused by poor physical conditions (acclimatization and illness, etc.), with dissatisfied self-evaluation of activities ranking second. (Source)
Keywords Of Expected Travel Experience
We received 66 questionnaires and conducted in-depth interviews with 9 people who have experience with oversea traveling. We summed up the high-frequency comments
The Ideal Travel Experiences Our Users Like Should Include...
48% of Experience Bookings Are Happening Once Travelers Arrive At Their Destination
Things that users research
Things that users care about at the moment
Value Proposition
01
Our primary target audiences are free tours and tours by locals.
02
The products now available on the market are all similar.
03
Personalizing the itinerary requires a significant amount of research effort.
Problems Statement
Users devote more effort to lodging, hotels, and transportation in the early stages, and less time to consider restaurants or things to do. The experience during travel may be affected as a result of poor research time allocation.
"How might we boost the travel experience for travelers to make them more comfortable?"
Persona
Amber Thomas
32
“I love traveling, but I hate doing all the trip planning.”
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Want to plan her trip in advance, but don’t know where to start
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Try to get relaxed on the trip, so don’t want a packed schedule
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Prefer randomness, not necessarily in accordance with a certain itinerary
Daniel Barton
26
“I just want to let you know that I don’t eat pork. I hope that’s OK.”
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Love to experience local authentic culture and cuisine
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Have special dietary preferences
Opportunity
Competitive Research
Market Research
According to the cross diagram, the competition had little to no open + centralized information platform. There is an opportunity area where Tripanda can satisfy target users in terms of their needs.
TAM SAM SOM Model
Market Weakness
01
Most contents are excessively homogenized, and rarely provide individualized services.
02
Contain rich, massive information, at the same time, making it difficult for customers to choose.
Design
Concept Exploration
Free Exploration With Invisible Guidance
By studying the map of the Legend of Zelda: Breath of the Wild, The map designers used two methods to make players feel guided while exploring freely: a linear main route plus radial subroutes and interest induction (collectibles, prizes, achievements, etc.).
User Journey map (Before)
User Journey map (After)
Problem
Prepare
Time-consuming preparation
Solution
Prepare different open-guided itineraries into different cultural themes
Prepare
Homogeneous trip planning on the market
Design open-guided itineraries centered around famous landmarks
Travel
Cultural differences
Smart recommendations based on users’ living and dietary preferences
Travel
Monotonous Experience
Collect collectibles while users travel
Task Flow
Itinerary Design
The Disctance Between Each Stop
I used the distribution ratio of actual convenience stores, and post offices, in Chengdu as a guide to determine the sense of distance, density, and scale.
Platform
Tripanda chose to leverage both platforms to maximize the user experience: feel the fun of collecting using analog maps while easily navigating using electronic maps.
Prototype
User Flow
(Peter)
The user flow shows a complete process as a first-time user, also to help us organize the fundamental logic of Tripanda
Information Architecture
(Me)
The lay out each individual screen of Tripanda to help us later creating the interface
Storyboard
(Bruce)
Wireframe
(Me)
User Testing
Usability Testing
We conducted in-depth usability testing through Wizard of Oz in Figma with 6 people. Based on their feedback, we have one iteration and numerous minor modifications.
Before
After
Before
After
Delivery
Final Design
Daniel is a muslim from Morocco. He is planning a vacation to Chengdu, China
He utilizes Tripanda to help him plan and select the itinerary for his trip, as well as discover restaurants that suit his dietary preferences.
Adjust Preferences
Muslims are more careful about their diet, and Daniel also has some foods that he does not enjoy eating.
Weather Forecast
Daniel can intuitively see the differences between the two cities and prepare accordingly for the local weather.
Change Location
Three Themes, Your Choice
Daniel has a great interest in traditional architecture, so when he chooses a theme, he selects Chengdu's traditional architecture.
Different Styles of Maps
Daniel's sense of direction is poor, so he alternates between an animated and a live map.
Personalized Recommendation
When looking for a restaurant for dinner, Daniel notices that the restaurants recommended by Tripanda are personalized to his dietary preferences. He is delighted.
Collect Collectibles
When daniel arrives at the attraction, a collectible is unlocked. He enjoys the idea of using collecting as a guide since it encourages him to discover new things even more.
Collectible Unlock!
Before
After
Slow-Mailing Postcard: A Delay Of Gratification
Daniel receives a roadmap that is automatically generated by Tripanda at the end of the trip, which includes all of the major attractions that Daniel had been to in the past few days.
Daniel Decides To Print Up This Roadmap As A Postcard
Daniel decides to print up this roadmap as a postcard, write to himself in five years, and then mail it to himself. He hopes that when he look at this postcard five years later, he will remember the joy of traveling, the comfort of Chengdu, and the joys of traveling with family and friends.
Reflection
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Travel consumption has always been considered a big portion of various countries' economic income. I studied a lot of papers and existing analysis data to better understand users' patterns and behaviors.
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If I had more time, it is also feasible to add route recommendations for various cities, creating a new travel mode that can set itself apart from the current saturated market.
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