Helping one of Sweden’s largest companies define new business venture within travel
During my UX module at Hyper Island, our brief was to help one of Sweden’s largest companies validate or reject idea of growing their business into the vacation sector. Our task:
Identify which assumptions about travel are critical to validate
Find best method for testing assumptions
If validated, imagine what this new venture could, and should be via research.
Provide roadmap of how a new travel venture should be executed.
Please note: our proposed concept is currently being executed by the client & mostly confidential. I am unable to show final concept, prototypes or our specific insights leading to the approved concept. However, upon an interview stage I can show more of the work and the user flows.
In an already saturated market,
how do we become a unique travel offering?
We began with establishing context, plotting our assumptions about travel & researching the competitive landscape
What do we know, what do we assume, what don’t we know
Using the above to guide us in where to research
The travel market is extremely saturated, what strengths & weaknesses to our competitors have
Looking into future scenarios, what will travel look like in 2030?
Future scenarios allowed us to think beyond current problems within travel, & instead tap into future obstacles and possibilities. This enabled us to brainstorm around a more sustainable solution, instead of simply an immediate fix.
Identifying a user’s potential pain & gain points in booking travel
By putting ourselves into the mindset of a user booking a trip, we were able to identify two potential areas of exploration based on their pain points. How might we further inspire travelers? How might we each the booking process?
Getting to know the user, understanding user needs within travel
To be able to identify any gaps within travel, user research was crucial to better understand what travelers. Posing unbiased questions to users in surveys & interviews, careful to probe discussions further without adding our own interpretations into the conversation.
“If you try & think back on the last time your planned to go on a vacation, what made you interested in that location? Walk me through how you chose this destination?”
— Sample interview question
Analyzing & identifying reoccurring themes in user responses
Using Trello as collaborative tool amongst the team to anaylze our interview responses, we categorized each user by color and name. Then, adding in quotes from each each interviewee. From here, we were able to identify reoccurring themes amongst responses. These themes became the building blocks for our brainstorming sessions & heavily influenced our final travel concept.
Extracting these reoccurring themes to share with client
Plotting our insights on an Empathy Map & User vs. Business needs matrix helped us guide the client in our decision making process & why we reached this travel concept.
Using key insights from interviews & research as inspiration for low fidelity prototypes
Gathering all insights from our user research, market research & future forecasting, we moved into low fidelity prototypes to rapidly iterate our ideas as well as quickly conduct user tests. Learnings from these sessions, influenced our high fidelity digital prototypes.
“The students exceeded our expectations on both points of focus from the brief….
To see final concept, prototypes & our launch plan…
Let’s set up an interview, would love to share the entire project & where our new travel venture landed.