The challenge
To design a mobile-based app, helping a new program that will allow business travellers to cooperatively plan, book, and travel, making it easier for teams to stay together, whether their trips are for work or pleasure.
Generative Research
Together with my team, I created a survey with basic questions about their business trips, which we have sent through different channels. We also conducted one-to-one interviews.
What are the differences in interaction between teams within one company and teams between several companies?
What are business traveller pain points? What is the difference between pain points for business and recreational travellers?
How do teams of business travellers currently coordinate their plans?
Which ancillary services could benefit from coordination as well?
Key Persona Profile
Anthony knows that business travels differ a lot from holiday journeys, as instead of going to see interesting places, relaxing, taking a drink in the sun, business trips can be dull and unexciting. You can’t be too spontaneous. You have to schedule meetings and take into consideration the plans of your colleagues, invite clients to the places without knowing if you picked the right one and considering other stressful details!
Anthony
52 years old | Risk Solutions at IBM
Business travel pain points
In unfamiliar cities, he needs information on where to go
Works with multiple teams across different organisations
Finds it difficult to coordinate effectively with colleagues
Doesn’t have time to plan for his downtime on business trips
Needs
A simple way to find things to do in his destination city
A better way to coordinate downtime with his team
Competitive analysis
There are many apps out there designed to help in finding places around, planning and coordinating meetings, communicating with colleagues, finding possible activities, chatting with people, checking reviews of the places to visit, etc.
But some of them used together can create an overwhelming experience.
Gmail, TripIt, WhatsApp, Google Calendar, Trip advisor, Dojo, Travelfy.
Task analysis
Task flow analysis means a step-by-step study of how users will interact with a system, to learn in detail how they perform their tasks and achieve their intended goals. It allowed understanding the pain points in planning a business trip, which start even before the journey.
Ideation
Rapid sketching & defining user flows
The first sketches were made on paper in the activity called design studio. The team focused on some key points to solve, created different options that would solve the same problem.
First digital wireframes & paper prototyping
Testing, testing, more testing
Next, I created a digital prototype and shared with participants straight on the device. I iterated and tested this design a couple of times, by every step adding improvements and more details.
Paper wireframes represent main flows. I tested this prototype with participants using paper prints on a whiteboard.
Matching Hilton’s branding
I spent the rest of the time on adding the look and feel: professional, classic, exclusive. I created dark gunmetal & golden colour palette, referring to the feel of luxury, prosperity and trust.
