Overview

TripNotice is a personalized travel search engine that finds the best hotel and flight deals and sends users “TripNotice” about where and when to go that is to their interest. Taiwan is a country where traditional travel agencies that organize group tours are more well-known than online travel websites. The challenge is to change user perceptions about travel and convince users with the service.

Goal

Make TripNotice a go-to service for people who are thinking of traveling. The success metric will be increased conversion rate and revenue.

My Role

As the only designer in this startup, I led UX/UI exploration, conducted usability sessions, delivered all visual assets, tracked user data using Google Analytics.

Team

2 Engineers, 1 Copywriter, 1 Marketer, CEO, CFO

Client

TripNotice Inc

Time

2015(2 months)

Why the Revamp?

The website is not currently reflecting the personalization and the search feature.

  • Users think this is a traditional travel agency that sells cheap group tours.
  • The search feature is buried in the navigation bar.
  • The visual hierarchy emphasizes the random package deals instead of the personalized recommendations that are relevant to the users.

The Decision-making Process

Users spend much more time planning than vacationing. We want to take out the hard work of planning, so users will focus on collecting memories. We listed all different cases in their decision-making process. We found out users come to the website when they¬†have an idea of getting away but don’t know where to go, or they¬†have specific destinations in mind.

Prototyping & User Testing

The first iteration was a fullscreen image background design that focuses on the promotional package and peeks of other deals. Besides, a search box on the top navigation.

User Feedback Highlights:
  • Too many intense colors and pictures, it’s hard to read the text.
  • I’m used to searching by the time when I’m available. But right now I don’t see the information.
  • I can understand “recommendation,” but what’s the criterion?
UX Suggestions:
  • We need to call out the search function. Not many people noticed the “where do you want to go” box on the top navigation.
  • Avoid information overload.
  • Reduce too many colors and avoid too much information on top of the image background.
  • Use white areas to draw attention to the essential components.

Customize the TripNotice

Users who come to the site without having a specific travel date or destination in mind can customize their travel preferences so that they will receive notices send to their inbox that fit their needs.

Travel Search Site for All Types of Users

Before & After

Responsive Web Design

On the phone, because of the limited space, we decided to highlight the deals on the home page, and other features will be in the hamburger menu. The data shows that 60% of the users on the phone want to check quick deals instead of doing the task like searching.

OUTCOME

5.3
Page view
4
Conversion Rate (%)
21%
Bounce Rate (%)