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Bookit Lyst Logo Long.png

Bookit Lyst


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Bookit Lyst


Mobile App Design

Creating a mobile offering for a travel booking company

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Overview

Bookit Lyst is a startup that aims to erase the stigma travel agents have in today's DIY travel marketplace by selling extraordinary, fully packaged travel experiences. They hired my team of three UX Designers to create their first mobile app, where they hoped users would browse, book, and manage vacations. 

THE PROBLEM

Millennials, Bookit Lysts's target users, are accustomed to doing their own research and comparing prices, so it was vital for our app to present Bookit Lyst's value to this already skeptical market. In addition, just as everyone wants to be one of a kind, millennials want their travel— their stories—to be one of a kind. 

THE OPPORTUNITY

Bookit Lyst presents an opportunity to help travelers tell their stories, but first Bookit Lyst has to tell its own. Our research showed we could change millennials minds about travel agents by creating a user experience as authentic as getting advice from a local. 

MY ROLE

I helped identify how Bookit Lyst's target users book travel, and implemented research findings throughout our iterative design process. 

 
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Comparative


Comparative


Comparative Analysis

my role

I researched the travel booking space to identify direct competitors in the travel booking field, as well as some comparative offerings that would provide inspiration for our design. I then spearheaded the creation of analytical documentation. 

The Tools

  • User Flows
  • Feature Comparison
  • Content Blocking
  • Heuristic Analysis

Key Takeaways

  • Identified common features and formats successful in converting casual browsers into customers
  • Revealed BookitLyst’s areas of opportunity
  • Explored design methods that would set Bookit Lyst apart from the pack 

 

 

 Comparative User Flows: 

This preliminary analysis involved comparing time to complete tasks, measured in pages and actions, for various travel apps.  

KEY TAKEAWAYS: 

  • Established bearings for common industry standards and practices
  • Gathered ideas based on existing models
  • Discovered BookiLyst’s existing web-based prototype has a needlessly long and confusing user journey
 

FEATURE COMPARISON: 

Because Bookit Lyst is a travel package booking app, it’s aim is to combine features usually offered separately. It was imperative for us to identify common features from disparate offerings, so that we could prioritize the features we really needed.

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KEY TAKEAWAYS: 

  • Certain features—like social sharing and push notifications—occur in all travel booking apps
  • Underutilized features add clutter to interfaces
  • Prioritization would be crucial for an MVP with a 3-week time frame.
 

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Content Blocking: 

By examining how comparable sites present content, we were able to source inspiration for our own design, and imagine new methods of displaying BookitLyst’s unique content.

KEY TAKEAWAYS: 

  • Large, enticising photographs should be main content
  • Reduction of interface elements and simplification of Information Architecture
  • Frequent Calls to Action ease conversion 
  • “Magazine” feel lends itself to relatable, reliable, beautiful content

 

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User Research


User Research


User Research

my role

  • seeking out users to interview
  • writing interview questions
  • conducting many of the interviews
  • synthesizing raw user data into themes
  • drawing out design opportunities

THE Tools

  • Screener Survey
  • Scripted Interviews
  • Affinity Mapping
  • User Personas

Key Takeaways

  • Understood demographic trends
  • Observed how users behave, what they like and dislike, and what apps they use
  • Identified two separate use-cases
  • Revealed ways to convert target users 
 

Screener Survey

We surveyed 167 people Our survey helped us identify users' shared demographics, habits, and preferences.  

      KEY TAKEAWAYS

      • Focus design on 24 to 35 age demographic 
      • Bring curated hotel data to the top of trip descriptions 
      • Create and highlight personal, peer reviewed, yet comprehensive advice
       

      User Interviews

      Our interviews provided the most fruitful data for our design process. Looking at user comments in an affinity diagram--separating user pains, pleasures, behaviors, and context of use--allowed us to see themes which eventually turned into design opportunities.

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      KEY TAKEAWAYS

      • Divided User feedback into four major categories, and many smaller themes 
      • Noticed trends and behavior patterns across multiple user types 
      • Identified design opportunities to directly address user needs 
      • Identified two distinct use cases, which provided the basis for our personas 
       

      User Personas

      Given the abundance of feedback from our survey and interviews, we were able to identify two major use-cases. The first, which represented approximately 65% of our user base (which aligns with stakeholders’ market research) is a Millennial (24-35) who we called Erica Pollenates.

      Erica prefers to do her own research, comparing several different websites. A sense of authenticity is critical for Erica, which translates to a preference for local, one of a kind adventures. For her, an agent is a tool to help create her own authentic experience. To convert her, Bookit Lyst needs to:

      • Give her a sense of control 
      • Provide a research-oriented experience 
      • Allow for maximum customization within
        Bookit Lyst’s limitations 
      • Strike an authentic, local tone with content
        and layout

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      Our secondary persona, Amber Hall, makes up the remaining 35% of our research pool. This user is slightly older, wealthier, and more inclined to give up control to a professional.

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      Amber likes agents for their depth of knowledge, ease of use, and insider access. She trusts an expert’s judgment more than her own. To convert Amber, Bookit Lyst should focus on: 

      • Presenting a sense of knowledge and professionalism 
      • Attractive, easy to find, and easy to book packages 
      • Providing a good first experience from booking through return flight
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      Sketching and Wireframing


      Sketching and Wireframing


      Sketching & Wireframing  

      my role

      • Convert feedback themes into IA & UI 
      • Designed screens for main task flow 
      • Built out screens for non-MVP pages
        (for presentation to stakeholders) 
      • Lead initiative to connect design
        decisions with user research 

      THE Tools

      • Pen and Paper Sketches 
      • Lo-Fi Wires in Sketch 
      • Medium Fidelity Wires & User Journeys 
      • Hi-Fi, pixel-perfect mockups 

      Key Takeaways

      • Iterative design process reflecting testing feedback 
      • Putting features together in task flow revealed trouble spots 
      • Identified confusing language, actions, and helped manage users’ expectations
      • On-boarding required 
       

      Early sketches

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      • Did away with unclear UI solutions, like certain sliders, card-based package options, and hash-tag filtering 
      • Migrated from push style app navigation—which required a forward progression through a booking—to a
        tab bar navigation, allowing users to quickly exit out of a booking process and start over
       

      MID-FIDELITY USER JOURNEYS

      High-Fidelity Mockups

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      Prototyping Testing


      Prototyping Testing


      Prototyping & Testing

      my role

      • Conducted 13 Usability Tests 
      • Synthesized Feedback and plugged it
        into iterative re-designs 
      • Built and update InVision Prototype 
      • Built Principle Prototype for final
        delivery to stakeholders 

      THE tools

      • Sketch
      • InVision
      • Principle
      • Live Scripted Usability Tests 

      Key findings

      • Made continuous adjustments based on tests, such as rearranging tasks, altering button labeling, recreating IA organization, and removing flight from initial price estimates. Principle
      • Communicated often with other stakeholders, and advocated for major changes to app flo 
       

      PRINCIPLE PROTOTYPE 1 - BUILDING A TRIP

       
       

      Principle Prototype 2 - Exploring Trip Details

       

      CONCLUSION

      Over the course of a three week sprint, we took a product from concept to creation, giving Bookit Lyst a functional tool they could then use to further analyze their market viability. In further steps it would be useful to build out other flows in the app, like the profile and itinerary pages. As Bookit Lyst begins generating actual content, it will be imperative to work with those content creators to display information in a comprehensive, concise, and findable way. More unique content means more value to users who are unsure of handing the reins to travel agents to book their vacations. More testing and further iterations using actual content will provide more actionable feedback. 

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