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.
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.
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.
I helped identify how Bookit Lyst's target users book travel, and implemented research findings throughout our iterative design process.
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.
This preliminary analysis involved comparing time to complete tasks, measured in pages and actions, for various travel apps.
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.
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.
We surveyed 167 people Our survey helped us identify users' shared demographics, habits, and preferences.
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.
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:
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.
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:
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.