How Critical Thinking could Generate User’s Point of View in Redesigning Traveloka Application

Background

Like they said, we are millennial! The generation who think that everything could be done digitally such as shopping home essentials, ordering online transportation and/or food, streaming a film, and even purchasing a travel accommodation. As a new comer in UI/UX, I got a research project in my online class (during COVID-19 pandemic we’re required to do online class at home via Zoom) from Purwadhika with case study application Traveloka.

Double Diamond Design Process

User Interview

Questions

  • 20–40 years old
  • Undergraduate — employee
  • Traveloka user who’s ever booked on Traveloka or similar application with minimum once during the past year
  • Location: Jakarta
  • Miro
  • Figma
  • Google Drive
  • Google Sheets & Slides
  • Maze
  • Trello
Remote Interview user as a research process using zoom
User Personas (profile picture was replaced from Unsplash)

How the result of user interview turned different from the first objective

The total of user interviews we had was 24 with different status, jobs, and personalities and they gave us different answers which turned it into different personas and pain points. Back to the goals of study that we wanted to deliver users the information about our ‘new comparison feature’. They got informed well and most of them felt that the new feature could be useful especially for Traveloka users who sometimes tend to use Traveloka because their main reason is price and promotion.

  • Interface as the display of the application which requires user’s point of view whether the interface is understandable or not
  • Business that may become another opportunity to develop the application
  • Feature and new feature on the application was like what to improve and another feature that might become user’s need as for travel application, and also what’s need to be improved such as data security and the smoothness
  • User’s character and behavior on using an application for every needs
  • Comparative research in order to generate what user may need for Traveloka’s improvement, why they were using other apps instead of Traveloka and which feature that could compare Traveloka with others
Dot Voting to choose which will be put into priority metric
Increase of customers purchasing thing online (source: McKinsey)

Develop (Designing the app)

Information Architecture

User Flow for Tour & Travel Feature

Visual Design and Interaction

Wireframing and Sketching using regular paper
Wireframing in Low-Medium Fidelity

New Tour & Travel Feature Home Page (High Fidelity)

Home Page for Tour & Travel Feature that could be accessed on Traveloka’s home
Product Info in High Fidelity

Filtering Feature

Due to the large number of vendors in Traveloka and user’s preference in choosing the product based on their needs, I made a more detailed filtering feature on this Tour & Travel page and it could be accessed on the search bar as we see below.

Filtering Page Feature

Chat with Vendor Page

Finally it’s the other feature which will make transaction easier, that’s how it is. Indonesian users who tend to ask without paying attention to details, users who would like to secure the assurance before making a payment, and also users who might need help or another requirement before saying Yes. It all could be done when we make a clear and detailed way in showing a product, but when we face that kind of user, there is another party which becomes our media (between vendors and users) called ‘help’. If I put my mind in the user’s shoes, it will be very painful that we have to wait for another maybe 24 hours or 2x24 hours to get the answer, but in another expressway we can just call the customer service to ask our inquiry and we might need to make an email message. It’s surely a long way to go to get to the vendor!

“Chat with Vendor Feature” including attach button with the menu and FAQ Assistant provided by vendors for users
Prototyping using Figma

Prototyping

Before the Usability Testing (UT) Phase, I made all the design pages to be interacted with Figma. The prototype could be accessed through this link.

Usability Testing (UT)

As for usability testing, I made the prototype of my design with Figma then integrated it with Maze Design, as tools to be used for UT. UT was done in a moderated and unmoderated way, moderated used with Zoom screen sharing and unmoderated used by distributing the Maze link to users.

Moderated and Unmoderated UT using Maze Design
  1. Do chatting with a vendor
  2. Booking, filling data, payment
  3. Using chat feature includes send booking confirmation

Usability Testing Result

Result of Usability Testing
Chat Feature Issue
A/B Testing for plus button
A/B Testing Before & After
Using Clip Button to send booking confirmation to vendor
Another Finding on Chat Feature

Lesson Learned

Product Designer | Marketplace Entrepreneur