Introducing an itinerary feature in tiket.com to help users plan trips seamlessly
Client
Tiket.com
Year
2023
Role/Category
UX Research, Product Design
Works
New products entry
BACKGROUND
Tiket.com is an online travel agency established in August 2011 in Indonesia. It provides booking services for hotels, apartments, flights, car rentals, and more.
The COVID-19 pandemic has had a significant impact on tiket.com's business, with transactions dropping by 75% and refunds and rescheduling becoming the highest priority. The company has used cross-channel marketing to navigate the crisis. This shows that tiket.com is still facing challenges due to the impact of the pandemic on the travel industry. Not to mention the main source of revenue for Tiket.com is airline ticket sales, which accounts for 80% of the company's total revenue.
GOAL
Create new ideas/products/features to adapt to the new normal age.
Designing solutions where we can encourage users to come back to use our services.
RESEARCH
What they say about tiket.com?
To start, I collect a little information on social media, focusing on Twitter about what others say about tiket.com services and their experiences.
The majority of their complaints seems to express that:
Cost: The cost of flights or other services offered by tiket.com may be higher than what consumers are willing to pay, so they tend to ask Is there any promo code for their destination.
Many consumers may have experienced financial difficulties due to the pandemic and may not have the budget to travel or use other services.
Availability: Consumers may not find the flights or services they need at the time they want, or they may not be available at all.
Depending on where consumers live and where they want to travel, there may be travel restrictions in place that prevent them from making flights or using other services offered by tiket.com.
But…
most of the community also agree that tiket.com is the best so far in the services
USER INTERVIEW
I want to get deeper information about the tiket.com, with a clearer perspective by conducting an interview. My goals is to:
Find out user perceptions about tiket.com in general or more.
To understands what consumers need.
To assess what went well and what can be improved from their current journey.
USER INTERVIEW
I want to get deeper information about the tiket.com, with a clearer perspective by conducting an interview. My goals is to:
Find out user perceptions about tiket.com in general or more.
To understands what consumers need.
To assess what went well and what can be improved from their current journey.
RESPONDENT
Respondent Count
5 Respondent
Respondent Criteria
Often use the tiket.com application and have made transactions more than 4 times.
Rarely use the tiket.com application but know and have made transactions at least 2 times.
Never used tiket.com before, but aware about this app
What i found is
After the new normal, respondents gave positive responses to travel or holidays, especially using tiket.com
Respondents usually make their travel plans when they want to go on a trip or vacation
By looking at platforms on TikTok, YouTube, Google, respondents find out interesting tourist places to visit
Some of the respondents actually wrote down how their travel plan would work
Respondents believe that, you need to make travel plans even how small or how short it is if you want to go on a trip
DEFINE PROBLEM & MAKE SOLUTION
After a long journey..
I get that, Tiket.com need a new ideas/products/features that can help to adapt to this new normal age.
Community Research > User Interview > Competitor Analysis
Based on this process, i tried to hypothesize solutions that corresponds to each of the problems. These solutions will be the main ideas behind my design.
Custom Itineraries
Allowing users to create custom itineraries with curated recommendations for activities, accommodations, and transportation, based on their interests and travel goals.
Travel Social Network
This feature would allow users to connect with other travelers and share their travel experiences. Users would be able to create a profile, share their itineraries, and post updates and photos from their trips.
Virtual Travel Companion
This feature would allow users to connect with a virtual travel companion who would guide them through their trip.
Then, I tried to explore more about the solutions that I proposed to see whether they are feasible to implement or if there are reasons why some ideas cannot be implement.
Idea 3
From what I see, this feature is still to advance from what the tech team can do now, and for that reason, I will discard from the ideas.
Idea 1 & 2
At first glance, I realized that these 2 features really work. From my point of view, custom itineraries have the strongest connection with what is trending now, where most Indonesians start to make their own custom itineraries. And with some more development as the custom travel feature goes on as a basic structure, we can also add this Travel Social Network feature in a wider mapping.
To validate my point, I do some little research on our beloved app, tiktok.
And from what I found, many people often use itineraries while traveling, because they want to be efficient and effective while they are traveling and can manage expenses according to the budget they have. I've also found that many people haven't been able to plan their itinerary and often ask someone else's sheet as their guide. This can be an opportunity for tiket.com to provide services where many people need it. We can also highlight unique experiences when they use custom itineraries instead of tours.
Therefore, I decided to settle with Idea #1 *and Idea #2 and proceed to design.
DESIGNING
Want to access in Figma? 👉 Click Here
Introducing, the 📲 Entry Point Alternatives Page
this screen shows how we will implement this new feature in the app.
1.
we can add a new entry, in one of those service icon section, but if we want to make user aware of this new feature. We need badge to show that we have new feature called ‘Custom Itineraries’. You should try it.
Example:
2.
we can also add a new entry in here, some user’s may have they active order, and they can scroll through to see what they up to. We can made a new section below/up to show that we have ‘Custom Itineraries’.
3.
Using PopUp in our main home screen after user open our app could be raise awareness what new feature we have.
Our Beloved ✨ Main Design [Overview]
How do I apply the idea to our beloved screen.
1.
This screen is basically used for our user to manage their Itineraries. I'm aware that some users don't always book their ‘go-home’ tickets, therefore this itinerary can also be personalized to those who only book ‘go’ tickets.
2.
Next screen is showed up, if you click ‘Lihat’
This screen contains detailed information about the what, when, and how of your Itineraries plans.
Overview
Overview is used to see in full how your plan is going, you can access various kinds of information in full here. Starting from airplane tickets, hotel rooms, to activities.
Plan
Plans are designed for those of you who want to see more details of your activities on a per/day basis.
E-Tiket
users can add their active orders and it is automatically integrated with their itineraries.
Budget
The budget is used to control your expenses while carrying out your Itineraries.
3.
Next screen is showed up, if you click ‘Buat itinerari’
This is where you start your itinerary journey.
Flight Ticket > Book Hotel > Where to go?
Start by searching for your hotel first. If you have already booked a hotel, you can link it in your Itinerary. But, don't worry if you don't have one yet, we can also link you to find recommendations for the nearest hotel.
Oh.. and also, if the user clicks on 'Tambahkan Nanti' they will skip this step and move on to the next step, the main reason I put this button is just to make the user feel they have more control over what they want to do about their itinerary, or they just simply have a relatives where they are going, so they don’t actually need to book a hotel. But, they can add this later too.
4.
Next screen is showed up, if you click ‘Sudah booking hotel?’
This will automatically connect you with your hotel booking, you can directly click 'Pilih' to link the hotel you want to include in your itinerary.
5.
After you successfully link your booking hotel, this is the step where you add what is your activities.
But I know that some users maybe want to skip or add their ‘to-do’ later, so in that case, I also put ‘Tambahkan Nanti’ button, for those user who want to quit this process, and do it later.
The reason I made their views different is to not confuse the user, with this different view, users can more easily add their to-do activities, or skip them.
📌 Additional Screen
if user doesn’t link their hotel
6.
After you successfully link your booking hotel, this is the step where you add what is your activities.
But I know that some users maybe want to skip or add their ‘to-do’ later, so in that case, I also put ‘Tambahkan Nanti’ button, for those user who want to quit this process, and do it later.
📌 *Category Section If Selected
7.
Now that you've finished creating your itinerary, you can continue to add more, or you're done.
Also the section below is stated [auto closed] after you’ve done this. More simple, right.
Overview
Plan
Budget
Preview Overview – Plan – E-Tiket – Budget
Overview
This is your overview view after you have done all the progress, you can also edit or delete the activities that you have added.
Plan
While crafting this design, I noticed one thing that users must have various kinds of tickets during their itinerary. But how do they automatically add their ticket to their itinerary?
Therefore, I created this E-Ticket section, where users can add their active orders and it is automatically integrated with their itineraries.
Budget
Last but not least is that you can see how much money you spent on your trip. But, some of it may need your help to input it manually, but if you do the transaction in ticket.com, it will automatically be included in this budget section.
Plan
Overview
Edge Case
In Main Screen, where we can see our trip, we see that our 'Active Orders' actually showed up on this page, without exception. What if user have a Plane Ticket and a Train Ticket in the same area? and user already made 2 different itineraries, whereas user wanted just 1.
So for this cases, I actually think about it, and my solution is to put new button if the itineraries already made.
In order to showed this button, user need to made the itineraries. If not, this button status will be hide.
Flow 1
Made Their Custom Itineraries
User’s can made their custom itineraries now however they like in their trip
We also help user’s to do their itineraries with providing some recommended place to go if they want too
Want to access the prototype? Click below for Prototype Link
Flow 2
Add New Activities
‘Plan’ section with detailed information and also entry point to user’s to make their itineraries
More simple design’s with sort feature to help user’s do their itineraries
Want to access the prototype? Click below for Prototype Link
Flow 3
Link Another E-Ticket
Helping user’s to connect their another trip with same destination in one package.
Want to access the prototype? Click below for Prototype Link
This case is used, if e.g users in Bali and they want to use train to get their destination in Bali (which still same area), they can link it in their itineraries so they don’t need to input again manually
PROTOTYPE TESTING
Respondent Count
5 Respondent
Respondent Criteria
often use the tiket.com application and have made transactions more than 4 times.
aged 18 to 25 years old.
2 college, and 1 civil worker.
Respondent Task
you are going on vacation to Bali, your plane ticket and hotel are ready. And you want to organize your trip this time by making your own itinerary. First, you want to go to Seminyak beach at a set time.
After that, you also want to add your next activity, namely having dinner at the Apertif Restaurant.
You want to add the Bali Bird Park entrance ticket that you just bought into your itinerary.
Maze Result
23.7%
Misclick Rate
80%
Avg Success
51,3s
Avg Duration
20%
Avg Bounce
ROOM FOR IMPROVEMENT
E-Tiket
Add Itinerary
#Scenario 3 (Link Another E-Ticket)
What’s the problem?
User tend to add their ticket in other page in ‘add new activities’ instead of the E-Ticket navbar.
Solution
I also put new input form type in the form ‘add new activities’ so user’s can have more entry point about how they want to link their e-ticket
I also found out, many users not too aware about ‘itineraries’ word, and in that case, I would like to change ‘Itineraries’ and other related word to ‘Rencana Perjalanan’ or ‘Travel Plans’
MY LEARNING
Through this design, I facilitate a simple, intuitive, and comprehensive method for users to create their custom itineraries. This design also provides a new feature for tiket.com to continue to develop in the new normal period.
WHAT'S NEXT
I understand that the design process that I’ve done in here is nowhere perfect and some aspects still need improvement. Here are my thoughts and reflections about it:
If I had more time, I’d like to interview more users from a diverse background
Due to the time constraints and the nature of its research subject, because, these insights that I’ve collected may be prone to bias.
More Ideas and New Approach
I believe this idea won't address all users' pain points, however, I'm prioritizing these pain points based on what most respondents generally agree on.
Validate the Design
Some of these designs still need improvement but even after User Testing I feel if I dig deeper some of the screens are actually still confusing for users. If I had more time, I'd love to fix it.
You've reached the end, thank you for your attention to my work.