Nov 2021 - Feb 2022
How can we make Gen-Z tell Booking.com what kind of trip they are looking for on a more personal and emotional level, leading users to find their best possible match?
The Trip-Board is a new way of searching that enables exploration and flexibility whilst allowing users to enter specific needs. It lets the users communicate in a visual & playful way.
We looked for patterns through our interviews and desk research data. We learned a lot about our target group (teens around 21 year old). We found out that the majority prefers the display of dominance of images and videos over the description of writing when deciding on a trip. They also like to make comparisons before making reservations. At least 92.2% claims that price is the biggest factor they compare.
We questioned the brief at first because from our personal experience the app worked fine as how it is. But after gaining these research insights we found that it is necessary to make the app more visual and add some more features that fits their needs and helps them to find their best personal holiday.
Based on all the research we created several concepts to explore through a design sprint. After conducting the 'Harris Profile' method we found out all the strong and weak points of the concepts. We choose to go through with the Trip-Board because it fitted the target group and the brief the most. This concept was also the most feasible for us and the client to develop.
In the concepting phase, I was mainly responsible for the design, setting up the user tests, and analyzing the results.
We user tested the interaction with the Trip-Board because we wanted to know whether users would understand it. We found out that they didn't, because it is a new way of looking for a holiday, they had to learn this kind of interaction.
We designed an onboarding to solve this problem. After user testing again with a new group, we found that the majority now knows how to create a Trip-Board. They claimed that this would help them find the perfect trip. We user tested both in real life as with usertesting.com.
The Trip-Board can be used as a tool to find the most personal holiday match. Users can prioritize needs by making them bigger with pinching. It's also possible to get rid of certain needs by swiping them off the board. A new filter will then come into the board.
Once the user is happy with their created board, they can go to the next step. There they will find all the matches based on their created Trip-Board. It is even possible to filter on a deeper level within those matches. After that, the user can save, compare, and book trips.
Nowadays, Booking.com uses a very text-based interface in which you roughly have to know what you're looking for to be able to browse. This new interface allows a more explorative way of searching and helps the new generation in finding their best and personal match in a more visual way.
This concept is based on the needs of Gen-Z. We put their priorities in the center by making location, budget, visual dominance, and being able to compare trips a part of the experience.