Create a feature for the Yelp app that allows users to create itineraries for their travels, as well as a record of their actual experiences. Yelp wants to increase user engagement by appealing to travelers.
- User Interviews
- Competitive and Comparative Research
- Affinity Mapping
- Persona Creation
- Design Studio
- Clickable Paper Prototype
- Task Flow
- User Flow
- Feature Identification and Prioritization
- Clickable Prototype (Axure)
- Usability Testing
- Iterate (Axure)
- Jill Wear
- Jayme Wong
- Aditya Rane
- Three of six user interviews
- Two of five usability tests
- Speccing and design of travel journal feature
- Collaboration in persona creation, feature identification, task flow, user flow, creation of Axure prototype.
User Interview Findings:
- Serendipity is a crucial element of travel. Unexpected finds and moments make a trip special.
- Interviewees want to RELAX when they travel.
- Overscheduling is not relaxing, nor does it allow for serendipity to happen.
- 90% of interviewees do not write in a travel journal, but like the idea of having a record of their experiences.
- All of our interviewees post to Facebook, Twitter or Instagram while traveling.
- Most of our interviewees use Yelp when traveling domestically and will use Yelp overseas if the area is well-covered.
- Most of our travelers print out copies of their crucial documents in case of technological mishap.
Competitive Analysis Findings:
- Most of the competition is information and/or review-focused (i.e. Trip Advisor or Rough Guides).
- None of the competition incorporate a way to record travel experiences.
- Serendipity is a crucial element of an enjoyable travel experience.
- Travelers would use a Yelp travel itinerary feature that would allow them flexibility in their travel days.
- We need to allow users to have an offline backup of their itinerary.
- Most travelers do not actively document their experiences in writing, but would love to do so if it were simple.
- Add to Itinerary button on all business listings
- Itineraries accessible in same places as Bookmarks
- Travelers should be able to prioritize itinerary items according to how important each is to their enjoyment of the trip.
- Travelers need to be able to link their social media profiles to their Yelp itinerary so that their posts can be pulled into their completed itinerary/travel journal.
- Travelers need to be able to place itinerary items by day and time "bucket" (morning, afternoon, evening).
Usability Test Findings:
- The personal prioritization feature was not obvious. Participants thought that they were rating the restaurant, not saying how badly they wanted to go there.
- Use less intrusive semi-transparent "Pro Tips" instead of popup for out of box experience. Make the experience less intrusive and avoid disrupting the user flow.
- The left to right side scroll arrangement of the itinerary page was not obvious. Yelp uses a vertical scroll, so the horizontal scroll created a confusing anti-pattern.