Project: A new mobile website and check-out for TUI's package holidays
Role: UX designer and circle owner of Ideation
Responsibilities: user research, value proposition design, concept and workshop facilitator, circle owner of Ideation
Date: July 2019 - March 2020
Description: This project was a co-creation partnership between DAYONE and TUI. Goal of this project was to optimise the mobile booking-site in order to drive conversion.
Result: By the end of this project we had completely redesigned the sales funnel from searching for a package holiday to booking. We tested the redesigns, document validated designs as components in a design system and enabled the client to independently scale the components.
From summer 2019 until spring 2020 I was part of an innovation team with members from DAYONE and TUI.
Even though TUI held 16% of the German market before Corona, the market for holiday bookings got very competitive over the past years. Especially brokers like Airbnb and Booking got a growing piece of the pie.
Searching and planning holidays is a process that can take up to 90 days and -without surprise- mostly takes places on mobile. TUI noticed a steady growth on its mobile traffic, however the conversion rate on mobile still lags behind. So, how might we improve the experience of booking holidays on mobile and drive conversion?
Our mission was to optimise the mobile experience for package holiday bookings and by that driving conversion up with 300%.
At the start of the project, I supported with extensive user research and competitor analysis to familiarize ourselves with the travel industry and package holidays. For me that stage is crucial - I love to start projects by gathering as much information and data as I can get and analyse them to better understand the problem I'm trying to solve.
I helped conduct online surveys and telephone interviews which helped us gain a better understanding of Travelportal's customers. With this data, I facilitated several Value Proposition Canvas workshops and together with the team, I created several Customer Profiles. These canvasses helped us identify which customer groups had the most potential for us and which jobs-to-be-done, obstacles and benefits they had.
On top of that, we identified the 5 shopper types and the characteristics of Browsers, Researchers and Product-focused shoppers.
Together with other UX and UI designers, I created several customer journeys with the key insights we gathered with the help of the Value Proposition Canvas.
We found that the process of searching and planning holidays is a long and chaotic process which can take up to 3 months.
The initial inspiration and exploration for a holiday happens casually on mobile. After casually searching for destinations, customers move to the research stage where they collect and share more specific information.
A big pain point for customers in the research stage is that each travel platform offers different information and packages. Offers are not transparent and hard to compare. The research and planning stage trigger stress and feelings of insecurity, because customers are anxious that they will not get the best deal for the best price or get overwhelmed by all the information available. Oftentimes, this is the point where customers will switch from their mobile phone to desktop. The reason being simple: a bigger screens allows for easier comparison.
Lastly, the booking stage is highly stressful and holiday feelings are completely gone
Apart from the decision fatigue, people are frustrated about having to fill in all the forms and double-check their data to seal the deal. Because this stage requires so much attention ("I'm spending thousand of euros on this holiday, what if something goes wrong during booking?") people almost always prefer to finish their bookings on desktop where they have a better overview of all the information.
To ensure that our solutions contributed to a conversion increase, we defined ten hypotheses that acted as guidelines throughout the design process. These hypotheses focused on personalizing package holidays, offering ways to compare offers easier, allow people the quickly save and share information and tailor their offer to their needs and wishes.
Examples of our hypotheses were.
We also thought about ways to make booking easier and faster, for example by offering a split-up booking process where people can reserve first and pay later.
I organized and facilitated ideation workshops to explore ideas to test these hypotheses. After we generated ideas, we turned the idea with the most potential into a prototype that was tested.
As the circle owner of Ideation, I was responsible for planning, organizing and facilitation Ideation Workshops.
The ideation workshops always focused on one hypothesis and one How Might We?-question and brought together experts from different fields to explore the problem space. This cross-disciplinary approach was extremely valuable, as it gave us new perspectives and knowledge.
As a workshop facilitator, it's important to me that my workshops tackle a specific problem and offer tangible output by the end of the day. I always made sure to find ideation techniques that were accessible for both experienced designers as well as corporate stakeholders who had no experience with Design Thinking.
I use an approach that follows the Double-Diamond-process: my first goal is to collect as many ideas from as many perspectives as possible. Afterwards the ideas with the most potential will be used for solution sketches. Again, these solutions start out as quick 'n dirty sketches before we turn the ones with the most potential in well-thought out concepts.
Some of my favorite ideation methods include:
Ideas that we gathered during our ideation workshops were used as the foundation for our concepts. Following the principles of "build-measure-learn", we implemented our ideas in bi-monthly sprints. We worked closely together with developers, product owners and user researchers to get our ideas tested, improved and implemented fast.