Travel goes mobile: 63% use smartphones when booking

Travel goes mobile: 63% use smartphones when booking

Table of Content

What does the project consist of?

  • To develop a visual identity to accompany it.
  • Translate the design to be appropriate for both platforms: iOS and Android.

First steps

In a UX/UI design project where we work following the Design Thinking methodology, it is crucial to do research. If you already do not know what that methodology is, visit this Nielsen Norman Group article.

Research

Interviews

  • Residents in Spain.
  • They are currently working.
  • They usually travel or usually traveled (it may vary by the Covid-19 situation).
  • They usually travel for work purposes.

During interviews, we should be as natural as possible. In this way, we can create a relaxed atmosphere in which the conversation flows. Let’s pay attention and empathize with the interviewees and our data will be useful and relevant in our study.

To have a more concrete view of the interviews, I add here some of the most relevant prompt questions:

  • Tell me your usual process of looking for flights and trips.
  • Tell me about the last time you have a bad experience booking a flight.
  • Tell me about the last time you look for a service related to travel in an app but then, you purchase it in another app.

After these interviews, I analyzed the data using two Affinity Mapping processes. This technique refers to organizing related facts into different clusters. Thanks to this, I was able to find very interesting key points on which to focus my project. The most remarkable insights are the following:

  • 3/4 of the interviewees are iOS users.
  • 3/4 of the interviewees travel for work.
  • 3/4 of the interviewees normally need to rent a car as transport from the airport to their destination.
  • 3/4 of the interviewees use Apple Wallet for their boarding passes.
  • 4/4 of the interviewees are concerned about knowing information related to Covid-19 when traveling.

Survey

  • Why do you need to travel normally? (Multiple choice question).
  • What colors do you consider most related to travel booking applications? (Multiple choice question).

These answers were really helpful. The most significant data are the following:

  • 95% need to hire a transportation service from the airport to the destination or from the destination to the airport.
  • 80% believe that the blueish hue is most related to travel applications.
  • 86% would like to receive information related to the status of Covid-19 before traveling.

Benchmarking

In this project I decided to make a competitive and comparative benchmarking to the companies named below:

These companies are possible competitors directly or indirectly. I chose them because the results in surveys and interviews pointed to them. They are the most popular used by users today.

Features

In the benchmarking, I analyzed the following variables to find possible key features to add to my app. Either to differentiate my app from the competition or to create an added value through them.

  • Services in addition to flights.
  • Covid information.
  • Way to show prices.
  • Payment method.
  • Notifications.
  • Possibility to save your boarding pass in the app.
  • Service from/to airport to/from destination.

As with the choice of companies, this selection of features to be analyzed are the ones most often heard in the results of surveys and interviews conducted with users.

Who is this application for? The user persona

However, there is one person who is our ideal user. This person is, more exactly, for whom the product has been designed. Our user persona.

Problem statement

Users have a busy routine. They often have to travel for work and sometimes need transportation from the airport to their destination or vice versa. Due to their lack of time, they demand an app that is easy to use, reliable, fast, and useful in their daily routines. They are not interested in a travel app with “surprises” in the final price.

The travel industry was among those most harshly affected by the COVID-19 pandemic.

But travel apps are slowly seeing signs of recovery. Some 63% of consumers in the US even say that it’s extremely important for them to use a smartphone when planning a trip.

That’s according to a report launched by AdColony.

Over half of consumers (69%) say they are likely to travel in 2021 and some 60% are  choosing destinations that don’t require a negative COVID-19 test or vaccination while 40% are planning to travel to destination that require tests.

Of those who were vaccinated, 53% carried proof of vaccination on their smartphones.

Among those who have travelled already this year, the majority have travelled for pleasure (including those who do not plan to get vaccinated).

The way consumers are now using their smartphones to engage with travel has changed over the last few months. Some 70% say they look for fun things to do ahead of a trip while 66% research destinations and 58% plan accommodations.

Interestingly, consumers are more concerned about getting value for money (61%) than safety in relation to COVID-19 (40%) when planning travel which shows that the world is eager to return to a more normal way of living again.

And while on a trip, 70% said they used their phones to look up things to do while 64% were listening to music at their destination.

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