Biz+Leisure
Project Description
Crafting the UX for a Travel Kiosk Tailored to Bleisure Traveler
Project Type
User Research
Deliverable
Usability Test
Goal
The goal is to reflect the unique needs of Bleisure travelers by designing a user-centered travel kiosk experience that seamlessly integrates business and leisure, enhancing overall convenience and satisfaction.
Challenge
Deeply understanding the dual purposes of Bleisure travelers (balancing business efficiency and leisure exploration), we explored ways to address potential usability issues such as time constraints, diverse user preferences, and differences in technological proficiency.
Outcome
The final deliverable focused on developing a comprehensive UX framework that seamlessly integrates business and leisure functionalities. Usability testing yielded positive feedback, showing a 35.4% increase in user satisfaction compared to the previous solution.
10
Weeks of Research
15
Interview Participants
+35.4%
Satisfaction
Discover
Remote Work Trend
An analysis of three years of corporate remote work data from Shiftee reveals significant fluctuations in remote work rates depending on the progression of the COVID-19 pandemic. During the early stages of the pandemic, remote work requests surged dramatically but gradually declined over time. These changes in work environments highlight the need for tailored solutions for Bleisure travelers, who balance work and leisure.
Discover
Bleisure Research
A detailed analysis of Bleisure travelers was conducted using the global data report published by Expedia Group in January 2018. The report's data was utilized to understand the behavioral patterns, travel motivations, and consumption tendencies of Bleisure travelers. Based on these insights, strategies for user acquisition and service design directions were formulated. This data served as a foundational resource for establishing initial project hypotheses and developing design ideas.
Discover
User Interview
In this study, a semi-structured interview method was employed to collect in-depth opinions from 15 MZ generation individuals with Bleisure travel experience. The interviews focused on exploring discomforts encountered during travel, preferred services, and the unique needs of Bleisure travelers. The collected data were analyzed and ranked based on importance and frequency, serving as foundational material for generating design ideas.
Define
Hypothesis
Data collected through user interviews was systematically organized and analyzed to identify key patterns and needs of travelers. Insights derived from this process were centered around common issues and opportunities observed in user behaviors and experiences, forming the basis for initial hypotheses. These hypotheses served as a core direction for developing tailored solutions for Bleisure travelers.
Define
Persona
By comprehensively analyzing data collected through desk research and user interviews, personas were created to reflect the key characteristics and needs of Bleisure travelers. These personas visualized users' dual-purpose behaviors (work and leisure), motivations, and primary challenges, serving to clarify the direction of the design process.
Define
Roadmap
The key stages, actions, and needs experienced by Bleisure travelers during their journey were organized step by step. This roadmap was designed based on data collected from initial research and user interviews, providing a detailed understanding of how users engage with the service and build their experiences from the preparation phase before departure to the journey itself and post-trip activities.
Develop
Wire Flow
Based on user feedback, the issues in the existing recommendation flow were analyzed, and optimal solutions to enhance the user experience were identified. The improved flow simplifies the recommendation process and strengthens personalized suggestions, enabling users to find desired information more quickly and easily.
Develop
User Interface
After designing the user interface, it was developed into a prototype to test the effectiveness of the user experience and interface through A/B testing. The A/B testing involved comparing two or more screen designs and collecting data on user preferences. This allowed for a quantitative analysis of user behavior and feedback.
Develop
A/B Test Result
Usability testing was conducted with 16 participants through two experiments, both employing the System Usability Scale (SUS) method. The results of the first experiment revealed that, as expected, people tend to prefer planning their trips based on time rather than using maps when navigating unfamiliar environments. This finding suggests that travelers' primary decision-making factors are more focused on time management than on visual spatial information, highlighting the importance of emphasizing time-based information in user experience design.
