Hello Everyone!

Following case study is my first approach to document an UX Case study, as a self-taught visual designer at Mumbai based startup and the only one designer, I’ve been accounted for many tasks that includes logo design, UI Design and Web Design from a graphic design background, I’ve been designing App UI screens for a sake to look good and not mainly focused on solving user problem and focusing their pain points, later in my experience I've been exposed to UX Design which i found really fascinating that how user centered design, design thinking and empathy can really help to solve the actual problem instead of polished solution that user really don’t care much and now lately in my design career I’ve been applying UX methodologies and process that has helped me and as well the startup(which I work) to solve real user problems and help our user to use services with ease.

About Sara

Sara is an AI-Based travel application that allows travelers to easily book Flight/Train and Hotel Tickets quick and in an interactive way.

In Today’s world, where there are gazillions of apps and website to do a single task, people yet find frustrating while choosing the most reliable service. As it is the same problem with travel applications available today, with ton of option, offers and deals and frustrating navigation’s it has become very slow and time consuming process to book a single ticket, to solve this major problem I’ve thought why not be there be a single app that will accomplish all the travel booking job for us, without being logging in multiple apps and inputting the same repetitive data fields again and again, So I’ve come up with a solution to create an AI based travel booking application that will interact with user, will know their needs (for e.g. when and where they are planning to travel) and book tickets on the go.

Research

Use Case

1. A group of 4 Friends is planning a trip to Goa, the group leader wanted to book flight and hotel so he starts browsing and searching on web for flights and hotel, for a single hotel or flight he has to go through various website and apps an keeps entering repeating input fields and data that lower the efficiency of the task and requires more time and execution, after completing various login and sign up he finally gets messed up and decides to contact an agent to get the task done.
2. A guy wants to visit place his native place during his vacation so he grabs his mobile and starting searching for train and flight tickets after 15 minutes of browsing he gets loaded with tons of offers and discounts online and after struggling for more 5 minute he finally figure it out and buy relevant ticket.

User Research

I started my research by gathering some of my friends and family members (if it has been a real project I’ve would have to consider of getting more user and do a thorough research)and asked them booking a flight and hotel tickets online and which I’ve followed up with some questions

Question I’ve Asked

• What are your biggest pain points related to online booking?
• What is most frustrating part of booking flight and hotel ticket online?
• During Online booking where is the most time consumed?
• What do you prefer should be better in current booking process?
• Does managing different ticket and documents cause a mess?
• Do you prefer one app/website to book or prefer multiple based on the offers?
• What is the most repetitive task you don’t like?

Target Audience: For this particular app the target audience is mainly young and mid-aged between 20 to 45 who often travel and rely on online booking.

Persona #1

Persona #2

“Every problem is an opportunity for design” - IDEO

How Might We?
I’ve tried to re-frame each possible problem into a How Might we question that help me to find a design solution faster.

Hicks Law

Hick’s Law (or the Hick-Hyman Law) is named after a British and an American psychologist team of William Edmund Hick and Ray Hyman. In 1952, this pair set out to examine the relationship between the number of stimuli present and an individual’s reaction time to any given stimulus. As you would expect, the more stimuli to choose from, the longer it takes the user to make a decision on which one to interact with. Users bombarded with choices have to take time to interpret and decide, giving them work they don’t want.

Design Solution

1. To make the traveling experience fun and easy, the solutions was to design a chat based application that will gather user information in a fun and interactive way.
2. Instead of multiple user input, the solution was to fetch the data once and use the data whenever needed in the booking process for e.g. number of people, place to visit etc.
3. Predefined user input, that means instead of user inputing the whole information, AI will guess the data and suggest the user before the user types it.
4. Organizing all e-Ticket’s and Document in a vault so the user can use it easily whenever needed instead of manually storing them.
5. Applying the Hicks law into action, The AI will only suggest three best available options instead of the all the available options, so the user can choose from given options without any confusion and information overloading, But I’ll try not to force the user to choose from given options , instead they can also manually choose if they wish
6. User can set their preference as per their needs and can edit it any time

User Flow

Lo -f I Sketches

Wire frame

High- Fi Design

A.I Chat UI

Flight UI

Here the user can either choose desired flights from AI suggested option or can get the task done manually.

Train UI

Hotel UI

Dashboard Off Trip

Here the user can review his tickets and can have a quick trip overview of what the journey looks like.

Dashboard On Trip

Here the user can refer his/her current trip

Cab On-boarding

Payment Page

Once the process is done the user can easily add the details and get his/her ticket booked

Thanks for reading.

As it was my first attempt to document a UX Design I’ve learned a lot about the UX Design process and the methodologies, I’ve gone through multiple iterations before prototyping the final one and I’m very happy with the results.

If you enjoyed this article or have any feedback or suggestion i’m more than happy to discuss it.

Thanks a lot.