Redesigning the User Experience
Jenil Malavia Masters in Communication Design DA-IICT
To impart pleasurable user experience
Who is your user ? What purpose I’m trying to solve ?
Why will people use our product ?
Two important aspects while designing
Impart value for money through Travel deals that we offer
The power of social media
The Indian Travelers
When you design in the Indian Context you need to understand the mindset of the people.
With the slew of technologies things have changed, the impact of social media has transformed the way people think.
The basic tendency of the Indian users is that they are used to bargain for most of the things they buy.
Set things right
1
User is here to look for travel prices/deals across providers
2
User is looking for Accommodation long with his Travel
Online travel sales Compound Annual Growth Rate (CAGR) in selected countries, 2011-2016:
India: 30.6% South Korea: 19.8% Brazil: 18.2% China: 14.1% Russia: 9.8% Australia: 7.4% US: 7.2%
Behavioral patterns of Users
Indians are the least brand conscious with only 14 per cent Indians preferring brand name while price, location and service top their preference list.
Price is the key decision making factor for Indians booking a hotel in India (49 per cent) or overseas (60 per cent) while amenities are the least important factor when booking a hotel.
Indians prefer hotel location (49 per cent) over customer service (44 per cent) when booking an overseas hotel while service (49 per cent) triumphs over location (46 per cent) when booking in India.
Indians favour three and four star hotels over luxury properties both in terms of preference and for actual booking in India and overseas. More Indians prefer a luxury property when booking overseas than in India, the survey said. Home-stays too continue to excite the Indian traveller with more Indians (26 per cent) preferring home-stays to service apartments (18 per cent).
Mind map of a Travel Experience
What concerns users to impart good UX Design Usability Information Depth Website Load Time Service & Support Content Timeliness
Information Users Care about when they travel
Mode of Transport Flight, Railways, Buses, Taxi
Travel Fare, Timing, Journey Duration
Cab, Auto to Reach the Destination place
The Stay at the Destination Place, Price, Facilities
Persona’s
Professionals Age group : 25 to 50 They are technologically smart and excess of internet users. They wish to pan their travel
Students Age group : 12 to 30 The most smartest lot of people. They check everything before they fly for a holiday
Family man Age group : 30 & above Trips along with friends and family. Business purposes as well.
Yatra.com
Unorganized & lack of Structured Information on the Landing Page
Ambiguous Information 
Unnecessary tabs for domestic & international flights & travel.

Instead should be made simple through use of buttons
Improper positioning of Air Fare Calendar
There’s a need to organize the header tab that gives users access to key functions of the web portal.
Excess of promotions when the user is on the web adds to the frustration. People are smart enough to understand their policies they tend to check rates on other sites as well. What needs to be done is show users if you are really providing deals that other competitors aren't.
User Scenarios
Professional / Businessman
Family / Couples / Friends
Kids / Students / Young
Work / Offices
Holiday / Resorts
Social / Home
Existing players in the market Indian Market Make my trip Cleartrip Tripadvisor International Market Expedia Booking.com Kayak Orbitz
What the Competitors are Good at
Cleartrip has a very simple yet elegant and user friendly information design. The strength of the design lies in the ability to replicate the UI even for the mobile interfaces preserving the oneness of the product through the UI.
Makemytrip covers mostly all the aspects when it comes to information of user interest for travelling purpose. The advertisements and promotions are done but not in a desperate manner yatra.com does.
Waytogo conceptualized by Cleartrip redefining new ways to travel through availability of information.
The website loading time plays important role and through personal experiences many of them were slower in displaying the results.
Kayak gives comparison in term's of prices with their competitors in their search results. The information in a way adds value to the user.
Expedia has a good information design
Insights
Money is a crucial factor when it comes to deciding travel
Seeking information for comparison Fare across airlines & time of flights to suit their purpose
Users are smart they check prices everywhere( include airline providers) before paying.
Combined information & deals Flights & Hotels turn out to be easier on their pockets
Users prefer to book tickets, hotels, cab all from one provider. Packages
Information Categories Transport
Flights - Domestic - International Rail Buses
Hotels
Packages
- Domestic - International Business Family Resorts Heritage Boutique
Weekend getaways Official trips Vacations
Landing Page
Hotels Screen
Hotels Search Screen
The idea was to make the landing page simple and task specific; rather than advertisements and promotions taking over the basic functionality of the portal.
When the user comes to the hotels page: 1. He knows where to go 2. He is looking for Options ( existing page could be enhanced)
The user has the ability to decide the hotel of his will through looking at all things of his interest. However considering the mindset of people to compare and the activeness of social media the page has been designed
How are we different ?
What we design today will be imitated by our competitors very soon so we need to keep evolving at the same pace. What lies important is to provide
Value to Our Users
Thank you