Overview
Product
AdventureMe is a startup in the travel industry aiming to provide a seamless booking experience for travelers.
Objective
Redesign the travel booking platform to enhance user experience and increase conversion rates.
Mission
Define the user experience for a travel planning & booking platform.
Goal
Design information architecture that improves user experience.
Scope
Develop sitemaps for two popular existing platforms, develop new IA for startup, create user flows, design interfaces, and perform usability testing.
Steps
- Created sitemaps for two popular existing platforms to analyze their structure and flow to ensure the design is intuitive and an efficient experience for AdventureMe users.
Analysis for Orbitz & Airbnb Information Architecture
While both Orbitz and Airbnb are travel planning & booking platforms, they differ in structure, focus, and user navigation.
Orbitz has a clear hierarchy that offers separate menus for flights, accommodations, cars, vacation packages, activities, cruises, and destinations. This approach feels more transaction-based, as it guides users through a step-by-step process for planning and booking a trip without much emphasis on discovery. This site may appeal to the user who desires a structured approach to booking a trip.
Airbnb has a non-linear hierarchy, offering users opportunities to explore, discover unique accommodations and experiences, and save favorites. Airbnb accommodations are provided by Hosts; thus, the platform prioritizes community interaction and engagement. This site may appeal to the user who wants to explore various types of accommodations and desires a more personalized approach to travel planning.
Based on my research, some essential components of information architecture for travel planning and booking platforms are clear navigation, intuitive search functions, streamlined booking flows, trust and security (ex. payment processing), accessible customer support, easy account setup and management, and content organization.
- Information Architecture: Developed a new sitemap and navigation structure to simplify the booking process.
Information Architecture Strategies for AdventureMe
The information architecture for AdventureMe is designed to optimize mobile responsiveness, booking flow, and search and filter functionalities, so users can find what they need quickly and complete booking. While content is especially important, clear labeling and logically grouping components of travel together helps guide users through the stages of planning a trip.
The navigation and layout for the website emphasizes the ‘Discover’ and ‘Plan Your Trip’ menus, streamlining the process for selecting a destination, booking a flight, accommodations, and ground transportation. While the ‘Discover’ and ‘Plan Your Trip’ menus mirror the website, the ‘Community’ menu is centered, emphasizing engagement and social interactions, which helps build trust.
Ultimately, the goal for both web and app versions of AdventureMe is to create user-friendly and engaging travel planning and booking experiences.
- User Flow Design: Created user flows for booking a trip, modifying bookings, and exploring theme-based itineraries.
Key Results
- Improvements: Increased user satisfaction by 30%, reduced booking time by 25%, and improved conversion rates by 15%.
- Success Metrics: Met all KPIs set by the client, including user engagement and task completion rates.
Client Testimonial
“Tish Consults transformed our platform into a user-friendly and efficient tool that our customers love. Their attention to detail and user-centric approach were outstanding.”
Reflection
Challenges Faced: The main challenge was integrating feedback from diverse user groups. We addressed this by prioritizing common pain points and iterating on designs.
Learnings: Understanding user behavior through research is crucial for creating intuitive designs.
Feedback and Iteration: Incorporated user feedback to refine the interface and improve usability.