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BROKE AND ABROAD TRAVEL WEB-APP
2022/2023
Broke&Abroad is a vibrant and passionate startup in the e-tourisme industry. We truly believe that travel is an valuable investment in oneself. Our primary mission is to make travel accessible to individuals from all walks of life, particularly targeting in young public, by offering affordable and good travel plans accessible through our online platform brokeandabroad.com.
The platform is built to help our target audience have a personalised experience when searching for new travels that suit their individual needs and specific requirements. Through intuitive features and user-friendly interface, we aim to make the travel exploration process seamless and enjoyable.
BROKE AND ABROAD TRAVEL WEB-APP REDESIGN
Overview
Client
Broke and Abroad
Roles
UX Research & Design
UI Design
Interactive design
Design system
BUSINESS NEEDS
Client request
The project is dedicated to transforming our existing website Broke&Abroad into a web-application optimized for various devices, especially desktop and mobile.The travel platform is dedicated to making travel accessible and enjoyable for everyone. We aim to elevate our platform to become the preferred booking website for travelers.
Project goals
Enhancing user experience to ensure an user-friendly, informative and transparent experience on website.
Creating an user-friendly and engaging ecosystem in order to reinforce the engagement and connection within our traveler community
Increasing the amount of member subscriptions and active users on website.
Enhancing the amount of trip bookings through our platform.
Ultimately, we want to create a more effective, user-friendly solution that helps B&A businesses thrive in the digital economy and achieve the growth they deserve.
“HOW CAN WE ENHANCE THE USER EXPERIENCE OF PRODUCT TO BECOME THE GO-TO TRIPS BOOKING WEBSITE FOR TRAVELERS?”
Problematic and challenges
RESEARCH / EMPATHIZE
UX Audit & Research
We initiated a user survey to initially evaluate the performance of the current website's user experience and content quality with over 180 collected responses. Some key data sorted :
75% of users connect through mobile devices.
80% of users access trips through Social Media and Newsletter while only 20% prefer accessing them via the website.
45% of users report bad experiences of trip booking
Problems statement:
Users are unclear about the company’s value proposition and service offerings.
They also feel confused and disoriented when navigating the trip booking process.
Stage 1
Before
Stage 2
User Personaes
From our quantitative research, i identified 2 primary user segments on our website: young professionals and students dealing with financial constraints or limited travel opportunities. By catering specifically to the needs of our audience, we’re committed to create an personal experience and to offer personalised travel options for them to embark an exciting adventure.
Target 1: Students
Target 2: Young professionals
Stage 3
After conducting and gathering data research, i created an user journey map to clarify the insights and point out the challenges faced by our product across the entire site.
User experience Map
Through user journey research, I identified key findings, revealing 3 main pain points faced by our current product
Pain points & Challenges
DESIGN / IDEATION
Enhancements insights
After identifying key insights and pain points on current website, I ideated design solutions guided by the following UX principles:
MOBILE-FRIENDLY DESIGN : To adapt increasing user neerds on mobile, I used a simple layout, collapsible and fixed menu dedicated for mobile interfaces to ensure easy tapability and appropriate spacing for touch interaction.
SEARCH FUNCTIONNALITY OPTIMIZATION: Expanding the range of tailored search options to enhance search result accuracy and elevate accessibility on user experience.
CONSISTENT AND UNIFIED INTERFACES: A unified and consistent design, creating a harmonious and recognisable experience for our audien
INFORMATIVE AND TRANSPARENT USER EXPERIENCES: The product should prioritize clarity in communication with users, ensuring a thorough understanding and fostering trust among both users and clients, especially for our booking process.
SOLUTIONS & OUTCOMES
NEW ADVANCED FEATURES
Based on ideations and UX principles, we also developed new key features to optimize the user experiences on products and to foster the engagement for travel community.
UI Design
In this phase, we established design components integrated into our UI Kit for easy implementation by developers. This ensures a consistent user experience across all devices.
We create also clickable high-fidelity prototypes, allowing rapid evaluation of usability and clarity. This process helps identify any issues before development, streamlining the process and ensuring a user-friendly final product.
Desktop Version
Mobile Version
UI Kit
Typography
Intutive and organic typo
Color Palette
Dynamic and colorful
CONCLUSION
+30% trip booking
The project has been successfully developed and operational since 2023. Feel free to check it out on brokeandabroad.com if you're looking for an upcoming travel plan that suits your needs. Since its launch, our work has resulted in more than 30% increase in the amount of trip bookings on our website.
WHAT I’VE LEARNT FROM THIS PROJECT:
This project was built from scratch, without any guidelines or orientation. As a result, I occasionally jumped into visual design without following wireframes , leading to inconsistencies and accessibility issues. This experience taught me the importance of following a step-by-step process to achieve effective and well-functional design outcomes.
Striking a balance between addressing business goals and accommodating user needs is a significant challenge. As an Product designer, conducting user research and test & iteration is important step to help us continuously refine our solutions, ensuring they not only meet business objectives but also resonate with and serve the needs of our users effectively.
Throughout this project, I had the opportunity to engage with various roles and steps, which expanded my perspective and skills in UX/UI design domain. It also reinforced my flexibility and adaptability to varying work processes.
