Goal
The goal of the case study is to find the behavioral pattern of users in the web from their planning phase to the confirmation phase of the trip on the basis of the information they get in the internet. The aim of the solution would be to cater users with all the tools in a simplest form that would help them in their decision making.
Research Phase
User Interview
The users were questioned with multiple questions and recorded while they were performing the tasks. Their responses were further segmented on User task flow, User Quotes, My observations on what and how the users are performing the tasks in order to identify their common problem area.
User Flow
I developed the shown User flow that was followed by the users in the research. Surprisingly only one user (who has executed the same task before the research for his trip) could complete the task and be satisfied by his performance. While the rest of the users were found looping around one task flow and were extremely confused about the final result. They were not sure with the results if that is what they were looking for or they need for the trip.
Key Insights
Redundancy in Task Flow - Users were not sure about what tools they need for the planning of the trip. Hence flipping around various websites and repeating same actions was a pain.
Uncertainty of Information - Considering the lights are unpredictable, users found it difficult to believe the experiences they found on the web. Most users did not know that they need to check the forecast before the trip.
Single platform solution - Users seek to have every information that is required under one platform. Most of them do not have time to move around various platform to get the right information.
Persona
Implementation Phase
From the insights that I got from my research I built 11 structure maps. Further from 11 structure maps I chose two of them that aligns best with the insights and transformed them into two different wireframe shown below.
Wireframes
Final Concept
The final concept of the digital solution from the case study is a one step solution for the users which would not only enhance the experience of the users to get authentic information but also would save their time. It should work work against the agitation among the users for hopping around various website.