HOW
PEOPLE
PLAN
THEIR
TRAVEL?

DESIGN PROCESS

I believe there has needs for travelers to make better plan, enjoy the trip instead of hunting by planning. Using Double Diamond method to start this project. the details of this process are as following.

SECONDARY RESERACH

Trend in Travel

  • Social Media marketing
    Marketing on Social Media can target your audience more accurate by select the type of your campaign, and make you and your client closer
  • Mobile, Mobile, Mobile
    share the web page views on mobile phones or tablets are increase a year over a year more than 30%, and the upcoming up the arrival of beacons can also attract your audience
  • Cntent shock
    More and more contents lay down on internet, for example, video hours uploaded on youtube is double from 2013 to 2014 ,which means it become more difficult to reach your audience
  • Video marketing
    It really help to increase the chance let people see their brand by video story telling which take care of people’s perception rather than just call to action
  • Remarketing
    It's not a new concept, but it become lots easier to recapture your audience by using google Adworks or Facebook page

millennialS IN TRAVEL 

69%

They are more likely to try new things while on vacation

57%

Taking a vacation is a event they look forward to most every year.

43%

Millennial families took at least one staycation during the past 12 months

DISCOVER OPPORTUNITIES

Focus before interviews

Goal

Explore the way people plan their trip

Task

how to plan a trip for 4~5 days?

Topic Map

Prompt questions which help interviews on track.

After I did the secondary research, I found out planning a trip is a huge criteria in this industry, as well as the most money come from, which including booking a hotel, flight ticket ,attractions tickets , side visit , even local package tour. in the other hand, people are willing to share their travel via blogger, picture, article in social media also help travelers have some extra famous or income.

So, First I would like to set up a bigger scope by asking participants "how to plan a trip" as a start, and explore variety of planning a trip. and create a topic map to ask some key questions during the interviews.

Rather than write down a long list of specific questions that I want answers, instead I use sticky notes to create prompts to switch between observations and interviews.

Contextual Inquiry

FINDINGS

During the interviews, I found some factors may affect their decisions, and I list six key findings of user journey map.

Regardless how convenient internet is, partial participants still go to book store and read a tour book or Journals of other travelers. it’s the same purpose to gain more information as browsing on travel site or blog.

When people are planning a trip especially side visit, they spend a lot of time searching a spot and switch back and forth between the note , map , and sites or blog. The traffic is most cruel part, even you have wifi, you still need to do some work like review people how to get here in advance.

Some books like “The Customs of Cambodia” it’s a old-fashion way to see a ancient culture , and that you can see the past and present in the same time which is deeper-travelling

Advance travelers often follow cheap air line ticket , once they have a chance to buy a ticket ,they will start to plan a trip

Having more traveling experience, people will spend less money on hotel, more money on other things which can bring you more local experience.

Compare price on flights, and hotel also waste time, but once user have had a good experience on previous platform they used, they will stick on it.

DEFINE THE PROBLEMS 

Matrix of participants

After interviewed with 16 travellers, We divided these participants to 4 groups by giving two key dimensions which is travel experience and level of deliberate

Learn more about persona groups

Passionate Traveler

Why do they use the application?

they want to know more individual attraction/store to real visit and gain the new knowledge.

What information do they want?

the things relate to their own works in the other country. to gain the knowledge or different perspective.

How do they differ from the others ?

this groups member travel a lot, they used to travel to foreign country for at least a month. they plan very detail about there to go and how.

Rookie Traveler

Why do they use the application?

they want to know how can use minimum time and budget to travel a country.

What information do they want?

cost ,local traffic like bus/train station timetable. how to get here from A to B attractions

How do they differ from the others ?

this groups member have few traveler experience, but they wants to prepare "go to plan". most of them have engineering-relative back ground.

Followers

Why do they use the application?

they want to have an adaptable plan arrange by someone else.

What information do they want?

all the travel detail in one package, or a friend/agency arrange for them.

How do they differ from the others ?

this group member used to travel with friends and crew. and those travel plan was arranged by someone else.

Backpacker

Why do they use the application?

They want to know more local details information to real live/stay in there.

What information do they want?

local traffic, budget control , local tour (friends)

How do they differ from the others ?

this groups member used to live foreign country for at least one year. they want to have more life experience in the others country for life.

 Persona & Red Route

Personas

Developed the primary persona and secondary persona which bases on passionate traveler and backpacker. Using passionate traveler to develop red route to discover the main needs and goals for that user group, and which things should be prioritized.

Red Route of Passionate traveler

  • Takes photos at the attraction, and share to social media
  • using some tool(google map or real map) to mark every single spot she has visited and hasn't
  • make notes to describe the insights of attraction

User Story

“As a traveller, I want to takes as much as photos I can, so that I can share the joys with my friends.”
“As a traveller I want to know how many attractions I'm gonna visit in this trip, so that I can plan a best route for this time ,and save some spot for next.”
“As a travel planer, I want to know someone else plan, so that I can refer to it and alter it.”
“As a reader, I want to know how people travel in the way which different than me, so that I can know the different perspective how people see things.”
“As a design-profession, I want to gain the new knowledge during the trip , so that I can be inspirited by that.

Taking three important red route to create few users stories which means "more" relevant to users and reflects visions of this system

TAKEAWAYS

One most important factor will affect the quality of travel for millennials is how to find a suitable spot for them and their companies. 

There has two parts in travel behavior , one is navigating the information before or during traveling, and the other is creating the content during or after traveling. 

In the first part, the young generations are used to find all information online, and lose sight of the books which have richer and deeper content. And the second part, they like to take photo of everything,and sometime write down some caption along, but few people will create a blog to record or document those memory.Why people will to write down short span paragraph instead of the whole article?

After researching that show normal people don’t want to spend too much time create the content unless there has a reward.

HWMs

How we might provide the right spots for the travelers?

How we might connect the offline resource to the travelers and add a value to publisher?

provide the traveler a tool  which can create something more  than just a photo