Personalization meets Gamification in an AR Experiential Travel App.
SABRE INTERN CASE COMPETITION
TripSee is an application that leverages gamification and personalization to connect travelers with authentic and engaging adventures.
CHALLENGE
Create a solution and business case that can help travel suppliers leverage technology and personalization to capitalize on the trend of Experiential Travel under the new NDC framework.
MY APPROACH
My team and I worked to create a business case. While other members focused more on the marketing and financial components, I used the following approaches to help develop a solution for our challenge in experiential travel.
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Research & brainstorming
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Created logo and digital illustrations
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Designed Mobile Experience for 2 Shopping Use Case
The marketing intern and I researched who the main experiential travelers are. Some of our top findings were as follows:
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72% of millennials prefer experiences over things
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86% of millennials want to experience new cultures
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80% of travel decisions are made by females
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75% of travelers seeking cultural, adventure, or nature trips are women
Researched & Reviewed User Insights
Before beginning any design ideation, I applied a combination of market & user research techniques with design thinking methodologies to understand the market and gain a clear vision of the user and their needs.
Adobe Illustrator
Sketch
Powerpoint
TOOLS
I interviewed 6 millennial travelers with questions designed to uncover their main tasks, goals, context, and pain points.
INTERVIEWS
DESIGN DRIVERS
Needs a way to locate "mom and pop" places in her destination that suit her preferences and have reliable reviews.
Must ensure trip fits her budget. Will spend more for a better value.
Looks for best deals by any reputable airline. Uses Kayak and Expedia to compare prices.
PAIN POINTS
Traveling expenses
Missing out due to lack of information or unforeseen obstacles
Finding locally vetted "hidden gems" that suit her needs/interests.
I made a proto-persona based on initial findings and previous user research done on various types of travelers.
UX RESEARCH & DESIGN
MY ROLE
BRAINSTORMING
"More than 50% of consumers are willing to share information on products they like in order to get personalized discounts."
Retail TouchPoints
We individually brainstormed and met as a team where I presented to ideas around customer facing apps that leveraged gamification, AI/Machine learning to drive personalization, storytelling, and supporting travelers in creating their own adventures.
Offering personalization in a gamified format would enable us to acquire consent and support compliance with critical privacy laws, such as GDPR.
The data acquired through the app would not only allow the machine learning to generate accurate and relevant recommendations but also give us information to help travel suppliers generate personalized recommendations for their own travel distribution.
USER TASK FLOW
I put together a user task flow and validated it with my team.
Sketches
I sketched some iterations and interactions needed to help users reach their goals. I used this to create high fidelity mock-ups in Sketch.
I created the following assets in Adobe Illustrator and added them to Sketch:
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Background splash screen
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Chipmunk (Tripmunk)
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Logo
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Buttons
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Several icons
The greatest challenge for me here was the very short time frame we were working on and being the only artist/designer on the team.
I managed to complete the pieces on time but in retrospect, I should've worked better with my team to make better use of the time we had.
PROTOTYPING
I made the following screens in sketch.
INITIATION
When user approaches a question mark on the map screen, selecting it will generate an in-game surprise. See example above. Other findings may include coupons from local retailers that are relevant to the user's preferences.
When user completes a quest such as those associated with the blue and yellow key icons, their prize includes a reward from a travel supplier. Consumers who earn personalized discounts are more likely to use them than those who receive them at random.
Next steps, conduct pilot study and usability testing