Hoptale

UX Consultant

The journey to redesign trip planning to create a streamlined experience.  

01

At a Glance

Project Timeline

January - May 2021

Project Type

Feature Redesign

Consulting

Role

Project Manager

Client Outreach

Contributions

Project Timeline

Presentation Design

Visual System

High Fidelity Prototype

Inspiring travelers to seek inspiration, plan their own adventures, and document their journey.

Hoptale encourages travelers to remember their adventures and to inspire others to get out and go.

 

Trip planning became a natural next step for Hoptale as travelers wanted to not only document the trips they've already taken, but also plan their next trip.

02

Challenges

How can an app that focuses on trip documentation capitalize on their current product suite to take the burden out of trip planning?  

 

Through user testing on Hoptale's current iteration of a trip planning feature, it was assessed that users were overwhelmed by the number of steps and amount of information they were faced with when planning a trip.

 

Users also did not see clear direction on how the inspirational content they saw on the rest of the app could serve them when beginning to plan their next trip. 

03

Goals

Simplify the trip planning feature and build clear workflows so users don't feel as though trip planning is a hassle or a burden.

 

Identify improvements that could be made to bookmarking so users clearly see the     

connection between saving content and plugging that content into their next trip plan.

Responsibilities

Create personas, conduct user and competitor research, implement user testing, and create high fidelity prototypes to present to Hoptale.

Tools

Miro, Adobe XD, Figma

Role

Serve as project manager alongside team of four other UX designers and researchers.

  • Facilitate all communication between team and client

  • Build project schedule and determine prioritization for tasks

  • Create MVP presentation to present to client

  • Work alongside design to create high fidelity prototypes

04

The Process

Discover

Identify user needs and motivations to define effective solutions.

Ideate

Propose solutions and test with users to refine designs

Design

Create a style guide to create visual aesthetic and impact

Test

Test to ensure the discovery and design process is effective

Discovery Phase

05

User Research

Research was first conducted in order to get a better understanding of the type of user we would be designing for.

Key Findings

  • Visual signifiers which would direct users to the trip planning feature weren't clear enough

  • Users had difficulty pinning things of interest to refer back to later

  • Users were overwhelmed by the amount of information presented in trip planning and wanted more customization options to simplify the experience to fit their needs.

Personas

Two unique personas were created to help guide design and were kept in mind throughout the rest of the design process. 

Mary Parker

“My favorite part about traveling is taking pictures that I can take home with me. By capturing those moments I can relive my adventures anytime I want.”

My Story:

I've taken many business trips throughout my career which makes me confident when it comes to planning my next vacation. I know the type of destination I like and take a trip every summer.

My Goals:

Document my adventures

Share my experiences

Learn more about new places

Nolan Jones

“There’s nothing better than exploring new places with my friends and planning trips that the whole group will enjoy.”

My Story:

Ever since I was young my friends and I loved spending time outdoors. Now that we’re adults who can afford to spend money on trips, we’ve made it a mission to backpack in as many countries as we can. As the planner of the group, it’s my job to scout out our next destination.

My Goals:

Discover new places

Plan worthwhile trips

Share plans with my friends

California

06

Journey Mapping

A user's journey was mapped in order to understand the workflow of using the Hoptale app.

CustomerJourney-Searching.png

The Journey of Trip Planning

What goes through a user's mind when planning a trip: 

Where? 

Where am I traveling?

Have I been there before?

Am I going with anyone?

When?

When am I going?

Could the dates change?

Can my travel partners make it?

How much?

What is my budget?

What does the budget include?

Do my travel partners have the same budget?

What?

What are my interests?

What is this place known for?

What do my travel partners want to do?

07

Competitor Analysis

California

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Three competitors, all involved in trip planning were analyzed in order to identify feature segments, market gaps, and trends. The following were our takeaways:

  • Keep the design of the workflow simple and cohesive between each step

  • Include tutorials and onboarding to introduce users to trip planning

  • Show maps to help users understand the distance between the things they are planning

  • Allow for easy collaboration between those embarking on the trip

Design Phase

08

Prototypes

Paper Prototypes

It was a priority for our team that after conducting research, we'd all play a role in creating paper prototypes. The value of this was that our own unique perspectives would play a part in the design process adding more value to the solutions that would later be drafted through the mid-fidelity prototypes.

Screen Shot 2021-05-02 at 2.09.10 PM.png

Mid-Fidelity Prototypes

After paper prototypes were tested with users to ensure the information architecture made intuitive sense, medium fidelity prototypes were created to start developing the functional elements that would be used in Hoptale's mobile experiences.

quickAccess_edited.png
addPlace.png
editPlan_edited.png

09

High Fidelity

Developing a Style Guide

The current Hoptale style guide was used as inspiration for our designs. It was also important for our team to support both light and dark mode as Hoptale adjusts based on their user's systems settings. 

Colors

#F65950

#878D96

#F57169

#F76637

#E7E7E7

#1E2022

#343A3F

Primary

Secondary

High Fidelity Prototypes

Below are high fidelity prototypes for the mobile app experiences. Screens shown represent the Hoptale trip planning dashboard, map view, and the process of adding an activity to an itinerary. 

hoptale-hi-1@3x.png
hoptale-hi-3@3x.png

10

Takeaways

1. The value of user research

This project provided an opportunity for our client to see the value of user research, especially user research which engages real-world users. At the beginning of the project, this value was not realized and there was hesitance to conduct research. However, by showing videos of user interviews, the client began to realize the potential insights that could be delivered only through user research and provided Hoptale users to interview for the second phase of our project. 

 

2.  The importance of clear workflows

In creating an experience which empowers users to plan their next trip or vacation, the importance of providing a clear workflow was realized. Through this project, it became evident that it is necessary to first diagnose every step a user looks for in planning and then provide these steps so there are intuitive and easy to work through. In addition, customization is another important element as not every user wishes to plan in exactly the same way as their fellow users.

3. The power of storytelling

In drafting presentations for our client, priority was given to creating a story in which we could detail our work. This element of storytelling was pivotal in onboarding our client and demonstrating the value the UX design process and user research could have on developing products which best serve the user and business goals.