I worked with three other UX Academy participants to complete this case study. We had to redesign the "Flight Ticket" feature on Tiket.com mobile app to improve their cross-selling products mechanism. We've worked on this for three weeks, and we remotely conducted all of the processes since we were still in a pandemic situation.
The world of traveling can be so different nowadays. Pandemic situations make the whole idea of traveling to be unpredictable, uneasy, and unfulfilling for some. No one is ready for it, but it is also the opportunity to rethink the whole idea of what "traveling" really is.
A single approach that we can do to reach a better-new-normal of traveling is through Connected Travel, which means that the interplay between products is cohesive and coherent for the travelers. The goal is to let travelers experience and enjoy their whole traveling journey beyond the hassle of booking and purchasing activities.
In this case study, we used the Design Thinking method as our framework, consisting of 4 phases, Discover, Define, Develop, and Deliver. This method has allowed us to explore the issue more deeply and find the solution in a more focused manner. The goal of this process was to create a redesigned high-fidelity prototype so the solution could be clearly conveyed to the users and the academy's judges.
Firstly, UX Academy and Tiket.com gave us a case study to redesign their Flight Ticket feature so it can be more approachable for users to buy other products (besides flight tickets) in the most seamless way possible. This case study was based on users’ behavior who tend to not accept any other products (such as Hotels, To Do, Car Transfer, or Rental Car) on this app after they bought their Flight Ticket.
After making our research plan, we conducted primary research (qualitatively) and also secondary research (competitive analysis). For this project, we chose to do an Explorative User Interview because we don't have enough time and resources to conduct big-scale quantitative research, such as SUS or other surveys. Moreover, this qualitative method could give us so many insights about users’ behaviors.
Using Explorative User Interviews, we successfully gathered in-depth data regarding their behaviors when they plan a trip or book their flight, hotel, etc. Besides that, we also conducted Usability Testing to receive insights about their interaction with the app so we'll know what can we improve about it.
Since our biggest competitor in this field was Traveloka, we also analyzed their products, such as Flight, Flight + Hotel, and Airport Transfer services.