Disclaimer – The branding and the application presented here have been reworked for this case study.
I was approached to work with an early stage startup in the travel industry. The challenge was interesting: improving the user experience around mobile in this industry. I also saw this opportunity as a learning experience into the early time of a startup (pitching, raising a seed round,…)
Getting to know how the industry you are working with work is an important part to deliver a good experience. Our approach of the problem was different from the existing booking experience. To get different we needed to know the industry, its bias, and the constraints leading to the status quo.
After discussing with a few people, we decided to create personas to get everyone in the startup on the same level of knowledge. We tested our flows against the different personas as well as during some user testing sessions to make sure we were solving the problem the right way..
The challenge with mobile in the travel industry is the size of the screen vs. the amount of information the user needs to make a decision. We took a minimalism approach with a simple layout focusing on a good information architecture.
The product was never shipped and the startup got discontinued. Looking back at it, the project was ambitious and our approach was not lean enough to make it through at an early stage. A better process and framework would have helped us start simple before scaling into our final objective.