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Google Trips App Redesign

 
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Google Trips

Google Trips makes exploring the world easier by organizing essential information in one place and making it available even offline. Get activity suggestions based on what’s nearby, customizeable day plans, and your travel reservations from Gmail.

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Google Trips App Redesign

Google Trips has tasked the creative team to conduct full research analysis of their existing app to improve on the traveler’s experience.

Timeline: 2 weeks

My role: Visual Designer, Researcher, Usability Tester, Information Architect

Problem Statement

Google Trips is an app that helps travelers plan less and experience more with suggested local guides. Mallory uses Google Trips to research and prepare for her group travel, but the app limits her ability to discover authentic cultural experiences while she’s on the trip.
How might we facilitate Mallory’s spontaneous exploration process through Google Trips?

 

User-Centric Research

To understand users, the team conducted screener survey, Google Trips user reviews analysis 5 interviews, affinity map, task flow and user journey.

Screener Survey

To obtain users’ demographics and potential users to interview and perform usability testing upon, we did screener survey.

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Demographics

  • 79 respondents
  • Majority of users were age 25-34
  • Majority of users were female

 

Affinity Map

After gathered all the information, we created an affinity map to help us synthesis.

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Affinity Map Insights

  • Most users plan the majority of their trips in advance, leaving time open in their itineraries for exploration and spontaneous discovery
  • Trust friends’ recommendations over strangers online
  • Users travel to explore other cultures and highly value local, authentic experiences
  • Users see Google Trips as a diary and would like to look up things to refer back to
 

Task Flow

To understand how the current app working, we created a task flow

Task: Discover new point of interest in (travel destination) when you’re already there.

 
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User Journey

Based on our task flow and persona, we created a user journey to better understand our user.

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Business Research

To understand Google Trips' business and Augmented Reality industry, the team conducted competitor analysis, comparative analysis.

Competitor analysis & Comparative analysis

Market Positioning

Market Positioning

Compare Google Trips with 3 Primary travel-planning competitive brands to identify key characteristics about market positioning of travel planning mobile applications

Comparative & Comparative Analysis

Comparative & Comparative Analysis

Compare Google Trips with 3 travel planning competitors to:

  • Review standard features and best practices
  • Identify  opportunities to differentiate or innovate
  • Determine how others approach design problems
  • Avoid reinventing the wheel

Augmented Reality Mobile Applications Research

Identify key characteristics about Augmented Reality features in competitors’ mobile applications to discern how others are implementing features utilizing emerging technology, what is and is not working.

 
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Design Studio & Feature Prioritization

Through design studio method, we visually generated many design solutions. After design studio we separated our ideas into 4 parts using MoSCoW metrics, which represents Must, Should, Could and Won't. The team started from Must to create new design.

 
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Design

Low Fidelity Prototype

After our research and design studio, we came out a new prototype in low fidelity. Compare to the existing app on the left, we made some iterations.

We tested our Lo-Fi Prototype on 5 Android Users

TASK SCENARIO

Mallory is in London’s SoHo neighborhood and has a free afternoon.  She’s wandering through the streets, feeling very curious and comes to an intersection, decide quickly which place down either street you want to visit.
Backup Task Scenario: Ask users if they can find another way to perform above task

3 out of 5 completed task “find a local hotspot to explore nearby!”

What didn’t work

  • 5/5 users tried to use the home screen search
  • AR screen confused 5/5 users
  • 3/5 found filter naming conventions unclear
  • 4/5 users cited unfamiliarity with or misconceptions about AR

Mid Fidelity Protoype

Based on the usability test results, we made iterations on our mid fidelity prototype

We tested our Mid-Fi Prototype on 4 Android Users

TASK SCENARIO

Mallory is in London’s SoHo neighborhood and has a free afternoon.  She’s wandering through the streets, feeling very curious and comes to an intersection, decide quickly which place down either street you want to visit.
Backup Task Scenario: Ask users if they can find another way to perform above task

4 out of 4 completed task “decide quickly if there are any places down the street worth checking out”

What didn’t work

  • 2/4 users were confused by “download london” feature
  • 2/4 users expressed distance expressed as “.01, .02 miles” was confusing.  
  • 3/4 users confused when choosing between “Things to Do” and “Discover Nearby” tile on Current Trip Screen

Hi Fidelity Prototype

Based on the usability test results, we made iterations on our hi fidelity prototype

We tested our Mid-Fi Prototype on 5 Android Users

TASK SCENARIO

Mallory is in London’s SoHo neighborhood and has a free afternoon.  She’s wandering through the streets, feeling very curious and comes to an intersection, decide quickly which place down either street you want to visit.
Backup Task Scenario: Ask users if they can find another way to perform above task

4 out of 5 completed task “decide quickly which place down either street you want to visit.”

What didn’t work

  • 3/5 users were slow to select AR feature as the button bar was not clearly identifiable as a button
  • 3/5 users expressed desire for more information about the points of interest in AR map view
  • “Explore as Locals” copy confused 2/4 users, misleading them to think it was for something else (walking tour)
  • 1/5 users expressed that details in onboarding screen could be increased in size.