Case Study on Travel Triangle – Agent Dashboard
Travel Triangle UX / UI Process
Author : Sachin Rathi, Shikha Maheshwari
TravelTriangle is a platform, connecting the travel industry with the travellers. Here multiple local & expert travel agents are serving their offering to every traveller’s visiting the TravelTriangle. To understand the complete business model and their function process of TravelTriangle. We meet in person with the stakeholders and understand their idea, execution process and their way to connect with user. We sit with business stakeholders and understand what they do in Travel Triangle and what they are expecting.
Image: Business Process & it's Working
After understanding their business model the UX/UI team created an existing process flow which define their business model. Later we discuss that process with the stakeholders to know that we are on the right direction or not? After conforming this we started UX design process, main objective is to understand the user, market, competitor, stakeholders their new and old clients(agents) involvements, their existing interface interactions and Touch points. This all is done with a systematic UX process(step).
User Research (Interviews and User Research)
Based on the basic business understanding we started our research. In our research we try to find out how travel agents and TravelTriangle ops work, how Travel Triangle Ops can help agents as well as traveler, what is the basic things agents need on their dashboard for ease working and better performance, what type of behaviour travellers have, what a traveler looks when they plan a trip and also who are Travel Triangle’s competitors and their work.
Image: Competitive Analysis
Interview Question
The questions are framed as how their daily routine of work can be captured which includes their problem, preference, their workflow, their suggestions and inspirations which summed up and extracted from the interviews. So we have taken interview of agents, ops and accounts separately. We ask them a set of open ended questions to understand their mental model. We asked them to think aloud and be honest with the answers, as what they feel. From each interview conducted, we tried to figure out the general process, their pain points, possible solutions etc.
Image: Interview with Agents
Analysis and Persona Creation
After conducted all the interviews, the answers are analysed. All have their own perception but somewhere they are overlapping the thinking of other user too. Different set of users groups have different personas. We come out with 3 Personas which are named as Associators, their goal is to make an impact using print media, ad world and also planning for TV advt. and launching Portal, to make their presence. Second are Highly motivated, their basic goal is to enrich the traveller’s experience by providing exclusive and customised tours throughout India. Also planning to cover more destinations and increase the team and revamping their website. Third one are Target Driven, they are happy with the current solutions.
Another user groups are ops which are named as New Bees, their growth is through Motivation/Enthusiasm/Pushing them in all directions, other are The Fine Wine, their growth through Expert Advice/Experience.
Similarly we have persona for Accounts and B2B.
Fig: Three different personas of Agents
With the different group personas we come out with set of problems, inspirations for existing system that becomes our design opportunity. Further these personas are also discussed with the TravelTriangle business stakeholders to show the thin-line difference between their users, who are the primary target users for TravelTriangle.
In this discussion these business stakeholder decides on what kind of personas they want to focus and how much user opinion of other personas should be involved & make a difference in it. Also here we (designers and business stakeholders) finalised the design opportunities and features depend on the personas need as well as business objectives.
Individual User’s Process Flow on Board
After understanding the mental model of the user and interactions and touch-points with the system. This helps us to designed a system of one’s daily routine and work purpose to be fulfilled. We have created the ecosystem/workflow of the all the individual user’s group on white board with all possible features, task and touchpoints (interaction) with the other user. This flow is been validated with the business stakeholders, so that user’s mental model and business model is merged properly and a final process of the system is made on the whiteboard for the agent, ops and accounts.
Combine Process Flow of All Users with Sticky Features
We merged all the process and find out the ecosystem for the individual user (agent, ops and accounts) with other user. This task has been done on a large paper roll. We drew the process of individual user group on the paper and linked it with the process of other user group to get the overall system process. Also all possible features has been listed down, so that along with Business stakeholder, we can decide what possible features can be suited, supported and important for the current system. These features are written specifically on the sticky notes with different colours for the specific fields after finalising the ecosystem.
Scenarios and Task Flows
The scenario comprises of tasks are made by keeping all the features in mind and verify it in the complete process. This all is done by the discussion between the designers and business stakeholders.
Mid Fidelity Prototype
After finalising the flow and features now it was the time to design the interface for the process. we created a low fidelity wireframe in which a rough concept is designed on the paper. Meanwhile creating the rough concept of the screens, after few screens stakeholders feedback was taken and changes was done as per the requirement. We have done mid-fidelity wireframe in Axure as a clickable prototype to test with the users.
Usability Testing
Usability testing has been done with some existing and new clients(agents), ops and accounts team of the TravelTriangle. This time user have seen a new created wireframes in the form of clickable prototype and asked users to perform few task on it, also requested for their feedback. After all the feedback and analysis done, we again sit with the stakeholders. Here we discuss the feedback came from user for the new created system and take decision on that respectively. Again we have done one more iteration in the mid-fidelity as per user feedback and business decisions.
Visual Design: After doing all the changes this is the time to convert all wireframes into Visuals. Visual graphic, colour themes and improvisation is been done. As per the TravelTriangle branding we inherit the colour schemes. We tried to provide a proper visual hierarchy based on the information and minimise the text information with the help of the visual graphics.
“Mukti and Sachin worked with us for 6 months and helped us create our product for vendors. They were amazing with understanding the customer and creating their interaction flows. We loved the energy with which they worked and completed the project. Our final release is loved by our customers and has helped us grow very quickly.”
Sanchit Garg, CoFounder – TravelTriangle