Dealchecker is one of the leading online travel booking services in the UK. The online platform connects users directly with airlines, making it effortless to easily find and book the right ticket online and find cheap holiday deals.
The challenge was to create a MVP app for iOS, providing the tool for travel booking with the best user experience. We went through all the stages from research and ideation to prototyping and testing the product with users.
So far, there are other apps that can provide similar services, so our first approach was to compare what these apps could offer, learn from them and identify opportunities.
Based on learnings from our competitive research, we launched an hypothesis: Create a product that give travellers the opportunity to find great cheap deals more accordingly to their hobbies and preferences.
We initiated the process using a Design Thinking methodology: Discover, Define, Develop and Deliver.
In order to understand the context and validate the assumptions we made about our users, we started by doing a survey to get to know their profound motivations, opinions and perceptions about the dealchecker experience and travel experience in general.
We designed open ended questions about the following topics:
- Motivations, fears and expectations.
- How our users perform their search.
- What our users do after they find the best deal.
We found there were 3 types of travellers:
- The adventurer or unconventional traveller.
- The traveller with family and kids.
- The business traveller
The survey also allowed the team to discover patterns and found that the adventurer or unconventional traveller was the most accurate and representative for the project. This type of traveller was also the most relevant to develop solutions around.
Based on the data we collected from the survey, we defined a persona representing a group of users, with their motivations, behaviours and fears.
Our user, who we named Jenny, is an avid traveller who has no kids, a stable job, and an objective to find a cheap flight with a hotel deal for her holidays.
We validated Jenny’s goals and found opportunities to develop solutions that resolved her needs. This gave us more accurate information about her emotions and perceptions and where in the map these change in a negative or positive way.
We used a story map to put the use of the product in context. In 7 steps we created a vision of how we could respond to Jenny’s problems and needs.
Validating our hypotesys
We created a simple flow to represent our hypotesys and the next step was to validate each step. It was time to test with potential users.
Wireframing, Prototyping & Usability-Testing
With low-fidelity prototypes, the general structure of the app could easily be tested in usability tests. Without much effort, adjustments could be made before going into the much more costly digital implementation.
After a few iterations on low-fidelity prototypes, high-fidelity prototypes were created. Usability tests revealed small vulnerabilities in the structure of the user interface. In addition, the users asked smart questions, which led to further iterations and improvements.
Designing dealchecker’s MVP app was a big challenge. I worked closely with Marketing and Developers on the UI flow while meeting all the expectations. We had to get all the things right to deliver great user experience for the app.
The goal of this project was to create a MVP app using User Centered Design process. Our team was able to go through all the stages and getting valuable insight about users expectations.
This process helped the team to create a meaningful product for dealchecker’s users, which resolves pains when searching for a good holiday deal. The team also learned the importance of testing ideas in the first stages of the process, to validate our product before the development stage and to save money and time to the company.