Travel Itinerary Planner
Ongoing
Challenge
The aim of this project is to identify the needs of travelers and design an app that caters to those needs. The end goal is to enhance the process of organizing and planning travel itineraries, resulting in an improved overall travel experience.
🖥️ Audit
Plan
I wrote a comprehensive research plan. It called for more travel than was feasible during this short student project, but it was a useful exercise.
User Group
The target user group selected for research are individuals
aged 25 to 34 with a moderate income who possess technical literacy.
Competitive Analysis
To gather inspiration, uncover trends, prevent duplicating existing products, and pinpoint potential areas of opportunity, I conducted a thorough examination of both the iOS and Android marketplaces.
Objective
To determine the strengths and weaknesses of the top multi-city travel planning tools in the market and identify opportunities.
Parameters
How user-friendly is the interface and how intuitive it is?
What type of features does each tool offer to help travelers? Examples include low-cost transportation options, customization, and points of interest suggestions.
What is the cost of using the tool?
The three competitors (Trip Advisor, TripIt, and Booking) have been chosen as they are among the top multi-city travel planning tools in the market.
Competitive analysis of TripIt, Trip Advisor, and Booking.com shows that TripIt offers a distinct solution for travelers by bringing together all travel plans and reservations into a single itinerary. On the other hand, Booking.com mainly focuses on booking accommodations, hotels and more. While Trip Advisor provides travel information, recommendations, and traveler reviews and more.
Trip It can be seen as an indirect competitor due to its ability to simplify the management of travel plans, and as it doesn’t directly offer booking options. Nevertheless, its integration with various travel providers enhances the travel experience by providing a smooth and streamlined process.
🔭 User Research
Study Objective
The study objective is to gather insights and feedback from technically literate individuals aged 25-34 with moderate income, who have experience planning multi-city vacations. The goal is to understand their pain points, needs, and preferences when it comes to planning a multi-destination tour, including itinerary creation and low-cost transportation options. The insights gathered will be used to design a tool that better serves the needs of this user group.
Methodology:
Conducting a focus group off-line with 6-8 participants who meet the criteria mentioned above. This will allow me to have a face-to-face discussion in a physical location. The session will last for approximately 1 hour, and the session will be recorded for analysis. And will also take notes during the discussion.
Screener
To identify the ideal participants for the focus group, following screener will be used :
Are you between the ages of 25 and 34?
Do you have experience planning multi-city vacations?
Are you comfortable using technology to plan your trips?
Do you have a moderate income?
What’s your choice of transportation while Traveling ?
Form Link for the screener :
https://forms.gle/7f5Bp2JFHVNJYowa7
** simplified the screener for the participants
Dificulties
I encountered several challenges while conducting my focus group study, including:
Participant recruitment was more difficult than anticipated, and although seven participants initially signed up, only three were able to attend on the day of the session. This made it harder to achieve the desired range of perspectives and opinions.
Technical difficulties arose during the session, including issues with the video equipment that made some participants feel self-conscious and uncomfortable. As a result, had to switch to using only audio.
Despite assurances from participants that they would be available for the full duration of the session, some had prior commitments that meant they had to leave early.
Take Away from the Focus group
▪ Samhit mentioned that online trip planners can be useful for getting a general sense of a destination and finding popular attractions or activities. However, he believes that visiting the place and talking to locals can help to discover hidden gems and experience the local culture more deeply.
▪ Amsa emphasized that planning a trip in advance can help to avoid last-minute stress and ensure that all necessary arrangements, such as flights, accommodations, and transportation, are taken care of. She also noted that some popular destinations or activities may require advance booking to secure a spot.
▪ Sri Hitha argued that online booking may not always be reliable or flexible enough for impromptu plans, especially if there are unexpected changes or cancellations. She suggested that it’s often better to be open-minded and explore different options on the ground, such as asking for recommendations from locals or checking with small guesthouses or tour operators.
▪ The group also discussed the importance of balancing personal preferences and budgets when planning a trip. While some travelers may prefer to book everything in advance to avoid uncertainty, others may enjoy the spontaneity and flexibility of exploring options on the ground. Similarly, some may be willing to splurge on luxury accommodations or experiences, while others may prioritize budget-friendly options.
▪ Samhit shared his recent experience of traveling to six cities, which he found challenging to keep track of without a detailed itinerary. He noted that he had difficulty remembering which places he wanted to visit, when and where his flights were, and other important details. On the other hand, Sri Hitha mentioned that she prefers not to have a fixed itinerary and instead relies on notes in her phone to remember key infor- mation about each place. Amsa, meanwhile, said that she prefers to maintain a detailed Excel spread- sheet with all the relevant information for each day of the trip. This led to a discussion about how different people have different preferences and needs when it comes to trip planning and organization. While some may feel more comfortable with a structured itinerary, others may prefer a more flexible approach. Ultimately, the group agreed that the most important thing is to find a system that works for you and helps you enjoy your trip to the fullest.
Focus Group – Impromtu
While I was sharing my ideas with my colleagues, they brought up some interesting points about travel apps. Since they happen to fall into my user category, I decided to organize an impromptu focus group with them to gather more feedback on the topic.
Focus Group Audio / Video Link
Dificulties
Since this happened before my planned focus group, I didn’t have many prepared questions and decided to proceed with the ones I had on hand.
Key Take Away from the Focus group
▪ Rohit recently had to travel to multiple cities to plan a trip for his family that was scheduled to take place in two months. He shared his experience of using travel apps for bookings and how he found the pictures and reviews to be misleading. According to him, it was easier to visit the places in person to get accurate information.He also mentioned that he had made advance bookings and paid for them, which put him at the risk of cancellation charges if there were any changes to his plans. He also missed out on perks of- fered by travel apps. Additionally, he had to manually store all the information related to his bookings in an Excel sheet.
▪ Swath & uday mentions Another option for discovering tourist attractions and offbeat experiences could be through travel blogs or vlogs. Many travel enthusiasts share their personal experiences and recom- mendations on their blogs and social media channels. This can provide a more authentic and personal- ized view of a destination, rather than just relying on generic information from travel apps or guidebooks. Additionally, you can engage with the blogger or vlogger and ask them specific questions about their ex- perience, which can help you plan your own trip more effectively.
▪ Uday made an interesting observation about the limitations of relying on a single travel app. He pointed out that in today’s scenario, certain hotels or offers might only be available on specific apps. Therefore, if you stick to using only one app, you may have to compromise on the best options available.To avoid such a situation, Uday suggested exploring different apps to find the best deals and offers on hotels, flights, and other travel-related services. While this may require more effort and time, it can ultimately help you save money and get better value for your travel budge
🔎 Analysis
The group’s discussion highlights several important considerations when it comes to planning a trip, and the different preferences and needs of travelars.
A summary of the key points includes:
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Online trip planners can be helpful for getting a general sense of a destination and finding popular attractions, but visiting the place and talking to locals can help discover hidden gems and experience the local culture more deeply.
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Planning a trip in advance can help to avoid last-minute stress and ensure that all necessary arrange- ments are taken care of, but some popular destinations or activities may require advance booking to secure a spot.
-
Online booking may not always be reliable or flexible enough for impromptu plans, and exploring different options on the ground, such as asking for recommendations from locals or checking with small guest- houses or tour operators, can be a better option.
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Balancing personal preferences and budgets is important when planning a trip, and different travelers may have different priorities.
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Some travelers may prefer a structured itinerary to help them keep track of important details, while others may prefer a more flexible approach. Ultimately, finding a system that works for you and helps you enjoy your trip to the fullest is the most important thing.
Affinity Analysis
Single Case
Samhit prefers using online trip planners for getting a general sense of a destination, but he
believes that visiting the place and talking to locals can help to discover hidden gems and experience the local culture more deeply. He finds it challenging to keep track of his itinerary without a detailed plan.
Sri Hitha believes that online booking may not always be reliable or flexible enough for impromptu plans, and she prefers not to have a fixed itinerary, relying on notes in her phone to remember key information about each place.
Amsa prefers to plan her trips in advance to avoid last-minute stress and maintains a detailed Excel spreadsheet with all the relevant information for each day of the trip.
Cross Case
After analyzing , it is clear that planning such a trip can be overwhelming and time-consuming. Travelers face various pain points, such as keeping track of multiple bookings and itineraries, finding affordable transportation options between cities, and limited information about local attractions and activities.
However, travelers also have specific needs and preferences, such as a flexible itinerary that allows for spontaneity and changes, a reliable and easy-to-use travel planning tool, low-cost transportation options, personalized and authentic experiences, and access to accurate and up-to-date information about local attractions and activities.
When it comes to discovering local attractions and activities, travelers prefer recommendations from locals or other travelers, travel blogs and vlogs, online travel guides and review sites, and social media channels.
For choosing accommodations, price and affordability, location and proximity to local attractions, ameni- ties and comfort level, and reputation and reviews from previous guests are the most important deci- sion-making factors. Similarly, for transportation, price and affordability, convenience and ease of use, time and distance between destinations, and safety and reliability of the transportation mode are the top fac- tors.
To keep track of bookings and itinerary, travelers prefer mobile apps or tools that consolidate all bookings and itinerary details in one place, physical printouts of bookings and itinerary, notes or reminders in a per- sonal device or planner, and sharing the itinerary with travel companions or family members.
Finally, the decision to book in advance or on-the-go is influenced by various factors such as the availability and popularity of the attraction or activity, budget constraints and availability of discounts or promotions, time and schedule flexibility, and personal preference for spontaneity or structured planning.
Patterns
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Planning multi-city vacations can be a complex and time-consuming process with pain points related to tracking multiple bookings and itineraries, finding affordable transportation options, limited information about local attractions, and difficulty in finding accommodation that meets both budget and comfort re- quirements.
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Travelers prefer a flexible itinerary that allows for spontaneity and changes, personalized and authentic experiences, and access to accurate and up-to-date information about local attractions and activities.
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Recommendations from locals or other travelers, travel blogs and vlogs, online travel guides and review sites, and social media channels are the preferred methods for discovering local attractions and activi- ties.
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Price and affordability, location and proximity to local attractions, amenities and comfort level, and repu- tation and reviews from previous guests are the main decision-making factors when choosing accom- modations.
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Price and affordability, convenience and ease of use, time and distance between destinations, and safety and reliability of the transportation mode are the main decision-making factors when choosing transpor- tation.
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Mobile apps or tools that consolidate all bookings and itinerary details in one place, physical printouts of bookings and itinerary, notes or reminders in a personal device or planner, and sharing the itinerary with travel companions or family members are the preferred methods for keeping track of bookings and itin- erary.
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Factors influencing the decision to book in advance or on-the-go include availability and popularity of the attraction or activity, budget constraints and availability of discounts or promotions, time and sched- ule flexibility, and personal preference for spontaneity or structured planning.
Insights
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Travelers face multiple challenges while planning multi-city vacations such as tracking multiple bookings and itineraries, finding affordable transportation options, and limited information about local attractions and activities.
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The desire for personalized and authentic experiences, access to accurate and up-to-date information about local attractions and activities, and a flexible itinerary that allows for spontaneity and changes are the key drivers for modern travelers.
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Recommendations from locals or other travelers, travel blogs and vlogs, online travel guides and review sites, and social media channels are the preferred methods for discovering local attractions and activi- ties.
-
Price and affordability, location and proximity to local attractions, amenities and comfort level, and repu- tation and reviews from previous guests are the main decision-making factors when choosing accom- modations.
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Price and affordability, convenience and ease of use, time and distance between destinations, and safety and reliability of the transportation mode are the main decision-making factors when choosing transpor- tation.
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Travelers prefer mobile apps or tools that consolidate all bookings and itinerary details in one place, physical printouts of bookings and itinerary, notes or reminders in a personal device or planner, and shar- ing the itinerary with travel companions or family members to keep track of bookings and itinerary.
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Availability and popularity of the attraction or activity, budget constraints and availability of discounts or promotions, time and schedule flexibility, and personal preference for spontaneity or structured planning are the main factors influencing the decision to book in advance or on-the-go.
Findings
Planning multi-city vacations can be stressful and time-consuming, and travelers need a reliable and easy-to-use travel planning tool that prioritizes their needs and preferences.
Local recommendations and travel blogs are the most preferred methods for discovering local attractions and activities, suggesting that travelers value the opinions of others.
Price and affordability, location, and amenities are the most important decision-making factors when choosing accommodations, indicating that travelers prioritize comfort, convenience, and value.
Price and convenience are the most important decision-making factors when choosing transportation, indicating that travelers prioritize affordability and ease of use.
Mobile apps or tools that consolidate all bookings and itinerary details in one place are the preferred method for keeping track of bookings and itinerary, indicating that travelers value organization and convenience.
The availability and popularity of the attraction or activity, budget constraints and availability of discounts or promotions, time and schedule flexibility, and personal preference for spontaneity or structured planning are important factors that influence the decision to book in advance or on-the-go, indicating that travelers prioritize a balance between cost, convenience, and flexibility.
The pain points identified in planning multi-city vacations highlight the need for travel planning tools and services that can streamline the process and provide comprehensive information on local attractions, accommodations, and transportation options.
The insights into travelers’ needs and preferences suggest that they value personalized and authentic experiences, access to accurate and up-to-date information, and flexibility in their travel itineraries.
Key Findings
The popularity of social media channels and travel blogs as sources of information and recommenda- tions presents opportunities for travel companies to engage with travelers and provide personalized and relevant content.
The decision-making factors for choosing accommodations and transportation suggest that travelers prioritize affordability and convenience, indicating that travel companies can gain a competitive advantage by offering cost-effective and convenient options that meet travelers’ needs and preferences.
The preference for mobile apps or tools to keep track of bookings and itinerary highlights the importance of convenience and organization in travel planning, and presents opportunities for travel companies to offer user-friendly tools and services that simplify the process.
Activity Diagram
Planning a trip involves several stages and activities that need to be organized to ensure a successful and enjoyable trip. Here’s a general activity diagram.
The flow remains the same regardless of the number of websites visited, and it provides insight into the initial activities performed by the user.
However, as the planning progresses, various variables such as cancellations and changes are likely to be introduced.
In the case of group trips, changes are more common.
Decision Tree Diagrams
These are some of the primary decision tree diagrams that can be used to gain a better understanding of a user’s preferences and choices in various aspects of trip planning.
🪪user Persona
💣Problem Statement
Planning multi-city vacations is a complex and time-consuming process that can be stressful for travelers due to challenges such as tracking multiple bookings and itineraries, finding affordable transportation options, and limited information about local attractions and activities. This leads to a need for a comprehensive travel planning tool that prioritizes travelers’ needs and preferences while streamlining the process of planning a multi-city vacation.
🥽 Vision Statement
To create a comprehensive travel planning tool that prioritizes personalized and authentic experiences, provides up to date information on local attractions and activities, and streamlines the process of planning a multi-city vacation. We aim to revolutionize the way travelers plan their trips by offering a user friendly and reliable platform that caters to their needs and preferences, empowering them to create unforgettable memories with ease.
🎛️ Brainstorming and Ideation Stage
During the brainstorming session, the group of four participants (Shubhanjay, Samhit, Hitha, and Avijith) discussed ideas based the problem statement. Below are the ideas ranked by importance, after consolidating similar concepts and eliminating impractical ones by me:
⭐️High Importance
- Personalized itinerary suggestions based on traveler’s preferences and budget
- Real-time updates on bookings and itinerary changes
- Option to book flights, accommodations, and activities directly from the platform
- 24/7 customer service for emergencies or unexpected changes
- Integration with popular travel apps and platforms, such as Airbnb, TripAdvisor, and Google Maps
Medium Importance
Recommendations for best times to visit based on weather or seasonal events
Multilingual support for non-native speakers
AI-powered personalized recommendations for activities or attractions based on traveler’s past trips or preferences
Integration with weather forecast and local events calendar
Augmented Reality (AR) features for exploring destinations and attractions
In-app reviews and ratings for activities, accommodations, and restaurants
Integration with public transportation options, such as local buses or trains
Option to save and share itineraries with friends or family
Low Importance
Discounts from local service providers
Safety and security features, such as emergency contacts and travel insurance options
Gamification of the planning process with challenges and rewards
Community section for travelers to share experiences and recommendations
Sustainable travel practices, such as eco-friendly transportation and green hotels
Customized itinerary based on travel style, such as adventure, luxury, or budget
Day-trip or weekend getaway options from the cities being visited
Information on local customs and etiquette
Finding the best restaurants in each city.
Access to local guides or travel experts for personalized recommendations or assistance.