Phase 1 — Research
With a team formed by four people with different roles we start the research, in this case we will use the Design Thinking methodology that will allow us to generate ideas thanks to the double diamond process, with which we will have multiple phases where we will diverge to generate as many ideas as possible and we will converge to land them and get a solid product.
Once we understood the problem, we began to try to solve it. The first thing we do is to generate questions by focusing on three areas: user, competence and our client.
To speed up the work, we divided the questions among the four members of the team and began researching them. In my case, I had to research Amazon to trying to get insigths about how their business currently works, how they behave with their users or what their main business is, among other things. Here are a few of them:
- Their rating system has a high influence on the decision making process of a purchase by your users.
- More than one hundred million users use their prime system worldwide.
- Amazon has tried twice to enter the world of travel, both without success.
- Their best-selling products are related to electronics, video games or music.
- The majority of its clients range in age from 19 to 44 years old.
- Amazon prefers you to buy through its app instead of on its website.
These were some of the insights I managed to extract from the questions, along with those of my team mates we continued the investigation.
At the same time, we carry out an analysis of the competition to determine what the trends are within the sector, and what successes and mistakes our rivals are making.
Again, we divide the research into four parts from a list of competitors we have previously selected, giving each member the freedom to include more if they feel it is useful.
After this analysis we extract the strongest and weakest points of our competence to use them to our advantage, so that we do not make the same mistakes and we can improve the parts where they are already succeeding.
Survey and interviews
With all the insights gathered from the previous phases, we prepared a survey of ten questions with which we will try to resolve most of the pain-points of our users. We will launch it online through TypeForm trying to reach as many users as possible in the shortest possible time.
At the end of the survey we obtain more than 80 answers. We analyze the data, obtaining the following insights:
- 70% of those surveyed are between 18 and 29 years old (Millenials).
- The majority travel 3 or more times a year.
- The main reason for their travels is leisure, closely followed by getting to know other cultures.
- 90% travel in company, mainly as a couple.
- The first thing they decide when they travel is the destination, then they would look at the offers.
- 90% search their trips online, either via web or app.
With the data collected, we formulate new questions for personal interviews, each team member will conduct five, based on the average user profile given by the survey data.
In the personal interviews we directly approach users pain-points. We manage to extract more specific insights from each user by making it clearer to us the way to follow in our possible solution.
Pain-points and solutions
We detected multiple pain-points after the interviews, so we decided to make a mind map with all of them to detect the most important ones for us and to trace the route to follow throughout the project.
We decide that the lack of assistance during the trip and the inability to organise themselves well when travelling accompanied were going to be our main problems to solve.
The results of the surveys gave us a very specific user profile, so we decided to develop a single persona. This allows us to focus on his needs without being distracted by other ideas that come to mind and get out of the profile we have created.
The next step we take is to use the MosCow method, which will allow us to prioritize what features our product will have in order to offer the user the tightest possible solution.
We have decided to make an App, so using this method we will determine which of the features will be important and which will not be so relevant.
Last but not least, we describe our user’s routine organizing a trip with his friends. This will help us to develop the actual user experience of our app and allow us to improve the latest friction points.