UX Design for a newly introduced prestigious service by TUI called Tours
About the project
TUI is one of those travel companies that have their own cruise ships, airlines, hotels and resorts! With their succesfull operation of holidays, they decided to introduce and promote tour guided / escorted tours.
Some of the USPs of this service were
- All tours have English speaking guides
- Destinations include countries from every continent
- Departure is guaranteed
- Where available customers could purchase additional activities to enhance their itinerary
Problem
Design a service that would let customers to browse through various tour destinations and then make a booking.
Challenges
- Choices: Stock levels of tours were much lower when compared to Holiday packages offered by TUI
- Existing customer mindset: The existing customer base of TUI were highly holiday oriented. Changing their mindset by introducing Tours and the fun related activities as a part of the tour package seemed to be a challenge
- Competition: Getting non-TUI customers to book tours seemed challenging due to other competitors in their market that solely specialised in operating tours
The design process
Deriving User Goals
With the help of user focus group sessions, we did an affinitty maping exercise to capture how our customes feel about the Tour service in general.
The purpose of this exercise was to help us derive user goals.
Wireframes
Having understood the user needs and their goals, it was time to define its Information Architecture.
This can be seen in the following wireframes.
After multiple rounds of testing and consequent design inputs, the following wireframes were designed on Axure. All of these wireframes were clickable thus making it suitable for guerilla tests.
High Fidelity Prototype
With good feedback received from the testing we conducted using the above wireframes, it was now time to conduct a full end to end testing catering to various scenarios from Discovery to actual Booking, using a High Fidelity Prototype.
With the help of the then existing TUI styleguide, I created a UI Library on Axure. I then used the library to create the high fidelity prototype.
User Test results
An end to end usability test was conducted with 10 participants. Objective of the test was to identify whether the prototype is suitable to achieve the following goals:
- Discover about Tours
- Change dates of travel
- Change details such as destination, flights for travel, class of travel, number of passengers and be able to make a booking.
Conclusion from the test
All participants were able to attain their respective goals of
- attain their respective goals of changing prescribed details
- gain information about tours
- paraphrase and explain the service offered by TUI
- successfully make a booking