project overview
KAYAK is a metasearch engine for travel services that strives to help its customers experience the best travel expedite by finding the best flights, hotels, rental cars, and vacation packages.
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Our goal for this project is to create new features that implement group travel for KAYAK’s website.
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click here to skip ahead to my final designs and what I learned
skills
User Research
Journey Mapping
Sketching
Interviewing
User Testing / Usability Test
Wireframing
Competitive Analysis
team
Myself
Jack Gerber
Madison Braile
Avery McGinley
Sylvia Tsai
Jemima Mohan
Natalie Falzone
Alina Cherny
Renee Hsu
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timeline
January 2024-May 2024
my impact
Created Journey Map
Developed a detailed journey map to visualize user experiences, identify pain points, and align the design team on key user touchpoints and areas for improvement.
Led Meetings with Stakeholders
Organized and facilitated meetings with stakeholders to gather feedback, address concerns, and ensure alignment with business goals and user needs throughout the project.
Redesigned and Improved Features
Led the redesign of core features by analyzing user insights and collaborating with the team to improve usability, functionality, and overall user satisfaction.
Conducted and Created Usability Tests
Planned and conducted usability tests, synthesizing user feedback to drive design improvements and ensure a seamless, intuitive user experience.
Co-Team Leader
Led a team of UX designers with varying skill levels, providing guidance, mentorship, and fostering collaboration to achieve project objectives and elevate the quality of the design work.
current experience
KAYAK currently has no group travel features on its site.
identifying relevant users and beginning to explore the user journey
milestone 1:
We began this project by exploring and gathering insight from previous research on travel booking behaviors. We researched current travel trends, challenges, and priorities. We also worked to narrow down our user group by researching the major demographic of the problem space, specifically focusing on who might book group travel.
what are user trends on booking group travel?
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One person often takes the lead and makes major when planning travel
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​​Price, location, cost, and safety are the most important factors
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2024 projected to be biggest year for travelers
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Many group members often look at the same time to find the "best deal"
what are some pain-points for booking group travel?
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Users have difficulty compromising on vital aspects of the trip (budget, location, dates, etc.).​
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There is less flexibility, freedom, and privacy with traveling in groups
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It's difficult to communicate among group
who is kayak's primary user group for group travel?
Older Gen-Z and Millennials
*to find these insights we performed online research and many interviews
identifying the user journey in booking group travel
milestone 2:
Next, we delved into our user group even more. We interviewed members of our user group and I performed a long-term contextual inquiry to understand the user journey when booking group travel. We also ran a workshop to better understand the booking process on KAYAK as well as other sites
journey map
We found that budget, dates, and location were again the most important parts of booking. We also found that KAYAK's website can be difficult for users to navigate.
journey map
After a lot of deliberation and research we found that determining dates, budget, and location, all occur at the same time. We also found a few more important insights that contributed to this journey:
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Users have different preferences during the “planning” stage making it difficult to determine a straightforward journey
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Users main priorities with trip planning are choosing the location of the trip, the budget, and the date on which the trip will be taken
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Not every member of a trip has the same ideal location, budget, or date they can travel
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There is a need for constant communication
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Ultimately, the most important part of planning a trip is also the most complicated: budget, dates, and location.
identifying how KAYAK's platform can be improved
milestone 3:
In this milestone, our team aimed to gain insights into KAYAK's competitive landscape and its existing services to enhance our understanding of the group travel planning domain. By analyzing competitor platforms, we aimed to leverage their strengths and incorporate valuable learnings into our recommendations, refining our approach to group trip planning accordingly.
competitive analysis
From our competitive analysis we found:
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Certain platforms have a functioning platforms for group travel that align with our sketches and existing ideas.
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Users should be able to change their location, dates, or any part of the trip at any time.
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Each member should be able to input a suggested destination that the group can vote on.
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Each individual should have their own budget breakdown in addition to the entire groups.
heuristic evaluation
From our heuristic evaluation we found:
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“Add to trip” feature was hard to find and understand.
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No good way to add/explore activities.
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The map is not displayed while you are choosing, only when you add something.
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Preferences reset every time a new category is selected.
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A new tab is opened every time you interact with a deal on KAYAK’s website.
identifying how we can implement new features into the existing platform
milestone 4:
Finally, we compiled the above data to create high fidelity wireframes that aide in a travelers' group booking and planning experience. We also did some brief concept testing to make choices between a few screens.
Advertisement Banner to show user how to plan a trip. Implemented because user tests showed difficulty when finding features.
"New" Label on "Trips" section.
Home Page
Allows users to create a new trip, view upcoming trips, or past trips.
Users can select whether the trip will be solo or with a group
They can also
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Invite other members as collaborators
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Give others viewing or editing access
Update collaborator access, edit trip name, or delete trip.
Overview Page
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View or edit in any order
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location​
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dates
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budget
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stay
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flights
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transportation
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We decided to go with the tabs (Overview, Location, Dates, Budget, etc.) because our concept testing showed that users liked to stay in the same page rather than navigating to a new one.
Location
Users can search where they would like to go.
They can decide to finalize it as the final decision or suggest it to the group
After locations are suggested, users can vote on multiple options.
The location with the highest amount of votes will be moved to "top locations" where the final location can be chosen.
Dates
Users can input the dates they are available
Kayak then lists the "best" and "cheapest" dates users can vote on to travel.
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Best: Most People are available
Budget
​Users can set their own budget and KAYAK will calculate for the group.
Stays
​Users are presented with a map and search function to search and suggest stays.
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Kayak presents suggestions by the group and AI that are available for voting, the top choices will be visible by admin.
Itinerary
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Shows dates the user is traveling​
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Dropdown menu allows view to change​
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Can add activities with + button.
Choice between adding food or attractions​
Once choice is made user can add any information they want their group to view.
After event is added it's populated along with details from Google Maps
If another event is added the travel time is added to the map and itinerary.
Due to time restraints we were unable to create stay, flights, and transportation pages, however, they would act identical to the location page.
what did I learn?
Adaptability in Leadership
Co-leading a team of designers with varying skill levels taught me how to adapt my leadership style to meet the needs of individual team members. I learned how to support different levels of designers, tailoring my guidance to help everyone grow and deliver their best work.
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Refining Communication Skills
Regular interactions with stakeholders and team members sharpened my ability to communicate complex design concepts in a clear, concise, and persuasive manner. I learned how to bridge the gap between technical and non-technical audiences to ensure alignment and shared understanding.
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Balancing User Needs and Business Goals
Through my work on journey maps, feature redesigns, and usability tests, I gained a deeper understanding of how to balance user needs with business goals. I learned to identify areas where trade-offs were necessary and how to prioritize design changes that would have the greatest impact on both user satisfaction and business success.
Improving Design Consistency
Managing multiple design updates and iterations helped me understand the importance of maintaining consistency across different features. I learned how to ensure a cohesive user experience across the product by aligning design patterns, visual language, and interaction principles.
Data-Driven Design Decisions
Usability testing and user feedback collection taught me how to make decisions based on real user data, rather than assumptions. I learned how to analyze and synthesize feedback to refine designs and validate design hypotheses quickly, allowing for faster iterations and better outcomes.