Project Overview
Product: Design a review submission flow for Bueno Air, a travel agency in Bueno Aries
Project Duration: May – June 2021
Role: UX/UI Designer, UX Researcher
Goal: Design a review submission for Bueno Air that captures feedback for how customers are experiencing services and also meets user expectations for submitting reviews.
Target Audience
Bueno Air’s target audience is young and older adults with an affinity for recreational travel abroad.
Key Challenges & Constraints
- Design needs to be responsive across desktop and mobile devices (non-native app)
- Review submission flow cannot be an integration of other third-party review platforms
- International audience, potentially non-native speakers
Empathizing With Users
User Research Summary
Nine research participants were interviewed over two days about their experience leaving online reviews for services related to traveling to destinations or visiting restaurants. Interview goals were to understand common factors that make people want to leave a review and identify the frustration and preference of people when submitting reviews related to travel services. Qualitative data were used to create empathy maps, user personas, and use journey maps.
Interview Participants’ Profile:
- Age 21-35
- Employed
- Have traveled to foreign destinations
- Included participants with experience traveling to South America
- Included participants of different genders
Example User Persona
Define
Initial Designs & Concepts
Artifacts from user research along with competitive audits would help define the design problem and aid the information architecture of a prototype.
User Flow
Sitemap
Prototype
Paper Wireframes
Digital Wireframes
The project took a mobile-first approach to create a responsive user experience across devices.
Low-Fidelity Prototypes
Research Planning & Usability Testing
Usability testing was conducted with low-fidelity prototypes. Participants were screened for profiles that align with the target audience and tasked to test both versions. Three participants also were participants during the generative research interviews.
Research Parameters
Research Findings (prioritized)
Design Iteration
Users cited that being able to edit twice the review felt redundant.
High-Fidelity Prototypes
High-Fidelity Mocks-ups
High-Fidelity Prototype
View mobile-first prototype with Adobe XD
View desktop prototype with Adobe XD
Accessibility Considerations
Lesson(s) Learned
- Recruiting testers for usability testing two weeks before low-fidelity prototypes are ready, during the ideatation stage, aligns well with the design think process.
- In case of no shows to usability studies, recruit more than the best practice of five participants
- Developing with a mobile-first approach allows accessibility considerations to be integrated into the design proces early in development, and not have it be something to consider after the high-fidelity stage.
