PROJECT

Emadri has tasked a team of UX designers from General Assembly to evaluate their current product and recommend design iterations to help improve their user experience. As a team, we researched, designed, tested, iterated, and presented our ideas to Emadri’s team.

THE CLIENT

Emadri provides travelers smart packing list that tells you what you need based on the weather, reason for travel, and your personalized profile, all packaged in amazing and visual user experience.

ROLE

Working in a team with 2 other UX Designers, I was the point communications person and project managed the project. I participated in the research and did some high fidelity mockups along with presenting to the clients.

THE PROBLEM

While traveling can be an amazing experience, the preparation can be quite the opposite.

Packing can become an overwhelming and daunting task for travelers. Often times they’re unable to find the appropriate items that are needed for their destination and don’t know where to book activities. Overall making the experience of preparing for a relaxing trip, quite difficult.   

How might we help provide travelers with relevant and shoppable packing recommendations that help improve their traveling experience?

Business

Model

Canvas

Before our first meeting with our client, we completed a business model canvas for Emadri to better understand the business model, users, and key stakeholders.

Key Insights:

1. Key Value to users seems to be convenience when packing and accessibility to information.

2. Key Value to stakeholders is ability to sell there products.

3. Key Users include airlines, stores, and travelers

4. Key Affordances are all top down - meaning E-commerce and packing in one place, listing activities for your destination and weather and trip appropriate clothing ideas.

COMPETITIVE

MATRIX

After better understanding Emadri business model, we wanted to look more closely at where Emadri fit within its industry so we mapped it out against its competitors.

Key Insights:

1. Some competitors focus on packing list and E-commerce, but they do not cater to the specific needs of travelers.

2. With the focus on a shop-able travel packing-list based on needs, destination and weather. Emadri is position to be first in the market space.

User

Interviews

We sent out a screener survey to help us gather an appropriate group of people to interview. We made sure those we interviewed were active travelers, specifically ones who purchase flight tickets. We sat down with 10 different users and asked them an array of questions, slowly pulling out insights into how user’s pack and prepare for their trips.

Key Insights:

1. We saw a lot of people kept weather in mind

2. People end up feeling rushed leading to overpacking or under packing

3. People base for their trips based on weather and destination.

4. Many people shop for trips at different stores.

Affinity

Mapping

To synthesize data and identify key themes throughout our user interviews, we created an affinity map from which we pulled the following insights.

Key Insights:

1. Interviewees don’t use apps to help pack or plan for their trips.

2. People decide what to wear by checking out the weather and doing research via google and blogs.

3. Users pack the day before while some pack in advance.

4. People shop from a variety of places that they’re familiar with.

5. Users feel they can miss out on a trip’s opportunity if they don’t put enough research into it.
   

Persona

After taking into account the data gathered from our interviews, we were able to summarize our target audience into a “persona”. This persona acted as a reference point for us throughout our research and design, reminding us who we are designing for.

Design

Studio

To quickly ideate design possibilities for each feature and align the team, I led a design studio with all members of our team.

Design Studio Structure:

• 5 mins Independent Sketch Ideation

• 3 mins Pitch Sketches

• 2 mins Critique Rounds

• 15 mins Collaborate

MOSCOW

Map

We spent time brainstorming all features we think should be included in Emadri. Creating a MoSCoW Map (Must, Should, Could, Won’t) allows us to keep ourselves and features in check on what is necessary right now for the product.

Feature

Prioritization

We then proceeded to take those features and map out how difficult or easy they would be to actually create. While prioritizing features me knew were essential for Ito.

M

V

P

With the insights we gathered, and created features. A few are below. On the following page, we’ve provided annotated wireframes, for a visual guide to our features.

Usability

Testing &

Resulting

Iterations

To get a baseline reading of how intuitive and useful the existing Emadri mobile site was, we ran usability tests with new users. We then went through 2 more usability testing with our new hifi mockups. As we made iterations we saw an increase in the usability and delightfulness of our new Emadri designs. We kept in mind the success rate, which was "graded" by whether the user to a direct path, indirect path, or was unable to accomplish the task. We also tracked the time and asked our users to score the experience out of 1 to 5, with 1 being easy and 5 being difficult.

FINAL

PROTOTYPE

Our final wireframe was prototype using flinto due to the animations which flinto supports. Below is a walkthrough of the experience from they point of entry. Feel free to reach out to me for the flinto files if you would like to play around with the prototype.

Next Steps

The next step for this product would be as follows.

• Incorporate API’s.

• Continue testing and iterations.

• Test entry point.