App Experience & Features
INDUSTRY: TRAVEL & HOSPITALITY
CLIENT PROJECT @ KELLOGG // 2021
How can one of the largest hotel chains create more compelling travel experiences that make their app the most preferred travel app?
CONTEXT
For my semester-long class project, we worked with a partner in the travel and hospitality industry to better understand the motivations for travel and find ways we could use technology to enhance the travel experience.
RESEARCH
Secondary Research: To better understand the digital landscape, we looked at competitor apps, as well as best-in-class travel apps and point systems.
1:1 Interviews: We conducted 15 interviews across different user categorizations of business, leisure, family, solo, budget, and luxury travel to learn about personal travel experiences and start to synthesize areas of opportunity.
Focus Groups: We also used focus groups to complement the learnings from our 1:1 interviews.
RESEARCH
Insights: Through our research, we landed on a common thread of “care” that resonated across our customer demographics and spent time crafting “how might we” statements to help us generate ideas that would help to facilitate and foster care.
Rapid Prototyping: We sifted through ideas with rapid prototyping, sketching out ideas and features to quickly gather feedback and prioritize ideas.
BUILD
From the insights, our team narrowed down dozens of ideas into a short list of features that most resonated with the idea of “care” to customers. We further refined these ideas through a lens of desirability, viability, and feasibility and presented a comprehensive solution to the client partner.