Project Introduction
We aimed to streamline the complex and fragmented checkout process that users faced when booking multiple services. By simplifying and unifying the existing checkout flows, we improved price transparency and enhanced user trust. This created a more cohesive experience, leading to more satisfying bookings.
Duration
Mar 2023 - Apr 2023
4 Months
My Role
Research
Identifying Pain Points
Conceptualizing
Visual Design
Video Filming
Team
Priya Jain
Zainab Hassani
Leena Gandhi
Waleed Zuberi
Nhu Loung
Mayuka Lokre
About Access Development
Access Development is the largest network of private discounts, offering deals on travel, dining, and lifestyle services. Users can save on flights, hotels, and more, while businesses use the platform to enhance loyalty and drive new customers.
Understanding The Challenges Through..
Contextual Inquiry
We conducted a contextual inquiry with 10 participants. This involved observing their interactions and understanding pain points in the booking process. Insights revealed issues with navigation, a lack of trust in fees, and the need for streamlined bundled offers.
Competitor Analysis
We analyzed competitor platforms, including Groupon and Expedia, to compare discount offerings and user experiences. Our evaluation focused on navigation flow, transparency of pricing, and ease of booking bundled services, highlighting areas where Access Development could improve.
User Challenge
How can we simplify the checkout process to reduce confusion and frustration during multi-service bookings?
Why is there a lack of transparency in pricing, and how can we make costs clearer to improve user trust?
How can we address users' trust issues with discounts, ensuring they feel confident they are receiving the best deals?
What navigation challenges do users face, and how can we make the platform more intuitive compared to competitors?
What prevents users from bundling services, and how can we streamline this feature for a more cohesive booking experience?
Concept Ideation
During the concept ideation phase, we initially explored ideas around travel boards and customizable bundles, allowing users to build tailored travel experiences. However, given the nature of the discount platform, we pivoted to focus on the final booking stage.
User Behaviour
Trip Exploration
Logistic Research
Final Booking
We analyzed user behavior throughout their journey, from trip exploration to logistics research, and ultimately to the final booking. Our main focus was on optimizing the final booking process by addressing common pain points, such as complex checkouts and unclear pricing, to ensure a seamless and trustworthy experience for users.
Solution
Unified Checkout
To check if experience is seamless and easy-to-use.
Prefer voice control over remote
Simplify the act of entering song titles
Price Transparency
To evaluate our solution, knowing that her expertise would help determine the suitability of our design.
When pre-trained, people living dementia will feel at ease in virtual environments.
Future scope to expand preloaded activities in our system for business prospects
Bundle Edit