#Experience drivenÂ
#Prototype to impact
AskRyan- Travel Platform
Year
2023
Timeline
10 weeks + 10 weeks
Responsibilities
User research, Journey mapping, service blueprinting, stakeholder engagement, user testing, usability testing, Wire-framing & Prototyping, Branding, Data analysis
Awards
Team
Abhay K., Hardik Kumawat
About
AskRyan was developed to address the unique travel planning needs of seniors, the baby boomer generation. Recognising that they often face challenges with traditional travel platforms, such as technological discomfort and information overload, AskRyan aimed to provide a personalised, accessible, and user-friendly solution. The platform leveraged AI-driven recommendations and intuitive design to empower users to plan their travels independently, enhancing their overall travel experience.​
* The sample size for the above qualitative study was 12 participants. Their names are not mentioned to dissociate the findings results from specific individuals and maintain anonymity.
Challenge
Baby boomers represent a significant portion of the travel market. However, many in this demographic encounter difficulties with existing travel services, including complex interfaces and overwhelming choices. Additionally, a substantial number still rely on user-generated content and print media for travel planning, indicating a gap in digital engagement. The challenge was to create a platform that simplified the travel planning process, making it accessible and appealing to all.
Approach
This involved conducting in-depth user research, including interviews and surveys with seniors, to design a personalised, future forward travel platform that is both intuitive and accessible.
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Conducted interviews and surveys with baby boomers to understand their travel habits, preferences, and pain points.​
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Developed comprehensive journey maps for key user personas to identify opportunities for intervention and improvement.​
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Utilised service design principles to create a seamless, multi-touchpoint experience that addressed identified user needs.​
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Reiterated the flow using big data and leveraging the capabilities of software, orange3 (machine learning, data mining, and data analysis).
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Experimented with Natural Language Processing (NLP) as a subfield to provide personalised travel recommendations, considering factors like health, budget, and personal interests.​
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Engaged users in iterative testing phases to refine the platform's interface and functionality based on real-time feedback.
Example of the conversational prototyping used, it was used to simulate and refine the user journey. By mapping out the logic flow of the service, the team was able to visualize how users would move through each step of the process.
Outcome
The designing of AskRyan resulted in a platform that effectively works towards meeting the needs of baby boomers. Users reported increased confidence in planning their own trips, with the platform's recommendations and simplified interface being particularly well-received. The integration of AI provided tailored suggestions, enhancing user satisfaction and engagement.
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Enabled boomers to plan their travels independently, reducing reliance on external assistance and empowering them.​
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Expanded digital engagement within the demographic, encouraging adoption of technology in travel planning.​
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Set a precedent for designing travel services tailored to the unique needs of older adults, influencing industry standards.​
Obtained a Customer Effort Score (CES) of 2.75, which is notably lower than the baseline of 3.8 for comparable services.
Received favourable reviews, with 75% of users expressing a willingness to recommend the platform to others.​​
* The photos are blurred out to dissociate the findings from specific individuals and maintain anonymity.
"AskRyan can transform the way I plan my vacations. It's intuitive, personalised, and has made the tedious process enjoyable."
* The photos are blurred out to dissociate the findings from specific individuals and maintain anonymity.
"I found AskRyan easy to navigate. The suggestions specific to me make the itinerary planning stress-free.I would definitely recommend this to people."
Learning
AskRyan as a project underscored the importance of a user-centric design, highlighting the need to tailor the platform to the unique abilities and preferences of the senior demographic. It also emphasised the importance of addressing the challenges faced in a specific context, the digital space. The iterative development process proved invaluable, demonstrating the critical role of continuous user feedback in refining the service and ensuring that it met the evolving needs.
Beyond this, the project also aimed for a broader social impact by empowering baby boomers to plan and enjoy their travels independently, alleviating the frustrations often associated with traditional travel services, and ultimately enhancing their quality of life and sense of autonomy in their later years.
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