| The objective

INVENT AN EXPERIENCE THAT CAN HELP USERS CREATE THEIR TRAVEL PLAN BASED ON THEIR PROFILE AND RECOMMENDATIONS FROM THE TRAVEL COMMUNITY 

Crises have always been an opportunity to reinvent oneself. Hit hard by the Covid-19 pandemic, a major player in the sale of online travel, specialist in tailor-made travel, seized the opportunity to rethink the personalization experience of the travel project through a powerful and innovative Design Sprint.

The goal was twofold: on the one hand, to affirm and clarify the brand's disruptive value proposition, on the other, to boost the conversion rate (request for quotes from local travel agents).

| The method

1. The preparatory work

In addition to the logistical preparation, the constitution of the "dream team" of the Design Sprint and the launch of the recruitment of users for the tests (which are a standard of the approach), the pair Sprint Master / UX-Designer of UX-Republic s is focused, during the week preceding the actual work in workshops, on understanding and exploring the problem.

The challenge was to take stock of the strategic issues revealed by reading in-depth Brand Research, and to understand our client's business to be able to channel thought and value production in the right direction, throughout of the Design Sprint.

The Sprint Master / UX-Designer duo therefore carried out a series ofinterviews with seven managers and experts: Tech, Sales, Brand, Marketing, Offer, Data and Product, who was at the same time the sponsor of the Design Sprint.

2. The Dream Team

The recruitment of participants in a Design Sprint is one of the key success factors.

For this project, our client mobilized the following skills:

• Product Manager (to whom we gave the role of decision maker during the workshops)
• Head of Brand Marketing
• Head of Marketing Performance
• Offer Manager
• Data analyst
• Tech Lead
• UX Designer

3. The design sprint process

Design Sprint pace has been adjusted to the operational constraints of the teams in order to allow the core team to concentrate on the key days. Thus, the consultants of UX-Republic produced in “room” the material planned for Day 1, namely long-term goal, sprint questions, experience mapping, “How Might We” (opportunities to seize).

The dream team therefore started on the morning of Day 2 after a feedback from the consultants of UX-Republic. During this Day 2, once the team aligned on the nature of the problem, on the main irritants and on the framework of the experience to be treated, the members embarked on individual work throughout the afternoon in order to invent in their own way the new travel personalization experience.

The team met on the morning of Day 3 to admire the anonymized proposals on the wall of the war room. This is the “art gallery” workshop. After a few questions / answers within the team and then a vote, the decision maker decided and defined the solution that was going to be storyboarded during the afternoon.

A week later, we met again for prototyping (Day 4) with the advantage of being able to constitute a potential task force: first on the UX side with a duo of designers (one on the client side, the other on the UX-Republic) and even the support of two UI-Designers mobilized by the client. The result obtained in a single day of work was of a very high standard, both in terms of the depth of the routes covered and in terms of the quality of the high-definition interfaces.

The Design Sprint ended with a 4th collective day (Day 5) and 5 user tests which made it possible to validate the acceptance of the concept of experience by the users and to identify the margins of ergonomic optimization.

 

| The UX-Republic consulting team

Julien
UX coach

Zakarya,
UX Designer