Situation
Users are not engaging fully, can we improve the Customer Experience
Task
Create a way to personalise the process with AI
Action
Design an AI-driven booking app, and emotional connection for the user
I based my approach on feedback from my own experiences and those of others I interviewed regarding the frustration of booking the 'perfect holiday'. To address this, I developed and tested an engaging interface with striking iconic visual choices, acting as categories with colour-coded options for selecting and customising your break.
Results
Uptake in interaction, with UR testing 100% positive
Users quickly connected with the icon choices, particularly a young female and male who were highly engaged with the selection system. User testing revealed that the AI-driven options and algorithms were popular, leading to increased purchases, including on-site events. One user remarked that they wished they had this tool for their last vacation, even asking if it was available now.
Development stages
Initial thoughts and sketches for creating a user-friendly experience
Developing Sketch work
Visualising the Service and Experience for demonstration purposes
Development stage
First draft designs, with interaction choice screen
Early design tests incorporating fonts, icons, and colour palettes, along with user recognition icons. I implemented an animated opener for the prototype based on a strong location icon idea.
Brand testing
Revising Brand and logo test designs
Innovated ideas using holiday types, location finding, icons and movement iconic cities and holiday types.
Logo development
Testing new Brand, design, styling and colour system
Ideas for showing your saved Pass wallet to events, locations booked in advance.
applied stock images for locations, sharing shots and many other other functions
Section interface design
Large screen Icons for user recognition and choice
Prototype versions
Testing on screens with new logo
Swipe for holiday type
Tap icons you want to experience
Selections to view
Details of activities
Brand and logo designs
Logo & Brand development ideas
Researching travel, the instant recognition of travel icons, and getting feedback from users and their frustrations, I wanted to keep the icons and brand clean with travel visual links.
Tested a few ideas, based on location-finding icons and travel decision-making, eventually creating a bespoke clipped font that felt like road maps and route finders.
Design thinking & strategy
Refined screen designs for clarity and instruction
Intuitively crafting clear simple guide pages first, with a simple scroll instruction guide, allows user-centred interaction and involvement, allowing for a Buzz that the user is selecting the break they want.
The Result & Benefits
Engaging users, with a pivotal interactive choice
To enable the user to select the type of holiday, and then the areas of interest to them, allowing analytics to then provide the best suitable places and events, with the option to buy tickets in advance.
When tested, several users reacted very positively, giving feedback that they wished they had this app before their last break, so they could just plan, and cherry-pick events, and pre-book activities.