Putri S. Salsabilah

BACK

Agoda is a travel booking app where users can find and book hotels, flights, vacation rentals, and activities. It features an easy-to-use design, offers personalized travel suggestions, special deals, and smooth booking processes, making it a convenient choice for travelers.

My Role: UI/UX Designer

Tools Used:

take a tour on your dream prototype here

Project Goals

The primary goal of this project is to enhance Agoda's existing features to improve the user experience and provide business benefits. This involves identifying areas for improvement, redesigning the app interface to be more user-friendly, and incorporating the latest travel trends. By doing so, the project aims to attract a wider audience, increase user engagement, and drive more bookings through personalized and relevant travel options.

Challenges

In this project, several factors presented challenges for me to try new things. I wanted to challenge myself to redesign the product within a week, going through all stages of the design process to effectively identify potential development areas and maximize the redesign.

Scope of Work

Develop new features for Agoda to introduce travel themes like Work-Life Balance and Wellness Getaways;

Reorganize existing features into new, user-friendly categories;

Simplify the app interface for better usability;

Incorporate the latest travel trends to align with user preferences and needs.

Target Audience

A variety of travelers including business travelers, wellness seekers, and others.

Travelers who value efficiency and personalized travel experiences.

work flow

day 1

day 2

day 3

day 4

day 5

day 6

day 7

Research

Planning, conducting research, analyzing result.

Define & Ideate

User persona, empathy map, how might we, user journey map, Information architecture, user flow.

Wireframe & Prototype

Visual concept, design system, illustration & icon.

Testing

Testing plan, participant details, result, and area to improve.

research

During my research, I looked into finding ways to improve the Agoda app by comparing it with similar ones and studying popular travel trends. First, I took a good look at Agoda's features compared to its main competitor like Tiket.com, Traveloka, and Booking.com. This comparison gave me some interesting insights, especially about what today's travelers are really looking for. I saw that travel apps are adding features to help users find activities they like. So, it's not just about booking a place to stay anymore; it's also about making it easy to plan all the fun things to do during the trip.

As I dug deeper, I found out about some cool trends shaping travel in 2024. It seems people are really into theme-based vacations, where they can dive into things they're passionate about. Whether it's eco-friendly trips, wellness getaways, or cultural adventures, travelers want experiences that speak to them personally. Seeing this trend, I realized Agoda could do more than just book rooms; it could become a one-stop-shop for planning the perfect trip. By adding tools to help users find and book activities they love, Agoda could make sure everyone's vacation is exactly what they dreamed of.

define

sarah langston

Marketing Manager (35 y/o)

Does lots of business trip

A busy working wife and mom

Wants efficient and convenient travel planning

Values work-life balance

Sarah is a 35-year-old marketing manager who is constantly on the go due to her demanding job. She often finds herself traveling to different cities for business meetings, conference, and client presentations. Despite her hectic schedule, Sarah strives to maintain a healthy work-life balance and looks for ways to make her business trips as seamless and stress-free as possible.

hears

Announcements for flight departures and boarding calls;

Conversation with colleagues, clients, and industry peers;

Recommendations and tips from fellow business travelers and online communities.

sees

Busy airports, crowded conference venues, bustling city streets;

Business professionals networking and collaborating;

Digital platforms and mobile apps for travel booking.

says & does

Communicates with colleagues and clients via email, phone calls, and video conferences;

Researches destinations, accommodations, and transportation options for upcoming trips;

Seeks recommendations and advice from peers and online resources.

thinks and feels

Pressure to perform well in business meetings and presentations;

Excitement about exploring new cities and cultures during downtime;

Concerns about balancing work commitments with family responsibilities.

pain

Limited time for trip planning amidst busy work schedule and family responsibilities;

Difficulty finding accommodations with work-friendly amenities and proximity to meeting venues;

Challenge in maintaining work-life balance and managing stress during business trips.

gain

Efiiciency and convenience in booking accommodations and transportation;

Access to amenities and services that facilitate productivity and relaxation;

Personalized recommendations and tips that enhance the overall travel experience.

scenario

Sarah is going to plan her vacation on the next business trip. But due to her busy schedule, she is afraid that she can’t plan her vacation well.

Expectations

Find an efficient way to plan her trip;

Visit nearby attraction around her business area;

Have a stress-less business trip.

Phase

plan research

accommodation and activity

booking

Trip

Actions

What is the user doing?

Browse upon the App

Trying to find the best offered accommodation and activities to do.

Find Recommendation

Asking activity recommendation to do on online community.

Find Hotel and Flight

Analyzing best deals around the area.

Found Personalized Preference

Filtering activity available based on preference.

Listing Accommodation and Activities

Choosing where to stay and nearby activity to explore.

Finalized Booking

Done with payment.

Flight boarding pass, hotel check-in and attraction places ticket.

Post-Trip

Reflect on the experience and provide feedback.

Pain Points

Where does friction arise?

Want to explore the city in the meantime.

Don’t have time to research and plan one by one.

Can’t find the perfect activity.

Took too long to plan.

Have no idea about nearby activity to explore.

Wants to personalized what activities to do that match the needs.

Inconvenient booking process.

Wants to book everything at once.

Anxious about the booking status.

Make sure no problem about registration.

Keep the user to use the app.

Opportunities

How might we improve the experience?

Give access to user to personalized their preference for convenient planning.

Give recommendation article etc followed with booking link.

Include recommendation activity nearby based on user preference.

Give preference options to summarize the personalization.

List all places that going to book and give user chance to book all in once.

Integrate with the places to make sure all the booking has placed.

Informed user about all of the status.

Facilitate user with stand-by customer service generated by AI.

Ask the user about their experience.

Thoughts/Emotions

What does the user experience?

I don’t have enough time to do good planning

They have what I need!

Do I really need to do all of these one-by-one?

I’m glad that everything going fine

ideate

problem statement

The issues revolve around the limited options for customizing trip plans on Agoda, which restrict users from personalizing their experiences according to their preferences. Additionally, the inconvenience and inefficiency of having to book multiple activities separately add to the problem, making the booking process more difficult and less smooth for users.

features name

Themed trip (Find things to do).

Video explorer.

Multiple check-outs.

core idea of the features

Makes travel planning easy by organizing trips based on what travelers love, so users can quickly decide what they want to do in minutes. Using smart tech, it suggests a variety of local attractions, tours, dining spots, and cultural events tailored to each user's interests, seamlessly integrated into the Agoda app for hassle-free exploration and booking.

impact on business

More user engaged.

Better conversion rates.

Increased revenue.

Happier customer.

Wireframe

Features

old design

New Design

themed trip

This feature is a shortcut to Activities but more personalized. In the original design, the option was categorized by city, which is still available on the activities page.

old design

New Design

wider space,

more info

Creating a simpler display by removing the background fill of the card. This page itself has a layout similar to the original design.

The difference lies in the personalized content, where the grouping of activities is more refined; they are not only grouped based on region but also based on trip theme.

old design

New Design

add to cart option

After users choose their package option, they have a new choice: either “Book Now” or “Add to Cart” for multiple check-outs later. Both options are great!

old design

New Design

multiple check-outs

The 'cart' page was originally available in the old design, but its use was quite confusing. Here, the 'cart' layout is inspired by e-commerce cart pages, allowing users to make more than one booking in one go.

old design

New Design

Fewer steps, equally secure

In the original version, it requires three steps to complete the booking, while in this redesign, it only takes two, making the booking process quicker and more convenient. Despite the reduction in steps, all security measures remain in place, ensuring users can feel confident and secure while making their bookings.

traveloka design

New Design agoda

go explore,

engage more

This new feature is inspired not only by non-direct competitors like TikTok but also by direct competitors like Traveloka. Here, the "deals" page is moved and replaced with "explore" so that users can get easy access. Of course, users can also filter the video content based on their preferred trip theme!

take a trip on your dream journey

see the full prototype

Testing

In this project, the usability testing was conducted online via Zoom, which posed some challenges in achieving perfect interaction between the host and participants. The primary goals of this testing were to identify any difficulties participants encountered during the test and to gather their overall feedback on the new feature. By observing and recording their experiences, we looked to find areas for improvement and make sure the updates improve the user experience.

Note: To protect the participants' privacy, the names used below have been anonymized.

Lindsey

Occupation: agoda’s user

Age: 25 years old

Test time: 2 minutes 39 seconds

SAYS

"I can do the testing fast because of its familiar layout and design."

"The themed trip would be really useful."

"I prefer this new design because of its simplicity."

"Here I can see what's interesting in the first fold/section."

"The card info for the activity list is really informative."

"Do the explore videos directly link to activities?"

THINKS

The themed trip feature is practical and beneficial.

The new design is simpler and more straightforward.

The first section provides quick access to interesting activities.

The explore videos should ideally have direct links to activities.

feels

Finds the themed trip feature enjoyable.

Feels that the simplicity of the new design is an improvement.

Appreciates the informative nature of the activity list cards.

Feels comfortable and confident navigating the familiar layout and design.

Ellena

Occupation: Agoda’s user

Age: 22 years old

Test time: 2 minutes 10 seconds

SAYS

"The flow is quite fine."

"The themed trip is good."

"I like how the video explore can filter what we want."

"Can I hide the card detail in the video?"

"There is no double check before payment?"

"I think it would be good if you mention the total cost of booking before the payment field."

THINKS

The themed trip feature is a positive addition.

The ability to filter videos based on preferences is useful.

It would be beneficial to hide card details in the video section.

A double-check feature before payment is necessary.

feels

Appreciates the themed trip feature.

Likes the filter option in the video explore section.

Appreciates the informative activity list cards.

Feels concerned about the absence of a double-check before payment.

Serenity

Occupation: agoda’s user

Age: 25 years old

Test time: 1 minutes 44 seconds

SAYS

"The themed trip feature is interesting."

"I think I would really love to see and explore what's in themed trip."

"The cart option would be useful for people seeking efficiency."

"The filtered video is exciting; we can see more about destination info by the video."

THINKS

The themed trip feature is intriguing and worth exploring further.

The cart option adds efficiency to the booking process.

The filtered video feature enhances the exploration of destination information.

feels

Finds the themed trip feature compelling.

Excited about the possibility of exploring themed trips in more detail.

Views the cart option as a practical tool for efficiency in booking.

Enjoys the filtered video feature for discovering destination information in depth.

The feedback from the three participants gives me a good idea of how well the redesigned Agoda platform works. They liked the themed trip feature, saying it's interesting and helpful for planning vacations. They also found the new design easy to use and liked features like the cart for booking multiple things at once. But they had some concerns, like not being able to double-check before paying and not seeing the total cost upfront. They also suggested letting users hide card details. Despite these points, they generally thought the redesign was good, with its simple layout making booking easier overall.

Style guide

Typography

ROBOTO

Bold

Semibold

Medium

Regular

Color Pallete

Grey

rgba(88,88,86,1)

hsla(60,1,34,1)

#585856

Red

rgba(235,66,66,1)

hsla(0,81,59,1)

#EB4242

Orange

rgba(243,185,67,1)

hsla(40,88,61,1)

#F3B943

Green

rgba(80,173,87,1)

hsla(125,37,50,1)

#50AD57

Purple

rgba(163,50,136,1)

hsla(314,53,42,1)

#A33288

Blue

rgba(73,167,216,1)

hsla(201,65,57,1)

#49A7D8

Thank you!

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