Travel SAFE
App Design
Project Overview
A platform where travel enthusiasts could feel safe while traveling especially women, that aims to address issues concerning women's safety. The app, as a service, not only leads users to explore the places they want to travel to but also can provide safety and alert features for the users to use if any emergency comes while traveling.
Design Process
Problem Statement
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One of the biggest detriments of traveling to a new place as a woman is a safety.
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They want to feel safe and also have fun and explore the place as much as they can.
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They want an online platform where they can decide where they want to go and explore alone or with friends/ family.
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Not stressing too much about the journey but rather enjoying it to the fullest.
Proposed Solution
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A platform that provide users the safety features on the go of their journey.
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Provide an explore features to get an overview of different places beforehand.
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Planning their journey and making a travel itinerary of their overall journey so they can get alerts and emergency numbers on the app to use when required.
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Emergency feature to use on their journey if they need any help on their journey as the place would be new to them.
Market Research
Even though 2020 made us forget about traveling for some time and is gonna take a little while to get back on track. But when it recovers it gonna have such a big addressable market and is expected to reach 450 million USD by 2024.
Top regions people like to travel to according to World Economic Forum.
Nearly 90 percent of traveler expressed some degree of concern for safety while traveling according to new findings in the annual Global Rescue travel safety survey.
Competitor Analysis
Then I did competitive research on several market-leading peer products to see what they have dont well, and what pitfalls they failed to avoid.
Target Audience
Primary Target Audience
According to market research, the primary target audience is women aged between 20-38 who love to travel around new places and explore as much as they can. Their primary concern while traveling to a new place is their safety. They have full-time jobs and consider themselves as social people.
Secondary Target Audience
The explorers and planners male audience who also loves to travel and wanted to have a full overview of the trip and likes to plan their trip days beforehand and would like to have a safety feature in their phone just in case they would need it.
User Persona & Empathy Map
Based on the research, I started narrowing down the scope of the project, creating a persona and empathy map of the primary target user. That ensured the further design decisions stayed user-centric.
MVP & User Stories
Based on the insights obtained from the research analysis and user personas, I was able to develop the key features to establish the MVP of the app. Additionally, identifying these features allowed me to create user stories based on what the target audience would need to utilise a safety app for traveling.
Information Architecture
After deciding what features to include, I created a site map to define the overall content structure of the app. The goal is to make a logical and easy route for users to navigate to reach their main goals.
User Flow
This user flow is based on the persona of Kyla when she is exploring this this app after their friend decide to go for a trip to Paris. Her main goal get an overall overview of her travel destination and share it with her friends and get their comments.
Low- fidelity wireframes
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Vision board
Then we defined the brand attributes of our app which were effortless, enjoyable, calming, optimistic, encouraging. According to these adjectives, we created a vision board where we gathered images, words, sentences that reflected the brand attributes.
Design System
User Testing
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Users had difficulty distinguishing the filters.
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Users wants like button to be more visible specially the one on the photos.
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Users did not understand they had to toggle between the cards on the home screen.
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Users found discover screen a little difficult to work with.
Key findings
This is my first UX design project where I applied design thinking and the most important skills I learned was to rationalise every design decision by solid research that minimizes gaps. I also found the importance of usability testing and decided to never skip user testing after gaining some industry feedback because now when I reflect back to my designs I see many different ways to improve that I neglected. Overall, I gained much understanding in the UX design process and travel business.