Simplifying the trip planning experience for group trip leaders
Problem
Travelling can be fun and adventurous, especially when travelling with those close to you, however, travel planning can be stressful, especially if it falls onto one person to take on this responsibility. Group leaders often labour long hours researching and organizing different tools and services while trying to coordinate with everyone.
Solution
Through user research, market analysis, and product road mapping, I designed a platform that would expedite and simplify the trip planning process. By utilizing personalized recommendations, and crowdsourced itineraries, group members can easily source travel plans and collaborate to develop the ideal vacation for their specific group.
Research
I interviewed both group travel leaders and group travel participants to determine existing pain points in the travel planning process and evaluate the travel planning journey for the entire group.
Research methods
- Primary interviews: I spoke with 8 users who have planned group trips of varying sizes
- Observations: users planned hypothetical trips and showed me past itineraries
- Journey Mapping: users mapped their emotions throughout the process to point out the highs and lows of planning
- Benchmarking: Evaluated existing tools using a feature matrix, and tried these tools myself
- Community forums: I used groups such as Reddit and Facebook to poll users
Interviews
The planners interviewed had developed a variety of trips, from large family reunions to close circles of friends. After synthesizing insights and focusing on recommendations, trust, and group dynamics as focus areas, I iterated upon the interview guide.
Interviewee demographics
- User 1: 26, Junior developer. Goes on multiple trips a year, often in large groups. Mindful of budget but will splurge on good experiences.
- User 2: 25, Student. Goes on multiple trips a year in small groups and sometimes with big groups. Budget-conscious.
- User 3: 32, Traveller. Goes on backpacking trips around the country with friends. Likes exploring local experiences.
- User 4: 22, Student. Goes on 1–2 trips every year with close friends in 4–5 people groups
Three critical questions asked in the initial interviews were:
- Tell me about the most stressful time you planned a group trip
- Could you walk me through the documents & tools you used to plan your trip?
- How would you start planning your ideal trip (starting from the trip planning process to booking, to coordinating with group members, to the vacation itself, to wrapping up logistics after the trip)?
I got a lot of interesting insights from the four interviews. To find out the key and shared insights from the interviews, I did an affinity mapping exercise.
Interviewees with TripAdvisor users described the pain point around researching trip details as time-consuming and frustrating.
- Almost all users stated they consulted many different sources to locate information for a trip but noted that they placed varying levels of importance upon different sources. Most highly rated were recommendations from friends or acquaintances, in particular when planners could assess where their preferences most aligned with that of the recommender.
- Some travel planners also consult “Top 10” lists or reviews on websites such as Trip Advisor. These recommendations are the least trusted due to a distaste for generic or tourist-trap activities. While on the trip, locals may be consulted for recommendations as they know the area best.
Based on this research, I evaluated several critical unmet needs of the trip planner:
- Roadblocks because of a lack of timely communication and unclear enthusiasm levels from group members.
- Distrust of recommendations and reviews from strangers, and therefore spend extra time researching activities to verify their viability.
- Overwhelmed by the time-consuming task of creating brand-new planning documents.
- Hassle planning for all possible options to be prepared for moments of ‘spontaneity’ while also ensuring the group gets to the “building block” attractions.
- Uncertainty in planning travel to new destinations because they don’t know how to efficiently pick out trips that align with their travel style.
Other key insights discovered:
- Google is used for basic information; vlogs by known YouTubers for in-depth details and reviews
- Ticket purchases act as proof that the trip is happening.
- Small groups make travel decisions through extensive discussions.
- Safety is a significant factor for girls.
- Price is the essential factor while making plans. Handling money creates friction between friends.
- WhatsApp and Google Maps are used for planning trips and booking apps for tickets. All expenses are noted on the apps and split at the end.
Competitor analysis
Indirect competition
- Group Communication: these solutions currently enable travellers to communicate and share information. Unfortunately, information can often get lost over time and it is a constant struggle for group leaders to illicit timely feedback and responses from group members. Some of these platforms are: Text messages, Calls, Social Media, WhatsApp groups, Slack, Email, In Person
- Organizational Tools: These solutions allow group leaders to organize thoughts, itineraries, ideas, etc. However, they are often not easily accessible or shareable with group members. Some of these tools are: Word docs, note apps (such as Evernote, Apple Notes, or Google Keep), Spreadsheets, Calendars, Google Maps, Trello, Notion
- Other itineraries/Things to do: crowdsourcing through your network. These include word of mouth, travel blogs, top Lists, Trip Advisor, Google Reviews, Airbnb, Travel influencers
Journey Mapping
When planning a group trip, I discovered that a few key steps were consistently followed, such as gathering enthusiasm, coordinating booking tickets, researching activities, and scheduling. Most of the time, the trip leader was in charge of everything.
Current Planning Methods
I saw users utilizing a variety of tools, including spreadsheets, word documents, maps, email chains, WhatsApp groups, Slack channels, and more. There was no standard way to organize and plan and users had to reorganize each time they planned a new trip.
Archetypes & Personas
On a group trip, I found that there were 2 main types of trip participants, each with varying levels of contribution as well as care about the details. I created detailed persons for the trip leader and the participant who typically does not contribute much.
Obstacles
I compiled a list of major pain points and obstacles while planning group trips.
- Structure & Organization: Having many different platforms available. Slack channel, email chains going on, Google Docs, and Google Sheets.
- Research on Details: Many don’t trust sites like TripAdvisor because they feel like they have a different type of travel style
- Group Communication: The leader has to usually keep messaging people to make sure they know the plan ahead of time
- Preparation vs Spontaneity: Have to be ready for things to change depending on how the group feels
💡 Designing a Solution
Now, based on the insights from the user research and the methodology of comparing applications, I attempted to jot down the features that I believed would be potential solutions, and after numerous design iterations, I came up with the ideas shown below.
Login/Sign Up
Skedit allows users to explore without the need for credentials, with only a limited number of features requiring authentication. However, users will need to sign in using either their Gmail or Facebook ID if they wish to save information, build a travel itinerary, or provide information for their profile.
Explore
Users who are unsure of their next destination can use the Explore page. Users can browse multiple destinations based on their preferences, as well as view itineraries of others who have visited these locations.
Alternatively, users can search for a destination in mind and find itineraries for that particular destination
Recommended destinations
This section features streamlined location recommendations, empowering you to make quick and informed decisions based on your unique interests and preferences. The filtering system takes into account your specific needs and interests, allowing you to easily zero in on the perfect destination.
Whether you’re looking for adventure, relaxation, or anything in between, Skedit has got you covered.
Select your preferred travel style, activities, and interests, and have your options narrowed down to match your needs. Browse through personalized and relevant results that perfectly align with your unique travel preferences.
When using this recommendation system, the user can apply filters to their search criteria.
- If any destinations are found that match the user’s preferences, they will be displayed in a list.
- If no matching destinations are found, the user will be prompted to either adjust their filters or start their search over by clearing all filters that have been applied.
Finding an itinerary
Once the user has picked a destination, the app will display a list of travel itineraries put together by other travellers who have previously visited that specific location.
These itineraries can serve as a reference and inspiration for the user as they plan their trip.
Users are given the choice to either browse all the itineraries accessible or to utilize filters to refine their search and find itineraries that fit their particular travel style and preferences.
This feature allows the user to quickly and easily find itineraries that are aligned with their specific needs and desires.
Itinerary details
Once the user has selected an itinerary to explore, they will be able to see the details of how the itinerary creator travelled, including where they stayed and all the different attractions they visited.
The user will be able to view a list of the attractions and explore all the information about each one.
Additionally, the user will have access to a map view that visually displays the route the traveller took to visit all the locations included in the itinerary. This helps the user to get a better understanding of the traveller’s journey
Attraction’s details
To gain further insight into each attraction, the user can view its description, as well as important information such as operating hours, address, and entry fees.
The user can also browse through various photos of the location and read reviews from other app users.
To save an attraction for their trip, the user must have an account with the app. If the user does not already have an account, they will need to create one. If they already have an account, they can simply sign in.
Save an attraction for your trip
Once the user has logged into the app, they can save an attraction by tapping on the bookmark icon.
The user will then be presented with the option of selecting an existing trip to add the attraction to or creating a new one. Once the user has selected a trip, they must choose whether to save the location to their list or include it in their itinerary.
This allows the user to easily keep track of the attractions they are interested in visiting and plan their trip accordingly.
Creating a trip
If the user already knows which destination they want to visit, they can start by creating a new trip. This process involves giving the trip a name, choosing a destination, and setting the start and end dates for the trip.
Invite friends to your trip
The app can access the user’s contact list, but only if the user grants permission for it to do so. With this access, the user can invite friends and family to participate in the trip-planning process.
They have the option to either travel solo or include their friends in the planning process.
Additionally, having access to the user’s contacts allows the app to show itineraries created by the user’s contacts. This feature provides the user with more travel inspiration and ideas, and can also help in making travel plans with friends and family.
Trip Overview
After creating a trip, the user will be redirected to the trip overview tab. If there are multiple people on the trip, the app will automatically create a group chat for easy communication and coordination among all trip participants.
The user can share and download their itinerary, and the app provides various segments to help the user manage and plan their trip effectively. These segments allow the user to easily organize their travel plans and make sure that they have all the necessary information at their fingertips.
Reservations
The app integrates with the user’s linked email account, providing seamless synchronization. The “Reservation” section within the trip allows the user to access all of their flight tickets, hotel bookings, taxi reservations, and restaurant bookings directly from within the app, eliminating the need to constantly switch to their email account to check on their reservations.
If the user chooses not to link their email account, or if they made a reservation through alternative means such as offline or over the phone, they have the option to manually add their reservation to the app.
This feature allows the user to include all of their reservations in one centralized location, regardless of how they were made.
Saved places
The user can create customizable lists and save desired places for them. These lists serve as the foundation for constructing an itinerary and can be organized for specific purposes such as potential destinations, must-visit restaurants, or top attractions to see.
By utilizing these lists, the user can easily plan and organize their trip.
Getting around and Need to know
The “Getting Around” feature provides the user with a comprehensive view of all transportation-related information. This includes information on how to travel to and from the airport, options for public transportation, and information on taking taxis.
While this information is widely available and easily searchable, the advantage of having all of it in one centralized location makes it a convenient tool for travellers to plan their trips.
The “Need to Know” section provides important information related to health and emergency, local shopping options, currency, and internet access.
This feature serves as a valuable resource for travellers, helping them prepare for and navigate unexpected situations during their trip.
Explore Tab
The “Explore” tab offers a way for users to find unique activities, sights, and food options in a specific city. This tab also grants access to itineraries created by other travellers, allowing the user to gain insight into off-the-beaten-path experiences that have been enjoyed by others.
Itinerary Tab
The app generates a few suggested day plans automatically under the “Suggested Routes” section. These plans are created based on the destinations saved in the user’s lists.
If the user hasn’t saved any locations, the app offers a selection of must-visit attractions in the city, each including a list of sights to see, providing a convenient virtual tour guide experience that saves the user time and effort in planning their day.
Adding a place to your itinerary
The user has the option to choose a location from their saved places or search for a new destination and add it to their itinerary.
Itinerary Tab
Under the itinerary tab, the user can view any reservation made by him. The user can also see a daily schedule and choose his mode of transportation for each destination or view a map route of all planned locations.
Expenses Tab
The expense tab allows the user to keep track of all expenses incurred during a trip.
The user has the option to divide expenses among multiple payers by searching for them or selecting from the list of participants in the group trip.
The app calculates the final amount after including all payers, and the user has the option to divide the expenses equally among everyone or only among those who participated in the cost.
The cost is then assigned to each participant and can be saved by the user once the distribution is complete.
The app also provides a budget tracking feature, where the user can set a budget for their trip and see how much money has been spent and how much remains visually.
Inbox
The Inbox is divided into two categories: Chats and Notifications.
In the Chat section, three features have been added: Attraction Sharing, Poll Creation, and Activity Alerts.
- Users can share any attraction they come across in the app with the group chat.
- They can also create polls with friends to decide which experiences or destinations to visit.
- Notifications will also show updates for activities on the trip.
In the group chat, users can create a poll with either manually typed options or saved locations. The poll feature allows for easier decision-making among friends and trip participants.
Profile
The user’s profile page also displays general information and a list of trips created by the user. In case of an emergency, the user can send out an SOS alert to their friends using the “Raise SOS” button.
Design system
What metrics would I track?
- The number of users: number of accounts in the database. Can be measured monthly.
- Graduation rate: from the sign-up to completion of trips (Assumption: trips that exist on the Explore page have passed and were taken by users)
- Network Effect: how many people sign onto the platform that have been invited
- Shares: sharing trips with others
- Session duration: time spent on various features (including individual tabs of the trip).
- The growth rate of itineraries: Number of current trips on the app compared to the number of trips the previous month.
What can be added or improved upon?
- Privacy: A privacy option that restricts access to your itinerary to people you share it with might help to reduce this
- View suggested activities for you: The app can identify what type of user one is and be able to find matching activities
- Packing list: Users can create and share a packing list to reuse
- Status: Users get badges for trips posted, how many times people use their trip details, etc
- Booking through the app: Users will be able to book tickets through the app
- Consulting an expert: Handpicked destinations and activities from verified local destination experts
- A curated list of major and minor local events: From giant festivals to local bar events, giving the traveller the feeling that they are a local on their trim
- Integration with other platforms: With Facebook Events and Transportation apps
Thank you for your time!
I look forward to hearing from you.
