Activity planning service

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Challenge

An airline offers a destination activity planning service. They want to show onboard users a selection of activities they can explore, either through the in-seat entertainment displays or via a URL accessible from mobile devices.

Research

To start, I researched platforms that offer destination activity services and identified their general criteria for:

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Determining which data is most important to define levels of navigation.

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Organizing the activity list for the destination.

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Defining navigation flows to complete an activity booking.

I looked for common patterns that could help categorize the information effectively. Some of the platforms I analyzed included Airbnb, Tripadvisor, Booking, and Viator.

Another key element I examined in detail was the activity card, which contains the main details of each activity and appears alongside others. I analyzed the common elements shared between these cards to establish an initial approach.

Based on my research, I identified the most common elements across all platforms to include in the first set of information presented to users.

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Most common elements

Photo

Name

User rating

Price

Available discount

Once I determined the most relevant details to display initially, I created a short survey to gather additional insights. My goal was to identify the key factors people consider when deciding whether to book an activity. Additionally, I wanted to validate my findings and uncover potential areas for improvement.

I also had access to valuable data about passengers:

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Key findings

70% travel for tourism

80% travel with a companion

80% travel in economy class

Survey design and findings

The survey consisted of three concise questions to maximize responses while keeping it quick and easy to complete. In just two days, I received 299 responses.

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Age range

To ensure responses covered a diverse age group.

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Travel class

To verify whether responses aligned with the provided passenger data.

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Key decision factors

I aimed to confirm what information users prioritize when choosing an activity.

I deliberately excluded price as a factor since its impact varies by individual. However, I added location, difficulty level, and activity duration, even though they weren't among the most highlighted aspects in my research. I also included an open-ended field for users to suggest additional decision-making criteria.

The results were clear: user recommendations are the most important factor when selecting an activity. Today, whether purchasing products, choosing destinations, booking activities, or picking restaurants, recommendations play a crucial role in decision-making.

This insight resonates with my own experience. On my recent trips, the activities I chose and the restaurants I visited were those with the highest number of positive reviews from other users.

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Prioritizing reviews

Given their significance, user ratings and recommendations became the primary element when organizing the activity cards.

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Highlighting discounts

Since discounts were also highly valued, I included them as a key factor in structuring the activity list.

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Emphasizing location

While location was not among the top-tier decision factors, users still considered it important. I ensured that location was prominently displayed in the activity details, even if it wasn't in the first level of information.

Sitemap / Structuring the navigation flow

After gathering all the necessary information, I created a sitemap and navigation flow. Since the challenge specifically required designing the activity listing and selection process, I decided to focus on that section of the user journey.

In the image below, the areas highlighted in gray represent the sections I chose to address, ensuring that my efforts were concentrated on the most relevant aspects. The checkout process and intermediate views were only mapped but not fully developed, as they were outside the core scope of this challenge.

Prototyping / Wireframes

I started by creating low-fidelity prototypes, defining the layout for both desktop and mobile. A key focus was designing the activity card, as it plays a crucial role in the overall user experience.

When prototyping, I sometimes use the Crazy 8s exercise, a technique from Design Sprint. This method helps me quickly generate ideas and dive into the creative phase with a fresh perspective.

High-fidelity and interactive mockups

To begin this phase, I based the design on the airline's brand color palette, ensuring a cohesive and recognizable visual identity. I made clear distinctions between flight information and activity offerings to enhance readability and user experience.

Using UI elements, I emphasized the most relevant data identified during research. Additionally, I chose to display only a few activities at first, preventing information overload and encouraging users to explore more options intuitively.

Validation and iteration

When it comes to validating the interface, I would use a variety of resources. It's crucial to keep in mind the initial objectives to define success criteria.

I would start with in-person usability testing with 5 to 6 participants. This sample size typically provides reliable statistics to identify strengths and weaknesses of the prototype. Ideally, these tests would be conducted in a real-life context—on an airplane, in this case. Context is key to uncovering potential issues with navigation flows, design, etc. If this isn't possible, I would aim to replicate the situation as closely as possible. Defining the success criteria for each task in the script is essential to know if users achieve their goals.

Additionally, I would use user behavior tracking platforms like Amplitude, Hotjar, Metabase, and others. These tools help gather valuable insights into user conversion rates. Key metrics to track would include:

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Key metrics

Number of successful bookings

Abandonment rate before booking

Monetary value of successful bookings

Most booked activity

Least booked activity

Areas of the screen most clicked

A post-purchase survey rating users' satisfaction would also be crucial to understand their experience and whether they are satisfied with the process. The survey bounce rate is another important metric to consider, as it will help gauge the engagement level with the feedback process.