Trip Advisor Usability Evaluation & Site Redesign

  1. Choose a user type and a scenario among the proposed options
  2. Research specifics of your destination
  3. Benchmark the 3 applications with Usability Heuristics Evaluation with Nielsen’s Principles and select the one that performs the best for your user group
  4. Conduct a 5-second test, design the task flow you want to improve, and observe your interviewees perform the tasks
  5. Find pain points and frictions to define what problem areas you want to improve
  6. Redesign wireframes with your proposed changes and make an interactive prototype

User Type

20–40 y/o (3)

  • A group of 3, 30-something-year-olds that were ecstatic to still be called the “young group”
  • It’s difficult for them to come up with a plan ahead that fits the schedule of all, especially with all the uncertainty with Covid-19
  • They’re looking to have as much fun as possible while also doing some sightseeing as they’re proper grown-ups who can’t go wild every day. Now it takes at least 2 days to recover from any hangover. Balance is key.
  • They want to spoil themselves but also be price conscious as they have mortgages to pay

Destination

Our “young group” is planning a trip to the Taj Mahal.

Photo by Shan Elahi on Unsplash

Benchmark

For the next step I performed Usability Heuristics Evaluation with Nielsen Principles.

Nielsen Principles

Testing

First I conducted a 5 seconds test. Basically I shared my screen via Zoom with then and showed the home screen for the Trip Advisor app and turned of screen sharing after 5 seconds. Next I asked them these questions:

  1. What did you see?
  2. What can this tool do for you?
  3. Where would you search for a flight?
  1. Search for a cheap flight from Istanbul to the Delhi in May 2021
  2. Filter the number of stops to 1
  3. Find a hotel for the same dates

Insights

1One user had no problem or confusion when working on this task. The other two were also went mostly smoothly until it was time to view the deal otions. They were both confused with the non apparent clickable text that says “View all 7 deals from €443”. They mentioned they were expecting to see a list of deals from different providers but they were directed to one deal. The lack of options looked like an opportunity for app abandonment. They went back to the previous screen and figured it out after some time(there’s a big chance they would exit the app if this wasn’t a usability test).

last two screens of the flight ticket user flow

Redesign

I believe gathering the insights was the main issue here. We might not need a super creative solution for any of these problems as all of them seem to be low hanging fruits.

Prototype:

Key Takeaway

Keeping in mind that I’m not the user and trying to remain as objective as possible was something I took for granted. Something that seems like a pretty straightforward process to me may cause frictions in some other users, and vice-versa.

Unlisted

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