yelp: designing an itinerary feature
TRANSCRIPT
Trips: Itinerary Feature for for
The Team
Matthew Kroll UX Designer
Farhana Begum UX Designer
Adrian Lin UX Designer
Our goal is to support your business growth
and increase user engagement through the creation of the itinerary feature
What We Will Cover
Business Research and Key Findings
User Goals
Features
Prototype Walkthrough
Next Steps
Business Research
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Itinerary Discovery Records Collaboration Check-in
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x+ o available but not a featureavailable not available
Yelp is missing out on a huge market opportunity
User Interviews We Interviewed 11 People
Age
18-24 18%25-30 55%31-35 18% 36-45 10%
Travels for Leisure
Very Frequently 10% Frequently 55% Sometimes 37%
Gender
Male 36%Female 64%
Travels for Work
Very Frequently 37% Sometimes 45% Rarely 18%
Creates Itineraries
yes
no
64%36%
They Use Their Mobile Devices
Reviews
Trip Planning
73%55%
DocumentingExperiences or Event
Discovering New Activities
90%
45% need to collaborate with travel partner(s) when
making travel plans
Who are they? How do they plan? What do they consider?
55% travel plan around events
45% prefer creating itineraries around
locations or attractions
82% prefer flexible intineraries
The UsersSusan
The Planner
AGE 38OCCUPATION Marketing Manager
“I’ve got a great idea for a trip. I’ll plan if you come along!”
Susan is a Marketing Manager and social butterfly. She loves watchingmovies and going out with friends. She is active on social media and wantsto feel connected. She frequently checks-in or posts photos of her experiences to her networks.
Susan tries to travel as much as she can, and she particularly enjoys goingon trips with her friends. Since she generally finds herself taking on the roleof trip planner, she uses the internet to research information on activities andlocations she thinks the group will enjoy. She enjoys creating itineraries foreveryone but is not always sure of her fellow travelers’ interests andexpectations.
Travel Frequency
Creates Itineraries
Documents Trips
Tech Empathy
NEEDS
PAINSTouristy RecommendationsFinding Trustful InformationPoor Mobile Experience
Ability to Update PlansCollaborative PlanningSocial IntegrationWays to Document Experiences
PRIMARY
The UsersPhilip
Mr. Go with the Flow
AGE 30OCCUPATION Freelance Graphic Designer
“We’ll figure it out when we get there. Relax, this is a vacation.”
Philip is a Freelance Graphic Designer and self-proclaimed foodie. To getdesign inspiration, he enjoys riding his bike around the city and takingphotographs. He considers himself a “go with the flow” type of guy, and heloves finding new things before they become popular.
Philip likes to visit areas within a reasonable driving distance, and he likes tomake a short list of the main things he wants to accomplish while in anyspecific location. Outside of that, he is more interested in wandering until hefinds something or until he gets suggestions from the locals. Just like at home,he enjoys taking photos while traveling. He also has been known to keep ajournal of his experiences.
Travel Frequency
Creates Itineraries
Documents Trips
Tech Empathy
NEEDS
PAINSNo Internet DataReviews from Non-LocalsPoor Design SECONDARY
MapsLocation-Based InformationMinimal User-InputIntuitive Layout
The UsersTobi
Fun Finagler
AGE 23OCCUPATION Architectural Intern
“Can I fit this in between meetings? I’ll check my schedule.”
Tobi is an Architectural Intern finishing up her Master's Degree. She spends alot of time studying and working but likes to visit museums and attendcultural events when she has the time. She likes hanging out with her friendsbut also doesn’t mind experiencing new things on her own.
Since she needs to meet with clients and do site visits regularly, Tobi travelsquite frequently for work. After setting up most of the schedule, the OfficeAdmin emails all the details to Tobi. Work itineraries are very rigid, and thereusually isn’t a lot of free time, but she tries to fit some activities in where shecan. If anything, makes sure to find a few good places to eat while onbusiness trips.
Travel Frequency
Creates Itineraries
Documents Trips
Tech Empathy
NEEDS
PAINSReceiving Suggestions Too Far AwayGetting Stuck in Crowded PlacesToo Many Suggestions SECONDARY
Schedule Events by TimeAbility to Add or Sync MeetingsReminders for Work EventsNotifications for Planning Changes
The FeatureMust Should Could Won’t
Allow travelers to create itineraries with designated locations and services
Allow travelers to record their actual experiences
Allow travelers to view itineraries offline
Allow for organization of travel plans based on time, categories, preferences of traveler(s)
Be mobile friendly
Allow for reading and writing reviews
Allow for collaboration with travel partners
Convert between imperial and metric measurements as necessary
Allows travelers to store information while offline to later update when online
Connect to Google Calendar to allow travelers to pull relevant information as necessary ex: flight details
Allow travelers full access to Yelp’s database offline
Prototyping and User Testing
Itinerary Feature Overview
Prototype Walkthrough
Next Steps
Further testing and iteration
Explore options to add personal events to the itinerary
Explore the ‘could’ features for our feature prioritization
Consider Yelp’s information architecture
Thank You For Listening!