Uncovering

Design
Opportunities
A Case Study of Trip.com
by Darius Goh Jun Kang
Project Introduction
Explore the user experience of a selected
digital tourism booking platform

Apply UX research methods to gather and WE

E 1
VIE
synthesize data, uncover insights and IN TE R
INTERVIEWEE
2

identify key opportunities for design

The project was carried out over the

course of 8 weeks INTERVIEWEE 3
Client Introduction
Trip.com is an international online travel agency
based in Singapore

The site provides booking services for flights,

hotels, trains, car rentals, airport transfers, tours
and attraction tickets

It is also one of the world's largest online travel

agencies with over 400 million users worldwide
Synthesis Summary

1 Create
interview
2 Identify
potential
3 Conduct
interviews &
4 Synthesize
data through
guide users contextual affinity diagram
inquiries
Synthesis Summary

5 Create
persona
a 6 Set up
customer
7 Identify
opportunities
journey map for redesign
Persona
Reuben Personality
The Travel Enthusiast Adventurous Inquisitive Meticulous Tidy
Age: 27
Occupation: Sales Manager
Platforms Used
Location: Singapore

Questions
"There seems to be a lot of things to do here in Singapore, will I be able to find what I want without getting lost?"
"Will I be able to know what i'm paying for?"

Goals Needs
To have a smooth and hassle-free booking experience To see the activity details in full

To be able to compare prices between attractions

Obstacles
Being inquisitive would mean that Reuben will To be able to browse the wide range of activities while not
question every element that piques his interest getting lost
Customer Journey Map (CJM)
Browsing Experience Booking Experience
Reuben
The Travel Enthusiast 1 Scrolls down to browse the landing page 9 Scrolls down to look at the activity details
Age: 27 2 Scrolls back up to click on Tours & Tickets 10 Scrolls back up to book the date on the calandar
Occupation: Sales Manager
Location: Singapore 3 Changes location to Singapore 11 Clicks "Book Now" button

4 Scrolls down to browse through the options 12 Fills in Traveller Info and Contact Info forms
Scenario
5 Clicks on "Show All" button 13 Selects "Book Now" button
Reuben decides to take advantage of the
extended phase 3 measures that allows tours 6 Scrolls down to look at the options
and attractions to continue.
7 Scrolls back up to sort by "Top Rated"
After looking around, he decided to browse 8 Clicks on desired attraction
through Trip.com to plan his next experience.

Expectations 9
Being able to browse through the website
without feeling overwhelmed
4 5 6 7 8 10 11

Being able to know what he is paying for

1 2 3 12 13
Having a smooth checkout experience
 Wah, at least the "Book Now"
button stays throughout the
screen, don't need to scroll back

CJM / Opportunities for Design

“Wah, they have up to click"
quite the variety
of things to book Wow, the reviews at the bottom is
on the website” quite detailed, got pictures even!

Pain Points
1
Scrolls down to browse 4 5 6 7 8 10 11
the landing page

1 2 3 12 13

"Why am I being Why am I being Okay maybe I spoke "Aren't these two forms the same?
shown rental cars shown Hong Kong too fast, I still need to What's difference between them?
located in Bangkok stuff? scroll up to select the If I'm local, why am I required to fill
when I'm at the date on the calandar. in the Traveller info form?"
Singapore landing Isn't the website
page?" "SG".Trip.com?" Hmm, what do the "Also, I don't think Registering for
different colors on an account would make for a
the calendar date faster booking experience when I
represent? The price can just fill the form here and
doesn't differ too. submit"

Issue: Opportunity:
Reuben encounters items for How might we ensure that our user’s
other countries despite being experience stay consistent?
in the Singapore website
Design Suggestion

Screenshot from klook.com’s Singapore website Screenshot from klook.com’s United Kingdom website

Opportunity: Suggestion:
How might we ensure that our user’s Like what Klook does, Trip.com should only feature
experience stay consistent? items based on where the user is currently based in,
and inform them about it as well just to reassure them
 Wah, at least the "Book Now"
button stays throughout the
screen, don't need to scroll back

CJM / Opportunities for Design

“Wah, they have up to click"
quite the variety
of things to book Wow, the reviews at the bottom is
on the website” quite detailed, got pictures even!

Pain Points
3 4
Changes location to 5 6 7 8 10 11
Singapore “Wah, they have
quite the variety
of things to book
on the website”

1 2 3 12 13

"Why am I being Why am I being Okay maybe I spoke "Aren't these two forms the same?
shown rental cars shown Hong Kong too fast, I still need to What's difference between them?
located in Bangkok stuff? scroll up to select the If I'm local, why am I required to fill 4 5
when I'm at the date on the calandar. in the Traveller info form?"
Singapore landing Isn't the website
page?" "SG".Trip.com?" Hmm, what do the "Also, I don't think Registering for
different colors on an account would make1for a 2 3
the calendar date faster booking experience when I
represent? The price can just fill the form here and
"Why am I being Why am I being
doesn't differ too. submit" shown rental cars shown Hong Kong
located in Bangkok stuff?
when I'm at the
Singapore landing Isn't the website

Issue: Opportunity:
page?" "SG".Trip.com?"

After Reuben clicks on “Tours & Tickets” How might we ensure that our user’s
he is greeted with “Discover Hong Kong” experience stay consistent?
items despite being in “sg.trip.com”
Design Suggestion

Screenshot from klook.com’s Singapore website

Opportunity: Suggestion:
How might we ensure that our user’s Unless the user decides to search otherwise, ensure
experience stay consistent? that the content of the website should remain relative
to the user’s current location
 CJM / Opportunities for Design
“Wah, they have

Pain Points
quite the variety
Wah, at least the "Book Now" of things to book
button stays throughout the on the website”
Scrolls
screen, don't need
10
up to click"
to scrollback
backup to Calandar’s position on
book the date on the
the scroll bar
Wow, the reviewscalandar
at the bottom is
quite detailed, got pictures even!

9 4 5

6 7 8 10 11 1 2 3
Okay maybe I spoke too
fast, I still need to scroll "Why am I being Why am I being
up to select the date on shown rental cars shown Hong Kong
the calandar. 12 Last review’s
13 position located in Bangkok
when I'm at the
stuff?

Hmm, what do the

different colors on the
on the scroll bar Singapore landing
page?"
Isn't the website
"SG".Trip.com?"
calendar date represent?

Issue: Opportunity:
As Reuben finishes looking at the activity How might we improve the user’s quality
reviews he has to scroll all the way back up of life as they are browsing the details of
just to book the date the activity?
Design Suggestion

Back to top button

- Klook.com

Opportunity: Suggestion:
How might we improve the user’s We can add subtle details such as a “Back
quality of life as they are browsing the to top” button to make their experience
details of the activity? on the website more convenient.
 CJM / Opportunities for Design
Wah, at least the "Book Now"
button stays throughout the
screen, don't need to scroll back
up to click"

Pain Points
Wow, the reviews at the bottom is
quite detailed, got pictures even!
“Wah, they have
quite the variety
of things to book
Scrolls back up to
10
on the website”

book9the date on the

calandar

6 7 8 10 11 4 5 6

Okay maybe I spoke too

fast, I still need to scroll
up to select the date on 1 2 3
the calandar. 12 13
"Why am I being Why am I being
Hmm, what do the shown rental cars shown Hong Kong
different colors on the located in Bangkok stuff?
calendar date represent? when I'm at the
The price doesn't differ Singapore landing Isn't the website
too. page?" "SG".Trip.com?"

Issue: Opportunity:
When browing through slightly more How might we improve the user
expensive attractions, Reuben notices that he experience of the calandar?
can’t read the prices as they are too long
Design Suggestion

Rounding off to nearest dollar

Legend to inform if it’s sold out

Screenshot from klook.com

Opportunity: Suggestion:
How might we improve the user We can round off prices to the nearest dollar to prevent
experience of the calandar? cluttering as well as letting our users know if the tickets
are sold out or priced differntly on a particular date.
 CJM / Opportunities for Design
“Wah, they have
quite the variety
Wah, at least the "Book Now"
of things to book
button stays throughout the
on the website”

Pain Points
screen, don't need to scroll back
up to click"

Wow, the reviews at the bottom is

quite detailed, got pictures even! 12 Fills in Traveller Info
9
and Contact Info forms
4 5 6

8 10 11 1 2 3

"Why am I being Why am I being

shown rental cars shown Hong Kong
12 13 located in Bangkok stuff?
when I'm at the
Singapore landing Isn't the website
Okay maybe I spoke "Aren't these two forms the page?" "SG".Trip.com?"
too fast, I still need to same? What's difference
scroll up to select the between them? If I'm local,
date on the calandar. why am I required to fill in the
Traveller info form?"
Hmm, what do the
different colors on "Also, I don't think
the calendar date Registering for an account
represent? The price would make for a faster
doesn't differ too. booking experience when I

Issue: Opportunity:
When filling up the forms to confirm his How might we reformat the forms such
booking, Reuben was confused as to why he had that our users do not feel confused when
to fill in his name twice on two seperate forms they are filling in their details?
Design Suggestion

Screenshot from Booking.com

Opportunity: Suggestion:
How might we reformat the forms such Trip.com could consider just having one form to fill in.
that our users do not feel confused That should be able to alleviate the inconvenience of
when they are filling in their details? having our users enter their names twice.
 CJM / Opportunities for Design
Wah, at least the "Book Now"
button stays throughout the
screen, don't need to scroll back
up to click"

Wow, the reviews at the bottom is

quite detailed, got pictures even!

9 Pain Points
12 Fills in Traveller Info
and Contact Info forms
8 10 11

12 13

Okay maybe I spoke "Aren't these two forms the

too fast, I still need to same? What's difference
scroll up to select the between them? If I'm local,
date on the calandar. why am I required to fill in the
Traveller info form?"
Hmm, what do the
different colors on "Also, I don't think
the calendar date Registering for an account
represent? The price would make for a faster
doesn't differ too. booking experience when I

Issue: Opportunity:
Reuben noticed that the website claimed to provide a How might we better convince our users
faster booking experience if he were to sign up for an to register an account with trip.com?
account with them, but disagrees and skips the option
Design Suggestion

Name

Name Email

Email Phone

Phone Register account with information

Register account with information Password

Confirm Password

Opportunity: Suggestion:
How might we better convince our users We can provide the option of creating an account just after
to register an account with trip.com? the user fills in his/her contact information. This way, the user
does not need to repeat their information for registration.
Thank You!
(References on next slide)
References
Vector Illustrations:
www.vecteezy.com

Screenshots: 1
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www.klook.com WE
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TE INTERVIEWEE
www.booking.com IN
3
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In-depth research information: EW
RVI
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PDF Included with final deck submission IN