Seamless Group Trip Planning

Seamless Group Trip Planning

MDes Thesis Casestudy (2023-24)

My role

Product Designer, User Researcher- User research, Comparative Analysis, Persona Building, Journey Mapping, Storyboarding, User Flows, Wireframes & UI Design, User Testing

SUpervisor

Haig Armen

Timeline

4 Months

OVERVIEW

This innovative group trip planning application concept was an outcome of my MDes thesis project at Emily Carr University of Art & Design. I explored how AI can simplify group trip planning by understanding user needs and designing features to assist with coordination and collaboration.

The challenge

How can we design an application that can help to streamline the complex decisions in Group Trip Planning process?

How can we design an application that can help to streamline the complex decisions in Group Trip Planning process?

Highlights

Making Recommendations Relevant
Making Recommendations Relevant

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Relevant Itinerary Generation Flow

The algorithm analyses the preferences of the group based on the selected instagram posts and creates a relevant itinerary which serves as a starting point.

Features that Enhance the Collaborative Trip Planning Experience
Features that Enhance the Collaborative Trip Planning Experience

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Swipe to add options interaction

A quick way to swipe and add alternative options


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Drawer interaction to search and add option

Personalized recommendations and search results that can be easily added

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Time Selection Modal

Setting a voting deadline for selecting among options

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Swipeable Cards

Nudging members to vote and find tips to compare options

GIF

Swipe to add options interaction

A quick way to swipe and add alternative options


GIF

Drawer interaction to search and add option

Personalized recommendations and search results that can be easily added

Image

Time Selection Modal

Setting a voting deadline for selecting among options

GIF

Swipeable Cards

Nudging members to vote and find tips to compare options

GenAI-Chatbot Easing the Decision-Making Process for the Group
GenAI-Chatbot Easing the Decision-Making Process for the Group

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Snap from the Group Chat

An AI chatbot that personalizes travel recommendations by learning your group’s preferences

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Snap from the Group Chat

Tracks participation and encourages input from less active members.

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Snap from the Group Chat

Zeelo detects conflicting signals based on the conversation, then offers assistance accordingly.

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Snap from the Group Chat

Summarises the discussion so far to align everyone's understanding. Suggests optimal approach to make a decision.

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Ranking preferences drawer interaction

Group members rank their preferences in private

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Snap from the Group Chat

Zeelo analyses the groups responses and proposes options that align with the collective interests of the group.

The Problem

Have You Ever Tried Planning A Trip With A Group Remotely?

How can one be expected to find the perfect stay or plan the ideal itinerary, considering everyone's preferences all while juggling work, multiple part-time commitments, and daily responsibilities? 

If you've ever tried coordinating a trip with friends across different time zones, you know it's not just a matter of a few quick phone calls. It is going through waves of conflicting preferences, procrastinating the decision-making, days of silence and finally booking some compromised accommodation in a hurry.

The Problem

Have You Ever Tried Planning A Trip With A Group Remotely?

How can one be expected to find the perfect stay or plan the ideal itinerary, considering everyone's preferences all while juggling work, multiple part-time commitments, and daily responsibilities? 

If you've ever tried coordinating a trip with friends across different time zones, you know it's not just a matter of a few quick phone calls. It is going through waves of conflicting preferences, procrastinating the decision-making, days of silence and finally booking some compromised accommodation in a hurry.

The Problem

Have You Ever Tried Planning A Trip With A Group Remotely?

How can one be expected to find the perfect stay or plan the ideal itinerary, considering everyone's preferences all while juggling work, multiple part-time commitments, and daily responsibilities? 

If you've ever tried coordinating a trip with friends across different time zones, you know it's not just a matter of a few quick phone calls. It is going through waves of conflicting preferences, procrastinating the decision-making, days of silence and finally booking some compromised accommodation in a hurry.

The Problem

Have You Ever Tried Planning A Trip With A Group Remotely?

How can one be expected to find the perfect stay or plan the ideal itinerary, considering everyone's preferences all while juggling work, multiple part-time commitments, and daily responsibilities? 

If you've ever tried coordinating a trip with friends across different time zones, you know it's not just a matter of a few quick phone calls. It is going through waves of conflicting preferences, procrastinating the decision-making, days of silence and finally booking some compromised accommodation in a hurry.

Image

Two friends chatting across different timeszones

The Process

What Was The Process And Methods At Play?

The iterative approach allowed me to identify and resolve issues early, resulting in a more polished, intuitive, and impactful solution that aligned with user expectations

I adopted an iterative approach focused on continuously understanding user needs, designing solutions aligned with those insights, testing them thoroughly, and refining based on feedback.

The Process

What Was The Process And Methods At Play?

The iterative approach allowed me to identify and resolve issues early, resulting in a more polished, intuitive, and impactful solution that aligned with user expectations

I adopted an iterative approach focused on continuously understanding user needs, designing solutions aligned with those insights, testing them thoroughly, and refining based on feedback.

The Process

What Was The Process And Methods At Play?

The iterative approach allowed me to identify and resolve issues early, resulting in a more polished, intuitive, and impactful solution that aligned with user expectations

I adopted an iterative approach focused on continuously understanding user needs, designing solutions aligned with those insights, testing them thoroughly, and refining based on feedback.

The Process

What Was The Process And Methods At Play?

The iterative approach allowed me to identify and resolve issues early, resulting in a more polished, intuitive, and impactful solution that aligned with user expectations

I adopted an iterative approach focused on continuously understanding user needs, designing solutions aligned with those insights, testing them thoroughly, and refining based on feedback.

Image

A diagram representing the design process

Secondary Research

Narrowing The Key Users

To narrow down, I analyzed demographic trends, revealing GenZ's tech-savvy nature, preference for small group travel, and reliance on texting for communication

This might be relatable to a lot of us but I had to narrow down the users to dive deeper into their needs and preferences. I chose to focus on Gen Z as the upcoming traveler demographic, but found it too broad.

Secondary Research

Narrowing The Key Users

To narrow down, I analyzed demographic trends, revealing GenZ's tech-savvy nature, preference for small group travel, and reliance on texting for communication

This might be relatable to a lot of us but I had to narrow down the users to dive deeper into their needs and preferences. I chose to focus on Gen Z as the upcoming traveler demographic, but found it too broad.

Secondary Research

Narrowing The Key Users

To narrow down, I analyzed demographic trends, revealing GenZ's tech-savvy nature, preference for small group travel, and reliance on texting for communication

This might be relatable to a lot of us but I had to narrow down the users to dive deeper into their needs and preferences. I chose to focus on Gen Z as the upcoming traveler demographic, but found it too broad.

Secondary Research

Narrowing The Key Users

To narrow down, I analyzed demographic trends, revealing GenZ's tech-savvy nature, preference for small group travel, and reliance on texting for communication

This might be relatable to a lot of us but I had to narrow down the users to dive deeper into their needs and preferences. I chose to focus on Gen Z as the upcoming traveler demographic, but found it too broad.

Image

A diagram representing the design process

Participatory Research

Decoding Group Planning Through Lived Experiences

Overturned hypotheses from secondary research

During the desk research phase, I formulated several assumptions about user needs and behaviors. However, these assumptions were challenged and invalidated through participatory research, providing deeper insights and a more accurate understanding of user perspectives

Participatory Research

Decoding Group Planning Through Lived Experiences

Overturned hypotheses from secondary research

During the desk research phase, I formulated several assumptions about user needs and behaviors. However, these assumptions were challenged and invalidated through participatory research, providing deeper insights and a more accurate understanding of user perspectives

Participatory Research

Decoding Group Planning Through Lived Experiences

Overturned hypotheses from secondary research

During the desk research phase, I formulated several assumptions about user needs and behaviors. However, these assumptions were challenged and invalidated through participatory research, providing deeper insights and a more accurate understanding of user perspectives

Participatory Research

Decoding Group Planning Through Lived Experiences

Overturned hypotheses from secondary research

During the desk research phase, I formulated several assumptions about user needs and behaviors. However, these assumptions were challenged and invalidated through participatory research, providing deeper insights and a more accurate understanding of user perspectives

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Heuristic Evaluation

Prefer impulsive travel

Reach a consensus for all activities

Delegate decision-making to AI


Prefer flexible travel plans with some parts planned

Embrace separate plans according to the preference

Need help with facilitation but prefer to make the final decision

Analysis

Mapping The User Journey For Indentified Personas

Based on the analysis of participatory research I found similarities in the mental model of users for the tasks which are planned and flexible before travelling.

While there could be many personas, I crafted two contrasting ones based on interacting with participants to explore the complexities they might face when planning a trip together and how that process be simplified

Analysis

Mapping The User Journey For Indentified Personas

Based on the analysis of participatory research I found similarities in the mental model of users for the tasks which are planned and flexible before travelling.

While there could be many personas, I crafted two contrasting ones based on interacting with participants to explore the complexities they might face when planning a trip together and how that process be simplified

Analysis

Mapping The User Journey For Indentified Personas

Based on the analysis of participatory research I found similarities in the mental model of users for the tasks which are planned and flexible before travelling.

While there could be many personas, I crafted two contrasting ones based on interacting with participants to explore the complexities they might face when planning a trip together and how that process be simplified

Analysis

Mapping The User Journey For Indentified Personas

Based on the analysis of participatory research I found similarities in the mental model of users for the tasks which are planned and flexible before travelling.

While there could be many personas, I crafted two contrasting ones based on interacting with participants to explore the complexities they might face when planning a trip together and how that process be simplified

Slideshow

Journey Map and Personas

Research Summary

Drawing Key Insights

Drawing Key Insights

A well-rounded perspective that guided design decisions


Demand for Hyper Personalised Content

Ensuring relevancy in search recommendations

Asynchronous Collaboration


Enabling meaningful contributions without the pressure of real-time discussions.

Adaptability to Varied Schedules


Ensuring flexibility and adaptability to accommodate diverse schedules

Balanced & Effective Decision-Making Process

Ensuring equal recognition and participation for all voices

Inclusivity


Accommodating diverse preferences while preserving each other’s choices

Dynamic mental models


Reaching a mutually agreeable approach to travel planning

Comparative Analysis

Do Current Solutions Bridge the Gap?

Some Apps did allow multiple people to plan together, however all of them lacked facilitation features that users needed

Current group planning apps fail to address key challenges such as conflicts, decision-making, unequal participation, and personalized consideration of diverse preferences.

Comparative Analysis

Do Current Solutions Bridge the Gap?

Some Apps did allow multiple people to plan together, however all of them lacked facilitation features that users needed

Current group planning apps fail to address key challenges such as conflicts, decision-making, unequal participation, and personalized consideration of diverse preferences.

Comparative Analysis

Do Current Solutions Bridge the Gap?

Some Apps did allow multiple people to plan together, however all of them lacked facilitation features that users needed

Current group planning apps fail to address key challenges such as conflicts, decision-making, unequal participation, and personalized consideration of diverse preferences.

Comparative Analysis

Do Current Solutions Bridge the Gap?

Some Apps did allow multiple people to plan together, however all of them lacked facilitation features that users needed

Current group planning apps fail to address key challenges such as conflicts, decision-making, unequal participation, and personalized consideration of diverse preferences.

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Comparative Analysis

Ideation

Ideating an AI-Based Solution: Balancing Innovation with User Comfort

While analyzing existing features, I also brainstormed potential solutions, focusing primarily on leveraging LLMs.

Integrating LLMs can improve communication, simplify processes, and foster a more inclusive, personalized group planning experience.

Ideation

Ideating an AI-Based Solution: Balancing Innovation with User Comfort

While analyzing existing features, I also brainstormed potential solutions, focusing primarily on leveraging LLMs.

Integrating LLMs can improve communication, simplify processes, and foster a more inclusive, personalized group planning experience.

Ideation

Ideating an AI-Based Solution: Balancing Innovation with User Comfort

While analyzing existing features, I also brainstormed potential solutions, focusing primarily on leveraging LLMs.

Integrating LLMs can improve communication, simplify processes, and foster a more inclusive, personalized group planning experience.

Ideation

Ideating an AI-Based Solution: Balancing Innovation with User Comfort

While analyzing existing features, I also brainstormed potential solutions, focusing primarily on leveraging LLMs.

Integrating LLMs can improve communication, simplify processes, and foster a more inclusive, personalized group planning experience.

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Initial Sketch of Chatbot Facilitation in a Group Setting

Iteration & Design

Refining Concepts: Iterating Based on User Feedback

I hit a roadblock when the initial design failed to effectively convey how AI could enhance collaboration

To address this, I developed the next iteration after storyboarding to better highlight its capabilities of problem solving and facilitating to help in making group decisions. Each iteration was tested among 8-10 peers to gather valuable feedback, identify pain points, and refine the design for improved user experience

Iteration & Design

Refining Concepts: Iterating Based on User Feedback

I hit a roadblock when the initial design failed to effectively convey how AI could enhance collaboration

To address this, I developed the next iteration after storyboarding to better highlight its capabilities of problem solving and facilitating to help in making group decisions. Each iteration was tested among 8-10 peers to gather valuable feedback, identify pain points, and refine the design for improved user experience

Iteration & Design

Refining Concepts: Iterating Based on User Feedback

I hit a roadblock when the initial design failed to effectively convey how AI could enhance collaboration

To address this, I developed the next iteration after storyboarding to better highlight its capabilities of problem solving and facilitating to help in making group decisions. Each iteration was tested among 8-10 peers to gather valuable feedback, identify pain points, and refine the design for improved user experience

Iteration & Design

Refining Concepts: Iterating Based on User Feedback

I hit a roadblock when the initial design failed to effectively convey how AI could enhance collaboration

To address this, I developed the next iteration after storyboarding to better highlight its capabilities of problem solving and facilitating to help in making group decisions. Each iteration was tested among 8-10 peers to gather valuable feedback, identify pain points, and refine the design for improved user experience

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Iteration process for group chat-based AI facilitation

Initial Exploration
Users appreciated the concept of an AI chatbot assisting with navigating complex group discussions during travel planning. However, they found the presented design unclear and felt the name ‘Travisor’ lacked the catchiness they were looking for

Iteration 1
The app name ‘Zway’ and chatbot name ‘Zeelo’ were better received by users. However, they remained dissatisfied with the primary color and the low-fidelity prototype.

Iteration 2
The primary color was updated to purple, reflecting technology, mystery, and magic, while significant UI changes were made and highly praised by users

Iteration 3
Users raised an important question: wouldn’t it be simpler for them to arrange their preferences instead of accommodations, allowing the AI chatbot to analyze and provide tailored recommendations? leading to the final iteration.

Storyboarding

Using Storyboard to Illustrate Scenarios for AI-Chatbot Integration and Facilitation

Translating complex workflows into clear, digestible sequences, helped to get a deeper understanding of users’ goals, pain points, and interactions with the product.

I used the journey of two personas created earlier. So, the scenario was Rachel and Amanda, located across different timezone, with different travel preferences are trying to make a decision with help of AI chatbot

Storyboarding

Using Storyboard to Illustrate Scenarios for AI-Chatbot Integration and Facilitation

Translating complex workflows into clear, digestible sequences, helped to get a deeper understanding of users’ goals, pain points, and interactions with the product.

I used the journey of two personas created earlier. So, the scenario was Rachel and Amanda, located across different timezone, with different travel preferences are trying to make a decision with help of AI chatbot

Storyboarding

Using Storyboard to Illustrate Scenarios for AI-Chatbot Integration and Facilitation

Translating complex workflows into clear, digestible sequences, helped to get a deeper understanding of users’ goals, pain points, and interactions with the product.

I used the journey of two personas created earlier. So, the scenario was Rachel and Amanda, located across different timezone, with different travel preferences are trying to make a decision with help of AI chatbot

Storyboarding

Using Storyboard to Illustrate Scenarios for AI-Chatbot Integration and Facilitation

Translating complex workflows into clear, digestible sequences, helped to get a deeper understanding of users’ goals, pain points, and interactions with the product.

I used the journey of two personas created earlier. So, the scenario was Rachel and Amanda, located across different timezone, with different travel preferences are trying to make a decision with help of AI chatbot

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A Storyboard of AI chatbot facilitation through an example

1. Relevant and Personalized Recommendations 

2. Analyse Group Needs, Problems & Conversation Dynamics 

3. Promote Equal Participation 

4. Facilitates Decision-making 

5. Maintains Transparency 

6. Ensures Privacy of Users

Final Design

Design concept for navigating conflicting thoughts regarding accommodation

Final Design

Design concept for navigating conflicting thoughts regarding accommodation

Final Design

Design concept for navigating conflicting thoughts regarding accommodation

Final Design

Design concept for navigating conflicting thoughts regarding accommodation

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Screens showing AI-chatbot facilitating group discussion for deciding accommodation

Back

Back

Learnings & Retrospective

Designing with AI: From Threat to Trusted Companion

Learnings & Retrospective

Designing with AI: From Threat to Trusted Companion

Learnings & Retrospective

Designing with AI: From Threat to Trusted Companion

Learnings & Retrospective

Designing with AI: From Threat to Trusted Companion

This project gave me a chance to think strategically about how to best place AI into a service and create a convincing prototype that helped to test the hypothesis. 

User-centric approach to designing with AI

By gaining a deeper understanding of how AI works, I was able to think beyond just chatbots. 

Continuous Iteration

User feedback offered qualitative insights into how the product was perceived and used. This iterative process helped identify pain points, optimize features, and ensure that the final design met the actual needs

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System Architecture

Ethical Challenges and Limitations

Empowering users with control over their data by allowing them to choose what to share

Transparent consent and clear communication on how users information was handled were key while making design decisions.

Ethical Challenges and Limitations

Empowering users with control over their data by allowing them to choose what to share

Transparent consent and clear communication on how users information was handled were key while making design decisions.

Ethical Challenges and Limitations

Empowering users with control over their data by allowing them to choose what to share

Transparent consent and clear communication on how users information was handled were key while making design decisions.

Ensuring the AI doesn’t perpetuate bias and long-term implications of AI was beyond the scope

Addressing the long-term implications of AI, such as its impact on human autonomy, decision-making, and potential over-reliance on technology, can be complex and outside the immediate scope of the design process.

Ensuring the AI doesn’t perpetuate bias and long-term implications of AI was beyond the scope

Addressing the long-term implications of AI, such as its impact on human autonomy, decision-making, and potential over-reliance on technology, can be complex and outside the immediate scope of the design process.

Ensuring the AI doesn’t perpetuate bias and long-term implications of AI was beyond the scope

Addressing the long-term implications of AI, such as its impact on human autonomy, decision-making, and potential over-reliance on technology, can be complex and outside the immediate scope of the design process.

Impact

A concise reflection of user sentiment: ‘I wish this existed

Impact

A concise reflection of user sentiment: ‘I wish this existed

Impact

A concise reflection of user sentiment: ‘I wish this existed

Impact

A concise reflection of user sentiment: ‘I wish this existed

While not being able to interact with an actual AI-bot, participants understood the concept and responded positively

Participants were appreciative of AI's assistance in facilitating group chat and recommendation

While many were excited and optimistic about the prototype’s potential, yet some also expressed concerns regarding data privacy and security

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