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Travel Agency BM

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November 15, 2012·1 min read

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Travel Agency BM

2012.11.15 — Pleasant Charles

Deliver a UI built around the idea of “choosing a journey, not a product.”

A. Journeys, not products

1.Rather than listing products in a block grid, deliver a “map-style UI” so users

feel like they are traveling the world.

2.When a user who has purchased a travel product logs in,

drop a personal pin on each place they have been so that they feel they are conquering the world, pin by pin.

-> a strong motivator for revisits and for purchasing related products.

3.When a new customer arrives,

frame other people's “conquered” destinations so the newcomer can aspire to them — give those places value.

B. Culture, not products

1.Lead with each destination's “cultural events” as the headline,

shifting from “spending money” to “learning and absorbing culture”.

A. Expand the space for user participation and surface it on the main screen

1.As with any product, self-promotion is either meaningless or gives poor returns on the investment.

2.Set up a “space for user reviews” to drive voluntary participation and organic spread from consumers.

B. Destination recommendations through story-sharing

1.Plenty of people feel the need to travel but don't quite know where to go. These are future new customers and likely to grow into long-term ones. Give them a random-destination service. But to optimize for individual needs,

offer a space where they can write about their personal daily life and stories, and let other customers comment and recommend products back to them.

This English version was translated by Claude.

Written by

친절한 찰쓰씨

Pleasant Charles — UI/UX researcher at AIT. Keeping notes on design, planning, and slow days here since 2010.

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