Goibibo Re-Design - Project Happy

Company  Goibibo . Year  Mid 2018

Objective:

Make the app more youthful, cheerful & Happier.

• Go younger by a decade

• Approachable, Happy, Social & Bright

Task

Re-design the app landing page

1. Re-visit the current navigation

2. Move the entire Goibibo app into the “Happy” design system.

3. Craft a design library for reusable and scalable components that can be used across different verticals.

The Team

This Visual design exercise was initially done as a team task till we came up with our concepts. Once the design direction was finalized, I along with another product designer was responsible to design the conceptualized Home, each LOB page, and the basic design components.

Let’s Start!

First, lets looks at Journey of Goibibo Home

The goibibo home has gone through a few changes over the decade but has never had been able to have a scalable design system in place.

Why Re-Design?

Each Line of business had its own set of design components. Each of them looked different. Through Happy Project what we intend to achieve is to freshen up Goibibo, make it vibrant, youthful and also solve the experience issues.

Current Design

Process followed for redesign:

1. Moodboard:

There was a clear need to know what our design direction would be. The best way to do it was through a mood-board exercise. Find Brands, products, or anything in the real world that we find cheap, cheerful, & of course Happy!

Key words that we looked at?

Free Rides, unlimited, everything is equally cheap , happiness in others happiness, rounded edges, colors, easy going, change in frame of mind with colours, yellow is happy, happiness in self creation/customisation (DIY HAPPINESS), FREE trials and samples, sense of satisfaction, colour coordinated display, Upfront display, easy to navigate in the store, customisable, customer service, super friendly, good vibe, get everything under one roof, happening, colourful yet clean, funky, minimalist + colourful, sense of gratification, great time pass, anticipate how things will appear , relax , everything under one app, progress ,branding is fun. 

Home Iterations

After having done the mood-board exercise, the task at hand was to come up with different iterations of the home. The team went crazy on designs and came up with their concepts. Below is a video showing glimpses of concepts designed

Design Direction

Based on the concepts we came up with the design direction for the new design. Below are few iterations done. Based on the concepts it was decided that we retain the blue and orange brand colors of goibibo as it resonates well with travelers and helps keep the brand Identity. What we tried to do was to brighten up the color shades to make them look fresh and bright. To make the app look playful, we also went with Quicksand that is soft, fresh.

Final Designs

Below is final designs created after working on iterations.

Home

Travel Pages (LOB’s)

Core Design Components

Future of Goibibo Home

The goibibo when through numerous changes. We experimented by re-designing and experimenting section on the home page. And also tried A/B experiments on different variants of the header.

1. Goibibo Home Happy v2

2. Goibibo Header Experiments

3. Project Lumos ( Cross Sell / Re-target dropped off user)