Re-Thinking Goibibo Concept
Company Goibibo . Year Mid 2019
Overview
A concept thought to re-think the goibibo home. How can we make the home more engaging? What else could the home page offer when a user is not traveling? Can goibibo be the place for aspirational travel? This project involved a group of Product Designers, UX Researchers divided into groups and asked to design their version of Goibibo Home. Before we got into creating our concepts, we did brainstorm on ideas, solutions, and possible ways to approach them.
Design Goals:
Build Brand Promise
Clear cleaner navigation
Personalised Content (Pre-Journey/In-trip)
Business Goals:
New Line Business initiatives/traffic
Day 1/Week 1 retention of users
Time spent post-booking
Problems Current Design
Process followed for redesign:
UX Research:
A research was conducted on the ground to understand what travelers in India are looking for. Some key points that came out of the research.
90% of the Customers shop online, but never book travel online
(prefers offline booking)
The images shown for hotels may be deceiving
No single point of contact available
Lack of Trust
Differences between online and offline channels of booking
Ideas
We were divided into three teams to brainstorm on possible ideas. Based on the User research done, various features/needs for the users were determined. The underlying principle was how can we help customers build the best travel experience with us.
Card Sorting
Based on the ideas generated we sorted them based on different travel scenarios. These ideas were selected by a number of votes to each of them. Each of us could pick a max of 5 ideas and score them.
Shortlisted Ideas:
The ideas were sorted based on different travel scenarios
Some white boarding exercises
User Personas
Based on the ideas shortlisted we mapped it against different user personas.
Wireframing
Each of us came up with wireframes to see how the home structure would look like.
Designs
Post the wireframe exercise the designers were asked to come up with their home design, based on the user personas, and ideas shortlisted. Below are the designs I worked on.
Prototype
Project Status
This project was designed as a concept and presented to the leadership team. They liked how the app could look in the future, but too far-fetched in the current scenario.