Add an influencer curation feature based on Influencer itineraries, to increase user engagement and…

“Reinventing Travel Planning: The Rise of Influencer Curated Itineraries”

Gone are the days of tedious travel planning. Enter the era of influencer curated itineraries. This case study takes you on a journey through the transformation of travel planning, where influencers curate unforgettable experiences for wanderlust seekers. Witness how these tailored itineraries cater to diverse travel preferences, providing a seamless path towards adventure, discovery, and cherished memories.

In this study, I worked on introducing a new feature in the Goibibo app which would allow them to curate travel itineraries . This could include popular travel bloggers, social media influencers, or other industry experts.

Goibibo, founded in 2009, is one of the leading online travel booking platforms in India, offering a wide range of travel services including flight, hotel, and car rental bookings. The company was launched as a bus-ticketing platform and later expanded to include other travel services such as flight and hotel bookings.

Problem Statment:

The Influencer Curated Itineraries feature will allow users to explore and book travel itineraries created by well-known influencers who specialize in various travel niches such as adventure, luxury, budget, family-friendly, etc.

How It Helps Users:

• Inspiration and guidance: Users will gain access to curated itineraries created by influencers they admire, offering them unique and insider perspectives on travel destinations and activities.
• Time-saving and convenience: Users can skip the time-consuming process of researching and planning their trips, as the influencer-curated itineraries provide comprehensive travel plans that can be booked with a few clicks.
• Authentic and trustworthy recommendations: Influencers are experts in their respective travel niches, and their recommendations are based on personal experiences, making them more reliable and trustworthy for users.

Target Users:

New users as well as returning customers who want to explore new locations.

Impact on Business Metrics:

• Increased user engagement: Users will be attracted to the personalized and authentic travel experiences offered by influencers, leading to longer session durations and increased interaction with the platform.
• Higher conversion rates: Users will be more likely to book trips based on the recommendations and expertise of trusted influencers, resulting in higher conversion rates and increased revenue.
• Enhanced brand reputation: The collaboration with influencers will enhance Goibibo’s brand image as an innovative and customer-centric travel platform.

Constraints:

• Identifying and collaborating with relevant influencers: The selection of influencers needs to be carefully done to ensure they align with Goibibo’s brand values and appeal to the target audience.
• Maintaining up-to-date itineraries: Itineraries need to be regularly reviewed and updated to reflect changes in travel conditions, availability of attractions, and other relevant factors.

Apart from the constraints mentioned above, the major constraint was wire-framing and implementing the UI in a short duration of just 48 hours.

Assumptions:

• Assumption 1: Influencer-curated itineraries will significantly influence users’ travel decisions and lead to increased bookings.
• Assumption 2: Users will find value in the recommendations provided by influencers, considering their expertise and authority in specific travel niches.
• Assumption 3: Users will trust Goibibo’s selection of influencers and perceive the feature as authentic and reliable.

Competitors Analysis :

In recent years, many apps and websites have introduced influencer-curated itineraries as a solution to simplify the travel planning process.

Overall, the competitor analysis served as a crucial foundation for the decision-making process, helping me position Goibibo’s Influencer Curated Itineraries as a unique and compelling offering in the market.

User Flow :

Here is the summary of the flow for accessing influencer-curated itineraries on Goibibo.

Wireframing :

After analyzing the existing UI of the Goibibo App and the features provided by the competitors, I went forward with wire-framing for the screens I wanted to make.

Product Design :

With the help of wireframes, I was able to visualize the layout and placement of elements on the screen, giving me a clear idea of how to design the user interface and integrate the necessary features and components.

1. Homepage Screen :

In this screen, I have introduced a new feature called Expertly Curated Journeys.

2. Journeys listing page:

On tapping on the view all button, the User will be reached to the journeys listing page, where the user can also search for influencers and locations.

3. Itineraries detail page:

In the Itineraries Detail page, I have shown an overview of the place where the user can see detailed information about the place, including the hotel where the influencer stayed and the details of the itineraries.

4. Influencer profile page:

Usability Testing (Real Users) :

After finishing the initial draft of UI, I interviewed 3 users of the app to get insights into the design. After all, every UX is designed for the user only. The feedback got in this stage helped me improve my design further.

User Testing Process

1. Recruit participants who match the defined user group.

2. Conduct the test in a controlled environment where the user can interact with the product or feature.

3. Observe and record the user’s behaviour and feedback during the test.

4. Analyse the data and identify any pain points or areas for improvement.

5. Use the findings to inform and iterate on the design.

Feedback from User testing

The feedback which I got from the users help me gain insights on the shortcomings of the design and help me create a better design. The Feedback I received are following:

1. The user suggested adding an option to know when the journey was posted.
2. The user suggested me to change the name from Itineraries to something which can be understandable to new user, because the user to whom I interviewed needed help understanding the meaning of itineraries.
3. The user suggested me to add real user reviews.
4. The user suggested me to add more options of hotel apart from the hotel where the influencer stayed.
5. A user requested to change the detail of hotel because he I not interested in reading big paragraph, he suggest he to just add two to three key points like what is famous for etc.
6. On the itineraries page user suggested me to add the link for the location, so that it will be easy for him to find the location.
7. User asked me that in itineraries pages, currently two days itineraries are present, but what if there are like 10 days or so? If we add too many days of itineraries, the page will become very large, and users might feel overwhelmed.
8. The user suggested adding information about how much was saved or what percentage discount is available for this trip.
9. On the influencer profile page, user wants me to add social media accounts of the influencer.

Final UI:

Using the insights gained from the user testing stage, I designed the final iteration of the UI for the influencer itinerary.

1. Homepage Screen :

2. Journeys listing page:

3. Itineraries detail page:

4. Influencer profile page:

Prototype link:

https://www.figma.com/proto/wYr1dpFczDhUz57Iy2igdP/pdc?type=design&node-id=373-4759&scaling=scale-down&page-id=0%3A1&starting-point-node-id=41%3A1609

Figma link:

If more time was given I would like to thoroughly explore and work on this in detail

1. utilizing AI tools like ChatGpt saves times
2. Efficient and to-the-point research and design
3. Importance of User Testing and Wireframing
4. Time management

Thanks for reading this case study! Feel free to drop any comments!
You can reach me at LinkedIn or chauhan.singh.mansi@gmail.com