Yelp Project

PROJECT 3YELP TRAVEL ITINERARY

KONSTANTIN FICKLSCHERER EUGENIA KIM TALIA SIEGEL

THE BRIEF

DEVELOP AN IN-APP FEATURE THAT ALLOWS YELP USERS TO CREATE TRAVEL ITINERARIES

AND RECORD THEIR EXPERIENCES.

YELP PROJECT 3 | THE BRIEF

“ “

YELP OBJECTIVES

+ Grow user base+ Increase user-created content (reviews, ratings, media)+ Become the go-to app for travelers

YELP PROJECT 3 | BUSINESS & BRAND OBJECTIVES

SITE MAP

YELP PROJECT 3 | BUSINESS & BRAND OBJECTIVES

Travel Feature

THE PROCESS

+ Competitive Analysis+ Screener/Interviews+ Personas & Features+ Sketching+ Wireframing & Prototyping+ User Testing

YELP PROJECT 3 | THE PROCESS

THE COMPETITION

YELP PROJECT 3 | COMPETITIVE INFORMATION

COMPETITIVE INFORMATION

+ Yelp of Other Countries+ Map Feature

+ Reliable Reviews

+ Itinerary Organization

FEATURE COMPARISON

ELEMENT ANALYSIS

HEURISTIC ANALYSIS

FEATURE LISTING TRIPIT

FEATURE LISTING TRIPCASE

USER FLOWSTap Yelp app

on home screen

See Yelp landing page Tap “Travel” See “Travel” page Tap “My

Trips”

See “My Trips” page

Tap “San Francisco”

See “San Francisco” main

itinerary page

Tap “Add Event”

See “New Event” page

Type in Title section

See completed Title section

Type in Location section

See restaurant and address

populate underneath

Tap on restaurant

auto-population

See completed Location sectionTap date/timeSee completed

“New Event” pageTap “Add”See updated San Francisco itinerary

+ New Event User Flow

USER FLOWS

+ New Event User Flow

Tap “TripIt” app

See “TripIt” landing page

Tap “Add Plans”

See “Add Plans” page

Tap “Activities”

See “Activities” page

Tap “Restaurant”

See “Restaurant” page

Type in “Restaurant

Name”

See completed “Restaurant

Name” sectionTap “Next”See “Select Date”

section

Select the date See correct date Tap “Next” See “Select Time”

sectionSelect the

time See correct time

Tap “Next”See “Address” section

Enter address

See completed addressTap “Next”See completed

restaurant details

Tap “Save”See updated San

Francisco planning page

USER FLOWS

+ Photo Taking User Flow

Tap on Photos/Videos

Itinerary Drop Down List Screen

“Take Photo” Screen Tap “Photo”

Itinerary Screen

Action ScreenTap on Action Screen

Tap “Add to My

Photos…”

Tap “Add to Itinerary”

Tap Selected Itinerary

Tap “Video”

Tap “Select from Library”

“Take Video” Screen

Photo Library

Tap Camera Button

Tap on Select Photo

Tap Video Camera Button

Upload Photo Screen

Photo/Video Album

See Recently Taken Photo

Tap UploadPhoto/Video Album

See Recently Uploaded Photo

Add Photo Screen Camera Screen

USER FLOWS

+ Photo Taking User Flow

Home Screen Tap on Camera

Tap PhotoPhoto

Gallery

Camera Screen Tap “Take Pic” Submit Tap Submit

Tap Submit Type Caption Followers

Direct

Tap Submit

Adjust Filter

Adjust Lux

Setting

Adjust Other

Settings

Tap Back

Processing Screen Edit

THE TAKEAWAY

+ Competitors only offer individualized features+ Simple features are important

SCREENER & INTERVIEWS

YELP PROJECT 3 | SCREENER & INTERVIEWS

INTERVIEW FINDINGS

INTERVIEW FINDINGS+ Pleasure Points+ Pain Points

Hard to Navigate Inaccurate Reviews/RatingsDoesn’t Like Social Media PrivacyDislikes Mainstream Dislikes Wasting Time Doesn’t Like to Post Sync-ing Issues Info Too General Incomplete InfoOverwhelmingPhone is Small for Planning US Centric

Trustworthy & AccurateGPS Location Sample Itineraries Range of Choice Easy to Find Close Options Accurate Reviews/RatingsDeals on Lodging Full Trip Planning Deals on Flights Easy to UseEasy Search Filters Easy to Share Pics/VideosPrivacy that Works Finding Hidden Gems Trusted Friends RecsSimple Layout

*bold notes most mentioned

INTERVIEW FINDINGS

+ Pleasures: Sharing & Ease-of-Use+ Pains: Lack of trust in Yelp reviews+ Privacy is important

PERSONAS & FEATURES

THE PERSONAS

YELP PROJECT 3 | PERSONAS

JANE 28YO MARKETING MANAGERJane is a single, young female who likes to travel to countries on her bucket list when she’s not working. She has a work hard, play hard mentality and works long hours when she’s not on vacation. As Jane currently does not support anyone, she is not worrying about saving money, but rather values creating memorable experiences. On vacation, Jane likes to completely relax and, if possible, not be using any technology. She plans her travels with extreme care and detail in advance to make sure that she can mentally decompress without stressing about travel details. Jane is a well experienced traveler who has tried almost every travel related app or tool at least once. Also because she travels to so many places, it is important for her to document and archive all of her previous trips. She is always looking for more efficient and advanced tools to help her trip planning and documentation process.

I LOVE TO TRAVEL WHEN I WANT AND HOW I WANT!Cares About: Details, cool new experiences that are verified by reliable sources, diversity of options and flexibility

Favored Tools to Plan: TripAdvisor, Yelp, Google Docs

Tech Empathy: High | Has iPhone, iPad, Macbook | Travels 7+ times a year

NEEDS FROM TRAVEL FEATURE+ Flexible planning tools+ Sharing capabilities with friends and family+ Detailed archive of past trips+ Ability to have a destination “wish list”+ Reliable ratings and reviews+ Easy social media access

PAIN POINTS+ Want ONE app to be multifunctional+ Updating itinerary constantly+ Bad information/Wrong information and reviews+ Incompatible trip planning tools

HOW CAN WE SERVE?+ Add feature that archives old trips with photos/ videos+ Suggest travel based on deals/fare alerts+ Make features easily shareable

THE PERSONAS

MIKE 30YO ACCOUNTANTMike is a young professional male who works at a well-known accounting firm. He has always been kind of a party animal but recently started to tone it down because he’s thinking about proposing to his longterm girlfriend. Mike wants to propose on a trip to a memorable place, but he has never planned a trip for himself - he has always just tagged along on mass group trips that were planned by other people. His budget for this trip is set, but he has left a little room for flexibility as this is a special occasion. He is more money conscious now that he’s thinking about saving for the future, but he wants to make sure to get the best that his budget can afford. And although Mike doesn’t like posting any pictures of himself on social media, it’s important that he captures all of his trip either through photos or videos so that he and his girlfriend can preserve their memory of the special moment in the future.

IT’S ALWAYS A PARTY WHEN YOU’RE TRAVELING!Cares About: Cares About: Group discounts, Going to Popular Places, Having fun!

Favored Tools to Plan: TripAdvisor, Google Docs

Tech Empathy: High (but only for financial purposes) | Has Android, iPad, IBM | Travels 0-2 times a year

NEEDS FROM TRAVEL FEATURE+ Ability to plan several months ahead+ Effortless uploading to social media+ Easy aggregation of recommendations+ Trustworthy reviews

PAIN POINTS+ Not knowing which sites, reviews or ratings to rely on+ Documenting the trip+ Staying and planning within a budget

HOW CAN WE SERVE?+ Add a budgeting tool+ Make photo and video sharing and uploading easy+ Allow friends to comment or edit shared itinerary

THE PERSONAS

PAUL 34YO TEAECHERPaul is a “hidden treasure” traveler who loves to explore new cities with friends in a unique way. He doesn’t follow any “Top 10” lists or any conventional travel advice. He loves to read blogs written by fellow travel gem seekers who know all of the secret hole in the walls and places. Paul takes pride in being able to lead his friends to these amazing locations on a small budget and shares all of his trip photos and videos using Instagram with anyone who wants to see. He doesn’t really use technology outside of his classroom because he spends most of his time interacting with real people or reading offline (books, magazines, journals, etc.). Paul’s trips take a lot of research in advance but he leaves a lot of room for spontaneity. Because he’s always absorbing travel information, he needs a place to be able to save possible future travel spots so that he can remember to visit them all.

THE WORLD IS FULL OF HIDDEN TREASURES THAT ARE WAITING TO BE FOUND.

Cares About: Unique travel experience off the beaten path, Sharing travel experiences with friends

Favored Tools to Plan: Travel Blogs, NYTimes, Travel Guides, Books

Tech Empathy: Medium | Has: MacBook, iPhone | Travels 2-4 trips a year. - Usually one long trip during the summer.

“ “

NEEDS FROM TRAVEL FEATURE+ Needs a place to collection travel gem information+ Reliable info about coolest, hidden places to visit+ Note or commenting feature on itineraries+ Ability to share with friends and strangers

PAIN POINTS+ Hard work finding hidden gems+ Accidentally going to a tourist spot+ Wasting budget on “unworthy” travel sites

HOW CAN WE SERVE?+ Create feature where he can easily share itinerary+ Allow ranking of itineraries in app by “Unique” category+ Allow commenting on itinerary so Paul can get

feedback and feel special

THE PERSONAS

TOM 40YO LAWYERTom is a well-to-do lawyer who lives in one of the busiest cities in the world - New York. He’s married with two daughters (ages 2 and 5) and usually doesn’t get to see his family for most of the work week. To make up for this, Tom makes sure to spend at least 2 weeks on a nice vacation with his family every year. Tom books the best flights and hotels for the location they agree on and usually looks for a pre-made itinerary from About.com or Google that he can follow for the duration of the trip. Sometimes he asks other family friends with kids for suggestions on where to go. Cost is not an issue and Tom likes to book most activities in advance. The less time he has to spend on planning the details, the better it is for him. Safety is his biggest concern (especially since he may have to spend some time working while his wife and daughters go off on their own) but he also wants to make sure that everyone is having fun wherever they are.

TIME IS MONEY… I WISH I HAD MORE TIME.Cares About: Fast/easy booking and flights, Fun activities for both kids and parents

Favored Tools to Plan: TripAdvisor, About.com (pre-made itineraries), Kayak, Excel

Tech Empathy: Medium | Has: MacBook, iPhone | Travels 1-2 trips a year

NEEDS FROM TRAVEL FEATURE+ Fast and easy way to book travel and activities+ Easily organizable information+ Ability to book or prepare for trip in advance+ Security and privacy

PAIN POINTS+ Too many choices+ Having to build own itinerary+ Not liking all parts of a packaged deal+ Finding family when transitioning from work to leisure

HOW CAN WE SERVE?+ Add a location tracker for fellow traveler’s devices+ Make pre-made itineraries customizable + Have curated suggestions for similar travelers (ex: family of 4

with children)

THE PERSONAS

AVA 23YO STUDENTAva is a student on a budget, but that doesn’t stop her from traveling. She saves as much money as she can from odd jobs, birthdays, and occasionally skipping a meal so that she can travel. She travels to cheaper destinations that might not seem so glamorous but she doesn’t mind. Ava builds a network of friends wherever she goes as she is a very social person and loves to meet people. She researches cheap food joints so that she can spend money elsewhere. She also makes detailed Google Docs that she shares with her roommates in case they need to reach her. Ava doesn’t mind couch surfing and has often surfed to save money. She is very travel savvy and knows all of the budget sites and places to find deals. Ava doesn’t worry too much about where she’ll stay or eat during the trip. Ava loves every minute of traveling and documents in her journal and occasionally on her phone if it’s working.

TRAVEL IS MY LIFE. I WILL WORK FOR TRAVEL.Cares About: Tight budget, making travel friends, Street foods, free activities, hostels, couch surfing

Favored Tools to Plan: FaceBook, Foursquare, Yelp, TripAdvisor, Airbnb, Google

Tech Empathy: High | Has: Old Macbook, Old iPhone - sometimes apps or programs don’t work/synch | Travels 5-6 trips a year

NEEDS FROM TRAVEL FEATURE+ Way to connect with fellow travelers or foreigners willing to host+ Easily upload/transcribe travel journal into online album+ Way to save researched lists of places to see/eat at, etc.+ Reliable pricing for activities

PAIN POINTS+ Prices that are misrepresented+ Finding people who will host her for cheap or free+ Knowing who to trust+ Staying safe as a solo, female traveler

HOW CAN WE SERVE?+ Have a lot of alternative lodging options (airbnb, couchsurfing, etc.)+ Make sure prices are accurate and clear+ Show deals specifically for price conscious, budget travelers

THE PERSONAS

EMMA 58YO REAL ESTATE AGENTEmma is a hard working real estate agent who has built up a large retirement fund. As she gets older, she realizes she missed out on a lot of things when she was younger and wants to make up for it now. She enjoys traveling with her husband and their dog Pepper. They love to stay at B&Bs and visit scenic areas with pleasant weather. Emma makes sure that each trip is budgeted carefully because she wants to retire in the next 5-7 years but her budget is fairly generous. It helps that Emma’s husband qualifies for senior discounts wherever he goes. Emma isn’t tech savvy but her children/grandchildren constantly update her with the newest technology. Emma loves that technology allows her to find so many other options especially when traveling so although she isn’t the most tech efficient, she is always trying. Emma has social media accounts for both FaceBook and Instagram, but she doesn’t use either.

I WANT TO TRAVEL AND LIVE LIFE TO THE FULLEST.Cares About: Enjoying life, making memories with family and friends, comfort, beauty in nature

Favored Tools to Plan: Travel Guides in the bookstore, Newspapers, Travel Magazines, Google

Tech Empathy: Medium | Has: iPhone, Macbook Air | 4-6 mini getaways a year (trips usually under 6 hours of flight)

NEEDS FROM TRAVEL FEATURE+ Need notepad/note-taking feature+ Needs frequent reminders about what has been planned+ Layout must be simple and easy to read

PAIN POINTS+ Information overload+ Overcomplicated apps/websites+ Losing track of information (even when saved somewhere)+ Finding pet friendly places

HOW CAN WE SERVE?+ Add a filter for pet friendly locations+ Make another filter by accessibility options+ Use a minimalist layout that only has the necessities+ Make sure photos are showcased in app

THE PERSONAS

Paul“The world is full of hidden treasures

waiting to be found.”

Ava“Traveling is my

passion – I will do anything to be able to

go somewhere.”

Emma“Every day is precious and I want to live life to

the fullest.”

YELP PROJECT 3 | POTENTIAL FEATURES

POTENTIAL FEATURES

ITINERARY SHARING/EDITING ELITE YELP USER DEAL AGGREGATION

BUDGET TRACKER SAVE/ARCHIVE ITINERARIES LOYALTY REWARDING

REVIEW FILTERS PRIVACY SETTINGS FORUM

ADD TO ITINERARY BUTTON BUDGET FILTER NOTES/NOTEPAD

CURATED ITINERARIES MAP DESTINATIONS FOLLOW OTHER YELPERS

YELP PROJECT 3 | POTENTIAL FEATURES

POTENTIAL FEATURES

ITINERARY SHARING/EDITING ELITE YELP USER DEAL AGGREGATION

BUDGET TRACKER SAVE/ARCHIVE ITINERARIES LOYALTY REWARDING

REVIEW FILTERS PRIVACY SETTINGS FORUM

ADD TO ITINERARY BUTTON BUDGET FILTER NOTES/NOTEPAD

CURATED ITINERARIES MAP DESTINATIONS FOLLOW OTHER YELPERS

SKETCHING & WIREFRAMING

YELP PROJECT 3 | BRAINSTORMING

BRAINSTORMING

YELP PROJECT 3 | SKETCHING

SKETCHING PROCESS

+ Created lo-fi sketches to see which features were plausible

YELP PROJECT 3 | WIRE FRAMING

WIRE FRAMING

+ Moved into med-fi/hi-fi wireframing+ Saw importance of button placement and copy+ Cut down to necessities

WIRE FRAMING

WIRE FRAMING (CONT’D)

San Francisco

Denver

New Trip

334 ReviewsRestaurant Awesome

Restaurant

Looking for a restaurant in SF?

Current Saved Archived

San Francisco Paris Denver

add more trips

San Francisco (May 9, 2015-May 12, 2015)

Tuesday - May 9

Wednesday - May 10

9:00 AM - 10:00 AM - Conference Call11:00 AM - Go for run1:00 PM - 2:00 PM - Brainstorming session3:00 PM - Check-in7:00 PM - Dinner10:00 PM - Drinks

9:00 AM - 10:00 AM - Breakfast11:30 AM - 2:30 PM - Scuba Diving3:00 PM - Lunch6:30 PM - Meet Friends8:00 PM - Dinner

WIRE FRAMING (CONT’D)

Calendar View MAY

Budget TrackerSan Francisco (May 9, 2015-May 12, 2015)

PROTOTYPING & USER TESTING

YELP PROJECT 3 | PROTOTYPING

USER TESTING

“The title ‘Travel’ is confusing to me.”

“Why is the camera sitting there?”

YELP PROJECT 3 | USER TESTING & FINDINGS

USER TESTING

“Why is there a list?”

“What is the difference between these two?”

“Where did these albums come from?”

DESIGN CHANGES

+ Eliminate feature of storing personal photos+ Only upload photos to specific location+ Remove camera icon in itinerary screen

ITERATION

USER TESTING, ROUND 2“What does ‘Archived’ mean?”

“What if I want to see my bookmarks for the trip? Or photos & reviews?”

ITERATION, ROUND 2

YELP PROJECT 3 | PROTOTYPE

CLICKABLE PROTOTYPE

ANNOTATED WIREFRAMES

Looking for an afternoon bite?

Dough334 Reviews Desserts

Restaurants

Coffee & Tea

Make a Reservation

More Categories

Plan a Trip

3:30 PM

Annotations

1 Originally labeled as “Travel,” but was changed to “Plan a Trip” for clarity. Leads user to the traveling page, where they can also create their itineraries.

2 After tapping here, buttons regarding check in, reviews and photo/video pop up.

3 Leads user to their profile page (assuming they’ve registered and are logged in).

4 Hamburger button exposes other pages of the app.

Looking for travel deals?

Looking for hotel deals?

Travel My TripsBack

Expedia Budget Flights to Tahiti254 Reviews Flights

Virgin America All-Inclusive Las Vegas…334 Reviews All-Inclusive

Filter Destinations…

Annotations

Leads to itinerary page.

Able to filter one’s search.

Allows users on a budget to look for deals.

My TripsBack Map

Active Past Friends

Add Trip+

Things to do in San Francisco

San Francisco, CASat. April 18 - Sun. April 21, 2015

Paris, FranceSun. April 26 - Wed. April 29, 2015

Bangkok, ThailandWed. May 20 - Wed. May 29, 2015

Delicious Restaurant254 Reviews Restaurant

Annotations

Brings user back to “Plan a Trip” page.

Brings user to map with all of their bookmarked pages or locations on their itinerary.

Trips user is currently planning.

4 Past trips/itineraries that the user has saved. It was previously titled “Archived,” but was changed after user testing.

5 Friends the user is following. Previously titled “Following,” but was changed after user testing.

6 Itineraries for upcoming trips.

7 Suggestions for the most upcoming trip.

My TripsBack Map

San Francisco, CAApril 18 - April 21, 2015

+ Add to Itinerary

Active Past Friends

SAT April 18, 2015

SUN April 19, 2015

MON April 20, 2015

TUE April 21, 2015

My San Francisco Bookmarks

Annotations

Add new event to itinerary.

See city the user is going to as well as the dates they will be there.

Share itinerary with fellow Yelpers, via e-mail, or archive the itinerary.

If user taps on any dates, there will be a drop down of their plans thus far.

Removed camera icon.

Added bookmarks to the bottom of the page, as well as San Francisco-related photos and reviews if the user scrolls down.

SAT April 18, 2015

SUN April 19, 2015

MON April 20, 2015

TUE April 21, 2015

My TripsBack Map

Add to Itinerary

Active Past Friends

E-mail

Share on Yelp

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