Unlocking the Potential of Alternative Accommodation
Explorative research & design solution for Alternative Accommodation (AA) in Indonesia
Project types:
Context
Team: 4 people (team lead, senior experience designer, and fellow junior experience designer).
my contribution: participant screening, interview tools design, user research, persona creation, design facilitation, design planning, prototyping, user testing, reporting.
Client:
Traveloka
Year:
2018-2019 (7 months)
Tools
Adobe XD, Ai, Ps
Recognition
-
Background
The project aimed to investigate the design opportunity for Traveloka, the largest Online Travel Agency (OTA) in Indonesia.
To understand further the design for the alternative accommodation (AA) experience, we also dive into the interlink between the needs of suppliers and end-users. This is important because each AA is vastly different in terms of capability. Hence, the travel experience cannot be as “controlled” as ‘professional’ establishment.
Approach
There are two focuses of research: travelers and AA owners. The goal is to find the value proposition for AA.
Approach
Human Centered Design (HCD) uses the basic principles of being empathy, collaborative, and agile. The key processes include: immersion, in-depth interview, insights collection, persona creation, customers journey, co-creation, and product validation.
The study was conducted in 5 cities with more than 50 participants, and took more than 100 hours.
Insights
There are some misexpectations between guest and AA. While staying at AA, there is a barrier that prevents them to trust AAs. On the other hand, many AAs pride themselves in their unique qualities, flexibility in services, and personal touch that hosts offer. The discrepancy in AA is driven by various goals: business motivation, strive for uniqueness, and their openness to growth.
Design Challenge
“How do we build products and services for alternative accommodation?”
Solution
To design for AA, there are some sets of design principles that must be implemented in any solution. In total we provided 8 design principles to Traveloka product team.
In addition, there are different solutions in the different deliverables. Due to confidentiality, this portfolio shows only some of the solution’s screenshots.
Reflection
(and feedback)
I feel the process of the research was very fun and insightful. The nature of exploratory research gave more flexibility to the methods in the process. I really like when my team went to the field and immersed ourselves as a traveler by sleeping over in Alternatives Accommodation.
I believe the research and design recommendations are make sense but if I want to add more, I would like to improve the collaboration process and add more relevance to the business.