Traveloka App UX Improvement: A Case Study

Hi!👋🏻 I’m Maulia Chandrarini. Currently, I am enrolled as a UIUX/Product Design student at dibimbing, where I am actively honing my skills and knowledge in the field. I’m excited to share that this project holds particular significance as it represents my first end-to-end experience, from conducting user research to iterating based on usability testing results. It showcases my abilities in handling the entire UI/UX design process and reflects my enthusiasm for tackling real-world design challenges. This milestone allows me to demonstrate my growth and passion for the world of UI/UX design.

The Problem

Traveloka, Southeast Asia’s leading travel and lifestyle app, has encountered a decline in user engagement and sales within the transportation and accommodation sectors. To address this challenge, the goal of my project is to identify the underlying factors contributing to this decline and devise effective strategies to reverse it. By enhancing user engagement and sales in these sectors, I aim to elevate overall user satisfaction and drive business growth for Traveloka.

Role: UX Researcher, UI/UX Designer
Timeline: 3 months
Tool: Figma

The Process

Secondary Research

To gain a comprehensive overview of user sentiments and perceptions towards the Traveloka app, I conducted an analysis of the app’s reviews. This approach enabled me to identify patterns, trends, and common themes shared by users, thus contributing to my research objectives and helping me identify the underlying factors that have impacted user engagement and sales. By drawing conclusions from this analysis, I can further inform my strategies and decision-making process to enhance the overall user experience.

Users consistently expressed their expectations and concerns regarding promotions, discounts, and exclusive offers. Additionally, payment-related issues, were also frequently mentioned. Another prevalent issue highlighted by users was the presence of mismatched information regarding product availability, leading to confusion and frustration during the booking process.

Qualitative & Quantitative Research

To ensure more reliable and valid results by considering multiple ways of collecting and interpreting data, I incorporated both qualitative and quantitative research methods in this project. Firstly, I conducted one-on-one in-depth interviews which provided rich insights, allowing for a deeper understanding of user perspectives and uncovering nuanced feedback.

To validate and complement the data gathered through qualitative interviews, I employed a quantitative research method by conducting a survey. This approach aimed to ensure the reliability and validity of the findings by triangulating the data from different sources.

Participant Criteria:

• 24–50 years old
• Returning Traveloka users
• Actively use accommodation and transportation booking features
• Have made a minimum of 4 transactions in the last 6 months
• Similar travel platforms user

Interview Participant:

Interview Questions:

• What is the main purpose for which you usually use the Traveloka app?
• How satisfied are you overall with using the Traveloka app?
• Have you ever encountered any issues or obstacles while using the Traveloka app? If yes, please elaborate on the problem.
• How satisfied are you with the features available in the Traveloka app?
• How satisfied are you with the functionality of the features in the Traveloka app?
• What other travel booking platforms do you use apart from Traveloka?
• How would you rate your overall experience using those apps?
• Are there any differences in using those apps compared to Traveloka? If yes, please explain the differences.
• Do you have any feedback or recommendations to improve your satisfaction with using the Traveloka app based on your experience with other similar platforms?

Affinity Mapping

This helped identify the most significant pain points, prioritize areas for improvement, and inform the subsequent design iterations. Through this method, I was able to extract valuable insights from the qualitative data, guiding the decision-making process and facilitating the creation of a user-centered design solution for the Traveloka app.

Price & Payment

• “Harga tiket berbeda antara saat pesan dan payment.”
• “Susah cari kode promo.”
• “User Experience dalam hal promo kurang bagus.”
• “Kode promo seharusnya ditaruh paling atas.”
• “Belum ada pilihan virtual account untuk payment.”

Information Display

• “Terkadang foto di aplikasi dan kamar berbeda.”
• “Update ticket available lama, terutama saat high season.”

Flow Simplification

• “UXnya dibuat lebih simple biar tidak bingung”
• “Flow terkait pemesanan dipermudah, kurangi informasi2 yang kurang dibutuhkan.”

User Persona

This persona humanizes the user base and provide reference points for design decisions throughout the project.

Ideation

Priority Matrix

High Impact — Low Effort

• Creating a special tab/button for promotional products to allow users to easily view ongoing promotions.
• Adding popular payment methods (virtual account).
• Providing transparent information about price differences/changes to increase user trust.

High Impact — High Effort

• Adding a search feature for promotions so that users can find the right promotional products according to their needs.
• Providing recommendations for the best promotional products that can be used during the ordering process.
• Saving/drafting tickets if they are not available yet, and then adding a push notification feature regarding ticket availability.

Low Impact — High Effort

• Adding a help/tutorial feature that can be accessed at any time to guide users through the ordering process.
• Optimizing from an engineering perspective to identify factors causing slow loading times.
• Creating integrated mini games with a reward program to make users more interested in playing the mini games and increase user activity within the application.

The Design

Wireframe

Design Solution

Moving the on-going promo cards to the top of the homepage so that users don’t have to scroll down to find the promotions.

Adding a dedicated search bar to search for promotions on the page while the user is selecting a flight. (for full prototype, click here👈🏻)

Usability Testing

Goals

• Evaluate the usability and effectiveness of the new search bar for promo codes.
• Measure user satisfaction with the feature.

Task

• Using the search bar by pasting the code to find preferred flights.

Result & Recommendation

• All participants successfully completed the task of using the new feature, but their opinions about the feature varied among the participants. Some participants entry point is the flight icon on the main menu. Users accessing the promo through this entry point might have been uncertain about the applicability of promo codes to the flights they intended to book because they have to scroll through the available coupons in the search bar instead of copy and paste the promo codes.
• Some participants expressed a difficulty locating the small and right-aligned search bar. The current design may lead to user frustration and potential abandonment of the search process.

After UT

Moving the search bar to the left side, changing its color, and adding tooltips to improve visibility and discoverability so that users can make the most of this feature.

Lessons Learned

User Research is Fundamental

Conducting thorough user research helps gather valuable insights about the target users. By employing various research methods such as interviews, surveys, and usability testing, I can uncover user preferences, behaviors, and expectations. This information serves as a foundation for designing intuitive and user-friendly interfaces.

Thank you!😊