GoTo Hub
A redesign of an up and coming Norwegian online travel agency
Overview
This redesign was created as a school project on behalf of the Norwegian start up and online travel agency GoTo Hub with focus on improving UI design.
Solo project
Customer: GoTo Hub
Role: UX/UI Designer
Type of work: User Research, Ideation, Visual design, Prototyping & Testing
Timeframe: three weeks, February 2022
Challenge
I was given the task to create a redesign of GoTo Hub's activity booking flow as well as style guide. The task was to create a design that is white label friendly, to easily be reused for their different customers, while also designing it to be more appealing and enjoyable to end customers, with the goal to increase conversion.
The Process
This project started out with stakeholder interviews and a deep dive into their existing product and competing online travel agencies. Through existing customer data and a number of user interviews and tests on the existing page I gathered insights on what information and features users were missing to make the decision to book and buy activities through GoTo Norway. Design choices in terms of typography, reading patterns and colors were based on UX best practices and principles like Jakob’s Law.
Tools used:
Balsamiq for lofi wireframes
Figma for hifi prototypeing
Results
While the page in terms of colors and layout was kept simple and close to the original product, I added a lot of smaller details. A feature to favorite mark activities to save to come back to later while planning a vacation, a number of filter categories to increase the chances of finding the right activity, as well as a structured and much needed set of information about each activity. Apart from that, I designed a proposal for a more intuitive booking flow by breaking it down into steps and restructuring the different steps.
Learnings
My biggest take away from this project was that while stakeholders can give me as a designer a lot of valuable information and interesting insights, it is vital to verify if possible presumptions truely match the users’ needs. Like in this case a lot of user features the company expected to be needing to add in the future, proved to be of lower interest than other more simple features when talking to test users.
