Introducing a new way to travel, through Instagram.

Instagram is a photo and video-sharing network owned by Facebook. The app allows users to upload photos and videos, which can be edited with filters and organised with tags and location information. Users can browse other user’s content by tags and location, and view trending content. Users can like photos and follow other users to add their content to their feeds. This photo-sharing format has been widely accepted as a preference for users. However as this application continues to grow, it beginning to have limitations on particular tasks, but there is an opportunity to grow into something else.

THE CHALLENGE

DESIGN PROCESS

Research/ market analysis

Interviews

1

Affinity diagram

Personas

User journeys

Problem statement

2

Value proposition

Content strategy

Information architecture

User flow

3

Paper prototypes

Wireframes

Interactive prototypes

Hi-fi designs

4

5

Usability testing

Refining

A user face people are familiar with & love.

Instagram has been collecting data & recommendations for years…

What are the global travel patterns?

RESEARCH

90% of people research their trips on internet.

The projection of online travel market is expected to grow from 756m in 2019 to 817m in 2020.

82% of all travel bookings in 2018 were made online through mobile app or website.

In the planning stage of a trip, videos & photos are the 2 critical factors affecting global travellers desicions.

I interviewed 12 travellers between 18 to 49 who use Instagram to understand problems when saving locations & suggestions.

After these interviews, I organised my qualitative data on an affinity map to sort through all the information gathered. Grouping similar ideas into categories helped us to have a clear vision of our persona and visualise themes that helped me decide on a direction for improvement.

USER INTERVIEWS

USER GAINS & PAINPOINTS

Recommendations

Information

Travel motivation

Categorisation

Personas are characters that represent our target audience. Their demographic, goals, needs and behaviours are based on real data from the previous user research.

USER PERSONAS