INSPIRATO
I design, the "Memory Lane" feature to the Inspirato app,a personalized experience journal that allows travelers to document and cherish their favorite moments.
Timeline: Four weeks Tools:
Figma, Miro, Pitch, Whimsical
Project: Adding a feature
Roll: UX Research, UX/UI Designer, Usability Testing
The Process
Define
Personas
Storyboard
Userflow
Task Flow
Ideate
Wireframes
UI Design
Research
Exploratory Research
Survey
Competitor Analysis
User Interviews
Usability
High Fidelity
Usability Testing
Affinity Map
Iteration
$25M
In funding
$83M
Revenue
14,500
Users
Target Market
Inspirato targets monthly luxury travel subscription that gives you access to book travel at members-only.
The Inspirato was designed for users who indulge in luxury experiences like hotel Collections; including Inspirato vacation homes.
Audience range from 30 to 45 years old.
Research & Discover
Market Research
• To capture contemporary trends in task organizers, I researched different types of task organizer apps.
• The app’s overall structure and unique features were analyzed considering differences across target user groups.
• Competitor analysis: Research other apps or technologies aiming to assist users with correcting their technique at home.
Luxury Travel Market Size
-Total Addressable Market (TAN)
-Market Groth by 2030
-Target Market-USA
-Target Market - Inspirato
Competitor Analysis
I considered direct competitors as those that offer workout plans on a mobile application.
Who are the top in the market?
1. Velocity Black: As the original trailblazer in the industry, Velocity Black has held the lead for an impressive nine years. With a revenue of $18.1 million, they have solidified their position as a formidable force within the market.
2. Pacaso: Emerging as a dominant player since its debut in the United States in 2020, Pacaso has swiftly ascended to become the market leader. Their innovative approach and rapid growth have positioned them as a significant competitor within the industry landscape.
3. Wander: Making waves since its inception in 2021, Wander has quickly garnered attention with an exceptional 94.6% customer satisfaction rate. This commendable achievement underscores their commitment to delivering quality service and sets them apart as a notable contender in the market.
SWOT
STRENGTHS
Exclusive Access: Offers exclusive access to high-end accommodations and experiences.
Comprehensive Services: Provides end-to-end travel services, including trip planning, concierge, and housekeeping.
Member Benefits: Members-only nightly rates, customized trip planning, and access to unique experiences.
WEAKNESS
Membership Cost: High membership fees may limit accessibility for some travelers.
Limited Global Presence: May not have a presence in all desired travel destinations.
Market Recognition: Small niche and high competition with less expensive services.
OPPORTUNITIES
Expanding Membership Base: Attracting a broader audience through varied membership tiers.
Global Expansion: Entering new markets to increase the company's global footprint.
Wellness Centric Market: Facilitating alternative for wellness services.
THREATS
Competitive Market: Facing competition from other luxury travel companies.
Economic Downturn: Vulnerable to economic downturns affecting high-end travel spending.
Affordability: Not being accessible.
Competitor Analysis Findings
Key Finds
Unique Value Proposition:
Personalized, unique, and memorable travel experiences.
Company Advantage:
First-class customer care. Exclusive access to the Inspirato Collection.Customized trip planning.
Company Disadvantage:
Similar capabilities to competitors.
Highlights
Common Advantages:
First-class customer care. Exclusive access to high-end experiences. Emphasis on personalized, unique travel experiences.
Common Challenges:
Intensive competition. Maintenance of service quality. Potential limitations in customer base size due to specific demographic focus.
Recommendations
All companies should continue emphasizing
personalized and unique travel experiences.
Explore strategic partnerships with luxury brands to enhance exclusivity.
Regularly assess and adapt pricing strategies to remain competitive in the market. Foster innovation in customer care and technology.
User survey
Google survey questions (10) were sent out to 6 participants to understand user behavior
and capture user frustrations.
5 out of 6 survey participants said the "Memory Lane" feature is in encouraging and facilitating referrals.
4 out of 6 survey participants encouraged that Memory Lane be Legible and easy to navigate to
avoid challenges or barriers utilizing this feature.
(Twitter)
Instagram
Facebook
Linkedin
Pinterest
Other
Highly Effective
Effective
Neutral
Poorly Effective
No Effective
As shown above, users prefer social media platforms,
Instagram & X to share their travel experiences.
Users engagement and referral would increase if
reward system would take place by using Memory Lane.
User Interviews
My purpose of this interview was to gather insights from different personas in the luxury
travel industry. I aim to include experienced travelers, luxury experience aficionados,
and customers who aspire to reach that lifestyle. My objective is to understand their
preferences and needs when it comes to creating referrals sharing experiences.
My interviewed participants agreed with and validated my survey results:
As shown above, 66.7 % of users
strongly agree with being tech savvy.
As shown above, 50% of user are
age 35 t0 . 35 yrs
Defining Solutions
My research gave me some ideas for how to design a solution that
Creating Personas
I created two personas based on behavior patterns from my research participants in order
to better recall our target audience’s motivations throughout the rest of the project.
Keys Insides
These insights provide a comprehensive understanding of the target audience, laying the groundwork for tailoring the Inspirato app to meet the specific needs and interests of these personas. Integration of features that enhance luxury travel, offer personalized recommendations, and leverage seamless technology becomes pivotal for an app catered to the preferences of the tech-savvy demographic aged 35 to 65.
1
Distinct Profiles: A thorough analysis uncovered two primary user personas—Luxury Travel Enthusiast and Tech-Savvy Explorer—within the target audience aged 35 to 65.
1
Tech-Savvy Luxury Enthusiast: The Luxury Travel Enthusiast, representing a tech-savvy demographic, prioritizes opulent travel experiences, seeks exclusivity in premium accommodations, and values personalized itineraries.
2
Early Adopters of Technology: Both personas demonstrate a shared trait of being early adopters of internet technologies, with a particular emphasis on active engagement with social media for travel inspiration, sharing experiences, and seeking recommendations.
2
Reviews: They actively use social media for travel-related reviews and recommendations and are comfortable utilizing mobile apps for planning and booking.
3
Seamless Tech-Driven Planning: The Luxury Travel Enthusiast's preference for seamless, tech-driven travel planning highlights the need for a sophisticated and efficient user experience within the app.
3
Staying Connected: Both personas, especially the Tech-Savvy Explorer, prioritize staying connected online throughout their journeys, emphasizing the importance of features that enable connectivity and accessibility.
User Flow
To me, the user flow was the most important part of the definition phase.
I directed my attention towards catering to registered users seeking to acquire a Memory (Album). Additionally, I emphasized the significance of accommodating registered users interested in sharing referrals on various social media platforms. This approach yielded several advantages that seamlessly integrated with the overall set of features I aimed to incorporate.
To ensure versatility, I designed the feature to effortlessly integrate across all four major social media platforms. This not only streamlines the user experience but also provides a consistent and user-friendly interface.
Moreover, when users engage in the creation and purchase of memories, they are presented with a diverse array of choices. This empowers users to personalize their experience, enhancing satisfaction and engagement.
Task Flow
In the decision-making process, I deliberately opted against the inclusion of a third-party provider for printing services. This strategic choice was made to maintain control over the user experience, avoiding potential complexities and ensuring a seamless and integrated service for memory creation and purchase.
Insides
Each user choice caters to a diverse range of user preferences and behaviors, ultimately improving the overall usability and adoption of the feature.
Additionally, I've implemented more user-friendly steps to enhance the learnability of the feature.
I made it a priority to understand the specific needs of registered users, focusing on tasks like acquiring memories and sharing referrals.
This user-centric approach ensures that the feature closely aligns with what users are looking for, ultimately enhancing their satisfaction.
Maintaining a consistent user interface and experience across platforms can be challenging.
Iterative testing, user feedback, and continuous improvement will contribute to overcoming challenges and enhancing the overall user experience.
Sitemap
Additionally, to improve experience, I felt making enhancements based on basic usability principles would elevate Memory Lane’s feature by providing the feel of a user friendly design.
I discover
Clear Information Hierarchy
I recognized the importance of establishing a clear information hierarchy that prioritized content based on its significance. This approach aimed to assist users in navigating the site effortlessly and quickly finding relevant information.
User Journey Mapping
I directed my efforts towards mapping out user journeys to guarantee alignment between the sitemap and typical user flows. Understanding how users navigated through the site played a key role in logically organizing content.
Intuitive Navigation Paths
During that time, the focus of the sitemap was on creating intuitive navigation paths. The goal was to enable users to reach their desired destination with minimal effort, achieved through the strategic placement of links and categories.
Design
Branding & Style Tile
While conducting user research, I simultaneously delved into the visual design aspect of the app:
Color Palette: I curated a selection of colors commonly associated with a sense of calm and relaxation. To enhance engagement, I incorporated diverse accents.
Typography: Personally, I opted for sans-serif, rounded fonts to impart a friendly and approachable vibe.
Brand Attributes: I consciously aligned the brand with attributes such as trustworthiness, relaxation, engagement, reflectiveness, and informativeness.
Logo Exploration: In my creative process, I experimented with symbols like roads, hikes, and flags to symbolize the user's journey. Eventually, I settled on a design featuring a flag planted atop a mountain, symbolizing the triumph over mental health challenges and personal goals.
Workflow:
Following the ideation phase, where I generated solutions tailored to user needs and preferences, I strategically crafted a priority matrix. This matrix helped identify and prioritize critical functions, ensuring a focus on features that best address user requirements.
Wireflow Creation:
In translating these priorities into a tangible user experience, I developed a comprehensive wireflow. This wireflow not only encompasses the essential tasks related to purchasing a photo album and utilizing the memory creation feature but also serves as a visual representation of the design layout. It provides a clear and intuitive guide for users to navigate through the defined tasks seamlessly.
Wireflow Details:
In the wireflow, users embark on a journey through the list menu of the Inspirato's Memory Lane Feature app. The orange highlights signify a tap on a button, while black lines guide users to the subsequent steps in the flow. The major task flow encompasses key actions such as logging in with email, creating a memory from a template, purchasing a printed photo album, and concluding the process with a seamless payment experience. This meticulous layout aims to optimize user interaction and ensure a smooth and enjoyable user journey.
High-Fidelity Design:
Drawing inspiration from the successful Inspirato app, I elevated the design process by creating a detailed, visually appealing, and interactive high-fidelity design. This design is specifically crafted to facilitate usability testing and gather valuable feedback. Leveraging the strengths of the Inspirato app, I aimed to enhance user engagement and satisfaction through a polished and user-friendly interface.
Who I interview
Three participants were scheduled over the two days of testing.
Usability Testing
I conducted a qualitative moderate in-person usability test that involved designing a scenario where the participants engaged in the new Inspirato feature " Memory Lane."
Objective: Evaluate the usability of the new future app to identify user experience issues and gather qualitative insights for improvement.
My Process
All participants were briefed on the new feature and given scenarios they could relate to, which allowed for a better understanding of our expectations with this testing.
1
Searching for pain
We are always looking for little signals: the annoying, the frustrating, the could-be-better.
2
Living that pain
Once we discover a problem, we continued to redesign on Figma the High- Fidelity wireframes.
Living that pain
Once we discover a problem, we continued to redesign on Figma the High- Fidelity wireframes.
3
Discovery In Context
Affinity Map
Results
Results
Crafting user interview questions should be specific, actionable, and practical, informed by survey results. I noticed some questions were repetitive, and ideally, I'd schedule user interviews as a follow-up to the survey to delve deeper into user pain points, allowing for more targeted solutions.
When incorporating new features, it's crucial to maintain balance and flow within the overall app. I've come to understand that it's not just about the creative development of a feature; it's about ensuring harmony with existing features. Having a comprehensive understanding of the app's operation is key to prioritizing new.