Product Design Challenge

The thought process behind building a single screen

The crux of the problem statement is — Leia wants to travel from the island town in Kaneohe to her home Hana. She opens an app named “Holo” and enters her destination. My task was to create a single screen that would enable Leia to compare various transportation options and decide on the mode of transportation she would avail to reach home.

In this challenge, I was given a few more information apart from the above problem statement. One major thing was the travel options information, and the second was a brief overview of the company.

I believe in solving any problem; an important step is to nail the problem statement because nothing is worse than failing in a project due to the misunderstanding of the problem statement. Also, for small projects, this helps to understand the scope and stay on track throughout the process. Else we might wander off before we even realize. 😴

To get a solid understanding, I decided to start by answering the following questions:

Now that we know the end goal of our project, we can build our screen around it from both the business and users’ perspectives.

I first tackle the travel information part that will take care of the customer journey and their experience.

I then dive into the company overview and connect the thoughts from the above part. It would help decide the structure of the page, and how the brand would resonate its value/mission in the product and provide rewarding engagement.

Let’s jump right on it, shall we?

Meet Leia. A 23-year-old graphic designer from Kaneohe. It’s Saturday morning, and after a long week of work, she finally gets some time off to visit her parents in Hana. She expects to reach today. She opens the app and looks through the various options she has.

Goal- To travel from Kaneohe to Hana.

Needs- A fast and convenient way to reach.

Behaviour- Easy to understand, not spend much time deciding which option to take.

While we have a persona in a problem statement, however, it is crucial to understand that we should not focus on one user’s problem and design around it. Instead, we need to keep our products generalized for the target audience (keeping personalization in mind). Let’s see how we can take into account the above scenario and also other factors that affect users choices.

Okay, it’s time for the real deal. Hold on to your seat-belts!

We are told that Leia has already selected her destination, and she sees the given four options below.

It’s a good starting point. Now we need to find a meaningful way to organize this information.

We need to find a way to organize in such a way that we provide relevant information to new users as well. While card sorting may be an excellent way to group information, but that would not help in deciding the order in which we should sort our cards. And this is a significant step, especially while scaling our app since recommendations are a key for better CTRs and increased conversions.

Let us look at some of the factors that generally influence people’s mode of transport. We can divide it into the following three categories:

In our case, the majority of our users are in the age group 20 -35. We can get the current time of the user when they select a destination and show them the fastest route to the destination starting from the captured time. Finally, we sort them from the quickest mode to the slowest mode based on the availability.

But dude, why fastest to slowest?

Ah! Good question and this brings us to the other information we have, i.e., about the company.

The idea of speed inspires the whole company, and their focus is unmatched service. Hence, our assumption is the mode which is the fastest and most convenient would be the company’s primary offering at first.

So we now know what to present and how to present. But before we move further let’s take a moment to discuss this in a real-world scenario. Ideally, we would have to multivariate test the placements and analyze their performance based on the KPIs like retention rate, churn rate, stickiness, etc. Some recommendations when things start scaling up could be to use labels like the best sellers, trending, offers, promoted, etc. The key is to keep updating and changing the recommendations and making it more and more personalized.

Phew! That was a lot. Now we come to the creative side of things. Let’s start with a few rough sketches

A premium travel company prefer simplicity in their product. Compound that with modern and futuristic design. So we would require elements to breathe in the UI. Take a look at the office setup above. Colours are in the lighter tone and streaks of light could be inculcated the motion design. While it is easier (and cheaper) to move with a bespoke font, since we are designing for the iPhone, we would move with San Francisco! Okay, let’s get creative!

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