PROJECT OVERVIEW:

The cognitive travel app is a part of the IBM Ready Apps program under “Travel & Transportation” category. It acts as user’s travel assistant that help guide the user through the transitional stages of travel by anticipating needs and reacting to context in real time to make user journey an enjoyable one.

ROLE:

UX/UI designer (Co-design with Alana Louise)

ABOUT

IBM READY APPS

The Ready App series created by the IBM Mobile Innovation Lab. Travel & Transportation is among one of the seven in the series along with Ready Apps for insurance, venue, retail, telecommunications, banking, consumer loyalty, and healthcare. The Ready App program is a sales enablement program created to showcase and demonstrate the possibilities of IBM Watson and IBM Cloud services on mobile platform. It helps enterprises in the industry reimagine of how they can build products to fit needs of their users.

SALE'S TEAM

PROMO VIDEO

INDUSTRY

TRAVEL & TRANSPORTATION

Mobile usage continues to rise, especial in dynamic environment but brand loyalty continues to erode.

PROBLEM &

SOLUTION

PROBLEM:
How to build a more compelling user experience for the rail provider’s end customers, increase customer satisfaction and enhancing brand loyalty.

SOLUTION:
The solution is to deliver a seamless travel experience by guiding the user through the transitional stages of travel.

The first challenge that our design team faced was to determine how we can seamlessly implement our features into an existing app without creating any issues in the user’s overall experience, while not falling into the trap of hiding the features too deep within the app. Through a design-thinking session that involved the entire team, we determined that the best solution was to have our features accessed using the existing app’s navigation.

RAIL CUSTOMER

PERSONA#1

WHO: Lara is an event planner who needs to meet with partners at location in Berlin prior to the event itself.

MOTIVE: A business traveller is able to manage her itinerary and proactively react to events in real-time.

STORY: Since she is staying in Berlin for five days, she needs to find a hotel at an accessible location. She also needs to figure out how to get around city with the knowledge that she has to constantly visit the event location and to find meeting places to meet with event partners.

LARA'S USER JOURNEY

“AS-IS” VS “TO-BE”

RAIL CUSTOMER'S

APPLICATION

RAIL MANAGER

PERSONA#2

WHO: Daniel is a marketing director for a rail company who sees an opportunity to increase miscellaneous revenue through partnerships.

MOTIVE: An industry leader can track customer travel and increase partnership revenue by offering personalized recommendations.

STORY: During his last quarterly marketing status update, he’s discovered that sales have been gradually dropping over the course of 3 months. He needs to act quickly to execute a new campaign and needs to reach out to the right partner to ensure that the campaign is successful.

DANIEL'S USER JOURNEY

“AS-IS” VS “TO-BE”

RAIL MANAGER'S

APPLICATION