Background
Gupa is a pioneering mobile application transforming how travelers in Nigeria interact with the hospitality industry. Unlike traditional travel apps, Gupa focuses on facilitating comprehensive ratings and reviews of various travel-related services, empowering users to make informed decisions. The platform fosters a community-driven environment that encourages transparency and accountability within the Nigerian travel and hospitality sector.
My Role
Lead product designer; worked with 1 mid-level designer, 2 developers and 1 product manager and the COO
I was responsible for:
Information architecture and journey flows in conjuction with the CTO and PMs
UX prototyping
UI design across mobile and web screens with the support of the other designer
Collaboration with PM and CTO
Developer handoff and QA support
Core Problem
Despite the growth of Nigeria's travel and hospitality industry, travelers often face challenges such as:
Lack of Reliable Information: Difficulty in accessing trustworthy reviews and ratings for airlines, bus services, hotels, and airports.
Limited Transparency: Inadequate feedback mechanisms for service providers to improve their offerings.
Fragmented Community Engagement: Absence of a unified platform for travelers to share experiences and insights.
Key Requirements
To address these challenges, the redesigned Gupa Mobile app aimed to:
Provide Comprehensive Listings: Include detailed information on airlines, bus services, hotels, and airport facilities.
Implement a Robust Rating and Review System: Allow users to evaluate services based on various criteria.
Enhance User Engagement: Introduce features like user profiles, interactive discussion boards, and social engagement tools.
Ensure Consistent and Intuitive UI/UX: Create a cohesive and user-friendly interface across the application.
Approach & Process
Research and Discovery
User Interviews: I conducted interviews with frequent travelers to understand their pain points and expectations.
Stakeholder Meetings: They had some high level sync and collaborated with service providers to gather insights into their needs for feedback and engagement.
User Research
Surveys: I distributed questionnaires to a broader audience to validate findings from interviews.
Usability Testing: I also observed users interacting with the existing app to identify usability issues, so as to make informed decisions while redesigning.
Persona Development
Based on the research, developed personas such as:
The Business Traveler: Seeks efficient booking and reliable service reviews.
The Leisure Explorer: Interested in discovering new destinations and sharing experiences.
The Local Commuter: Uses bus services regularly and values timely information.
Competitive Analysis
Analyzed similar platforms to identify strengths and gaps:
TripAdvisor: They are strong in hotel and restaurant reviews but lacks focus on local transport services in Nigeria.
Google Reviews: They are widely used but lacks a dedicated community for travelers.
Local Alternatives: Limited in scope and user engagement features.
My Design Process
Wireframing: I created low-fidelity wireframes to outline the app's structure.
Prototyping: I developed interactive prototypes to test user flows and interactions.
UI Design: I designed high-fidelity mockups with a focus on consistency and clarity.
Iterative Testing: I conducted multiple rounds of testing and incorporated feedback from users, testers and stakeholders to refine the design.
App Layout and Features
Home Screen
Showcases featured destinations and recent reviews.
Search and Filter
Allows users to find services based on location, rating, and category and also submit a service if search not found; to keep growing the app.
Service Rating & Reviews
Detailed information on airlines, bus services, hotels, and airports.
Users can rate and review: Airlines, Buses, Hotels, Airports, Travel Agencies. Structured categories (e.g., Timeliness, Cleanliness, Staff Behavior). Also,users can upload photos and videos and ee review breakdowns and community reactions.
User Profiles
Enables users to follow others, share experiences, and build a travel community.
Travel Board
A space for users to post multimedia content and engage in discussions.
Multimedia storytelling: users share trips, memories, tips. Includes photos, videos, short stories, and experience tags. and also engage through likes, comments, shares.
Weather Forecast
Daily and weekly weather updates for cities, travel planning aid with weather warnings and also linked to airport/city detail pages.
Flight Details Viewer
View flight schedules, airline summaries, and user reviews.
Sort by time, price, or reliability.
Integration with rating/review system for airline services.
Solution Design and Features
Enhanced Rating System: Users can rate services based on multiple criteria, providing a comprehensive overview.
Interactive Travel Board: Encourages community engagement through sharing of experiences and multimedia content.
Travel Board: Connects users with local guides for personalized travel experiences.
Real-Time Information: Provides updates on flight statuses and other travel-related information.
Design Challenges and Solutions
Visual Complexity: The previous design was cluttered. Simplified the layout and introduced a consistent visual hierarchy.
Inconsistent Design Elements: Standardized color schemes and typography across the app for a cohesive look.
Limited Service Information: Collaborated with service providers to enrich content and ensure completeness.
Multimedia Upload Issues: Optimized the backend to handle various media formats and improved the upload process.
Results and Impact
Improved User Engagement: Increased user activity on the Travel Board and higher participation in reviews.
Enhanced User Satisfaction: Positive feedback on the app's usability and the value of information provided.
Service Provider Responsiveness: Notable improvements in service quality based on user feedback.
Success Metrics Achieved
User Retention: 25% increase in monthly active users.
Review Submissions: 40% growth in the number of reviews submitted.
App Store Ratings: Improved average rating from 3.5 to 4.7 stars.
Scalability
The redesigned architecture allows for:
Expansion to Other Regions: Easily adapt the platform for other countries.
Integration with Additional Services: Incorporate features like booking and payment systems.
Support for Multiple Languages: Cater to a diverse user base.
Lessons Learned
User-Centric Design is Crucial
Understanding user needs leads to more effective solutions.
Consistency Enhances Usability: A cohesive design system improves user navigation and satisfaction.
Community Engagement Drives Growth: Encouraging user interaction fosters a vibrant platform.
Conclusion and Next Steps
The Gupa Mobile redesign successfully addressed key user pain points and enhanced the overall travel experience in Nigeria. Moving forward, plans include:
Introducing Booking Features:
Allow users to book services directly through the app.
Expanding Community Features:
Implement forums and Q&A sections for deeper engagement.
Continuous Improvement:
Regularly update the app based on user feedback and emerging trends.