Asie Online



Website and CRM redesign of a travel agency, as part of the UX/UI Audit course.

DATE

November 2018

SOFTWARE

Sketch

SKILLS

UX/UI Audit

User Experience

User Interface

Introduction & Brief

As part of the UX/UI audit course, I redesigned the asie-online.com web platform to give it a current and rewarding brand image. We have also developed a CRM (Customer Relationship Management) for travel professionals, which will be used to manage the site's files and manage manageable content.

Asie Online is a travel agency specialized in tailor-made travel in Asia, for couples, families and groups. Whether it is a first discovery of Asia, an off-the-beaten track tour, a family trip, a free trip, a short stay in Asia, a honeymoon..., Asie Online, offers its experience and skills to help you organize the trip that suits you, according to the period you wish to travel, your travel habits, your desired services, and your budget. They advise and guide throughout the preparation of the tailor-made trip to Asia, through personalized exchanges. To do this, they offer a wide range of tours and stays in Asia.

The Challenge

Asie Online is a travel agency whose current website has many flaws, both UX and UI, that is why I was asked to review from the beginning to the end the creation of this site. In addition to this, II also had to create a CRM.

My Role

My role was mainly to conduct user research, evaluate the specific needs of various users, convey key ideas in initial mockups, identify the various UX/UI problems of the site and solve them.

Before I delved into my research, I set myself high quality objectives:

Note about Iteration:

The project was completed over a 4-month period, including user tests, sketches, etc., in order to have a final project that was completely achieved.

The Website

Research

Not being familiar with the tourism industry, I first examined statistics on travel in Asia in order to better target users and have a first approach about this.

Tourism is the world's leading industry and represents nearly 1.2 billion incoming* international tourists per year in 2015. It is estimated to reach 1.8 billion by 2030...! China recorded a growth of 1.4 per cent for all incoming crossings.

South Asia was the second fastest market with 14 percent year-on-year in March this year although in terms of visitor volume, it was still far behind the other sub-regions in Asia / Pacific (860,000 arrivals for the month). With the exception of the Maldives (which recorded a five percent decline), all reporting destinations within this sub-region significantly increased their foreign arrivals with more than ten percent for the month. Nepal and Sri Lanka, in particular, made very strong gains in March 2012, with gains of 37 percent and 21 percent respectively. Southeast Asia became the fastest growing sub-region in Asia / Pacific during March 2012 with a 15 percent increase in international arrivals. Thailand managed to achieve double-digit growth (up 12 percent) for the first time since September last year when floods affected international tourism.

Overall, the strong demand for travel to the sub region has contributed to a strong growth for all destinations. I wanted to better understand the tourism industry and mainly to understand it in Asia, so, after many researches, I realized that this was a very popular geographical area and that it was becoming more and more attractive.

UX/UI Audit

The current website

First of all, I made a complete UX/UI Audit of the current site which enabled me to understand and identify the various current problems of the site:

The Header

The Destinations

Travel Formulas / Monthly Selection

The consultants / The advantages of the agency

Reviews

The News

The quotation form

The Result

In order to change all this mess, I decided to go for a flat side, using few colors but using them on the right axle. This brings a professional and reassuring side to the user. Also, for iconography I decided to use Google's icon library in order to have a singularity in my graphic charter.

The home page

Initial onboarding sketches and concept.

The quotation

The CRM

The dashboard

I decided to create a Dashboard page that is more oriented towards the boss of the company. From this page, we have various more personal information about the agency. First, we have the total incomes, which are presented in the form of a curve diagram and compared to last year so that we can see how the company is doing compared to last year. Then, we have in the form of a pie chart summary information, the number of latest quotes, as well as the number of new customers, the number of new service providers... Finally, we find the 3 main travel categories in the form of a diagram and once again compared to the year before.

In my opinion, statistics on a CRM are very important, because they allow you to quickly and efficiently visualize data on your company or agency.

Login page

The customers

Summary of clients

This is the summary page of all clients indicating various information about them and their travels. From this summary page, it is possible to have a lot of information such as: Surname and first name of the customer, as well as his email address, the destination he will go to, the date of the last contact, but also his priority which allows to know if his trip is for "urgent or not" needs via a small color code that everyone can understand. It also mentions his referent as well as the status of his trip, which allows us to be informed if it is "in preparation", "completed" or "in progress". In any case, if the user wishes to have more precise results on his searches, he can also do some filtered searches. Finally, it is also possible to create a new customer master record for any new customer, as CRM must allow customers to be easily added and organized without any particular effort and in a flexible way. The insertion of a new customer must be possible online and by any person concerned without technical knowledge of the tool.

The display of this page can change according to your desires, it is possible to put it in the form of a list or a "map", and this via two icons located on the right.

I decided to prioritize this page this way, because in my opinion it is important to have an overview and to be able to filter any search easily.

Client file

The customer file indicates in a more precise way all the information necessary for the agency to create a trip. This information is presented in a Dashboard style for an easier understanding for the user and a clearer reading of the different elements that make up this sheet. On this one, we can find various information. First, we have more personal information such as the client's telephone number, e-mail address and home address. In a second step, there are the different documents necessary to create a trip that the customer has collected for example the visa, passport... Like the main section of the customer file, we have the next trip that the customer will make with as information all the summary of it such as activities, destination, dates... We can also find indications to know if the invoice has been paid or not. In addition, we have the history of the trips the customer has made. There is also the customer's history of all the actions he has performed, such as sending an email, paying an invoice, loading a document... Following this, I decided to add a list of tasks that the customer had to perform. This list is a bit like a reminder so that the whole trip is prepared in the best possible conditions and that there is no forgetting.

The strong point of this page is to be able to access all the necessary information in a single page.

From this customer file, we have different shortcuts such as sending an email directly to the customer concerned or returning to the customer list. On this form, everything is possible so that we can delete, edit or move everything in our own way.

Personalized travel

The choice of the country

This is the first step in creating a personalized trip. It is simple and clear, because it is all about choosing the desired destination. It is possible to search for a destination via a search field. We still find this filter option in order to have a more precise search according to your desires. The list of trips is presented in the form of a "map" or a "list" depending on how easy it is for everyone to understand.

Personal details

The second step in creating the personalized trip is to accurately fill in your "personal" and "non-personal" information. At the beginning you just have to choose the type of trip such as a private trip, a small group trip or a trip of the EC type. Then, it is asked to inform its name and first name so that the agency knows who it is. It will be essential to inform the number of people who will participate in this trip, so that the providers or activities proposed are equal to the number of people involved. Finally, the customer will have to fill in his departure and return dates. If he already has the necessary travel documents, he may submit them. However, if this is not the case, it will be possible to submit them later via the customer's file.

Travel agenda

The last step is to create the program of your trip so that everything is organized in the best possible way. I decided to split this page into two big parts. On the one hand, the agenda with the planning of activities, transport or accommodation. This agenda can be seen in different forms: by day, week or month, in order to have an easier understanding of the schedule. On the other hand, we have the activities, transport and accommodation offered according to the indications specified above such as destination, number of people and type of trip selected. Each activity, transport, or accommodation is illustrated with a small icon or photo, as this is visually more meaningful for the customer who wants to project himself into his trip.

To be able to plan his trip I opted for the action called "Drag and Drop" or "Slip and Drop". The task is simple, just select, activity, transport or accommodation and drag it into the planning above. This action is very simple and understandable to use.

Summary of personalized trips

This is the summary page of all personalized trips with various information about them. From this page, it is possible to have a lot of information such as: name and surname of the customer, the destination he will go to, the number of people participating in the trip, but also, his priority which allows to know if his trip has "urgent or not" needs via a small color code understandable by everyone. It also mentions the duration of the trip as well as the status of the trip, which allows us to be informed if it is "in preparation", "completed" or "in progress".
Furthermore, if the user wishes to have more precise results on his searches, he can also perform filtered searches. It is also possible to create a new trip for any new customer.

The display of this page can change according to your desires, it is possible to put it in the form of a list or a "map", and this via two icons located on the right side of the screen.

I wanted to organize this page this way, because it is important to have an overview and to be able to filter any search easily.

The trips

Travel summary

Here is the summary page of all the trips. From this page it is possible to search for any trip using a filter function. Thanks to the filters, it is possible to search for "all" trips at once or either by category such as "private trip", "small group trips" or "EC trips". Each map is illustrated with a photo of the country according to the trips offered, as this is always more meaningful than just text.

Modification of a trip

In order to have the most accurate description of the trip, there is the summary sheet related to it. This information is also presented in a Dashboard style for a better understanding of the user and a clearer reading of the different elements that make up the travel form.
On this form, we can find various information. First, we have the essential information about the trip such as the person in charge, or the type of trip, the price, the number of days... Then, we have the travelers who participate in the trip, it is possible to add at any time a traveler via the shortcut "Plus" which is located below. I decided to add a section with the various documents needed to make this trip. We also have the travel schedule which can be modified at any time with the list of services below. Finally, we can find the various opinions of the travelers who have already made the trip.
The strength of this page is that it allows you to access all the necessary information in one page.

The strength of this page is that it allows you to access all the necessary information in one page.

The service providers

Summary of service providers

Here is the summary page of all providers indicating various information about them. On this page, it is possible to have a lot of information such as: name of the service provider, the manager who is in charge of the service, the location, the telephone number of the service provider, but also the email address of the manager. It also mentions the price of the service provider's service and finally the type of service provider involved, if it is a service provider more oriented towards luxury, towards inns...

If the user wishes to have more precise results on his searches, he can also perform filtered searches. It is also possible to create a new service provider record for any new service provider who wants to trust the agency.

The display of this page can change according to your preferences, it is possible to put it in the form of a list or a "map", and this by using two icons located in the upper right corner.

I made the decision to organize this page in this manner, because I think it is important to have an overview and to be able to filter any search in a simple way.

Service provider file

In order to have more information about a particular provider, I decided to create a page that precisely describes each provider. On this page, you can find the essentials. First, there is the email address, telephone number and address of the service provider. Then, we have information on the rooms (services) that the service provider offers with various information such as prohibitions, photos... We can also find the precise "location" of the service provider with different access to access them and also find other ancillary service providers (restaurants...). After that, I decided to add a "practical information" section that might interest the customers regarding the service provider in question.

On this page, there are different shortcuts such as the possibility to send an email directly to it or a direct access to its website.

On this form everything can be modified, so that we can delete, edit or move everything in our own way.

The messaging

I decided to integrate an email solution into this CRM. An integrated messaging system will initially make it possible to put an end to the vagaries of customer follow-up. It will also allow you to create and send your campaigns directly from the software, without having to go through another additional messaging system. I therefore decided to integrate all customer information directly into the software interface.

In my opinion, it is an ideal solution to be able to communicate with clients and service providers easily and at the right time. Finally, the CRM solution with integrated email is also an excellent way to manage your prospecting campaigns, which can be automated very simply.

The estimates

This is the Quotation page, which is in the same form as the messaging section. On this page, we have on the left all the new or old quotes that have been sent. Once cut we can therefore have a preview of the relevant quote. From the overview, various information comes to us such as information about the customer (the one he entered when creating his trip) as well as a summary of the trip he is about to make.

All this can be modified directly via the pencil icon at the top right. Moreover, it is possible to go directly to the customer's file or even to send him an email according to his preferences.