Introduction

This project aimed to simplify the travel booking process for first-time travelers. Berty and I collaborated closely to develop a web application that allows users to find affordable flights and enjoy stress-free payment systems. This case study explores our objectives, research, analysis, results, prototype, and the challenges we encountered throughout the project.

Objectives prior to research?

Our goal is to understand the behavior of first-time travelers in Nigeria, particularly students who are going abroad to study for the first time. We aim to identify their priorities, challenges, and the strategies they use to overcome these challenges.

Key research questions

1.Did you book your first international flight trip on your own?

2. How has your experience evolved from your first-time booking to your current approach in terms of booking flights?

3. What factors did you consider when booking your first international flight trip?

4. Where did you seek information when you wanted to book your first international flight?
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5. How did you navigate through the process of comparing different prices of flight or agency when booking your first trip?

Research focus

Nigerians who has moved abroad that are studying between the age
of 20-30 years

Interview insights

Our research revealed that 70% of the individuals we interviewed used a travel agency or relied on an experienced relative to book their tickets when traveling abroad for the first time, rather than navigating the process independently. Meanwhile, 30% handled the booking themselves.

70% who sought for assistance

30% of 70% are confident but cannot research and make international payment with there card.

20% of 70% are lack confident

20% of 70% prefer a hassle-free experience

Competitors analysis and market gap

Wakanow is the largest travel booking agency in Nigeria and has gained popularity for making it easy for Nigerian cards to be used for payments in naira. However, we have travel start who is also a competitor. we identified there gaps in their services:
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1. They are very expensive
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2. They rely solely on the price they display
without offering means of discovery affordable
flight options

3. Prices on the platform are base on subjective estimation rather than offering the most comparative rate. This is as a result of no competition.
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4. Other competitors are foreign company making payment in foreign currency is a  big challenge in Nigeria

The selling point

Curated recommendations allow users to choose flights without extensive research.

Simplified payment system ensures easy booking once desired flights are found.

“After long hours of finding cheap flight and now i found one and my cards can't work. Very frustrating.”

CONFIDENT CHARLIE(Primary Persona)

Charlie is confident about making the payment, but Nigerian cards are not allowed to make international payment. The prices offered by Wakanow are too expensive for him. He is exploring all possible options to find an affordable flight, as this is his top priority.

“Can you recommend me someone who can book my flight for me? Asked Esy”

EASY ESY

Esy just got her visa and shes about to book her appointment. She has always got someone doing things for her. Now she want someone who would help her out with booking her flight ticket

“I am afraid i might make mistake navigating this travel booking website, the website seem overwhelming  for me”

DOUBTING THOMAS

Thomas appears scared to book his flight independently due to a lack of confidence. He fears making a mistake that could result in financial loss and prefers entrusting the task to someone with experience.

Primary persona

Charlie would likely find our product more useful  for him because if he sees a system that would save him time and stress of finding cheap flight at the same time pay with nigeria card he would be happy.

Solution after brainstorming

1. Enter flight info
2. Search for options
3. Choose a suitable option recommended
4. Make a payment
5. Ticket is ready

Challenges faced

Finding students who could dedicate time for an interview was stressful due to time constraints and their busy schedules.

Analyzing and synthesizing the data I collected was also challenging, but we managed to do it.

We could not run a full test because the product hasn't been developed yet.

Lesson learned

I came to understand the behavior of travelers in general, even though I focused on a specific target group.

I discovered that there are many opportunities in the travel industry to explore in Nigeria.

Lastly, I improved my research process and design thinking skills.

How i can improve it

I will Embrace iteration and explore more possible solutions.

I would expand the number of interviews to gain deeper insight