Setur Website User Experience Design
Setur is a leading travel and tourism company that offers a wide range of services, including holiday packages, hotel bookings, flight reservations, cruise vacations, and personalized travel solutions.The objective of this project was to redesign Setur's existing website to enhance user experience and usability.
B2C
Booking
Travel
Userspots Team Thor, 20 Weeks, 2019 - 2020
Role
UX Researcher, UX Designer
Methodologies
Research, Competitive Analysis, Data Analysis, Wireframe, Usability Testing
Tools I Used
01
Problem Statement
Setur’s existing website has several usability issues that hinder users from easily finding information, booking services, and navigating the site efficiently. These issues result in a suboptimal user experience, leading to decreased customer satisfaction and potentially lost business opportunities.
02
Question
How can the redesigned Setur website effectively address the usability issues identified in the tests to provide a seamless, user friendly and satisfying user experience for both new and returning customers?
03
Solution
Conduct comprehensive usability tests to identify the specific pain points and areas for improvement on Setur’s website. Based on the findings from these tests, redesign the website to enhance usability, streamline navigation, and improve overall user experience. The redesign will focus on making information easily accessible, simplifying the booking process, and ensuring a responsive design for various devices.
"Complete flight tickets, domestic and international tours, transfer, and hotel reservations from a single screen."
04
Research & Analysis
To understand customer needs and desires, multiple meetings were held to prepare for the project and define the problems.
Lack of Promotions
Lack of adding multiple products to a chart
Lack of multiple payment methods
Unorganized categorizations
Lack of knowledge on special scenarios
Various information was provided by the company:
Analytics
User research and other analyses
Detailed special scenario cases
All old and new designs
After stakeholder meetings, market research conducted on similar websites for benchmark and analyzed 20 different websites. Flows such as the homepage, product listing, product filtering, product details, checkout, and booking were studied.
The first step was to conduct usability tests on the existing website to detail all user experience issues
05
Usability Testing
After reviewing the company's requests and all notes, and understanding the problems, the first step was to conduct usability tests on the existing website to detail its issues.
Determining Topics to be Examined and Expected Learnings
Navigation and Homepage Review
Search and Booking Processes
Flight Search and Booking Processes
Purchase Process
Refund Assurance and Transfer Processes
Tour Search and Booking Process
Reservation Viewing and Information Retrieval
Determining Methods and Participants
Determining the number and profiles of participants
Determining the devices (web or mobile)
Determining the test duration and structure
Determining Tasks
Determining pre-interview questions
Determining scenarios and questions
NPS Surveys
06
Wireframe
After a week-long wireframe concept phase, wireframe work was carried out following approval from the stakeholders.
This project was carried out for Setur within the Thor Team at Userspots between 2019 and 2020.
Team:
1 Project Manager
1 UX Consultant
1 Senior UX Researcher & Designer
2 UX Researcher & Designer
1 UI Designer
My Role: UX Researcher & Designer
My responsibilities: Research & benchmarking, ux design, usability tests
