Home > User Experience > Safe travel for Holidays — a UX Research case study | by Hariharan V | May, 2021

Safe travel for Holidays — a UX Research case study | by Hariharan V | May, 2021

Safe travel for Holidays — a UX Research case study | by Hariharan V | May, 2021

Identifying the behavioral shift of people during a pandemic and helping them to travel and spend their holidays safely via Holiday booking Application | UX Research & Design case study


This article will tell you in detail how I have gone through the entire process to understand the behavioral change that the pandemic has brought to the people who are trying to book a holiday and How I provided a solution for their safety while travelling and spending their holidays during this pandemic.

Note: This project is done based on the situation of before or after the 2nd wave of covid-19. This is being a research project, the aim was to solely focus on the research and solution part of the process.

Problem Statement

Business Problem Statement: People have now started to go on holidays again as the world is slowly coming out of Covid-19, but it is not yet completely safe. What to do and what not to do while on a holiday is changing daily. A holiday booking app wants to make the users aware of the constant safety measures that need to be taken and help them plan better holidays even during the pandemic.

Research Problem Statement: Safety is a major concern for people while planning holidays in recent times. As a UX designer, you want to understand the behavior of people trying to book a holiday in the times of Covid-19. You would want to understand the factors that influence their holiday. Plan research to identify the new standards that the business needs to look out for.

Plan of action:

Here are the different stages I followed in this project,

1. Understanding the Business & Research Problem Statements.

2. Secondary Research

  • Gathering Statistical & Behavioural insights revolving around the problem statement.

3. Primary Research

  • Sending survey and recruit users for interview.

4. Research Analysis

  • Empathy Maps

5. Reframing the user challenges using ‘How might we’ questions

6. Ideation & Wireframing

  • Low & high fidelity wireframes

7. UI & Prototype

8. Testing

1. Understanding the Problem Statement

“If I were given one hour to save the world, I would spend 59 minutes defining the problem and one minute solving it” — Albert Einstein

To understand and solve the problem effectively, I need to narrow it down and understand the root cause of the problem. I framed the 5Ws— Who, What, When, Where, Why and answered them myself to get a broad idea of the problem and give a direction to further research. With this, I can develop a foundation for the product and can be referred back when moving forward.

  1. Who?
  • Who can benefit from solving this?

People who are willing to travel and spend their vacation safely can be benefited.

  • Whom do they usually travel with?

With their family, friends, partner, etc.

2. What?

  • What other aspects may influence the users while travelling in this situation?

The conditions and aspects may differ from person to person like budget issues, work-related, etc.

  • What is the ultimate goal here?

To provide enough safety measures for the users who want to enjoy their holidays and make them feel safe as much as possible.

3. When?

  • When did the problem start to occur?

Since March 2020, the problem has started to occur in India.

  • When will the user plan on taking their next trip in this pandemic?

Once the number of active cases decreases or completely gone.

4. Where?

  • Where can I focus to solve this?

I can focus on understanding the users by what type of safety measures they need and what other factors can be helpful for them to enjoy their holidays.

5. Why?

  • Why do people need holidays or vacations during this time?

They need a break and this will help them to detox their mind from this covid situation which is there for almost more than a year.

  • Why is it important to solve this problem?

It will help people who want to come out of this depression and safely enjoy their vacations.

  • Why aren’t many users using the holiday booking app like before?

Users have the fear of getting infected while travelling and they are not sure if the hotels and locations are sanitized properly.

To proceed with this understandings, I need to research further to understand my users what they really want in this situation to travel and spend their holidays and how I can approach to solve this from the core of the problem.

2. Secondary Research

Desk Research

Secondary or Desk Research is nothing but going through various sources through industry reports, academic articles, analytics/business data on the internet to get more insights and learnings.

Doing desk research helped me to learn how the pandemic has affected the travel industry, the life of people behaviourally and statistically, and what the obvious constraints are stopping the users from using the product. It also helped me come up with the right questions needed for user interviews.

Statistical Insights:

The below insights will reflect the statistical data of how covid impacted the travelers all over India, their expectations, etc.

  • 78 percent of travelers expect the travel industry to offer more sustainable travel options to meet their goals.

Behavioral Insights:

The below insights will reflect the behavioral aspects of the users regarding the travel over the past year.

  • Indian travelers planning to travel in 2021 have expressed a wish to avoid other tourists, with a spike in interest towards exploring lesser-known destinations this year.

These insights helped me to move forward with the primary research by providing ideas for my user interviews.

Defining the Target Audience

I set up a target audience before the primary research by narrowing down the data, which I got from the secondary research. This helped me to define the type of people who could be facing the problems relevant to my problem statement and give direction to move further on the research by sending surveys and conducting interviews.

Product: Holiday/Travel booking app

Gender: Male & Female

Age: 18–45

Occupation: Students, working professionals, etc.

Population: India

Type of Traveller: Frequent & Occasional travelers

3. Primary Research

Primary Research is about understanding the users and their problems profoundly from their perspective, by empathizing with them. This will be achieved by conducting user interviews.

To conduct user interviews, the next step was to create the surveys to find my target users. The users were recruited through a screener form who fit into my target user group to move forward for the interview. [Link of Form]

Here are the statistics of the responses which I received from the survey:

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