Website
Website
User Research
User Research
Travel Agency
Travel Agency
Outo - Travel Packages Booking Platform
Outo - Travel Packages Booking Platform
Outo - Travel Packages Booking Platform
Outo is a newly established travel experience agency in Taiwan, offering unique and unconventional travel experiences, where allows customers to enjoy high-quality travel experiences without the hassle of researching and planning. However, since both the company and website are still in their early stages, no prior research or optimization has been conducted. Our goal was to identify user pain points in the booking process and ultimately improving user experience and satisfaction.
Outo is a newly established travel experience agency in Taiwan, offering unique and unconventional travel experiences, where allows customers to enjoy high-quality travel experiences without the hassle of researching and planning. However, since both the company and website are still in their early stages, no prior research or optimization has been conducted. Our goal was to identify user pain points in the booking process and ultimately improving user experience and satisfaction.
Challenge
The website’s booking process lacked fluidity, and the departure dates were not clearly displayed, making it difficult for users to find available tour dates. As a result, many users abandoned the process, opting to contact customer support instead—or worse, gave up on booking.
The website’s booking process lacked fluidity, and the departure dates were not clearly displayed, making it difficult for users to find available tour dates. As a result, many users abandoned the process, opting to contact customer support instead—or worse, gave up on booking.
Info
My Role: Lead designer for the itinerary details page and project management in a four-person team.
Duration: 3 months (Sept. 2022 – Nov. 2022)
Tools: Figma, Maze, Miro
My Role: Lead designer for the itinerary details page and project management in a four-person team.
Duration: 3 months (Sept. 2022 – Nov. 2022)
Tools: Figma, Maze, Miro
Results
Satisfaction Increased by 70% Based on SUS Score
Satisfaction Increased by 70% Based on SUS Score
Satisfaction Increased by 70% Based on SUS Score
After conducting a post-test usability evaluation using the System Usability Scale (SUS), we assessed the website’s user flow, including exploring the site, finding itineraries, and completing a booking. A total of seven participants took part in the study. Compared to the pre-optimization phase, website satisfaction improved by over 70%.
After conducting a post-test usability evaluation using the System Usability Scale (SUS), we assessed the website’s user flow, including exploring the site, finding itineraries, and completing a booking. A total of seven participants took part in the study. Compared to the pre-optimization phase, website satisfaction improved by over 70%.
'I feel like I can use this website without thinking too much'
'I feel like I can use this website without thinking too much'
'The itinerary details page is much clearer than before.'
'The itinerary details page is much clearer than before.'
'The itinerary descriptions are very detailed, making it easier to imagine the trip.'
'The itinerary descriptions are very detailed, making it easier to imagine the trip.'
'Compared to before, I’d be more likely to stay on this website.'
'Compared to before, I’d be more likely to stay on this website.'
User Research
User Research
We conducted three research methods—Survey, Interview, and Contextual Inquiry—to gain insights into user behavior and improve the booking experience. Our main objectives were:
Understanding users' perceptions of the current website.
Exploring users’ experiences and habits when booking trips online to identify opportunities for increasing purchase intent.
We conducted three research methods—Survey, Interview, and Contextual Inquiry—to gain insights into user behavior and improve the booking experience. Our main objectives were:
Understanding users' perceptions of the current website.
Exploring users’ experiences and habits when booking trips online to identify opportunities for increasing purchase intent.
80%
80%
of users got lost on the original website and couldn’t find the itinerary booking page.
of users got lost on the original website and couldn’t find the itinerary booking page.
of users got lost on the original website and couldn’t find the itinerary booking page.
70%
70%
of users mentioned that visually appealing photos, clear pricing, and detailed itinerary made them more likely to click and explore further.
of users mentioned that visually appealing photos, clear pricing, and detailed itinerary made them more likely to explore further.
of users mentioned that visually appealing photos, clear pricing, and detailed itinerary made them more likely to click and explore further.
60%
60%
of users stated that authentic reviews from other users were a key factor in their purchase decision.
of users stated that authentic reviews from other users were a key factor in their purchase decision.
of users stated that authentic reviews from other users were a key factor in their purchase decision.
Mapping the User Flow to Optimize Key Pages
We created a flowchart to visualize the process of finding and booking a preferred itinerary, using it as a foundation for optimizing the website’s key pages.
One major issue we identified was that users were only redirected to the package selection page (where they choose dates and room types) after deciding to book. This led to frustration when users discovered that their desired travel dates were unavailable—ultimately causing them to abandon the booking process.
We created a flowchart to visualize the process of finding and booking a preferred itinerary, using it as a foundation for optimizing the website’s key pages.
One major issue we identified was that users were only redirected to the package selection page (where they choose dates and room types) after deciding to book. This led to frustration when users discovered that their desired travel dates were unavailable—ultimately causing them to abandon the booking process.
UI Mockups: Key Improvements
Enhanced UI Design & Readability: Based on user feedback, we refined image buttons, CTA text, and overall visual hierarchy to improve readability and navigation. Additionally, we optimized information structure, button hierarchy, and search & filter functions for a smoother browsing experience.
Streamlined Booking Process: Insights from the User Flow analysis led to merging the package selection section directly into the itinerary details page. This allows users to check availability before committing to a booking, preventing frustration from discovering unavailable dates late in the process.
Enhanced UI Design & Readability: Based on user feedback, we refined image buttons, CTA text, and overall visual hierarchy to improve readability and navigation. Additionally, we optimized information structure, button hierarchy, and search & filter functions for a smoother browsing experience.
Streamlined Booking Process: Insights from the User Flow analysis led to merging the package selection section directly into the itinerary details page. This allows users to check availability before committing to a booking, preventing frustration from discovering unavailable dates late in the process.
Homepage
Navigation Optimization: Adjusted label wording and structure to improve discoverability and make it easier for users to navigate the site.
Enhanced Filtering Options: Introduced date and location filters, enabling users to quickly find relevant itineraries without unnecessary browsing.
Featured Itineraries: Improved UI design and readability for featured itineraries, ensuring key details are clear at a glance.
Navigation Optimization: Adjusted label wording and structure to improve discoverability and make it easier for users to navigate the site.
Enhanced Filtering Options: Introduced date and location filters, enabling users to quickly find relevant itineraries without unnecessary browsing.
Featured Itineraries: Improved UI design and readability for featured itineraries, ensuring key details are clear at a glance.
真實照片呈現團隊氛圍
Itinerary Details Page I
Reducing User Frustration: Merged the itinerary details page with the booking page, allowing users to check availability before initiating the booking process—preventing frustration from discovering unavailable dates too late.
Button Optimization: Replaced the "Book Now" button with "Add to Cart" and "Buy Now", providing clearer action-based guidance and improving user decision-making.
New Itinerary Overview: Added a quick itinerary summary at the top of the page, allowing users to grasp key details at a glance before diving into specifics.
Reducing User Frustration: Merged the itinerary details page with the booking page, allowing users to check availability before initiating the booking process—preventing frustration from discovering unavailable dates too late.
Button Optimization: Replaced the "Book Now" button with "Add to Cart" and "Buy Now", providing clearer action-based guidance and improving user decision-making.
New Itinerary Overview: Added a quick itinerary summary at the top of the page, allowing users to grasp key details at a glance before diving into specifics.
Itinerary Details Page II
Information Design Optimization: Redesigned itinerary, accommodation, and dining information layouts, improving clarity and readability for a better user experience.
Side Navigation Enhancement: Differentiated primary and secondary navigation elements to help users track their position within the site while adding clear purchase CTA buttons to guide conversions.
Information Design Optimization: Redesigned itinerary, accommodation, and dining information layouts, improving clarity and readability for a better user experience.
Side Navigation Enhancement: Differentiated primary and secondary navigation elements to help users track their position within the site while adding clear purchase CTA buttons to guide conversions.
Future Opportunities
As Outo was still in its early development stage, our team focused on addressing the most urgent and high-impact areas within the project timeline. Moving forward, there are opportunities to further explore user needs and decision-making factors, particularly in the following areas:
As Outo was still in its early development stage, our team focused on addressing the most urgent and high-impact areas within the project timeline. Moving forward, there are opportunities to further explore user needs and decision-making factors, particularly in the following areas:
Some users revealed that safety is a key factor in users' booking decisions. Future improvements could involve identifying specific safety indicators that matter to users and integrating them into the itinerary details page.
Some users revealed that safety is a key factor in users' booking decisions. Future improvements could involve identifying specific safety indicators that matter to users and integrating them into the itinerary details page.
Most users prefer itineraries tailored to their interests. Future iterations could introduce a customization module, allowing users to modify and personalize their itineraries.
Most users prefer itineraries tailored to their interests. Future iterations could introduce a customization module, allowing users to modify and personalize their itineraries.
Given the constraints of response time and staffing, enhancing the Help page—by incorporating a comprehensive FAQ section—could provide immediate solutions and reduce the need for direct support.
Given the constraints of response time and staffing, enhancing the Help page—by incorporating a comprehensive FAQ section—could provide immediate solutions and reduce the need for direct support.
Reflections
Outo website was my first hands-on UX project, and my biggest takeaway was the opportunity to execute a complete UX process from start to finish. Throughout this experience, I identified several areas for future improvement:
Outo website was my first hands-on UX project, and my biggest takeaway was the opportunity to execute a complete UX process from start to finish. Throughout this experience, I identified several areas for future improvement:
Incorporating Existing Customer Interviews
All interview participants in this project were new users who had never used the Outo website before. Interviewing past customers about their decision-making process and booking experience could provide deeper insights into key purchasing factors and website usability.Increasing the Use of Quantitative Data
This project relied heavily on qualitative feedback, with fewer quantitative metrics. Incorporating more quantitative data in user research and usability testing would improve the reliability of insights and make design iterations more efficient.More Frequent Stakeholder Communication
Project meetings were held once a month, primarily for progress updates. Increasing the frequency to biweekly meetings would help ensure better alignment, clearer project direction, and improved execution accuracy.Ensuring Compliance with WCAG Standards
When deeply engaged in ideation and design, it's easy to overlook accessibility guidelines. Implementing regular WCAG compliance checks throughout the process would enhance design quality and inclusivity.
Incorporating Existing Customer Interviews
All interview participants in this project were new users who had never used the Outo website before. Interviewing past customers about their decision-making process and booking experience could provide deeper insights into key purchasing factors and website usability.Increasing the Use of Quantitative Data
This project relied heavily on qualitative feedback, with fewer quantitative metrics. Incorporating more quantitative data in user research and usability testing would improve the reliability of insights and make design iterations more efficient.More Frequent Stakeholder Communication
Project meetings were held once a month, primarily for progress updates. Increasing the frequency to biweekly meetings would help ensure better alignment, clearer project direction, and improved execution accuracy.Ensuring Compliance with WCAG Standards
When deeply engaged in ideation and design, it's easy to overlook accessibility guidelines. Implementing regular WCAG compliance checks throughout the process would enhance design quality and inclusivity.
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