Traveleo Web App

A web app that integrates data to help managers transform decision making.

OVERVIEW

Traveleo (formerly Green Tour) is a Da Nang - based tourism agency in Vietnam. The company currently goes through a rebrand, as it is embarking on a new journey. For years, Traveleo have had to rely on multiple internal tools to manage the business. This creates complexity and increases decision making time.

This project aims to develop a visually appealing & intuitive dashboard that gives business executives all the insights they need for managerial purposes.

MY ROLE & DURATION

Lead UX & Identity Designer

Identity Design, User research, Visual design, Prototyping, Usability testing

Jun 2024 - now (4 months)

The Problem

Having to go through multiple stores’ daily reports makes it harder for managers to define main business challenges. Due to this lack of birds-eye view, decision making takes forever.

Even when data are in place and well analyzed, they usually do not show up in insightful clusters that suggest certain business challenges or opportunities. This begs for a tailored management tool that is both abundant in real-time data and intuitive in business insights.

User Interviews

During discovery stage, I interviewed the company's 4 store managers to help address their concerns regarding how the business at Green Tour is operated. Here are the common themes I have collected:

Internal tools are too complex for agile management
Duplicate records or outdated information reduce sales & marketing efficiency
Lack of integration makes decision making more challenging

"Even basic things, like updating workflows, assigning tasks, or generating reports, take way longer than they should. Honestly, this complexity is really slowing us down."

Branch manager

"It really messes with our sales and marketing efforts because we're not working with clean data. You end up either reaching out to the same customer multiple times or, even worse, missing opportunities because the information isn't up to date."

Branch manager

"We must spend a lot of time manually gathering data from different sources, which means we can’t get a clear, real-time picture. This lack of integration with other tools makes it hard to make quick, informed decisions."

Branch manager

Competitive Analysis

Noticing that Traveleo has been approached by several domestic CRM service providers and yet the company has not found an entirely satisfying solution, I researched these key competitors and analyzed their strengths & weaknesses, which might reveal certain opportunities in a better design solution.

MAIN COMPETITORS:

PosApp: servicing 30,000 retailers, especially in food & beverages
KiotViet: analytical features that help retailers make strategic adjustments

THEIR STRENGTHS:

Multiple useful features for inventory management
Clean UI
Cloud-based
Useful components that can cater to various businesses

THEIR WEAKNESSES:

Inadequate reporting capabilities
Complex interface, not tailored for tourism businesses
Accessibility issues regarding contrast ratio & color choice

(pictures: UI of PosApp & KiotViet)

Insights

After conducting similar interviews and analyzing gathered data, 3 common themes emerged as key user challenges:

AGILITY

Internal tools are rigid and slow in adapting to changes such as strategy or processes
Simplifying the user interface can make it easier for teams to navigate the CRM

Lack of integrated & contextual data about employees, stores, and products, can lead to incomplete narratives
Poor data visualization can make it hard to communicate insights clearly

without standardized reporting features, it's hard for managers to analyze data and track performance
Switching between tools or manually transferring data can disrupt workflows

STORYTELLING

PRODUCTIVITY

User Profiles

Vietnamese business development managers or business chain owners, especially in the field of tourism, aged above 30.

USER'S MAIN TASKS:

Recruit, train, and supervise employees (mainly tour operators)
Manage inventories such as tour vehicles
Ensure high customer satisfaction by addressing complaints & resolving issues
Analyze sales data, set targets, and implement strategies to meet or exceed those targets

USER'S MAIN GOALS:

Increase Sales: Achieving sales growth by implementing effective sales strategies and optimizing product offerings
Improve Customer Satisfaction: Enhancing the customer experience to foster loyalty and positive word-of-mouth
Optimize Inventory Management: Make sure company's resources (like vehicles) adequately meet demand.

Conceptualization

Collecting insights from user research & competitive analysis, I developed the web app's preliminary information architecture, and ran it by Traveleo’s business development team.

Once the concept received major support, I started building the low-fi mockup that accommodates all the discovered use cases. Usability testing was conducted on this mockup to inform further design modifications.

The Solution

Traveleo CRM solution integrates various business functionalities that helps managers speed up their decision making & stay connected to their staff and customers.

Get frequently Updated Insights

The dashboard informs the current sales, all the active bookings & data related to them, as well as the current promotion & active tour guides.

Users can easily navigate to other tabs to receive more updates on different aspects of the business.

Explore Business Challenges with Contextual Data

Take advantage of immersive statistical clusters to get an overview of company's functional areas such as branch offices, tours, and tour guide.

Data Entry Made Easy

Seamlessly navigate to designated tabs to modify or add new entries such as a promotion, an employee, or a tour package.

Usability Testing

The web app is tested at various project stages to ensure the credibility of the final concept.

Lo-fidelity prototypes were tested weekly to get feedback on the functionality, content, and interactivity of the app
Unmoderated User testing - voluntary groups were motivated to use the high-fidelity prototype. All participants were using the app to carry out hypothetical tasks that fulfill the main use cases

Seeing Results

These initial results were collected to inform further design modifications. The beta version of the app is currently under reviewed for next step.

25s

86%

7%

Time on task

Task completion

Error rate

Project Learnings

Less is more.

Clients usually opt for the most versatile solution with many functionalities they don’t need. In the case of Traveleo, a more tailored CRM that focuses on meeting the daily challenges of a business executive seems to be a more practical & economic approach.

Higher data quality improves decision making.

Data clusters that inform specific business insights are more appreciated than when they stand alone as individual statistics.

Project scope clarity saves time.

When scope is unclear, it is likely that a design concept might have overlooked certain users with certain untouched issues. This is revealed in usability testing, and a re-examination of project scope is inevitable.