Method 1
Affinity Mapping
Following the interviews, an affinity map was created to analyze user data, highlighting four key themes: simplicity, desirability, affordability, and organization. Users wanted an easy way to plan trips, discover desirable activities and destinations, stay within budget, and organize travel with family and friends. They also expressed frustration with high prices, scheduling and coordination challenges, flight delays, and difficulty using travel benefits.
Method 2
Empathy Map
I mapped what users think, feel, say, and do to build a holistic picture of their emotional & experience. This helped me prioritize pain points by emotional weight, not just frequency.
Method 3
Persona
One key persona emerged from this analysis: Jeff S, a family traveler focused on simple trip planning, finding enjoyable activities, staying within budget, and keeping travel organized. His needs and frustrations helped guide the design toward simplicity, affordability, activity discovery, and better coordination.
Method 4
User Stories
Next, I transformed this persona into user stories, a crucial step in aligning my design process with real user needs. These user stories helped ensure that Bestrip features addressed key pain points and improved the overall user experience.
Method 5
User Flows
We mapped the step-by-step paths users followed to complete core tasks — onboarding, creating a personalized trip, and completing a booking — identifying where decisions, revisions, and confusion occurred.
Task 1: The user wants to create a trip
Onboarding & Trip Setup
A guided setup that helps users create an account, choose a destination, add travel dates, travelers, budget, and activity preferences before viewing their matched trip packages.
Task 2: The user wants to book a trip
Booking & Checkout
The booking flow guides users from matched packages through package review, traveler details, payment, and final checkout, including opportunities to compare options, review details, or edit information before confirmation.
That's a wrap
