Uncovering usability issues with transport booking

☀️ dana p

1. Conversational and content design for AI
2. Messaging frameworks
3. Content for complex multi-merchant flows
4. MVP of in-app gamification for growth
5. Generative + evaluative research for tours and transport
6. Simplifying onboarding for non-digitally-native users
7. Visual design
8. Photography projects

Uncovering usability issues in transport booking 2024 | Klook

Building the foundations

We started this project in Apr 2024, when there was limited business buy-in for user research, and no incentives available for customers and limited time during the work day to complete this.

Role: UX lead, partnering with a content colleague from the business team.

UX problem area:

How do customers think about buying transport products?
What are their needs and considerations?
What are some different customer personas and/or intents?

Designing the study

Focused on users in Klook’s newer markets: UK, ANZ, and the US
We chose a qualitative study using 1-1 interviews to deep-dive into the topic with our interviewees.