Toratora Travel
tools :
Figma, Invision, CSS, HTML, Java, Hotjar, Analytics, Meta Business Manager, Semrush, Optimize, Zoho.
As a co-founder, I served as the Creative Director, Product Designer, and Strategist, translating data-driven insights into a cohesive user experience.
Toratora offers tailored "surprise trip" experiences. They provide users with travel packages customized to their preferences and reveal the destination just before departure.
Our challenge involved customizing travel and destinations by gathering user flow data on a user-centric platform. We focused on growth hacking, branding, and integrated API systems like GDS (Amadeus) for seamless, personalized trips.
BRANDING & VISUAL IDENTITY
We designed the Toratora logo to blend the dynamism of orange seamlessly, symbolizing adventure and discovery with the reliability of blue, evoking trust and comfort. This fusion mirrors our ethos: delivering unexpected journeys with the dependability and attention our customers deserve. The fluid shapes of the logo we crafted hint at a continuous voyage, full of surprises yet always anchored in trust.
APPROACH
Being relatively new to the travel market, we recognized the need to gather insightful data. We initially launched a beta platform for this purpose. Using a systematic approach, our first step was understanding travelers’ needs. We interviewed over 100 potential users through Google Forms, asking specific questions to collect demographics and gauge interest orientations.
These initial responses made user personas invaluable for our early marketing campaigns and the exploratory UX process.
PROTOTYPE DEVELOPMENT AND USABILITY INSIGHTS
Our goal at Toratora was to craft travel packages uniquely tailored to each user's preferences, requiring a deep understanding of our audience. In developing our beta website, we implemented a streamlined approach, embedding wireframing principles into our live design iterations. This integrated method accelerated testing and refinement, smoothly transitioning from concept to functional prototype, grounded in user-centric and agile design practices.
HEATMAP
Crucially, using heat maps and user flow drop-off charts was pivotal. These tools swiftly revealed strengths and areas for improvement in our prototype, enabling us to address usability issues quickly. This focused, data-driven approach was vital in developing a platform that genuinely aligns with our users' diverse needs, embodying our vision for personalized travel experiences.
USER FLOW DROP-OFF CHART
ACCESSIBILITY CONSIDERATIONS
In designing Toratora, we ensured accessibility was a priority. This included implementing alt text for images, providing color contrast to meet WCAG guidelines for users with visual impairments, and creating a keyboard-navigable interface for those unable to use a mouse. We aimed to create a travel platform that includes all users, regardless of their physical abilities.
FINAL PROTOTYPES AND LAUNCH
In the final phase of Toratora's development, we refined our prototypes, notably streamlining the user flow from eight steps down to five, directly leading to the payment page. This optimization made the booking process more efficient and user-friendly.
A crucial feature we introduced is a dedicated page for users to share their travel preferences, aiding our machine-learning algorithms to suggest destinations accurately. We strategically disseminated input fields throughout the user journey, subtly gathering vital information to fine-tune our travel recommendations.
Additionally, we implemented a customization page for trip specifics like flight times, baggage, and activities. These preferences are used by our algorithms to arrange activities that align with the user's interests, enhancing the overall travel experience.
These enhancements, focusing on user ease and personalization, were instrumental in the successful launch of Toratora, ensuring a tailored and seamless travel booking experience.
