Lufthansa City Center | Scotty | Tourism | UX&UI Design | Research
How to make travel agencies attractive for the new generation? We created a solution for Lufthansa City Centre to transform their analog business model into a digital one and solve the pain points of todays travellers.
Research & Concept
When we first talked to Lufthansa City Center (LCC) they had one goal: Become more digital. But to just build something digital is not the solution to every problem. There are tons of new technologies like AR, VR, Voice or blockchain that might sound fancy but will not solve the user's problem. Therefore, our first mission was to find out which form of digitalization can bring value to the user that is not already used by someone else.
The main goal of this project was to find a way to create a digital presence for LCC. LCC wants to reach the younger generation which mainly books their holidays online. Therefore, we started this project to find a new way of how to digitalize travel agencies and create value for the user who differs from the one already using the existing online platforms. In the kick-off workshop, we defined the vision, problems and needs from the travel agent perspective. We came up with four hypotheses for the travel agency of the future. Together with LCC we defined what the travel agencies need to look like as well as personas and UX Journeys.
Identify pain points of young travellers
Transfer the USP of travel agencies into a digital solution
Find the market gap
During the following research phase we conducted interviews with both travel agents as well as travellers to discover the problems and needs the users currently face while travelling. During these interviews we could identify three key problems. Missing inspiration, inhibited decision-making and lack of confidence. Due the possibility to literally go ANYWHERE travellers do not know where to start their search. Too many options lead to an immense time investment and leave the user with the constant feeling that something better could come up. Furthermore, users don't feel as confident when booking alone, it seems stressful for them to have the sole responsibility. Based on these insights we moved from the problem space into the solution space during the ideation workshop. And we were able to define the functionalities the new solution needed to provide . Subsequently, we transformed those ideas into wireframes & mock-ups. The core of the new solution are three key functionalities: Intelligent inspirations, trust person & decision-maker and travel companion. The user gets the possibility to swipe through different travel locations. Each travel location has three tags e.g. location, activity and weather. By marking the locations with a heart, the preferences of the user are determined in a fun and engaging way. Based on these preferences the user receives suggestions for new trips.
After selecting the rough criteria Scotty comes into action. If the user wants to get an offer for the specific journey, he can choose one Scotty which matches their own profile. Scotty then helps you to book your personalized journey and is your contact person in every situation. With the local Scotty the traveller has an always available, local contact person. He helps to book spontaneous add-ons but isn’t salesy. Through the chat the user is always enabled to ask questions and stays flexible during the whole journey.
We tested the designs, as well as a first visual click dummy of the new solution. To get meaningful results we let users go through each step of the user journey with the new solution.
This enabled us to figure out what we need to improve:
A clear explanation of what Scotty actually is and what benefits it offers.
Unclear meaning of the icons in the app
A forced combination of Scotty and Local-Scotty
... and we solved these problems afterwards. The next step is to create a solution for LCCs travel agents.
We created a new kind of travel experience combining the expertise and USP of classic travel agencies with the needs of young travelers.