TRAVEL SPHERE
TRAVEL SPHERE
TRAVEL SPHERE
T-BANK
T-BANK
T-BANK
SENIOR DESIGHER
SENIOR DESIGHER
SENIOR DESIGHER
2024
2024
2024
I worked on this project as a product designer, responsible for all stages — from conceptualization to handoff to development and quality review of the implementation.
I worked on this project as a product designer, responsible for all stages — from conceptualization to handoff to development and quality review of the implementation.
I worked on this project as a product designer, responsible for all stages — from conceptualization to handoff to development and quality review of the implementation.
I worked on this project as a product designer, responsible for all stages — from conceptualization to handoff to development and quality review of the implementation.
What are Spheres?
What are Spheres?
What are Spheres?
In November 2024, a major update to the app took place. The idea was to rebuild the product ecosystem from a business logic perspective (financial products) to a user-centric one, based on the user's areas of interest: home, car, travel, shopping. The mobile app became more aligned with the aspects of customers' lives and began to work more precisely with different user segments.
In November 2024, a major update to the app took place. The idea was to rebuild the product ecosystem from a business logic perspective (financial products) to a user-centric one, based on the user's areas of interest: home, car, travel, shopping. The mobile app became more aligned with the aspects of customers' lives and began to work more precisely with different user segments.
In November 2024, a major update to the app took place. The idea was to rebuild the product ecosystem from a business logic perspective (financial products) to a user-centric one, based on the user's areas of interest: home, car, travel, shopping. The mobile app became more aligned with the aspects of customers' lives and began to work more precisely with different user segments.
What is the Travel sphere?
What is the Travel sphere?
What is the Travel sphere?
The travel sphere is a travel ecosystem where a person can plan their trip from scratch, organize their leisure activities, and receive support throughout their journey.
The travel section at that time looked like this: stories and cards directing to specific services.
The travel sphere is a travel ecosystem where a person can plan their trip from scratch, organize their leisure activities, and receive support throughout their journey.
The travel section at that time looked like this: stories and cards directing to specific services.
The travel sphere is a travel ecosystem where a person can plan their trip from scratch, organize their leisure activities, and receive support throughout their journey.
The travel section at that time looked like this: stories and cards directing to specific services.
The travel sphere is a travel ecosystem where a person can plan their trip from scratch, organize their leisure activities, and receive support throughout their journey.
The travel section at that time looked like this: stories and cards directing to specific services.
Business goals
Business goals
Business goals
✦ positioning the product as an ecosystem for travel
✦ increasing penetration in verticals
✦ raising the average transaction value
✦ further scaling the service
✦ building a habit of more frequent product usage
✦ increasing the number of orders
✦ positioning the product as an ecosystem for travel
✦ increasing penetration in verticals
✦ raising the average transaction value
✦ further scaling the service
✦ building a habit of more frequent product usage
✦ increasing the number of orders
✦ positioning the product as an ecosystem for travel
✦ increasing penetration in verticals
✦ raising the average transaction value
✦ further scaling the service
✦ building a habit of more frequent product usage
✦ increasing the number of orders
User goals
User goals
User goals
To create a unified travel service that helps users plan their trip from scratch, track order statuses, organize leisure activities during the trip, and receive support throughout the journey.
To create a unified travel service that helps users plan their trip from scratch, track order statuses, organize leisure activities during the trip, and receive support throughout the journey.
To create a unified travel service that helps users plan their trip from scratch, track order statuses, organize leisure activities during the trip, and receive support throughout the journey.
Success criteria
Success criteria
Success criteria
✦ increasing conversion into meaningful actions (purchases of travel products)
✦ reducing the number of customer support inquiries about orders
✦ reducing churn on the main screen
✦ increasing revenue
✦ increasing retention
✦ increasing conversion into meaningful actions (purchases of travel products)
✦ reducing the number of customer support inquiries about orders
✦ reducing churn on the main screen
✦ increasing revenue
✦ increasing retention
✦ increasing conversion into meaningful actions (purchases of travel products)
✦ reducing the number of customer support inquiries about orders
✦ reducing churn on the main screen
✦ increasing revenue
✦ increasing retention
Discovery
Discovery
Discovery
At the start, we conducted a competitor benchmark, described customer jobs, and formulated hypotheses. Our MLP version was designed to cover 3 main customer jobs:
✦ inspire the user to travel
✦ help plan the trip
✦ address needs during the trip
At the start, we conducted a competitor benchmark, described customer jobs, and formulated hypotheses. Our MLP version was designed to cover 3 main customer jobs:
✦ inspire the user to travel
✦ help plan the trip
✦ address needs during the trip
At the start, we conducted a competitor benchmark, described customer jobs, and formulated hypotheses. Our MLP version was designed to cover 3 main customer jobs:
✦ inspire the user to travel
✦ help plan the trip
✦ address needs during the trip
Hypothesis 1
Hypothesis 1
Hypothesis 1
If we offer inspiring content to users who haven't purchased products, we will increase the Retention Rate.
If we offer inspiring content to users who haven't purchased products, we will increase the Retention Rate.
If we offer inspiring content to users who haven't purchased products, we will increase the Retention Rate.
Hypothesis 2
Hypothesis 2
Hypothesis 2
If, after the order, we show the user a section with all the trip details,
we will increase the Retention Rate and user loyalty.
If, after the order, we show the user a section with all the trip details, we will increase the Retention Rate and user loyalty.
If, after the order, we show the user a section with all the trip details, we will increase the Retention Rate and user loyalty.
Hypothesis 3
Hypothesis 3
Hypothesis 3
If we eliminate the main pages of each service in favor of a unified search, it will increase the speed of trip planning and reduce the support costs for individual main pages.
If we eliminate the main pages of each service in favor of a unified search, it will increase the speed of trip planning and reduce the support costs for individual main pages.
If we eliminate the main pages of each service in favor of a unified search, it will increase the speed of trip planning and reduce the support costs for individual main pages.
If we eliminate the main pages of each service in favor of a unified search, it will increase the speed of trip planning and reduce the support costs for individual main pages.
After the discovery phase, we, along with the product team, compiled a large list of ideas on how to develop the travel sphere. I transformed these ideas into concepts to facilitate prioritization and evaluation. Additionally, we had the opportunity to place our widget on the bank's homepage to increase brand recognition and service penetration.
After the discovery phase, we, along with the product team, compiled a large list of ideas on how to develop the travel sphere. I transformed these ideas into concepts to facilitate prioritization and evaluation. Additionally, we had the opportunity to place our widget on the bank's homepage to increase brand recognition and service penetration.
After the discovery phase, we, along with the product team, compiled a large list of ideas on how to develop the travel sphere. I transformed these ideas into concepts to facilitate prioritization and evaluation. Additionally, we had the opportunity to place our widget on the bank's homepage to increase brand recognition and service penetration.
After the discovery phase, we, along with the product team, compiled a large list of ideas on how to develop the travel sphere. I transformed these ideas into concepts to facilitate prioritization and evaluation. Additionally, we had the opportunity to place our widget on the bank's homepage to increase brand recognition and service penetration.
MLP version design
MLP version design
MLP version design
We placed our widget on the bank's homepage. In the first iteration, we showed collections and trip information.
We placed our widget on the bank's homepage. In the first iteration, we showed collections and trip information.
We placed our widget on the bank's homepage. In the first iteration, we showed collections and trip information.
We placed our widget on the bank's homepage. In the first iteration, we showed collections and trip information.
T-BANK main page
T-BANK main page
T-BANK main page
Travel main page
Travel main page
Travel main page
Another step toward achieving our goals was deciding to use most of the first viewport for a dynamic block, where we would showcase previews of inspiring travel stories, as well as our promotional offers, such as travel payment in installments, which we strongly believe in.
Another step toward achieving our goals was deciding to use most of the first viewport for a dynamic block, where we would showcase previews of inspiring travel stories, as well as our promotional offers, such as travel payment in installments, which we strongly believe in.
Another step toward achieving our goals was deciding to use most of the first viewport for a dynamic block, where we would showcase previews of inspiring travel stories, as well as our promotional offers, such as travel payment in installments, which we strongly believe in.
Another step toward achieving our goals was deciding to use most of the first viewport for a dynamic block, where we would showcase previews of inspiring travel stories, as well as our promotional offers, such as travel payment in installments, which we strongly believe in.
Travel main page
Travel main page
Travel main page
We also show the customer's personalized cashback on the first screen, calculated based on their accounts, subscriptions, and promotions. Here, users can see their personal cashback for each of their accounts, depending on the service.
We also show the customer's personalized cashback on the first screen, calculated based on their accounts, subscriptions, and promotions. Here, users can see their personal cashback for each of their accounts, depending on the service.
We also show the customer's personalized cashback on the first screen, calculated based on their accounts, subscriptions, and promotions. Here, users can see their personal cashback for each of their accounts, depending on the service.
Navigation
Navigation
Navigation
In the first iteration, we decided to keep the links to the main pages of the services. We consolidated entry points to travel services into a single block. We conducted
an A/B test with two variants, and the navigation with horizontal scrolling statistically performed significantly better.
In the first iteration, we decided to keep the links to the main pages of the services. We consolidated entry points to travel services into a single block. We conducted
an A/B test with two variants, and the navigation with horizontal scrolling statistically performed significantly better.
In the first iteration, we decided to keep the links to the main pages of the services. We consolidated entry points to travel services into a single block. We conducted
an A/B test with two variants, and the navigation with horizontal scrolling statistically performed significantly better.
In the first iteration, we decided to keep the links to the main pages of the services. We consolidated entry points to travel services into a single block. We conducted an A/B test with two variants, and the navigation with horizontal scrolling statistically performed significantly better.
On the homepage, we show inspiring and motivating content. For example, curated lists of discounted tickets and interesting hotels. These lists directly lead to targeted scenarios. We plan to run experiments in the feed and see what works best.
On the homepage, we show inspiring and motivating content. For example, curated lists of discounted tickets and interesting hotels. These lists directly lead to targeted scenarios. We plan to run experiments in the feed and see what works best.
On the homepage, we show inspiring and motivating content. For example, curated lists of discounted tickets and interesting hotels. These lists directly lead to targeted scenarios. We plan to run experiments in the feed and see what works best.
Travel main page
Travel main page
Travel main page
Travel Assistant
Travel Assistant
Travel Assistant
Questions like «How to get there?» / «Where to stay?» / «What to do?» are answered by the travel assistant, which helps not only to pick tickets but also to plan, for instance, a walking route during the trip.
Questions like «How to get there?» / «Where to stay?» / «What to do?» are answered by the travel assistant, which helps not only to pick tickets but also to plan, for instance, a walking route during the trip.
Questions like «How to get there?» / «Where to stay?» / «What to do?» are answered by the travel assistant, which helps not only to pick tickets but also to plan, for instance, a walking route during the trip.
Questions like «How to get there?» / «Where to stay?» / «What to do?» are answered by the travel assistant, which helps not only to pick tickets but also to plan, for instance, a walking route during the trip.
Trip
Trip
Trip
In the MLP version, the user's active orders transform into a new entity called Trip. Once a user makes their first purchase, they will have a Trips section. Here, they can see a timeline of their active orders. With this section, we aim to increase cross-service penetration and, of course, positively influence retention and loyalty.
In the MLP version, the user's active orders transform into a new entity called Trip. Once a user makes their first purchase, they will have a Trips section. Here, they can see a timeline of their active orders. With this section, we aim to increase cross-service penetration and positively influence retention and loyalty.
In the MLP version, the user's active orders transform into a new entity called Trip. Once a user makes their first purchase, they will have a Trips section. Here, they can see a timeline of their active orders. With this section, we aim to increase cross-service penetration and, of course, positively influence retention and loyalty.
In the MLP version, the user's active orders transform into a new entity called Trip. Once a user makes their first purchase, they will have a Trips section. Here, they can see a timeline of their active orders. With this section, we aim to increase cross-service penetration and, of course, positively influence retention and loyalty.
I note that we always show the nearest activity first, with archived orders hidden in a stack. Users can view past orders by expanding or collapsing the stack.
I note that we always show the nearest activity first, with archived orders hidden in a stack. Users can view past orders by expanding or collapsing the stack.
I note that we always show the nearest activity first, with archived orders hidden in a stack. Users can view past orders by expanding or collapsing the stack.
3-D illustrations for trips
3-D illustrations for trips
3-D illustrations for trips
Usually, 3-D illustrations are created by the graphic design team. However, the team estimated it would take a year to create illustrations for the 100 most popular destinations. So, our amazing product designers created the illustrations for cities on their own, utilizing AI tools. The result was fantastic and was completed several times faster than the estimated year.
Usually, 3-D illustrations are created by the graphic design team. However, the team estimated it would take a year to create illustrations for the most popular destinations. So, our amazing product designers created the illustrations for cities on their own, using AI tools. The result was fantastic and was completed several times faster than the estimated year.
Usually, 3-D illustrations are created by the graphic design team. However, the team estimated it would take a year to create illustrations for the 100 most popular destinations. So, our amazing product designers created the illustrations for cities on their own, utilizing AI tools. The result was fantastic and was completed several times faster than the estimated year.
Results and next steps
Results and next steps
Results and next steps
Most of the test results are under NDA, but I can note that we saw a statistically significant increase in service entries via the personalized feed. Story engagement grew substantially (from 51% to 95%, depending on the segment). The hotel product saw the biggest boost, with conversion rates through the funnel and payment conversion increasing.
Most of the test results are under NDA, but I can note that we saw a statistically significant increase in service entries via the personalized feed. Story engagement grew substantially (from 51% to 95%, depending on the segment). The hotel product saw the biggest boost, with conversion rates through the funnel and payment conversion increasing.
Most of the test results are under NDA, but I can note that we saw a statistically significant increase in service entries via the personalized feed. Story engagement grew substantially (from 51% to 95%, depending on the segment). The hotel product saw the biggest boost, with conversion rates through the funnel and payment conversion increasing.
Most of the test results are under NDA, but I can note that we saw a statistically significant increase in service entries via the personalized feed. Story engagement grew substantially (from 51% to 95%, depending on the segment). The hotel product saw the biggest boost, with conversion rates through the funnel and payment conversion increasing.
My role
My role
My role
✦ understanding the task
✦ discovery phase
✦ lo-fi design and hypothesis creation
✦ prioritizing hypotheses and evaluating them
✦ hi-fi design, prototyping, and animations
✦ collaborative work with the business and development teams
✦ design review
✦ handoff of the project to other designers for further development
✦ understanding the task
✦ discovery phase
✦ lo-fi design and hypothesis creation
✦ prioritizing hypotheses and evaluating them
✦ hi-fi design, prototyping, and animations
✦ collaborative work with the business and development teams
✦ design review
✦ handoff of the project to other designers for further development
✦ understanding the task
✦ discovery phase
✦ lo-fi design and hypothesis creation
✦ prioritizing hypotheses and evaluating them
✦ hi-fi design, prototyping, and animations
✦ collaborative work with the business and development teams
✦ design review
✦ handoff of the project to other designers for further development