Traveloka Intercity-Bus Booking Platform
Organization: Traveloka (2018)
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As a senior interaction designer, I held the following responsibilities:
• Research: Conducted exploratory, generative, and post-release evaluative research
• Concept Creation: Helped define the overall product USP. Defined the key requirement and features for the product
• Envision: Helped the product team to envision the future state of the product
• Wireframing & UI Design: Translated the concept into UI & prototypes. Went into multiple iterations through testing and feasibility check
• Concept & Usability Testing: Tested the product on concept & UI level
• Project Management: Directed and managed all design efforts by UID and copywriter
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Nadia Ratna Fitriani (Product Manager), Ignes Nathania (UI Designer), Viny Dwi Riate (UI Designer), Jacqueline Elizabeth (Product Copywriter)
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Traveloka is the leading Online Travel Agent (OTA) in Southeast Asia with top market positions in Indonesia, Thailand, and Vietnam. The company pivoted to be a Lifestyle Platform in 2019, where it strives to provide a comprehensive set of services to further enrich travelers’ experience beyond Flights and Hotels.
https://www.traveloka.com/en-id/
Problem Overview
Widely used by travelers in second and third-tier cities in Indonesia, intercity bus’ annual passenger sits second only to air transportation.
Despite its rampancy, the service level is still far below other intercity transports(air travel and train). Cumbersome booking mechanisms, fraudulent tickets, and failure to deliver promised service are some of the indicators.
This situation puts the bus operators in a vicious cycle, where fleeing customers and diminishing sales exacerbate the opportunity to fix their service.
Traveloka ventured to help the intercity bus industry become competitive again. We opted to build an online booking platform as our first step due to its apparent demand and potential strategic advantage.
Case Study Slides
Impact
20x Sales Compared to Next Largest Competitor
As a team, we succeeded in netting sales that eclipsed the nearest competitor.
80x Sales Growth in One Year
One year after the release and one small iteration we managed to deliver substantial growth, as our transaction grew 80x between the end of the 1st month to the end of the 12th month.