2023
App development
Product designer
Things to do sustainability local tourism
My role
Product designer (team leader)
Team member
Timeline
July 2023 - September 2023 (3 months)
Project overview
tiket.com wants to maximize it's contribution towards Blibli Tiket sustainability efforts through digital product so it can reach out to a bigger audience.
I led the team's design process to increase tiket.com's users awareness and convert their interest towards sustainable local tourism products through things to do products.
It expectedly will increase things to do # of booking, sharpen low order things to do product edge competitiveness against common things to do product, and boost tiket.com's branding as an OTA that care about sustainability.
Slide deck presentation
THIS IS A CAPSTONE PROJECT
Final assignment for tiket.com product designer interns to explore digital innovation ideas that can impacts tiket.com's businesses as a company
ABOUT THE COMPANY
To be the most loved online travel agent as a part of Blibli Tiket group
tiket.com is the pioneer and one of the leading online travel agents (OTA) in Indonesia with 18.700.000+ users across the world
From booking flight, hotel, train, villa, apartment, car rental, event ticketing, and many more tiket.com is a solution to accommodate your travel experience easily.
In October 2022 tiket.com, Blibli, and Ranch Market are merged into Blibli Tiket which provide a unified omnichannel ecosystem set to raise $528 million in local IPO at $3.5 billion valuation
Blibli Tiket is proudly committed to creating a positive sustainability impacts
Contributes to the advancement of the United Nations’ Sustainable Development Goals (SDGs) by aligning its sustainability strategy and underlying initiatives to support and contribute to Indonesia’s progress through environment, social, and governance aspects.
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tiket.com merged with Blibli and Ranch market into Blibli Tiket on a mission to embarking the journey towards sustainability
BACKGROUND
What’s tiket.com contribution towards Blibli Tiket sustainability efforts?
tiket.com’s real action to improve tourism local entreprenures.
From social aspect, tiket.com release “Jagoan Pariwisata” to empower tourism local entrepreneurs from tourist villages as so they can sustainably run their businesses with better strategies and more innovations.
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Some highlights from Jagoan Pariwisata program that impact a lot of local community in Indonesia's tourist villages
How about contribution through digital product?
Currently blibli already have “Galeri Indonesia” section to showcase Indonesia’s Micro, Small and Medium Enterprises (MSMEs) product to help local entrepreneurship grow.
What about tiket.com? so far tiket.com didn’t have a specific innitative or feature that explicitly support sustainability.
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tiket.com currently didn't have a n explicit sustainability initiative on it's app
HIGH-LEVEL INTENTION
tiket.com wants to maximize contribution towards Blibli Tiket sustainability effort through it's app so they can give impact to a larger audience
This is a huge opportunity as a online travel agent in Indonesia!
Some big OTA already have a specific sustainability feature, except big OTA in Indonesia. With having a sustainability feature besides potentially increasing some business metrics, surely it also will sharpen tiket.com's competitive edge and branding as a "pro-sustainability online travel agent"
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Indonesia's big OTA doesn't have specific feature that support sustainability compare to big OTA
🤝
collaborative
Leading the team means managing the workload and the timeline
There's actually one other capstone project that we doing at the same time besides this. To make sure the successful of both projects as a team leader I collaboratively initiate creating a Kanban board and timeline tracker to make sure our effort is efficiently used in both project.
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I create a Kanban board and timeline tracker to ease up the workload management for both projects that we doing at the same time
PRIMARY & SECONDARY RESEARCH
What tiket.com users thought about sustainability aspect on OTA products?
Are tiket.com user actually well knowledge and care about sustainability?
We track about 4000+ tiket.com user's transaction data from Amplitude, blast a quick survey, then pick 8 productive age (20 - 39) users which based on this journal is a huge potential market for sustainability product.
Our research goal is to know about tiket.com's users interest towards sustainability OTA products. We also did some desk research to compliment the user interview result.
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We interviews 8 tiket.com's users about their sustainability knowledge, interest, and awarness
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What tiket.com user's thinking when they hear "sustainability" terms.
01
Low awareness
“Sustainability? what is that?”
The first insights that we found is many user's not fully aware about "sustainability". Some of them said they ever heard about that terms few times but not exactly know what the actual meaning was.
Some of user’s who little aware about sustainability known it as it’s all about “go green things” like carbon footprint, planting trees, no waste, no plastic, etc.
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A lot of users thought that planting trees and carbon emission is just a gimmick for the sake of company profitability
02
Skeptical perception
“It’s charge you more money right?
No thank you!”
User's that quite understand the meaning of sustainability (which most of them only know it's just always a go green things) have a very skeptical perception on it like "it's usually will cost more expensive" or like "the company who charge it maybe will take a cut from it" which make them choosing regular product compare to sustainability products on their daily basis.
Indonesia's tourism that interest to sustainability didn't know exactly where and how they can contribute
03
Don't know where to start
“Where should I start?”
Based on Booking.com sustainability research report, a lot of Indonesia's tourism who interest in sustainability not exactly know where and how they can start contribute towards sustainability since they think there's not so many option to choose.
tiket.com users not so interested in sustainability aspect on transportation and accommodation products
Even though some of them are aware of some sustainability aspect on OTA product like green hotel and carbon footprint cost, at the end they more prioritized primary aspect such as brand, price, facility, and time relevancy.
They not want to pay more and not convince by “how this sustainability things will impact things”.
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tiket.com user's consideration rate regarding sustainability aspect on transportation, accommodation, and things to do product.
THE MAIN CHALLANGE
How can we promote sustainability through OTA product
if the users not interest in "sustainability aspect" on it?
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tiket.com user not interested on buying green hotel, carbon footprint on flight, pay extra for planting trees, etc.
Local tourism industry hugely contribute to Indonesia's social and economy aspect!
Compare to environmental aspect, social aspect on travel and tourism has more definite impact by creating a lot of job opportunity and gaining exposure to it's local entrepreneurship which really help them to gain more income.
More income gain by locals through local tourism and local entrepreneurship means helping them to sustain a better everyday life and help Indonesia's economy growth.
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Indonesia's travel and tourism industry social impacts to put in on perspective
A lot of local and foreign tourists comes to Indonesia's local tourism every year!
Those impacts earlier can be happen because on how huge local tourism opportunity and privileges Indonesia's have. From the beauty of Bali beach, breathtaking sunrise over the ancient Borobudur temple, richness of cultural heritage, etc really attracts tourists from around the world.
tiket.com users have a higher sustainability aspect interest on things to do because on how the can "experience the contribution by themself".
From research insights, we got a more complete overview on how tiket.com user's perceived sustainability aspect on OTA products.
Things to do (TTD) has a more opportunity to catch user's interest because on how user can actually experience the sustainability aspect while their doing things to do activity or visiting the local tourism site.
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Thing to do has a higher chance to catch user's interest to buy sustainability OTA product.
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Most of tiket.com user's have a high interest on local tourism site and activity as a travel preference.
01
High interest
"I love to visit Indonesia's local tourism as travel preference"
On our interview, even though tiket.com user's not interest on buying sustainability product on accommodation and transportation, they really interest on visiting local tourism as a travel preferences which is vary available on things to do.
The main reason behind the interest is on how they can enjoy the local tourism scenery while having interaction with locals.
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A bunch of things to do products that support sustainability aspect
02
Existing things to do products
There's a bunch of sustainability local tourism product on things to do already
From local site that holds cultural value, traditional dance performance, and many local activities that managed by local community already available in things to do that unfortunately not many user's aware that purchasing this it's also part of contributing to sustainability.
Summarizing the insights and opportunities
These key drivers and opportunity becoming our base line to sparking ideas to make tiket.com users more aware that local tourism things to do products holds more value more than what they think.
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Key drivers and opportunity based on user interview and desk research
DESIGN GOALS
By designing this, we try to achieve…
We make sure to create our expected outcome to sparks the how might we questions which then gonna be our base line to explore ideas.
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Our design goals on how to increase user awareness and convert their interest towards sustainability local tourism product
Be realistic with scope of work.
Because tiket.com users still have a low awareness regarding sustainability + we also handling other project at the same time, for this project we focused on user’s experience on discovering and pre-purchase flow.
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This scope of the project focusing on global homepage, things to do homepage, search result page (SRP), and product detail page (PDP)
After a lot of brainstorming session, finally we come up with 5 main point design solutions.
We conclude that we can increase users awareness and convert their interest through :
Attractive entry point
Sustainable tourism product category on SRP
Sustainability value of the product on PDP
Sustainability educational page
Sustainability uniqueness branding
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Finding the red strings from the research results and the outcome
DESIGN SOLUTION
How can we make users aware about sustainability local tourism product?
With creating entry point that caught user attention we expect users can easily discover sustainability tourism product on things to do.
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How might we - output- outcome
01
Attractive entry point
Following existing pattern vs create a new pattern
When exploring entry point for global search, actually there are already a common template section provide by platform team.
After some design critique session, we agree that the current pattern is still not enough to achieve our outcome because on how too hard-sell and static it is to show casing sustainable local tourism things to do product that mostly not having many reviews yet.
Through some iteration, we finally decide to use the "slide show" pattern which more dynamic and have a bigger image ratio to emphasis the "real experience" that user will get in order to catch user attention.
alternative A
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Common entry point pattern provided by platform team
More information about the product details
Available common pattern, less effort to develope
Too hard-sell for sustainable local tourism TTD product that not many have review
Too common and static to caught user's attention
alternative B
We go with this
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Entry point on global search with slide show pattern
Dynamically changing picture, stands out among other static element
Bigger picture ratio and more simple layout to emphasis "real experience" of the product
Less contextual about the product
Extra effort to build this new pattern
for things to do homepage entry point we create a more contextual version, since in things to do homepage user's intention to discover is already become more specific towards things to do products.
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Design pattern wireframe for sustainability local tourism on global homepage and things to do homepage
DESIGN SOLUTION
How can we convert user interest on sustainability local tourism product?
Through categorizing sustainable tourism things to do product and point out sustainable value on PDP we expect user will enlightened and empower them to book things to do sustainability local tourism.
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How might we - output- outcome
02
Product categorization
We scoured dozens of existing things to do’s product that related to sustainability local tourism
To ease user find things to do sustainable local tourism product that suites their interest, we come up with these 4 category :
Cultural site
Cultural performance
Local activities
Local nature
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Product category to ease user find suitable product based on their interest
03
Sustainability value of the product
By booking this product, you actually contribute to sustainability!
Booking the sustainable local tourism things to do product meaning increase the booking number, local tourism object exposure, and it's revenue which having a high chance local people who runs the place or local entrepreneurs will also get some part of the impact through the increase booking number of the local tourism object.
We want to send those message elegantly through PDP so it's increase the value of things to do products expectedly encourage user to book the product.
We decided to use a compact and simple section over horizontal scroll section because on how great the scannability and harmonize with other section design pattern on PDP.
alternative A
Video
Intuitive sustainability value section with horizontal scroll
One information at a time
Extra effort needed from users to scroll through
Breaking the design pattern on PDP which never having a horizontal scroll interaction
alternative B
We go with this
Video
A more compact and concise sustainability value section
Great scannability - concise, simple, and compact information section
Align with PDP design pattern through every section
All information at one a time
DESIGN SOLUTION
Finish it off with strengthening the sustainability theme
By create a dedicated page explaining more about sustainability we expect user will enlightened and empower them to book things to do sustainability local tourism.
To maximize all the other design solution, we expect with uniqueness sustainability branding will caught user attention about things to do local tourism product.
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How might we - Output - Outcome
04
Sustainability educational page
Attempt to create an inspiring sustainability educational page layout
By enhance user knowledge about sustainability we expect it will convert their interest towards sustainability local tourism product. Especially explaining on how they can contribute while visiting the local tourism object.
We collaborate with product writer to create an informative sustainability content and try to fit in some layout.
After through some iteration we felt all of our exploration layout is showing too many information at one time which we assume will make the user's just skip through and not reading the content at all.
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Some of our design layout iteration on sustainability educational page
✍️
thoughtful
We live in time periods where learning something new should be engaging and not exhaust mind
We realize on how people nowadays consume many educational content on Tik-tok and Instagram reels which we believe a lot of aspects on it makes user perceive new information in a fun way.
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Tik=tok and Instagram reels inspired Us on how to display educational information effectively
Educating user more about sustainability value then smoothly encourage them to book the product
With vertical swipe interaction and chunking the information into bit-pieces we expect user will perceived sustainability value information seamlessly.
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Final design pattern on sustainability educational page
05
Sustainability uniqueness branding
A glaze on top to elevate the value of local tourism things to do product
To capture user's awareness, together with product illustrator We explore the visual aspect that can represent sustainability and still harmonize with tiket.com's visual que.
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We explore a lot on green color shades and Indonesia's cultural heritage object.
✊
high initiative
Maximizing tiket.com intern outing as a chance to capture more closely on actual tourism local community
Besides having fun, we try to have a chat with some locals about how impactful the local tourism object benefits their economy and everyday life.
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Some documentation when tiket.com's intern outing to Caldera adventure Sukabumi
Standout enough to draw user’s attention, harmonize enough to pair with tiket.com color palette.
Inspired a lot from seeing local tourism directly, we finalized some visual design asset to wrap up all the design solution we made up earlier.
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Final visual design style for sustainability local tourism
Bringing the physicals experience into digital user interface
Referring to our research on how users wanting "real experience" when contributing to sustainability, we try to combined some real world aspect into our visual design style.
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Importing polaroid photography concept into sustainability educational page
FINAL DESIGN
Elevating local tourism things to do products with emerging sustainability value
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Things to do sustainability local tourism, solution to increase tiket.com user's awareness and convert their interest towards sustainability local tourism.
Discover local tourism products easily.
On global homepage and things to do homepage it's politely stands out and displaying the sustainability products variously.
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All the entry points to discover things to do sustainability local tourism
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It's displayed as a new product category on things to do homepage
Find your things to do sustainability local tourism product that match your travel preferences and interest.
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Various things to do local tourism product categorized
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Sustainable tourism label to distinguish sustainability local tourism product from common products
A compact section that state 3 concise point on how user's will impact local community through purchasing this product.
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Showing user on how they can be contribute to sustainability through this product
Educational page entry point.
We make sure users who interest more on sustainability can access the educational page easily when they discovering things to do products.
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Things to do educational page entry point
Swipe it, get inspired by it, book it.
We elaborate 3 messages on the PDP earlier on educational page which eventually will encourage user to book the sustainability local tourism products.
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Engaging things to do sustainability local tourism product
Let’s show that BliBli Tiket is company that care about sustainability!
Referring to our high-level intention, we put Blibli Tiket sustainability effort video to strengthen our branding as a OTA that contribute to sustainability.
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Blibli Tiket sustainability effort video on educational page
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Through things to do sustainability local tourism users will contribute to sustainability through real experience
EPILOGUE
Expectedly it will impact BliBli Tiket business and local community simultaneously
Impact on Blibli Tiket business
Even though it's still not in the development discussion plan, through it's output and outcome we expect it will increase things to do # of booking especially increase competitiveness on sustainability local tourism product which mostly still not have many order and review yet.
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Expected impact of things to do sustainability local tourism
Helping Indonesia's local tourism grow
With increase # of booking means more opportunity will created for local community such as job opening and exposure to start local-preneurship to improve their everyday life quality.
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Expected impact on Indonesia's social aspects
tiket.com is an Indonesia's OTA that care about sustainability
Referring to the initial background, with this things to do sustainability local tourism finally tiket.com can influence more audience to contribute giving impact to sustainability through digital product.
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tiket.com is an OTA that gives a real impact to local community
KEY TAKEAWAYS
Some reflection for this project
What if we had more time?
Doing a usability testing for the final design and iterate based on the result
Get feedback from other stakeholders such as product managers, marketing, business analyst, etc
Start a kick-off discussion on executing the post-purchase journey
What I’ve learnt?
Design can be impactful in ethical way
Beyond increasing business metrics, design can powerfully contribute to positive social change, inclusivity, and accessibility.
Constant communication is the key
Each one of us juggling to 3-4 other projects at a time. Keep others inform regarding our own work load through personal group chat is one of the main ingredient we manage through this project seamlessly.
Inspiration not always come from your laptop screen
At one point, we got stuck on exploring visual design part. After went outing to Caldera Sukabumi and observe many different scenery and people, our creative juice got re-fueled drastically.
Thank you for reading this far!
🙏🙏🙏
See my other works
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