Digitalizing the Experience.
Greatland Tours is a family-owned bus company that offers daily casino shuttling from Houston and its surrounding areas to casinos in Louisiana. Its operation has been based on a single call center for the past 15 years. Clients have to contact the call center via phone call to make reservations for their services.
ClientGreatland Tours
RoleUser Research
Prototyping
UI Design
ObjectiveResearched customer’s interest towards online reservation service and created a prototype incorporating this feature on the website.
Overview
The stakeholders have expressed interest in creating an online reservation for the their daily casino shuttles. However, there are concerns that their customer base will not use this service. For this challenge, I research on the scope of the project with the stakeholder and behaviors of the customers to design a digitalized solution.
Problem:
Customers who want to ride a bus to the casino will have a difficult time connecting with a customer service representative over the phone to make reservation.
The Discovery Phase
During the discovery phase, I sought to understand the objective of the company and the scope of the project. I also intend to research the needs and frustration of the target customers.
Research Questions
Is there an interest from customers for an online feature to make reservations? If so, what are the motives behind this interest?
Key Takeaways
According to the survey, 75% of the respondents fell between the age group of 35-54 years old. It was discovered that 50% of the respondents checked on the website for the bus schedule and 62.5% of the respondents would reserve online if given the option. Half of the survey respondents would check the website for the bus schedule. This proved that there were digital activity from the Greatland Tours’ customer based and there was an interest for online services.
Five riders were interviewed to share the experience with using the daily casino service at Greatland Tours. Through these interviews, I learned about the difficulty customers had will connecting and communicating with the CSRs (Customer Service Representatives). Personas and journey map was created based on the research to help shape the story about the customer’s experience.
Ideation
Wireflow created with Miro
Low-fidelity wireframes
Design
A prototype of the online reservations was created for Greatland Tours. The goal was to make the flow as easy as possible for older customers who may not be a tech savvy. The user will be updated with locations, times, and availability as they click through reservation process. This will give them confidence that information they received are in real-time.
Testing
A usability test was conducted to validated the findings of this research. The test determined the usability of the prototype and gauge the user’s experience. Three participants between the age 30-52 years old volunteered.
Next Step…
The next iteration will be revised base on the feedback. Feedback will help improve the navigation and engagement of the new online reservation feature. A second set of usability test will be conduct with a large testing sample for the next iteration.