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 relies on a single call center for the past 15 years, where customers call to make reservations.
Research & Discovery | Information Architecture | Wireframing & Testing | Visual Design | Final Prototyping
ClientGreatland Tours
RoleUser Research
Prototyping
UI Design
ToolsAdobe XD
Adobe Illustrator
Monkey Survey
Miro
ObjectiveResearch customer’s interest towards online reservation service and create a prototype incorporating this feature on the website.
The Problem
The growing number of casino riders has caused a high volume of traffic to the phone line and causing customers unable able to make reservations.
Customers who want to ride a bus to the casino have a difficult time connecting with a customer service representative over the phone to make a reservation.
The Solution
Digitalizing the service to streamline the reservation process.
Greatland Tours want to incorporate an online reservation process to their website. The goal is to simplify the reservation flow for both customers and the customer representatives that are in charge of the ticketing. However, they are worried that customers would not be interested in this service.
The Design Process
Could incorporating an online reservation system to the Greatland Tours website resolve the issue with high phone-call traffic?
I worked independently on this project to create an easier process for customers who make reservations while simultaneously lessening the burden of CSRs (customer service representatives) that are handling the calls.
Small businesses, such as Greatland Tours, are hesitant to incorporate digital changes in their strategy due to concerns that their customers' unwillingness to change. To address these concerns, I conducted user research to understand the customer's motives, behaviors, and hurdles they experience when reserving a ride on a casino bus.
Part One
Research & Discovery
1.1 Stakeholder Interview
To understand the scope of the project, I met with the director of operations at the Greatland Tours office. The interview included a walkthrough of the reservation process. We discussed areas of opportunity, goals, and possible roadblocks for introducing digital strategies into the current business model.
Miro: The current customer’s reservation workflow
1.2 User Survey
I created a user survey to learn who my target audience and understand their casino riding behavior. The survey also let me know if there is an interest in online reservations.
I needed answers to following questions:
What age group do you have under?
How often do you ride our bus to the casino?
How do make reservations to ride the bus?
Have you visited the Greatland Tours website?
Would you make reservations online if Greatland Tours included this feature to their website?
How do you check the bus schedule?
User Result
Key Takeways
Part Two
Information Architecture
Part Three
Wireframing & Testing
Part Four
Visual Design
Part Five