Grey Space

In this project case study, I will be sharing my experience designing a travel booking website for a boutique travel agency. The aim was to create a website that made it simple for users to search for destinations, compare packages, and book their trips.

Throughout the design process, I concentrated on crafting an intuitive user interface that would enhance the overall user experience and drive user engagement with the website.

Client
Client
Type
Product Design
Year
2022
Project image
Project image

Brief Overview

Understanding Traveller Preferences

The design process began with comprehensive user research to understand the diverse preferences of travellers. This involved conducting surveys and interviews to identify key factors influencing travel decisions and pain points with existing booking websites.

Creating a Custom Itinerary Planner

Based on the insights gathered, I focused on developing a customised itinerary planner. This feature allowed users to create personalised travel plans, compare different options, and adjust their itineraries according to their preferences.

Ensuring Seamless Navigation

A major focus was on ensuring seamless navigation throughout the website. I designed intuitive navigation paths and incorporated advanced search filters, making it easy for users to find relevant information and book their trips without any hassle.

Main Project Goals

The final outcome of the travel booking website was a user-friendly and engaging digital product that exceeded the client’s expectations.

Users could easily search for destinations, compare travel packages, and book their trips, all within a seamless and intuitive website experience.

As a result, the travel agency saw an increase in user engagement and bookings, and the website has become a vital component of their overall customer experience.

App Goals

"It’s not just about creating an app. It’s a process of investigation, analysis, and applying research to deliver a human-centered solution."

  • Investigation

  • Analysis

  • Enhancement

See the prototype

MVP - Google Play

Requirements Gathering

Target Audience

Pablo Montoya García

  • Age: 42

  • Gender: Male

  • Location: Zaragoza, Spain

  • Occupation: retired urban planner

  • Education level: Bachelor’s Degree

  • Income level: High (~96.000€)

Frequently-used Apps

01

Biography

01

Biography

02

Goals & Motivations

02

Goals & Motivations

03

Pain Points & Frustrations

03

Pain Points & Frustrations

Vanesa Rincón Gallardo

  • Age: 33

  • Gender: Female

  • Location: Valencia, Spain

  • Occupation: Enterpreneur, Podiatrist

  • Education level: Master’s Degree

  • Income level: Medium-high (~42.000€)

Frequently-used Apps

01

Biography

02

Goals & Motivations

03

Pain Points & Frustrations

User Interview

Fitness & Lifestyle Questions

Related to the frequency of physical training, what is most enjoyable during workouts and similar questions.

Technical Questions

Referring to experiences with mobile apps.

Navigation within them and what is intended to be made easier through their use.

Personal Questions & Experiences

Personal-level questions within the fitness area.

Use of apps to monitor progress, essential tools for every workout, or features that would be useful if digitized or integrated into an app.

All of these questions are focused to:

Understand their perception of the apps they use, particularly focusing on how easy it is to complete tasks within them.

  • Explore their relationship with technology.

  • Gauge their level of interest in physical activity.

  • Identify their motivations or demotivations.

  • Determine what can be improved or created to ensure the product enhances their experience, making them feel it complements their gym-related activities effectively.

"I got injured at work while rearranging some huge boxes. I have a sprain on my left wrist, and I want to keep training, but I’m afraid of making the situation worse."

Sandra

Client of Viking Centros' gym chain

Analysis

Affinity Mapping

Affinity Diagram with Clusters
Affinity Diagram with Clusters

Gathered data was processed and displayed on sticky notes on Figjam. From raw data input from each client to assigning a theme to each card. Then, started to group the notes following different themes and topics they followed such as motivations, feature requests, etc. As the last step, refined clusters were formed after merging notes together and consolidating overlapping data.

Analysis of User Feedback
Analysis of User Feedback

All mentions have been categorized according to the topics they address. In this case, the frequency of mentions regarding certain experiences, desires, or problems expressed by users can be observed. However, despite some topics being less frequently mentioned, all are taken into consideration for the creation and improvement of the app or apps’ features.

User Interview Insights

What do actuals user DO?

  • Stay home doing things like watching TV all afternoon or skip the gym entirely because they don’t have workout buddies to go with

    Users feel more motivated to work out when they are part of a community or group, or if there is a strong external factor

  • Track their metrics, such as sleep duration or weight, through mobile apps

    People want to reassure themselves about their choices and see that they are actually making progress

What do actual users WANT?

  • Track their calorie expenditure, check how many people are in each session, and share any limitations or injuries that prevent them from performing certain exercises

    A.S.D – Advanced Session Detailing. All needed details will be available to check, before booking a class

  • They want to get back in shape and exercise to minimize the aging impact

    Nutrition, physical therapy, and personal trainer services, along with health insights provided through the app

Conclusion

We set out to build a reliable, easy-to-use product with features that keep users motivated and excited to work out, while also including health-tracking tools to help improve their lifestyle.

One big takeaway is that Spaniards are super social, so we focused on adding social events, group workouts, and fun activities to bring people together.

Prioritizing Solutions

The analysis of the solutions was focused on prioritizing the problems according to their impact on the improvement of the app, taking into account the time that each development would cost. It should be noted that the contractor has already expressed his preferences and which solution is the most urgent, therefore from the delivery of the minimum viable product – the improvements will continue to be incorporated (in the final version) as presented throughout the analysis.

The goal is to guide product development by evaluating the impact and effort of each feature or task, allowing processes to be structured as efficiently and effectively as possible.

Quick Wins

Enhance adaptability with features like alt text and streamline onboarding by minimizing initial permission requests.

Low-Hanging Fruit

Automate tasks like gym attendance, reminders, and towels while providing simple workout stats on the app dashboard.

Major Projects

Integrate tracking for weight, calories, and progress while adding a community feature to see followers' training status.

Long-Term Investment

Streamline the app interface and processes, including payments, while providing guided workout routines with video tutorials.

Prioritizing Solutions

The analysis of the solutions was focused on prioritizing the problems according to their impact on the improvement of the app, taking into account the time that each development would cost. It should be noted that the contractor has already expressed his preferences and which solution is the most urgent, therefore from the delivery of the minimum viable product – the improvements will continue to be incorporated (in the final version) as presented throughout the analysis.

The goal is to guide product development by evaluating the impact and effort of each feature or task, allowing processes to be structured as efficiently and effectively as possible.

Quick Wins

Enhance adaptability with features like alt text and streamline onboarding by minimizing initial permission requests.

Low-Hanging Fruit

Automate tasks like gym attendance, reminders, and towels while providing simple workout stats on the app dashboard.

Major Projects

Integrate tracking for weight, calories, and progress while adding a community feature to see followers' training status.

Long-Term Investment

Streamline the app interface and processes, including payments, while providing guided workout routines with video tutorials.

Design

01

Expanding Horizons Through Combination

01

Expanding Horizons Through Combination

02

Simple and Consistent Navigation

02

Simple and Consistent Navigation

03

The Amount of Information Matters

03

The Amount of Information Matters

Wireframe Sketches and Inspirations

Comparative Analysis

Vivagym
Vinted

Amongst others, Vivagym mobile app was analyzed, along with some details from the Vinted app, to incorporate certain elements into the Viking Centro prototype. This makes it easier to see which influences were included in the prototype and which were intentionally avoided.

Conclusion

After analyzing apps like Vivagym and BasicFit, I identified key areas for improvement to enhance our app’s user experience.

Offering features for non-members could make the app more inviting, addressing accessibility frustrations. Drawing inspiration from Vinted, filtering options and optimized layouts has been incorporated to better display information, creating a cleaner and more intuitive interface.

Looking ahead, potential features like athlete-inspired challenges or gamified community elements such as leaderboards and group bonuses could deepen engagement. These ideas will require further analysis to ensure alignment with user needs and app goals.

By addressing these areas, the app is positioned to deliver a superior user experience and stand out in the fitness market.

From Mid-Fi Screens to a Functional Prototype

Design System & UI Kit Elements

Information Architecture

Task Flow

01

How the Structure Works

02

User's Journey Focus

Affinity Diagram with Clusters
Booking a session from the main screen and confirming it + secondary paths

  • Affinity Diagram with Clusters

    Booking a Jiu-Jitsu session and verifying if the operation has beed completed

  • Affinity Diagram with Clusters

    Registering an injury on the 3D human body model and adjusting the recovery time after the entry is created

  • Affinity Diagram with Clusters

    Participating in a hoodie giveaway prompted by a notification about sufficient available points

Cracks in the Blueprint

Several elements proposed during the research phases have been partially discarded or their launch postponed due to their interference with the main features of the app. Discarding these elements resulted in slight adjustments to the distribution of features across the screens.

Certain features, such as an AI Trainer or custom routines and workouts, need to be carefully reviewed to ensure alignment with the apps' value proposition and brand identity. For instance, one of the core features of the app is booking workout sessions led by professional trainers. Adding an AI trainer could potentially undermine this functionality.


However, it could be introduced as a complementary feature, offering additional benefits without disrupting the primary service. Similarly, for features like nutrition plans, these will be incorporated into the app but will not rely on artificial intelligence. To maintain the app's value proposition, nutrition plans may function as recommendations and personalized diet plans provided by specialists, preserving the human expertise central to the app's identity.

What did happen next?

01

Development

01

Development

02

Testing & Quality Assurance

02

Testing & Quality Assurance

03

Deployment

03

Deployment

04

Maintenance & Support

04

Maintenance & Support

04

Key Takeaways

04

Key Takeaways

Grey Space

In this project case study, I will be sharing my experience designing a travel booking website for a boutique travel agency. The aim was to create a website that made it simple for users to search for destinations, compare packages, and book their trips.

Throughout the design process, I concentrated on crafting an intuitive user interface that would enhance the overall user experience and drive user engagement with the website.

Client
Client
Type
Product Design
Year
2022
Project image

Caring about structure

File's layers consistently renamed.

Components as automation

Component management and advanced prototyping.

Caring about accessibility

W3C Accessibility Guidelines Color Contrast Compliant.

Brief Overview

Understanding Traveller Preferences

The design process began with comprehensive user research to understand the diverse preferences of travellers. This involved conducting surveys and interviews to identify key factors influencing travel decisions and pain points with existing booking websites.

Creating a Custom Itinerary Planner

Based on the insights gathered, I focused on developing a customised itinerary planner. This feature allowed users to create personalised travel plans, compare different options, and adjust their itineraries according to their preferences.

Ensuring Seamless Navigation

A major focus was on ensuring seamless navigation throughout the website. I designed intuitive navigation paths and incorporated advanced search filters, making it easy for users to find relevant information and book their trips without any hassle.

Main Project Goals

The final outcome of the travel booking website was a user-friendly and engaging digital product that exceeded the client’s expectations.

Users could easily search for destinations, compare travel packages, and book their trips, all within a seamless and intuitive website experience.

As a result, the travel agency saw an increase in user engagement and bookings, and the website has become a vital component of their overall customer experience.

App Goals

Investigation

Analysis

Enhancement

See the prototype

MVP - Google Play

"It’s not just about creating an app. It’s a process of investigation, analysis, and applying research to deliver a human-centered solution."

Requirements Gathering

Target Audience

Pablo Montoya García

  • Age: 42

  • Gender: Male

  • Location: Zaragoza, Spain

  • Occupation: retired urban planner

  • Education level: Bachelor’s Degree

  • Income level: High (~96.000€)

Frequently-used Apps

01

Biography

02

Goals & Motivations

03

Pain Points & Frustrations

Vanesa Rincón Gallardo

  • Age: 33

  • Gender: Female

  • Location: Valencia, Spain

  • Occupation: Enterpreneur, Podiatrist

  • Education level: Master’s Degree

  • Income level: Medium-high (~42.000€)

Frequently-used Apps

01

Biography

02

Goals & Motivations

03

Pain Points & Frustrations

User Interview

All of these questions are focused to:

Understand their perception of the apps they use, particularly focusing on how easy it is to complete tasks within them.

  • Explore their relationship with technology.

  • Gauge their level of interest in physical activity.

  • Identify their motivations or demotivations.

  • Determine what can be improved or created to ensure the product enhances their experience, making them feel it complements their gym-related activities effectively.

"I got injured at work while rearranging some huge boxes. I have a sprain on my left wrist, and I want to keep training, but I’m afraid of making the situation worse."

Sandra

Client of Viking Centros' gym chain

Analysis

Affinity Mapping

Affinity Diagram with Clusters
Affinity Diagram with Clusters

Gathered data was processed and displayed on sticky notes on Figjam. From raw data input from each client to assigning a theme to each card. Then, started to group the notes following different themes and topics they followed such as motivations, feature requests, etc. As the last step, refined clusters were formed after merging notes together and consolidating overlapping data.

Analysis of User Feedback
Analysis of User Feedback

All mentions have been categorized according to the topics they address. In this case, the frequency of mentions regarding certain experiences, desires, or problems expressed by users can be observed. However, despite some topics being less frequently mentioned, all are taken into consideration for the creation and improvement of the app or apps’ features.

User Interview Insights

What do actuals user DO?

Track their metrics, such as sleep duration or weight, through mobile apps

People want to reassure themselves about their choices and see that they are actually making progress

Stay home doing things like watching TV all afternoon or skip the gym entirely because they don’t have workout buddies to go with

Users feel more motivated to work out when they are part of a community or group, or if there is a strong external factor

What do actual users WANT?

Track their calorie expenditure, check how many people are in each session, and share any limitations or injuries that prevent them from performing certain exercises

A.S.D – Advanced Session Detailing. All needed details will be available to check, before booking a class

They want to get back in shape and exercise to minimize the aging impact

Nutrition, physical therapy, and personal trainer services, along with health insights provided through the app

Conclusion

We set out to build a reliable, easy-to-use product with features that keep users motivated and excited to work out, while also including health-tracking tools to help improve their lifestyle.

One big takeaway is that Spaniards are super social, so we focused on adding social events, group workouts, and fun activities to bring people together.

Prioritizing Solutions

The analysis of the solutions was focused on prioritizing the problems according to their impact on the improvement of the app, taking into account the time that each development would cost. It should be noted that the contractor has already expressed his preferences and which solution is the most urgent, therefore from the delivery of the minimum viable product – the improvements will continue to be incorporated (in the final version) as presented throughout the analysis.

The goal is to guide product development by evaluating the impact and effort of each feature or task, allowing processes to be structured as efficiently and effectively as possible.

Quick Wins

Enhance adaptability with features like alt text and streamline onboarding by minimizing initial permission requests.

Low-Hanging Fruit

Automate tasks like gym attendance, reminders, and towels while providing simple workout stats on the app dashboard.

Major Projects

Integrate tracking for weight, calories, and progress while adding a community feature to see followers' training status.

Long-Term Investment

Streamline the app interface and processes, including payments, while providing guided workout routines with video tutorials.

Design

01

Expanding Horizons Through Combination

02

Simple and Consistent Navigation

03

The Amount of Information Matters

Wireframe Sketches and Inspirations

Comparative Analysis

Vivagym
Vinted

Amongst others, Vivagym mobile app was analyzed, along with some details from the Vinted app, to incorporate certain elements into the Viking Centro prototype. This makes it easier to see which influences were included in the prototype and which were intentionally avoided.

Conclusion

After analyzing apps like Vivagym and BasicFit, I identified key areas for improvement to enhance our app’s user experience.

Offering features for non-members could make the app more inviting, addressing accessibility frustrations. Drawing inspiration from Vinted, filtering options and optimized layouts has been incorporated to better display information, creating a cleaner and more intuitive interface.

Looking ahead, potential features like athlete-inspired challenges or gamified community elements such as leaderboards and group bonuses could deepen engagement. These ideas will require further analysis to ensure alignment with user needs and app goals.

By addressing these areas, the app is positioned to deliver a superior user experience and stand out in the fitness market.

From Mid-Fi Screens to a Functional Prototype

Design System & UI Kit Elements

Information Architecture

Task Flow

01

How the Structure Works

02

User's Journey Focus

Affinity Diagram with Clusters
Booking a session from the main screen and confirming it + secondary paths

Affinity Diagram with Clusters

Booking a Jiu-Jitsu session and verifying if the operation has beed completed

Affinity Diagram with Clusters

Registering an injury on the 3D human body model and adjusting the recovery time after the entry is created

Affinity Diagram with Clusters

Participating in a hoodie giveaway prompted by a notification about sufficient available points

Cracks in the Blueprint

Several elements proposed during the research phases have been partially discarded or their launch postponed due to their interference with the main features of the app. Discarding these elements resulted in slight adjustments to the distribution of features across the screens.

Certain features, such as an AI Trainer or custom routines and workouts, need to be carefully reviewed to ensure alignment with the apps' value proposition and brand identity. For instance, one of the core features of the app is booking workout sessions led by professional trainers. Adding an AI trainer could potentially undermine this functionality.


However, it could be introduced as a complementary feature, offering additional benefits without disrupting the primary service. Similarly, for features like nutrition plans, these will be incorporated into the app but will not rely on artificial intelligence. To maintain the app's value proposition, nutrition plans may function as recommendations and personalized diet plans provided by specialists, preserving the human expertise central to the app's identity.

What did happen next?

01

Development

02

Testing & Quality Assurance

03

Deployment

04

Maintenance & Support

04

Key Takeaways

The only thing we don't get back is time ⌚

...and I want to thank you by spending it on checking my work! :)

Do you like what you see?

🧩 Let's connect!

Connect with me on Linkedin

Connect with me on Linkedin

Got something cool in the works?

A fresh idea brewing? Time to act!

You’re about to reach out to best solution, and that means we’re getting down to business right away.

Got something cool in the works?

A fresh idea brewing? Time to act!

You’re about to reach out to best solution, and that means we’re getting down to business right away.