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By Puneeta Jaitely
Circular Journey ticketsA platform for booking Indian Railways ‘Circular Journey’ tickets
Design an application for booking Indian Railways ‘Circular Journey’ tickets
PROBLEM STATEMENT
SYNTHESISANALYSIS
RESEARCH Design
Understand Make
Abst
ract
Real
Obse
rvat
ions
Principles
Plan
Tests
1Sense intent
Know Context
Know People
Frame InsightsExplore concepts
Frame solutions
Iterate
DESIGN PROCESS A nonlinear and iterative process
4
32
56
7
SENSE INTENTLets consider the changing world around us
Where is the world moving? In which area of people’s changing life patterns will our innovation fit in? Studied the trends causing change in the current travel ecosystem - technology, business, culture, people, markets, and the economy.
• What is a circular journey?
• Who will benefit?
• How to book?
• The Cost Chart
• How much money you can save?
• Compared cost break down of travel without circular journey and with circular journey
• Circular Journey Tickets - Basic Rules
• Process of applying
POPULAR MEDIA SCANA broad look at what is published and broadcasted in popular media
MIND MAP
Circular journey ticket
Complicated
Lengthy process (7-8 days)
Tourists
Group
Pilgrimage
Businessmen
travellers
Long booking process
reservation is done from
starting station
Station cannot be repeated
twice
Validity cannot be extended
Minimum Fare charged on 3000km
Disadvantages
Advantages
Travel flexibility
Customise routes
Standard routes
Maximum 8 breaks
later apply for refundCancel full
ticket & apply again
Cancel
Manual process
Application to CRM
Reservation office
Show Itinerary
Meet DRM
Application
Not Clear
Fix route & fare
Approval
Meet Station manager
Purchase CJT
Stand in Queue
Manual
Info not availableForums
discuss confusion
Not available online
Booking
Used it for understanding & inspiration and to guide my activities for deeper exploration.
Personal interaction with the agent at the booking window No technology used, may be a phone call
Few people have shifted from offline to online media with internet being easily accessible
Mobile influences consumer choice in every travel planning process
Heavily relay on trains being the main mode of transport
Travel as a luxury, family travel, local travel nearby places, pilgrims
Train still remains to an important source of travel people have started opting for flights to save time and hassle
Train still remains to an important source of travel people have started opting for flights to save time and hassle
Travel in routine Travel as an escape from the mundane lifestyle, unusual destinations, want to decide destination on their own.
Homogeneous/ alike/ same kind culture
Hybrid culture, globalisation, urbanisation, hassle of travel
Less culture differences, more comfortable with other parts of the world culture.
Personal interaction with the travel agent/booking counter, holiday packages, or booking trains and hotels separately
Online travel, book packages online, make your itinerary online.
Make your own packages, pick what you like, flexibility while booking, mobile usage, well connected personal network to manage your stay
TREND MATRIXChanges happening today that lead to future direction
Formerly Currently Emerging
Technology
Market
People
Culture
Business
• Once the booking is done the reservation process is complete there are no post reservation services.
• Passenger has to travel in same class for the entire circular journey
• After reservation if you plan to cancel your trip there will be no refund.
• Number of travellers and class will not be changed at any leg of the journey
• Following are the assumption I made while working on the assignment
ASSUMPTIONS
From ToTrend
Experience
System
Process
Going to the booking office of the station where you want to start your journey
Reshaping the customer journey by making it simple, easy and fast.
Cater to needs of the consumer wherever they are
Circular manner travel route with fixed route mostly, going to the station and manually filling up the form to making reservations
A platform to plan and book on your own
4-7 days process, old school, time consuming
Online booking, planning itinerary, digital & Mobile driven
Online forums for info,Social networking, People shifting to online media with internet being easily accessible.
Reduce time of process followed presently
FROM…..TO EXPLORATION
Circular Journey TicketA platform for booking Indian Railways ‘Circular Journey’ tickets
SWOT ANALYSISEvaluating products strengths, weaknesses, opportunities and threats
• Rates lower than regular point to point fare • It is convenient and easy. • Rail travel is first choice in India. • Good for people traveling to multi destinations - long trips +
multiple stops. • Saves time and inconvenience of booking tickets for each day
of the journey. • Planning done in advance so no last minute hassle. • Can be purchased for all classes of travel. • You can have upto 8 break journeys using the tickets.
• Old school. • Time consuming - 4-8 days of processes. • Information for change in schedule and cancellation is not clear. • The form available is very confusing. • Details of fare and route for tickets can only be obtained from
stations. Train information not provided. • Any change in application, the traveler needs to put a new
application. • Information provide online is not sufficient. Don't know where to
start from.
• Support people in their planning and booking process. • Make effective use of social media and online presence. • Tell/Inform people about circular ticket booking. • Handy information to the customers where ever and whenever needed
- Train schedule /itinerary etc. • Introducing new methods of booking using latest technology available. • Provide person to person assistance when required. • Connect with the user in the entire planning and booking process. • Reduce the process time. • Improve the paper form and paper ticket experience.
• Not many people know about it - Information gap. • Fully manual in the era of digitisation. • Availability of ticket is not known while making the
circular journey ticket request.
Strength Weaknesses
ThreatsOpportunities
• People were not aware of this process. • Many thought it was tedious. • Some felt it was actually nice but who would take out
time to visit the station in the age of mobile phone and internet
Insights from the customer interviews
Transfer of confirmed ticket to somebody else?
“Availability of berths will be subject to being available on those trains you choose. Then what’s the use? I don’t want to stand wait listed”
“How difficult is it to get a circular ticket? I mean does it requires lot of documentation and do I need to spend lot of time with the Station master”?
“Can one of the station be repeated? Say for going to Jammu, we need to pass through Delhi both on the way ahead and back. You see the process is not clear”
“What has to be the maximum time limit of the journey?? Can I travel through north to south of india and have a ticket valid for almost 2 months?
User interviews
FRAME INSIGHTSExtracting key insights and converging to principles
Distill research into handful of key insights, and then turn them into concise, actionable principles.
USER JOURNEY MAP(Circular Journey Ticket)Mapping the user journey through the context
CJT BOOKINGStages Inquiry/ planning Itinerary Reservation Post booking/pre travel Travel Post travel
DOING Research CJT rules, Process, destinations, routes, breaks & trains
IRCT websites
CJT web forums/blogs
Google search
Family & Friends
Process
CJT rules
time tables
Routes
Destination pages
Rate charts
Train list IRCTC enquiry
Stations
Preparing Itinerary
Divisional Commercial Manager
Station manager
IRCTC
ONLINE
Discussions
Calling
Approval
Purchase CJT
Reservation officeBook
Train
Plan activities
Online
Cancel/ add days/reduce
Call
Search stay
Add station
Reservation status
Train route selection
ticket availability per leg
Accommodation Itinerary tweaking
Thinking
Feeling
Experience
• I have doubts where should I go?• Where do i want to go• How much time should I spend at each
leg of the journey
• I want to ensure I am saving money
• How much will the entire trip cost me
• Where am I going to stay?
Scope of work limited only till the booking due to time limitations
Opportunities
• What if i don’t get a confirmed reservation at each leg of journey
• An issue has come up where do i get the answer from
• The enquiry people don’t answer the phone
• What if my waiting list ticket is not confirmed during my journey who is going to help?
• I don’t want to make a wrong choice• Will I be able to cover everything i want to
during the my stay at each destination?
• Keeping track of so many things together is tedious.
• Not sure if i will clear the wait list
• Stressed that I am about to leave for a trip• Confused while dealing the booking process• Happy that my entire journey is planned and reservations are
in place
Tedious, time consuming Lacks clarity
Communicate a clear value proposition
Make your user into better, more savvy travellers
Help people get the support they need
Support people in creating their own solutions
Enable people to plan over time.
Connect planning,Booking together
Take the process online
Arm the customer with information for decision making
Communicate status clearly at all times
• Availability of berths will be subject to being available on those trains you choose
• You have to prepare your itinerary in circular type. Say from NDLS-JP-BCT-MAS- HWH-NDLS
• A traveler can go to many places with only eight break journeys in between.
• One must prepare the itinerary and approach the authorities for a circular ticket journey
• There are standard circular journey itinerary available to choses from in case you don’t have your own itinerary
• Planning and booking go hand in hand
• People are coming online to to get information about the tour they are planning but itinerary is prepared offline
• Some people mainly business traveler would prefer staying closer to the railway station throughout the journey
• People would prefer staying closer to the railway station throughout the journey
• People likely arrive with a particular intention but don’t know how to proceed further
INSIGHTSSorting insights to find cluster and hierarchies
• If the system offers a simple and useful experience to the user the brand value of indian railway would increase and user would come back again and also refer to other people
• The traveler needs maximum flexibility from the system.
• System should give traveler maximum flexibility.
• Communicate a clear value proposition
• Make your user into better, more savvy travellers
• Help people get the support they need
• Support people in creating their own solutions
• Enable people to plan over time.
• Take the process online
• Arm the customer with information for decision making
• Communicate status clearly at all times
DESIGN PRINCIPLE GENERATION
01Help travellers book Circular journey ticket hassle free
02 Intuitive and easy to understand process
03 Offer a more cohesive booking experience.
04
05 Considering where the travellers and system’s goals intersect
Support discovery and decision making
EXPLORE CONCEPTSInto the world of possibilities
Exploring concepts is to be creative and open to new ideas and ways of thinking, keeping in mind human centred and concept driven principles for success.
He lives in Delhi with his wife two kids and parents. He uses Leave Travel Concession (LTC) every year during his kids summer vacation and goes for 10-15 days tour. He is aware of Circular Journey tickets as he has conducted tours for his school children using this service and he finds it easy to travel like this since he is travel with senior citizens and kids Travel goals
PERSONA DEFINITIONDefining user personality for exploring concepts around them
Chander PrakashAttributes: Leisure, Family, Budget, pilgrimage, Group
Personal details:
Wants to plan his trip effectively and make travel arrangement without hassle and in budget
Wants his family to have the best vacation possible
He should be able build his itinerary with the best and shortest route possible
This year on his parents suggestion he is planning a trip to all the temples in South. and following is his travel itinerary : New Delhi Chennai Central (via Vriddhachalam) – Rameshwaram – Madurai – Tirunelveli – Kanya Kumari – Thiruvanthapuram Central – Udagamandalam (via Bangalore City) – Hyderabad Deccan – New Delhi (Valid for 52 days)
Age: 42 Occupation: Government School teacher Location: Delhi
Background:
Tech Comfort:Medium Phone: Smart phone
“I am travelling with senior citizens & kids so I want a hassle free travel arrangement”
He lives in Amritsar and owns a garments store. He frequently travels to various places in and around Delhi, Gujarat and Mumbai to pick up orders or material for his store. His route is generally fixed since he goes to these places at least once in 2-3 months. His tour is normally from 8-15 days.
PERSONA DEFINITIONDefining user personality for exploring concepts around them
Manjeet KaurAttributes: Limited time, Business, Budget, Group, Solo, Frequently, lower tier
Personal details:Age: 35 Occupation: Businessman Location: Amritsar
Background:
Tech Comfort: Advance Phone: Smart phone
“ I keep travelling for work and I look for an all in one travel solution ”
Travel goals Doesn’t want to spend to much on transportation. Usually in a rush wants his railway booking done without hassle He wants travel choices and tools that make it as easy as possible for him to focus on business objectives and get the job done.
He books his own tickets and sometimes in case of urgency asks a Travel agent to do it for him.
Make it Social Enhance the experiences with social
components, thereby driving loyalty, and referral business.
Intelligent Assistance Answer a few quick questions and you get a customised list of options to choose from.
A train booking site’s role evolving into trusted advisor, incorporating all sorts of information related to the trip at hand.
Imagine stunning high-definition images paired with insightful, useful information about the
various destinations you’re considering.
IDEATION
Aware Let’s offer the best possible prices in real-time, based on the user’s location and preferences.
Cross-Channel User Experience
User needs Flexible search function based on the
user’s specific needs
Suggestions People have an intent when they come online. we can use that intent and encourage them to explore by suggesting relevant options they otherwise wouldn’t have considered
Organising data based on users current location thus making booking process more pleasant
Multi city planning Giving user a better experience by
allowing them to enter multi city itinerary
Interactive map A map that shows the destinations, time of
arrival, departure, No of stops etc. will be interesting
Help on time When the train is delayed or cancelled, last minute platform changes, seat and berth no, PNR status ect can be presented in a clean, clear way with maximum utility
Intuitive filters Easily filter your results by various criteria
Compare and purchase Make your own itinerary and compare it
with an existing one and purchase the one that best suits your needs
Insights Principles individual System Strategy
Partnership: Hotels are key to almost any journey where train is required. Including the hotel industry would give a more unified booking experience.
Offer a more cohesive booking experience.
Considering where the travellers and system’s goals intersect
Make it Social It’s high time modern airline sites get onboard and enhance their experiences with social components, thereby driving loyalty, and referral business.
CONCEPT GENERATION MATRIXGenerating a comprehensive and well grounded set of concepts based on research insights
Advisor A train booking site’s role evolving into trusted advisor, incorporating all sorts of information related to the trip at hand.
Support discovery and decision making
Intelligent Assistance On answering few quick questions user gets a customised list of options to choose from just like the enquiry agent would suggest.
Endless Inspiration It should be way easier to imagine the possibilities, without requiring extra effort from the user.
Intuitive and easy to understand process
High-definition images paired with insightful, useful information about the various destinations you’re considering.
Help travellers book Circular journey ticket hassle free
Aware Let’s offer the best possible prices in real-time, based on the user’s location and preferences.
Brand value If the website offers a simple and useful experience to the user the brand value of indian railway would increase and user would come back again and also refer to other people
Suggestions People have an intent when they come online. we can use that intent and encourage them to explore by suggesting relevant options they otherwise wouldn’t have considered
Planning and booking go hand in hand
People are coming online to to get information about the tour they are planning but itinerary is prepared offline
The traveler needs maximum flexibility from the system.
Users interact with organisation through many channels, including the web, email, mobile and tablet, online chat,/forums, visiting physical locations and speaking with a person.
Cross-Channel User Experience A train booking site’s role evolving into trusted advisor, incorporating all sorts of information related to the trip at hand.
Interactive map A map that shows the destinations, time of arrival, departure, No of stops etc. will be interesting
Shortlist and share
CONCEPT SCENARIOS SKETCH
Universal platform
CONCEPT SCENARIO SKETCH
Interactive map
loyalty, and referral
Brand value • A simple and useful experience to
the user • loyalty, and referral
CONCEPT SCENARIO SKETCH
Search Cross channel experience
FRAMING SOLUTIONSInto the world of possibilities
Challenging assumptions Exploring concepts / ideas most relevant to the insights yet paying attention to the larger picture, generating concepts and communicating those through effective storytelling.
INFORMATION ARCHITECTURELevel 1- Home to search result
INFORMATION ARCHITECTURELevel 2- Login, PAX popover & Reservation flow
INFORMATION ARCHITECTURELevel 3-Review, Payment, Confirmation
SOLUTION WIREFRAME #1Paper mocks for the web solution
SOLUTION WIREFRAME #1Tried many variations of the concepts
SOLUTION WIREFRAME #1Login screens
Contd…
SOLUTION WIREFRAME #1Home screens
DETAILED USER FLOW SCREENLorem ipsum
HOME -Enter Starting city
Tap on Text field and start writing your starting city
You would get suggestion of cities. You can also type railway codes for diff cities
New Delhi (NDLS)
New Delhi (All Stations)
Mumbai (BST)
Mumbai (CST)
Secunderabad (SC)
Goa (GOI)
New Delhi (NDLS)
New Delhi (All Stations)
Mumbai (BST)
Mumbai (CST)
Secunderabad (SC)
Goa (GOI)
Secunderabad (SC)
SEARCH RESULT - Choose your favourite route, starting city,
Change starting city by taping on heading in the title bar.
On tapping the floating action button you have one tap access to getting yourself support
Change city would appear on an overlay. when you close it you go back to the routes screen
SUPPORT - Live chat or query support
You can go for live chat for an answers to your queries
Or leave a query and a person from callcentre would get in touch with you
FILTERS - Refine zones, Duration, No, of days, Cities
Filters will be based on zones, different zones will have different routes so it becomes easy to filter what you exactly want like this
Choose the cities that you definitely want in your route
Choose the cities that you definitely want in your route
No result found
When you don’t get any result for a city that you have entered it will show you an error state and indicate start a fresh search
SHORTLIST- Keep aside the routes you liked
Favourite the routes that you liked or share them with friends instantly
RESERVATION
Tap on any route it will take you to the reservation process
Before reservation we have a halt where you plan your dates and class preferences. This will help the system to fetch a tentative price for you
Doing this enables the system to auto pick one train for each individual leg based on the shortest duration and availability at that time.
RESERVATION FLOW
Even after auto select you still have an option to check the other available options. There is also a vision representation of your route on the map. This helps in keeping a track on where you are while booking individual legs
Select a different train from here once you select a new train the total price might change
Before proceeding to payments once again check what you did so far
REVIEW AND PAYMENTS
Once you enter payment flow you will see three step process-1) enter traveler details, move to payment and booking confirmation
After filling your card details you will be moving to payment gateway
When the payment is made you will be redirected to the confirmation screen. go back to home or move to manage bookings
Visual design screen
Tried to keep is visually enticing by using stunning high-definition images paired with insightful, useful information.
Usage of map that will show individual leg , time of arrival, departure, No of stops etc.
Usage of map that will show individual leg , time of arrival, departure, No of stops etc.
Making it a universal platform experience- Use it on both mobile and desktop for a cross channel user experience
VISUAL DESIGNLorem ipsum
VISUAL DESIGNLorem ipsum
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