CASE STUDY
The Design Odyssey of "Bus and Shuttle" at tiket.com
7 Jun 2024
by
Brand & Comms
The Story Behind "Wishlist" at tiket.com
TAG
CASE STUDY
DATE
13 Feb 2025
CONTRIBUTOR
Rahul Ananta
Diana Amelia
Vivien Christy
Reza Ghifari
Zahra Nur
AUTHOR
Brand & Comms
Intro
Our user research highlighted these key challenges: difficulties with trip planning and comparing options. We aim to streamline our booking flow to address this, making your travel-planning experience a breeze.
This Wishlist article highlights how we navigate these challenges, embrace creativity, and utilize user-centric design principles to create a more seamless and enjoyable travel booking experience for all.
●●●
Rahul Ananta
UX Researcher
How did you identify and address the key user pain points and needs for this feature?
The primary pain point this feature addresses is users' difficulties with planning and comparing options, particularly when they forget itineraries or miss out on the best prices. Secondary pain points focus on improving the user experience within their past experience using a wishlist in another platform, such as providing a shortcut to access it after saving an item and clarifying the destination of saved products within the system.
To identify and prioritize these user problems, we first conducted desk research to understand key factors in trip planning and how a wishlist could enhance this process. We then performed a competitive analysis to assess fundamental components in OTAs and identify opportunities for unique offerings that competitors may lack. Lastly, we tested our initial prototype through a concept test to gather feedback on the saving flow, folder creation, and revisiting saved items.
Our approach included qualitative methods, such as identifying the unique selling proposition (USP), analyzing user behavior across platforms, and testing the wishlist concept. We complemented this with surveys and comparative usability studies to validate hypotheses with a larger sample. The surveys helped us refine the wishlist icon to fit the OTA context better, optimize the logic for saving items in the "All Wishlist" folder, and determine the most effective placement of the save icon to improve conversion rates.
Wishlist Journey Framework
Diana Amelia
Product Designer
How to implement the research result to the design?
Based on the compiled findings from our research, we defined the following design approach to align with user needs and behavior:
Define the Wishlist USP
The unique selling proposition (USP) of tiket's wishlist is its simplicity and added value for users. This feature enables users to save their desired items efficiently and offers a Notify Price Drop functionality. When users save a product and allow notifications, they will receive alerts whenever there is a price drop for that item. Thus, it helps users make informed purchasing decisions while ensuring a seamless and user-friendly experience.
Wishlist Touchpoints
Refine User Behavior Flow Based on Surveys
Survey insights about how users interact with wishlists on other platforms guided our design refinements. We designed a streamlined save flow where items are directly saved to the "All Wishlist" folder when clicking the wishlist icon. Users who need advanced settings can access them through a success snackbar that appears after saving an item. Additionally, we optimized the placement of the wishlist icon on both the search results page and the product details page, aligning with tiket users' behavior and preferences. This strategic placement not only enhances usability but also contributes to improving conversion rates.
Wishlist Flow
3. Analyze Internal Data to Define Behavior Patterns
Internal data analysis revealed that users frequently search for the same product over different periods. To address this, we introduced a cross-selling feature called a "Recently Searched" section. This makes it easier for users to revisit their previously searched products and enhances their overall experience.
Insights from Research
To ensure the design aligns with the expectations and needs of tiket users, we conducted usability testing (UT). This process allowed us to validate the solutions and confirm that the designs effectively address user pain points while delivering a seamless and valuable experience.
Vivien Christy
Product Designer
Wishlist design, before and after iteration.
What tools or software did you use to create the design artifacts?
During this design process, we used several tools. For brainstorming, we relied on FigJam for collaborative ideation. Figma was employed for competitor analysis, wireframing, and the final design phase, allowing us to efficiently incorporate design elements from our Design System. Additionally, pen and paper were used to sketch out information architecture.
What were the most significant challenges you faced during the design process for this feature?
The process was not always a smooth sail; we also faced challenges. Personally, the most challenging thing when designing the Wishlist feature was understanding the context + involving many stakeholders. Understanding the context was particularly challenging because I wasn't originally from the Order team. I'm from the Loyalty & Acquisition team. From the start, I was challenged to work on the Wishlist project, and I had to understand why we were making a Wishlist, what previous research was there, what the goals were, and so on. Moreover, we were given a fairly tight timeline for design work because it wanted to be developed immediately. So, in the short timeline for working on the design, I needed some time to understand the context first. Working on this Wishlist also involves many stakeholders because users can use this feature for many products in the future. So, as designers, we have to think about scalable designs that can cater to the needs of various teams at once, both from the user and business side.
Our process did not stop there. Based on the feedback we received, we started our iteration. After understanding and clarifying the reason behind it and connecting it to our design objectives, we explored potential solutions, often benchmarking against other inspirations. After iterating on the design, we held another sync-up to review and finalize the screens, ensuring the new solution effectively meets the design objectives.
What lessons did you learn from these challenges that you can apply to future projects?
We've gained many lessons from the challenges we've faced, but one stands out that I can apply to upcoming projects: using the RACI framework to map and clarify the responsibilities of all stakeholders involved.
This advice came from our Head of Design, Kak Yudha, after I shared my struggles with managing numerous stakeholders. The RACI framework provides much-needed clarity by defining roles, making it easy to identify who is responsible, who needs to be informed, who should be consulted, and who oversees each task.
Reza Ghifari
Illustrator
What emotions or messages do you hope to convey through your illustrations?
Personally, I think a wishlist is a highly emotional feature since it consists of the personal wishes of everyone who wants to travel the world. When users make a wishlist collection, they interact superficially with our apps and have a deeper connection with them and their dream holiday. This exact feeling is precisely what we aimed to nurture: that wonderful feeling of excitement and curiosity about traveling this vast world. So, how do we put this into application in the illustration?
To put something in a wishlist is to pre-purchase and pre-journey before the actual adventure takes place. There are a ton of exciting things that could happen in this pre-journey stage, for example, browsing what destination you would visit on your phone or budgeting and preparing for your eventual holiday. All of this is exciting stuff that makes your heart giddy and gritting in excitement.
A visual space can be utilized for this, such as the general cover for the wishlist collection. If the user chooses not to select a cover for their wishlist, what image should we put in that place? The usual practice is to put a placeholder image like a general representation of a landscape or destination. But, we decided to go with a layout photography concept, where the objects in that layout represent what adventure is about to come, such as maps, compasses, telescopes, etc. This way, we hope the excitement of “about to go on an adventure” never disappears.
Wishlist Cover Placeholder Illustration
●●●
Zahra Nur
Product Writer
From the UX Writing side, how did you present the Wishlist content?
Our research shows that users do not book as soon as possible because they find it difficult to save, revisit, and compare desired accommodations. To address this, we'll focus on creating a more exciting experience that encourages users to save and compare their options easily, aligned with our ToV and user nuances. We aim to motivate users to book their dream vacations, mainly so they will not lose track of what they like.
With active verbs, straightforward copies, and encouraging words, we want to evoke users to feel engaged to save more. For example, from the banner on global search, we introduce the Wishlist by informing the value, such as that it is easy to save and accessible. Other than that, on the Wishlist landing page, we explicitly invite you to add Wishlist and persuade users by showing the benefits.
