IRCTC Tourism Landing Page Redesign
Problem Statement
Design a responsive landing page (for both desktop and mobile) for IRCTC’s travel aggregator platform. The landing page should offer users the ability to discover pre-planned packages, customize their own travel itineraries, and receive quotes from service providers. Additionally, the service coordinator’s role as a unique selling point (USP) should be highlighted to assist users in the booking process.
Defining high level goals
1. Facilitate Discovery and Customization of Travel Itineraries
2. Facilitate process of interacting with service coordinator throughout the planning & booking task
Design Process
Applied First Principles Thinking
Final Cause - Ultimate goal and purpose of the problem
Material Cause - Fundamental building blocks of the problem
Efficient Cause - Who are the people, what are the processes and what type of tools they use ?
Formal Cause - What will be the form or layout of the solution ?
Final Cause
Users plan and book personalized travel itineraries with expert guidance
Assumptions
Single vendor will take care of one booking
Material Cause
Curated Travel Packages: Pre-designed travel packages based on popular destinations or themes that provide users with ready-made options to explore and book.
Itinerary Builder: A customizable tool that lets users select transportation, accommodation, and activities to create their personalized travel itinerary.
Vendor Quotations: A system that allows users to receive and compare multiple quotes from different travel service providers, helping them make informed decisions.
Service Coordinator Feature: A dedicated feature that connects users with a service coordinator who guides them through the booking process and offers expert advice.
Who are the people involved ?
Users: End user who wants to plan and book their personalized travel itineraries
Service Coordinators: Travel advisors who guide users through their travel planning and booking process.
Service Providers: Boutique travel agencies and service providers(hotels, transportation, etc) that offers travel packages or services on the platform.
What is the process will be followed by each stakeholder ?
Users: Explore, customize, and book travel itineraries with the guidance of a service coordinator.
Service Coordinators: Act as the user's point of contact, guide them through the planning process, and liaise with service providers.
Service Providers: Offer travel packages, submit quotes for custom itineraries, and deliver services once booked.
What are the end users pain-points, needs and behaviors ?
User Pain Points:
Disjointed experience due to multiple platform for different jobs such as travel, accommodation and activity.
Overwhelmed by choices provided by too many travel service providers.
Lack of Personalization
Coordination Problem, managing different services altogether sometimes create mistakes in user travel experience
Hidden Costs and lack of transparency
User Needs:
One stop solution for explore, compare and book their trips
Personalized support and travel options
Trust and transparency
Current User Behaviors:
Likely to visit multiple websites for each job and compile data
Some users still depend on traditional travel agents for custom itineraries
Many users use travel aggregator websites like Expedia, MakeMyTrip, or Booking dot com for quick, pre-made package deals.
Before booking, users often spend time looking at online reviews.
This is a way to build trust, but it can be labor-intensive and often leads to decision paralysis.
Formal Cause
Landing Page Layout
Landing page is organized into clear sections.
Pre-made packages Section: Showcase curated travel options based on popular destinations or themes.
Custom Itinerary Builder: Provides an interactive tool to build trips by choosing:
transportation
accommodation
activities
Service Coordinator Section: Highlights the service coordinator’s role, offering users easy access to expert guidance
Custom Itinerary Flow
Step 1: Choose travel dates and destination.
Step 2: Select transportation (air, train, bus, car).
Step 3: Pick accommodation (hotels, resorts, farm stays).
Step 4: Add activities or excursions.
Step 5: Review and get quotes from multiple vendors.
Realtime estimate cost while curating a trip.
Vendor Quotation System
Comparison Table/Tool: Presents multiple quotes side by side for easy comparison.
Service Coordinator System: Chat or Call Feature
Users can contact a dedicated service coordinator for real-time assistance.
AI Coordinator: AI Chatbot where users can interact from exploration to final package selection stages.
Provide Quick Options for:
Pre-made packages
Custom Itinerary
Service Coordinator Help
Created user flow based on the formal causes
Quickly Ideate concept through wireframe
✨ Final Design ✨
Before designing I also setup typography and color guidelines to rapidly design the landing
page. Days it took: 02 days
