UOB Travel recognized the need to improve customers' journey for trip booking at different scenarios. Three scenarios were established: A) walk-in customers to the bank branch, B) visitors attending the NATAS Fair, and C) corporate travellers making business trip bookings.
The app is targeted at visitors who are interested to book tour packages, air tickets, accommodation or search for travel ideas at the NATAS fair. One of the main core goals for this app is to achieve a speedy and seamless booking/payment process. Thus, simplifying the users' journey with an easy and intuitive user interface is essential. A robust search function is included to satisfy specific needs. A quick payment checkout, coupled with attractive images of travel hotspots with delightful user interface design and user experience had positively impacted on the bookings during the fair.
The mobile app is targeted specifically at corporate travellers who are always on the go. The goal of the app is to allow corporate users to approve and review travel bookings of their staff. Therefore, the user experience of such features and functions are studied in depth. An informed interface that would assist users to check status of their trips, approve or deny tasks, and redeem points are completed within a few clicks. Icon driven navigations also act as a quick visual clue for corporate users of their status.
A 42-inch multi-touch display is installed at the bank premise to allow users to make travel bookings personally. User experience exercises were mapped up during the researching process. Besides fulfilling the basic needs of booking a trip, UOB Travel extends its goals further to entice their travellers by:
1) Creating awareness of best deals in real time based on users' preference
2) Suggesting relevant options after the user arrives with a particular intention. Thus, the multi-touch screen acts like an advisor who is able to suggest intelligent travel options according to users' preference. Intuitive navigation and user interfaces are designed to satisfy the needs and provide a better customer experience.
