Travel booking in a mobile banking super app
Travel booking in a mobile banking super app
Kaspi is a mobile super app that offers a variety of services, including payment processing, marketplace transactions, and fintech solutions. In 2020, the company emerged as the leading player in Kazakhstan's financial market with ~19 mln users, while its marketplace became the country's biggest online trading platform.
Kaspi enables users to access a wide range of features, such as travel reservations, banking services, document management, QR-based payments, and online shopping.
Kaspi is a mobile super app that offers a variety of services, including payment processing, marketplace transactions, and fintech solutions. In 2020, the company emerged as the leading player in Kazakhstan's financial market with ~19 mln users, while its marketplace became the country's biggest online trading platform.
Kaspi enables users to access a wide range of features, such as travel reservations, banking services, document management, QR-based payments, and online shopping.
My role
My role
User Research, UX Design, Prototyping, UI Design, Usability Testing
User Research, UX Design, Prototyping, UI Design, Usability Testing
Problems
Problems
Kaspi needed to add its new services to its platform as seamlessly and intuitively as possible.
The task was to showcase new services, including full booking capabilities for various options, e.g., booking an accommodation.
Kaspi needed to add its new services to its platform as seamlessly and intuitively as possible.
The task was to showcase new services, including full booking capabilities for various options, e.g., booking an accommodation.
44% of users get annoyed when booking hotels, switching to a third-party website
44% of users get annoyed when booking hotels, switching to a third-party website
Incomprehensible or hidden rules confuse and annoy users (e.g., payment is only accepted in cash during check-in, and this requirement is communicated in the rules with tiny font size)
Incomprehensible or hidden rules confuse and annoy users (e.g., payment is only accepted in cash during check-in, and this requirement is communicated in the rules with tiny font size)
Users do not always have sufficient funds available
Users do not always have sufficient funds available
Solution
Solution
After conducting research and identifying user pain points, as 70% of respondents use Booking.com and 25% use Airbnb, the design should align with those platforms in accordance with Jakob's Law.
“Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know”.
After conducting research and identifying user pain points, as 70% of respondents use Booking.com and 25% use Airbnb, the design should align with those platforms in accordance with Jakob's Law.
“Users spend most of their time on other sites. This means that users prefer your site to work the same way as all the other sites they already know”.
However, research shows that booking platforms overwhelm users with information, so a minimalist approach is needed to deliver information efficiently and painlessly. Additionally, an aesthetically pleasing design is perceived as more usable according to the Aesthetic-Usability Effect.
“Users often perceive aesthetically pleasing design as design that’s more usable”.
However, research shows that booking platforms overwhelm users with information, so a minimalist approach is needed to deliver information efficiently and painlessly. Additionally, an aesthetically pleasing design is perceived as more usable according to the Aesthetic-Usability Effect.
“Users often perceive aesthetically pleasing design as design that’s more usable”.
Ultimately, the solution should combine elements from Airbnb, Booking.com, and Kaspi, with the added feature of offering loans and installment plans.
Ultimately, the solution should combine elements from Airbnb, Booking.com, and Kaspi, with the added feature of offering loans and installment plans.
Final Designs
Final Designs
Other projects
Other projects
Check out my other case studies linked below.
Check out my other case studies linked below.
