Challenge Cover From: Travel agencies are facing pressure from digital players like AirBnB & Co. Our challenge in this project was to find a way how to create a digital presence for LCC so they can stay competitive.
LCC wants to reach the younger generation which is mainly booking their holidays online. Therefore, we started this project to find a new way of how to digitalize travel agencies and create value for the user which differs from the already existing online platforms.
The Challenge For: Where to? Walk me through
User Research 01. Understanding
& Research
During the research phase, we conducted interviews with both travel agents as well as travellers to discover the problems & needs the users are facing at the moment whilst travelling.

During these interviews, we could identify three key problems: Missing inspiration, inhibited decision-making and lack of confidence.
1. Missing Inspiration 2. Inhibited Decision-Making 3. Lack of Confidence Through the possibility to go literally EVERYWHERE, travellers do not know where to start their search. Too many options lead to an immense time-consumption and leave the user with the constant feeling that there could be something better coming up. Furthermore, users don't feel as confident when booking alone, it seems stressful for them to have the sole responsibility.
Ideation 02. Ideation
& Creation
Based on these insights we moved during the ideation workshop from the problem space into the solution space and the functionalities the new solution needs to provide. Subsequently, we transformed those ideas into wireframes & mock-ups.

The core of the new solution are three key functionalities: Intelligent inspirations, trust person & decision-maker and travel companion.
1. Intelligent Inspirations 2. Decision-Helper 3. Travel Companion After selecting the rough criteria Scotty comes into action. If the user wants to get an offer for the specific journey, she/he can choose one Scotty who matches their own profile. Scotty then helps you to book your personalized journey. Your Scotty is also your personal help when travelling. With the local Scotty the traveller has an always available, local contact person. He helps to book spontaneous add-on but isn’t salesy. Through the chat, the user is always enabled to ask questions and stays flexible during the whole journey. The user gets the possibility to swipe through different travel locations. Each travel location has three tags e.g. location, activity and weather. By marking the locations with a heart, the preferences of the user are determined in a fun and engaging way. Based on these preferences the user get suggestions for new trips.
Mockups Startscree Open Clickdummy 03. Test
& Improve
We tested the designs, as well as a first visual click dummy of the new solution. To get meaningful results we've let users go through each step of the user journey with the new solution. This enabled us to figure out what we need to improve:

Want to get an impression what the users tested?
Scotty1 SIGN UP arrow_forward Hit the Sign Up-Button to get started! Scotty2 Liking locations determins your preferences, which is the basis for suggestions for new trips.
Scotty3 Ok, so you like Iceland? Preference saved! Now let's start exploring and book our next trip. Scotty4 Here appear the suggestions based on your preferences! So where to for next vacay?
Well, Reykjavik sounds nice, but I'm not sure...
Reykjavik So maybe let's try this Scotty-Concept and see what it does...
Scotty8 Let's get some decision help and choose a Scotty who matches your profile. Scotty then helps you to book your personalized journey. Scotty9 So James it is!
Let's get in touch with him to book a personalized journey.
Scotty10 Fast forward...
After a quick and nice little chat, James knows just what we need and sent a nice offer for Reykjavik.
Scotty11 Works for me!
Fast forward again... we accepted the offer and our trip is about to start! For local activities you get an additional local Scotty, Alex! He knows Reykjavik like the back of his hand and has the best tips.
Scotty12 Ok, I guess we can stop here... you sure got the idea by now!
This was a quick impression of the concept of "Scotties" that we came up with for this project and how we tested it.
Test Results The Testing enabled us to figure out what we need to improve:

Problem 1: A clear explanation of what Scotty actually is and what benefits it offers.

Problem 2: Unclear meaning of the icons in the app

Problem 3: A Forced combination of Scotty and Local-Scotty

...and we solved these problems afterwards. The next step on this innovation journey is to create a solution for LCCs travel agents.
Test Results
Contact Slide
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Tel. 030-20606879
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Lufthansa City Center – Digital Travel Agency

For Lufthansa City Center we designed a concept of a digital travel agency, which combines the advantages of personal interaction with an experienced travel agent and easy & efficient digital communication processes. Travelers can set up their preferences and select their personal agent that creates offers specifically for their needs. Travel agents can manage offers through a web app, which allows them to communicate & share information quickly with the traveler.

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