Page 83 - Process Book Abdul Raffai Waqar

FINAL ARTEFACT
Summary and Reflection
Summary
This research and design project aimed to
improve the travel interactions
inexperienced travellers. Initial
review revealed several gaps in knowledge
and the need to have a deeper understanding
of traveller problem and needs.
The project employed methods of qualitative
and quantitative research to collect valuable
data which was analysed through a range of
appropriate analysis methods. This allowed
me to recognise important trends and
patterns in the overall pain points of air
travellers, and ultimately their needs to ideate
possible solutions.
The design decisions were completely
influenced and driven by user needs. It was
crucial that user feedback was taken to
ensure that the solution was being designed
for the users and any form of researcher bias
is overcome. Several other bias were
considered during research as well such as
social desirability, dissert and extreme
response bias. All these factors ensure that
quality data is collected for ideation phase.
Research & Design Project | Process Reflection
Guided by the hypothesis, the protoyping
phase had user feedback throughout each of
for the low and mid fidelity stage to ensure that
literature all design decisions were well informed and
are indeed solving the problem at hand.
The final application artefact including the
brand positionality was designed keeping
gestalts principles and principles
interaction design in mind. UX was designed
while considering several cognitive biases.
Limitations
The earliest constraint was of time limit to
gather adequate amount of research data in
a short period of time to synthesis and identify
gaps. The availability of participants and
finding people who had not travelled at all
was also a limitation and the reason why two
of the interviews were taken online - creating
an inconsistency in data collection approach.
During data collection reflection it was
assumed that researcher remembered his
travel journey accurately, and that cognitive
biases such as confirmation bias was in check
through the analysis phase.
Ch 07
During interviews it was assumed that
researcher was not subject to observer bias
and participants not to social desirability
bias. For surveys it was assumed that
respondents answered honestly and were not
subject to dissent or extreme response bias.
The prototype feedback had limitations as the
activity was conducted online and a real time
of observation would be more interactive and
provide more data or opportunity to
investigate the effectiveness of solution.
Learnings and Recommendation
I believe there is potential to expand on the
research while considering different target
demographics as the user needs and travel
factors depend on several factors such as
time of travel and occasion of travel. I
designed my solutions focusing mainly on
students and new tourists/employees, which
have very specific needs. I believe at the core
all travellers have the same needs and then
based on varying factors there are add-ons to
their needs. Further study on these factors and
their incorporation in AIrAlign’s arsenal of
solution would be the way forward.