Worldpackers
Experiences

A UX Case of a platform created to empower
people not only to travel, but to teach
and learn along the way.

Overview

In just three years, Worldpackers was transformed from two friends in a van in San Diego, USA, to a global travel startup with more than one million travelers worldwide. However, people still use Worldpackers for both single-and-long-trips; as a result, it makes recurrency a tough task. I was part of a team created to test new opportunities to solve that problem and help the company grow.

My role

I led the Product Design – User Experience and Interface – of this project from July-September 2017. I collaborated with a Product Manager, and Product Marketing and Research.

To comply with my non-disclosure agreement, I have omitted confidential information in this case study. So, all information is my own and does not necessarily reflect the views of Worldpackers.

The challenge

In 2014, Worldpackers introduced a new way to travel where people can use their talents to help their hosts and get free accommodation around the world. Consequently, we created a sort of passport to make travel more accessible, longer and deeper.

In just three years, Worldpackers was transformed from two friends in a van in San Diego, USA, to a global travel startup with more than one million travelers worldwide. However, people still use Worldpackers for both single-and-long-trips; as a result, it makes recurrency a tough task.

I was part of a team created to test new opportunities to solve that problem and help the company grow.

Our high level goals were to:
1. Make travelers use Worldpackers more often; increasing recurrency.
2. Find an alternative business model.
3. Enhance the product beyond the competitors product

The team

I led the Product Design – User Experience and Interface – of this project from July-September 2017. I collaborated with a Product Manager, and Product Marketing and Research.

Main Tasks

1. Customers Insights & Ideation
2. Building the Project Vision
3. Planning and scope definition
4. Design Execution and validation
5. Photography and Video Making Direction.

Core Team

João Machini as Product Manager, Diego Kurisaki as Tech Leader, Allan Formigoni as Product Marketing, Fabiola Werneck as iOS Developer, Douglas Iacovelli as Android Developer, Leandro TK as Web Developer, Ana Karolina as Supply Acquisition.

Project Schedule

As much as I like to structure and visualize our process, what happens in our reality is more complex and asynchronous than the diagrams we’ve grown accustomed to.

Design & Research Tool Kit

The Discovery

At first we didn’t have a clear path to follow, so in collaboration with the Product Manager and Product Marketing, I conducted a research to understand user behaviour and drive our planning phase.
These were the early insights from our customers:

1. They travel to learn, develop themselves and make an impact in the world.

2. They want to improve a hobby or some area related to their careers.

3. They often frequent courses, classes and Workshops.

We discussed this first insights with the team to develop the big picture. After brainstorming, we concluded to test a platform for people, provide offline events, workshops and decided a short-trip would be a good way to start because:

1. As they are short-term experiences, travelers could attend a single day or weekend; increasing usage.

2. As they would happen more often, a traveler could return and attend a new experience at least every month.

Customer Insights

Offering this new type of experience required a new supply and demand. Before starting to build, it was important to understand more about those two sides, so I went out and interviewed 13 users. The key findings:

Providers – Supply Side

1. They’re purpose-driven and passionate about what they teach.

2. They were fully committed to their classes.

3. They lack knowledge and time to promote themselves.

4. They struggle to build their booking audience.

Consumers – Demand Side

We conducted a large-scale survey to map demand interests; As there are tones of events and workshop categories; it was important to funnel and define only a few categories to start the acquisition. We’ve got:

116

Survey responses
*users could select more than one option

 

We decided to start the acquisition of the workshops and events by the most voted categories: Entertainment, Gastronomy, Yoga and Meditation, Travel and Photography.

76
Qualitative answers

“My city is so big that is tough to follow the weekly events. I have lived here my whole life and I still got a feeling that there are many things uncovered. Sometimes I feel like I’m living in a social and cultural bubble.”
Fernando, 24 yo – São Paulo, Brazil.

“Most of the time we don’t enjoy our own city even with so many things to do. Sometimes I feel like I’m missing a push to go out and see things around me, meet new people, make new friends and share experiences and culture.”
Amanda, 31 – São Paulo, Brazil.

Based on this insights, our proposal became clear: We’re not only a place for events, but a platform to empower users to know their own city, learn, get impact and fulfillment through meaningful experiences.

The Solution

User flow and triggers

It was a test and should be tested fast enough to see if it was a real opportunity; so I designed a simple user flow to validate user intension in buying those first experiences they said they were interested about.

The strategy consisted in showing a banner in the search page, sending e-mails, marketing and advertising on facebook to trigger users to the experiences catalog and then lead them to the listing page, payment methods and confirmation checkout.

In collaboration with the Product Marketing, I designed a chronogram scheduling all the marketing efforts for this test. Our goal was to create a constant flow of people seeing the experiences.

Inspiration

During the project, I was truly inspired by other designers and companies. Not only by their visual aspects, but for how they achieved simplicity and addressed their product to create an amazing experience from end to end.

AIRBNB

In 2016, Airbnb introduced Trips. A platform to provide experience to travelers around the world. For me, It was really inspiring how they transformed an offline event into a movie-like experience; from search catalog to experience listings, Airbnb Trips gave to me the bases to design my project.

NETFLIX

A huge background cover and a title with a bold typography created an immersive experience throughout Netflix catalog and movies listing page.

It helped me to think about the cover not as only an image to describe the events, but an invitation to trigger users to see more and engage with the product.

TVOS

As with Airbnb & Netflix; Apple tvOS inspired me through their visual and immersive listing page.

Experiences Cover

We wanted to evoke the sensation people got when they go to a theatre or to see a movie; so I took the movie poster was Inspiration to design every experience cover, just like Apple TV, Airbnb Trips and Netflix.

Movie poster elements

A photo from edge to edge, vertical orientation, iconic symbols and bold typography are elements present in most of the movie posters; I took those elements and transported them to our experiences covers.

 

Final Result

The impact

On September 2nd, 2017 the project was launched for Brazilian users. In the 2 months after my involvement on the project, the team continued to communicate and acquire new experiences. Although I was not part of this process, it was great to see most of my work brought

65%

of the tickets were sold in the first 3 weeks.

 

87%

Booking came throught Worldpackers current users showing a hight user acceptance.

4x

more conversion than the actual business.

 

 

60%

Consumers said they would do the experience next month.

Although this project was part of a test, we saw a significant impact on user engagement, adoption and tickets-sold metrics.

Privacy Settings
We use cookies to enhance your experience while using our website. If you are using our Services via a browser you can restrict, block or remove cookies through your web browser settings. We also use content and scripts from third parties that may use tracking technologies. You can selectively provide your consent below to allow such third party embeds. For complete information about the cookies we use, data we collect and how we process them, please check our Privacy Policy
Youtube
Consent to display content from Youtube
Vimeo
Consent to display content from Vimeo
Google Maps
Consent to display content from Google