Rakuten Travel

 

Background

Rakuten travel is the EC platform mainly focus on locate market for purchasing flight, hotel and rental car.

Case

EC site

 

Situation

The website has been running for over 20 years without any updates with many usability issues and UI inconsistency, so the team had decided to revamp for the improvement.


Task

Website improvement based on the analysis report, and bitmap inventory for a better UX/UI implementation.

Action - Summary

  1. Data analysis, functionality analysis, competitor analysis, user analysis, KPI, current sitemap and information architect inventory…etc

  2. Prepare the workshop with related functions to get the alignment with the ideas.

  3. Create the High-fidelity wire and run usability testing and report with related functions to prioritize for the release phases plan.

Action - Details

Current website

Current website

Over 20 years without any upgrade and improvement

analysis data

Data analysis

Example of analysis report

workshop

workshop

Design Thinking workshop example

High-fidelity wireframe

Design prototype

Example of Hight-fidelity wireframe

Usability Testing

Usability Testing

Example of the qualitative usability testing


Result - after in person usability testing

The SUS score at 8.3 point with over 80% improvement.