Explore Malaysia App - UX Case Study - UI Design

This application offers a wide range of intelligent services tailored to tourists exploring Malaysia. It covers an array of essential information, such as travel options, popular destinations, transportation details, historical insights, and much more. It is essential to note that this app is exclusively accessible within the borders of Malaysia

Responsibilities

Conducting interviews, paper and digital wireframes, low-Fi and High-Fi, Conducting Usability Study, Iteration on design

Project Duration

Jun 2022 - Dec 2022

Problem Statement

Users are required to utilize a singular, all-encompassing application that possesses a comprehensive range of features and services in order to cater to their needs upon their arrival in Malaysia

Our Process

Discover

Discover

Discover

Define

Define

Define

Ideate

Ideate

Ideate

Design

Design

Design

User Research: Summary

During my research, I had the opportunity to engage in extensive interviews with individuals who frequently visit Malaysia. Through these interactions, it became apparent that there exists a pressing demand for a highly comprehensive application that seamlessly integrates a multitude of services and functionalities. These individuals encounter various obstacles concerning time management, financial constraints, as well as safety concerns.

Research Goals

We are endeavoring to comprehend and pain points the challenges that tourists face when journeying to Malaysia.
We are trying to include all service and features that they need in on super app.

We are endeavoring to comprehend and pain points the challenges that tourists face when journeying to Malaysia.
We are trying to include all service and features that they need in on super app.

We are endeavoring to comprehend and pain points the challenges that tourists face when journeying to Malaysia.
We are trying to include all service and features that they need in on super app.

Business Challenges

Security of users should be ensured.
Provide necessary features to users.
Design super app that include many features and make it easy to use.

Security of users should be ensured.
Provide necessary features to users.
Design super app that include many features and make it easy to use.

Security of users should be ensured.
Provide necessary features to users.
Design super app that include many features and make it easy to use.

Product Users

Our target audience is the tourism or new comers in Malaysia: Solo Traveler - Couples - Family

Quantitative Research

50%

Of users feel afraid to their family members when they decided to travel

80%

Of users are always caring about travel budget

30%

Of users are confused about apps once they arrive in another region

90%

Of users had experience with tourism companies and agencies

60%

Of users need a trust or official way to take service in Malaysia

User Needs

User need to feel more safety when they decided to travel from her country to another region.
User need to save a time to enjoy to his trip and he or she doesn't wants to waste much time for searching or something like that.
User need to save money and doesn't spend a lot of money and handle this point.

User need to feel more safety when they decided to travel from her country to another region.
User need to save a time to enjoy to his trip and he or she doesn't wants to waste much time for searching or something like that.
User need to save money and doesn't spend a lot of money and handle this point.

User need to feel more safety when they decided to travel from her country to another region.
User need to save a time to enjoy to his trip and he or she doesn't wants to waste much time for searching or something like that.
User need to save money and doesn't spend a lot of money and handle this point.

Product User Challenges

Some users are not so familiar with technology.
Some features are new so we have to explain these to easy to use.
Some users need some offers and vouchers to involve themselves to upgrade these features.

Some users are not so familiar with technology.
Some features are new so we have to explain these to easy to use.
Some users need some offers and vouchers to involve themselves to upgrade these features.

Some users are not so familiar with technology.
Some features are new so we have to explain these to easy to use.
Some users need some offers and vouchers to involve themselves to upgrade these features.

Features & Functionalities

Transportation

Guide

Transportation

Guide

Family

Tracking

Family

Tracking

Real-Time

Traffic

Real-Time

Traffic

Money

Wallet

Money

Wallet

Entertainment

Budget

Manager

Budget

Manager

Emergency

Numbers

Emergency

Numbers

Local Products Offers

Travel Guide Mood

Traveler AI Assistant

Our Persona

Young woman with light brown hair in a pink top looking down, user persona portrait for Explore Malaysia app

Hannah David

Digital Marketer

Age: 28

Education: Media Com Bachelor

Location: Berlin, Germany

Job: Digital Marketer

Family: Single

Goals:

She wants to know how much she will spend before she travels.
Her desire is to feel secure about her staff.
She needs something that can guide her throughout her journey.

Frustrations:

She is in need of a guide that can guide her throughout her journey.
She had bad experiences with tourism companies.
Although she is always caring about budget, when she decides to travel, she feels confused about her time plan and money budget.

" Sometimes I don't like to travel to another region because I always feel afraid for staff, and I prefer not to rely on tourism companies because they tend to be expensive. I'm always thinking about saving money and similar concerns.

Young man holding a cigarette against a blue sky, user persona portrait

Alexander Lukas

Banker

Age: 48

Education: Accounting Bachelor

Location: London, United Kingdom

Job: Banker

Family: Wife - Son

Goals:

He wants to find a service or place where he can enjoy with his family all in one place.
He needs an honest person to guide him on his trip
He wants to manage his trip on his own.

Frustrations:

Sometimes he wastes his time searching online for information about place in Malaysia.
He has a negative history with tourism companies.
He doesn’t use many apps he prefers to use one app only that include everything.
He lacks a bank account to windrow money from any ATM machine.

“ It’s our first time in Malaysia and I have been facing some difficulties in finding popular apps that can help me discover new place or services here. The apps in Malaysia are completely different from those in my home country, which i noticed within the first week of my arrival

Alexander Lukas

Banker

Age: 48

Education: Accounting Bachelor

Location: London, United Kingdom

Job: Banker

Family: Wife - Son

Goals:

He wants to find a service or place where he can enjoy with his family all in one place.
He needs an honest person to guide him on his trip
He wants to manage his trip on his own.

Frustrations:

Sometimes he wastes his time searching online for information about place in Malaysia.
He has a negative history with tourism companies.
He doesn’t use many apps he prefers to use one app only that include everything.
He lacks a bank account to windrow money from any ATM machine.

User Pain Points

Time
Safety
Budget
Reference Trusting
Time Management

Time
Safety
Budget
Reference Trusting
Time Management

Time
Safety
Budget
Reference Trusting
Time Management

Current State Journey Map - Hannah David

Task List-Action 1:

Book a flight.
Arrived to Malaysia.
Search about discounts and vouchers app that provide some Malaysian products.

Feeling Adjectives:

Confused because many app provide discounts and offers.

Improvement Opportunity:

Add some features that provide to users some loyal points program.

Task List-Action 2:

Reach to hotel.
Try to take a healing car.
Search in mall for discounts and offers for Malaysian products.

Feeling Adjectives:

Annoyed and bored.

Improvement Opportunity:

Show and encourage some products that made in Malaysia in app.

Task List-Action 3:

She is trying to find local products in mall.
Someone advice her to go to China Town.
She arrived to China Town.

Feeling Adjectives:

Excited

Current State Journey Map - Alexander Lukas

Task List-Action 1:

Book a flight.
Arrived to Malaysia.
Search about trusted app that can take some information from it.

Feeling Adjectives:

Confused - Exhausted

Improvement Opportunity:

Add some features about history

Task List-Action 2:

Reach to hotel.
Try to figure out some places.
Try to figure out some finance and rules information.

Feeling Adjectives:

Confused

Improvement Opportunity:

Add money wallet that help users to deposit some money in it.

Task List-Action 3:

Visit some places.
Try to withdraw cash from his bank account.
He can't withdraw cash from ATM machine.

Feeling Adjectives:

Frustrated

Improvement Opportunity:

Add features that help users to withdraw money from their wallet from any mini mart.

Low-Fi

Sign in screen wireframe with email and password fields, Sign in and Register buttons

Welcome to Malaysia onboarding screen wireframe with image placeholder, body text and pagination dots

Directions screen showing a 1.5 km route to LRT at Wolf Crater, KL with a Get Direction button

Transportation screen comparing LRT 1.5 km and MRT 2.5 km routes from Dang Wangi to KLCC

Explore Malaysia app home screen with Dang Wangi to KLCC route selectors and Check Transportation button

Traffic jam checker screen listing routes with red traffic-light congestion indicators for each

App home screen with Dang Wangi and KLCC route fields and a Check The Traffic Jam button

AI Assistant chat screen greeting Welcome to Malaysia, How can i help you, with message input

App search screen with an empty search bar and bottom navigation tabs

My Wallet screen showing RM 5,665.99 balance with Pay, Transfer options and a black Visa card

QR and landmark scanner screen with a framed scan area reading Malaysia.com/tou/ManaraTower

Search results screen for Malaysian Restaurant showing placeholder list items with thumbnails

Family tracking screen with checkboxes for My Daughter, My Husband, My Son and a Track All button

Usability Study: Findings

After careful analysis, it has come to my attention that my esteemed users would greatly benefit from the provision of comprehensive tutorials. These instructional guides will undoubtedly facilitate their utilization of the application, thereby streamlining the overall user experience.

Usability Study: Findings

Rounding 1 Finding:

Some users had struggles to find mood mode.
Some users had been confused about how they add family members.
Users find family tracking feature is not privacy enough.

Rounding 1 Finding:

Some users had struggles to find mood mode.
Some users had been confused about how they add family members.
Users find family tracking feature is not privacy enough.

Rounding 2 Finding:

Users need night mood to save their mobiles battery.
Some users are technology savvy and they need to add button in code page such as copy.

Rounding 2 Finding:

Users need night mood to save their mobiles battery.
Some users are technology savvy and they need to add button in code page such as copy.

Accessibility Considerations:

Provide some tutorials to users to make it more easy.
Use icons to help make navigation easier.
Use detailed images for services and features to help all users understand and use app easier.

Accessibility Considerations:

Provide some tutorials to users to make it more easy.
Use icons to help make navigation easier.
Use detailed images for services and features to help all users understand and use app easier.

Hi-Fi

Onboarding screen Welcome to Malaysia with a photo of the Petronas Towers at dusk

Onboarding screen Travel Pay Wallet with a photo of contactless payment on a card terminal

Onboarding screen History Information with a foggy aerial photo of the Kuala Lumpur skyline

Explore Malaysia onboarding screen: Family Tracking feature, photo of parents and two children at home.

Explore Malaysia onboarding: Transportation Guide feature, blurred subway train speeding through a station.

Explore Malaysia onboarding: Real-Time Traffic feature, congested city street packed with cars and buses.

Explore Malaysia onboarding: Budget Manager feature, hand holding a phone showing a calculator app.

Explore Malaysia onboarding: Emergency Numbers feature, ambulance parked under a red Emergencia sign.

Explore Malaysia onboarding: Mood Match Activities feature, man relaxing neck-deep in a pool.

Explore Malaysia onboarding: Entertainment Explorer feature, DJ performing before a red-lit nightclub crowd.

Explore Malaysia onboarding: Gen-AI Travel Guide feature, overhead view of scattered vintage paper maps.

Explore Malaysia onboarding: Local Deals and Saving feature, shopper carrying bags on an escalator.

Explore Malaysia screen sharing invite code 524-CGW-979 to link a family member or partner's account.

Explore Malaysia app home screen with wallet balance, traffic status, family tracking map and local deals

Explore Malaysia app home with More menu open showing Gen-AI Travel Guide, Transportation and Mood Match options

Explore Malaysia app Messages inbox listing travel partner chats and a Customer Service welcome message

Explore Malaysia AI Travel Assistant chat suggesting Kuala Lumpur attractions with MRT and Grab directions

Explore Malaysia app My Wallet add-new-card form with name, card number, expiry and CVV fields

Explore Malaysia app wallet Pay screen showing a QR code and RM 450 balance

Explore Malaysia Mood Match Activities list of upcoming events like concerts, water park and Langkawi cruise

Explore Malaysia app My Wallet showing saved credit and Visa cards with RM 450 balance

Explore Malaysia app wallet Transfer screen to send money to partners Leslie and Jane Alexander

Explore Malaysia Family Tracking screen with a Kuala Lumpur map, member location toggles and tracking requests

Explore Malaysia Transportation Guide with MRT and LRT route directions from Chow Kit to KLCC

Explore Malaysia Real-Time Traffic screen showing High status and user traffic reports for Chow Kit to KLCC