Trip Planner

Trip Planner

Trip Planner

Trip Planner

Trip Planner

Trip Planner

ROLE

Product Designer

DELIVERABLES

Research, Insights, Wireframes, Testing Schedule, Prototypes, Handoff Assets, QA

Imagine it's January 2020.

The Dyrt has just released The Dyrt PRO, a subscription for premium in-app features. The initial release established the architecture for in-app and web purchases.

Now it was time for a premium feature to bolster our premium offering.

The Problem

The Dyrt needs to generate $1M in subscription revenue by end-of-year 2020 to drive another round of investment.

what's the dyrt?

The Dyrt   is a web, iOS, and Android app helping people find places to camp. It is driven by a community of outdoors people submitting campground reviews. The core of the experience is a robust search + filter interface.

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Discover

Things we knew

  • Ownership of RVs and camping vehicles is growing
  • The RV market has more to spend than the traditional camping market
  • Our users are asking for RV specific features

Things we wanted to find out

  • Is there a segment of our audience to warrant a feature?
  • What is the competitive landscape for travel planning software?
  • How do RV owners think & plan their trips?

Interviews & Research

We conducted 22 interviews with current Dyrt users that identified as RV or trailer owners in our sign up flow.

I found an RV trade show and wrote up a proposal to attend. We set up a booth and had conversations with another 20 RV owners.

1/3

Camp Seasonally

2/3

Camp Year Around

18%

Route-based trips

54%

Plan > 1 Week

70%

Software Plan

20%

Paper & Pencil Plan

34%

Trips > 1 Week

2

Know of The Dyrt

My teammate and I reviewed recordings & notes to synthesize our findings into four pain points.

ouch!

Finding a camping spot last minute or without a reservation.

argh!

Knowing about pull-through vs. back-in sites before arriving.

oof!

Pulling in and out of gas stations & finding diesel.

ugh!

Shuffling between The Dyrt and other apps to plan, book, & navigate

Hypothesis

A trip planning tool distinguished from our competitors by a simple interface & incorporating our campground database and user-generated content will drive PRO subscriptions.

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

Ideate

The Head of Design & I started ideating based on the information we uncovered in our Discovery process.

At this time, we were working at desks just a couple feet from one another with a whiteboard at the ready throughout the day. 

We kept returning to a common planning behavior we heard in our research: searching along a route.

It made us wonder if we could do the searching that our users were doing manually and recommend trips for them based on some parameters.

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

Prototype & Test

We conducted remote, moderated usability studies with desktop prototypes ranging from wireframes to high-fidelity from March to April of 2020.

Once we had a build in the staging environment, we continued usability studies and created a backlog of nice-to-haves.

iOS & Android Experience

Our work in the Discovery phase led us to a desktop-first strategy. I was tasked with designing the iOS & Android experiences.

I focused on keeping core actions discoverable, managing context, and maintaining parity with the web experience.

Interaction Challenges

  • How do Trip Details & Search live together?
  • What actions can I take on the map vs. the list?
  • What actions can the map preview card support?

High Fidelity Prototype

This is a walkthrough of core features for a Blank Trip. Users can select a preferred route, search for campgrounds along the route, add campgrounds, and add fuel stops.

Implement & Measure

Implement & Measure

Implement & Measure

Implement & Measure

Implement & Measure

Implement & Measure

Implement & Measure

Implement & Measure

Live! July 2020

In the first week live, 1,789 campers planned 2,656 trips spanning over 3 million miles.

$1M Revenue by September 2020

Surpassed goal by 300%, earning $3M in revenue from PRO subscriptions by end-of-year 2020.

#1 Grossing App in Travel

In the Summer of 2020, The Dyrt became the top grossing app in the App Store's Travel category.

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Reflect

Leveraging A Design Win

Trip Planner originated in specific user needs and was one of the first end-to-end user centered design processes at The Dyrt.

The success of Trip Planner helped convince the leadership team to invest in design.

I helped interview, hire, and onboard as our team grew to include two brand designers, an illustrator, three product designers, and a user researcher.

Product vs. Business Wins

Our customer acquisition cost for PRO subscription conversions was higher than the cost of a subscription.

I've been reading about product led growth flywheels and thinking about The Dyrt's subscription strategy from new perspectives.

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate

Iterate