Tangy Management
UX/ UI Design- Desktop - Client
A Miami vacation – curated and customized to your standards .
Project Overview
Identify client pain points and provide elegant, tangible solutions that will allow for further expansion of key business factors and facilitate overall growth while attracting new prospects.
My Role
UX/ UI Designer —
Research, User Interviews, Wireframing, Interaction + Visual Design, User-Testing, Prototyping
Client
Tangy management is a short-term rental management company that is based in Miami, FL. They handle all aspects for short-term rentals/AirBnb’s including; marketing, check-in process, housekeeping, and customer service.
Duration
November 2020 - 5 weeks
Tools
Adobe XD, Sketch, Photoshop, Invision, Maze
The Problem
Tangy needs a direct and user-friendly booking site for consumers looking to book a vacation or staycation, so they can: plan the trip, ensure cleaning needs are met, and make requests to better facilitate the experience.
The Solution
The new Tangy management booking site, will allow users to book a stay, learn about local recommendations, and tailor the stay to their needs; all the while promoting a clean and secure Miami vacation.
The video showcases just a part of the prototype. In it I show the home page and subsequent booking process. If you’d like to try the full prototype, there’s a link at the bottom of the page.
Research
Understanding the problem and finding the user.
Stakeholder & Competitor Analysis
I spoke with the owner of Tangy Victor Feria; who started the company himself. He expressed struggles with COVID-19 not unique to those in the hospitality industry, and also expressed prospects involving how he could engage with guests. He explained to me that he wanted a form of direct booking on his site, and that he wants guests to recognize the Tangy branding when staying at a managed property.
After the interview, I broke down their business identity using a SWOT analysis. Highlighting the key business strengths, weaknesses, threats, and opportunities. With that qualitative data in mind, I then researched his competitors:
Guestable - Miami-centered short term rental company that offer remote management options
Evolve - A national management company offering a large inventory of properties
Brief Homes - A Bahamas and Miami-based company resembling features and ideas much like Evolve
User Research
Now that I understood Tangy from a business perspective and where it stood amongst its competitors, my next step was to send out surveys and conduct interviews to establish my target user. I created the survey using a lean survey canvas. Collecting quantitative data from 100 individuals. I then went in deeper during the interview phase, so I could find the reasoning behind the users pain points and possible opportunities tapped in to by Tangy.
“I want the place to feel like my home, so I want it to be updated and functioning properly, but at the same time I don’t want to manage the house like it’s mine.” - David L.
Taking the quantitative data from surveys and the qualitative data from interviews, I constructed and organized the affinity map shown here. I found common topics like cleanliness, duration of the stays, level of comfort, and along with multiple paint points to address.
User Persona & Journey Map
Based on my findings, I created my primary user Persona; Nomadic Norman, a millennial bitten by the travel bug but just can’t get away from work. However, due to the current global climate, he find an opportunity to work remote and travel at the same time.
I then mapped out Norman’s opportunities and touch points on a user journey map. Noting how Norman is currently traveling (or not) in the current climate as well as work habits. This would give some direction as to where Tangy can assist Norman and ease is frustrations as well as fulfill is wants and needs.
Design
Creating the solution.
Ideations
Mind Map
Keeping my problem statement and research in mind I then moved on to brainstorming my ideations. I utilized a mind map to organize my ideas.
MOSCOW Method
From the mind map I separated the ideas in to levels of priority by using the MOSCOW method. I knew that there were a lot of things could be added and addressed in the site, but with this chart I sorted the level of need that our users were facing. This would then carry in to the prototype.
Information Architecture
Now that I had my solutions, I created a site map to illustrate where these solutions would be placed and organized. Then constructed a user flow to illustrate how Norman would interact with the site.
Site Map
User Flow
Concept Sketches & Mid-Fi Wireframes
I then proceeded to do some concept sketches and then began creating my flows in mid-fidelity. Ensuring the information architecture made sense, and tailoring the features I prioritized from my MOSCOW method
Testing & Iterations
I built a quick prototype to test the user flow and implemented a maze test to use in interviews with 5 users. I gained great insight in terms of flow time, and possible UI inputs/ modifications to take in to account.
-“Play around with the layout; maybe rearrange the order”
-“Everything makes sense as to where it goes… it was easy to navigate.”
Visual Design
Creating the brand and interface
Mood Board
I pulled together a mood board based on attributes that Tangy could benefit from and what the overall design aesthetic could be. I honed in on an Art Deco style, but made sure to place a clean modern lens on the design.
Design System
I emphasized the Art Deco and modern marriage by choosing colors synonymous with classic Miami Art Deco, but muting them a bit. I then created simple yet ornate graphic images that could be used as elements to emphasis items or information.
To take the mood further, I utilized Rousseau Deco for the heading, and then Avenir for the body. I felt that the combination of these two typefaces kept with the mood throughout the site.
Once My design system was complete, I then went on to produce all the screens in full Hi fidelity.
Prototype
The Hi-Fi interactive prototype was developed for desktop and displays both micro-interactions and animations featured on the site. If you’d like to try the interactive prototype you can check it out Here.
Success Metrics & Next Steps
With this site, I hope to measure the success and failures based off Increases in monthly bookings, positive guest reviews, user satisfaction surveys, and even and increase inventory.
For next steps and learnings I’ll explore concepts listed lower on my MOSCOW such as:
A large guide section
Mobile app for guests
Site redesign of the management side
Expand Branding
