PROJECT SUMMARY
Inspirato is a luxury travel company that provides its members with access to luxury homes. In mid 2019, Inspirato launched a new product, Inspirato Pass. This new product was a subscription based service where subscribers could travel unlimitedly for a monthly fee. The product was launched quickly as a beta to see if it would gain traction. It most certainly did, and then some. Inspirato needed to move rapidly, building an infrastructure that could be stood up quickly to support its adoption.
I joined the Inspirato product team right after the launch of Pass in 2019, and was part of the effort to help integrate the Pass product into Inspirato in a more permanent and flexible way. Through pass holder interviews, stakeholder interviews, and comparative and analytics analyses, it became clear that a huge hole was left in the digital experience - a native application that gave users a better experience in iOS. After surfacing my findings, it was clear the existing iOS App needed restructuring to support the two product offerings from Inspirato - Club & Pass.
Interviews
Through Pass holder and stakeholder interviews, I identified key pain points in the customer experience that fell short.
"I don't want to have to leave the app when I'm looking for Pass trips. I want a native experience like I have with membership in the App"
- Pass holder
"When pass holders can't find the trip that they are looking for - or they find a trip that they can't book with pass, they get frustrated and call us, which ends up happening a lot in the App. They'll find a Club property and call us wondering why they can't book it. We get to be the bearer of bad news." - Care Team Member
"My frustration is, when I get to a place I want to stay, I get pushed to the hotel, but I still want to view other options. I have to re-login and restart my search, because I get pushed to the hotel website.
- Passholder
DESIGN RECOMMENDATION
Based on internal and external interviews, a review of existing analytics and comparative analyses, it was clear that a native iOS experience would provide value to Inspirato's Pass holders. Not only would the native application provide customers with a faster, more intuitive experience, it would appeal to the key customer profile of Inspirato Pass - upper class millennials.
From there, it was time to restructure the current iOS experience to make room for the new product offering. After another round of research, it was apparent that the best path forward was to simplify the top level navigation to work for all customers while leading users down the path to booking the right trip.
Pass Integration V1
Through a series of wireframe and design reviews with stakeholders, here is the final vision for Pass integration in iOS. With a simplified top level navigation and a search view that guides users to the ri
Product Switcher
The product switcher allows Inspirato members and Pass holders to switch between products easily. The goal was to create a bold UI element that would grab the user's attention without competing with their search experience. It was important to keep both products accessible to all users, as many customers are members and pass holders alike. The switcher also allows each customer type to freely browse the other products portfolio, providing an engagement that could lead to purchasing that product.
Date and Destination Tagging
Finding a Pass trip does not adopt your typical vacation search. It's subscription based model allows users to weight trips against one another, selecting multiple dates and destinations to allow users to keep an open mind about trip planning and find the most value in their subscription.
By using the same component in the destination and date search, the UI reinforces this idea by creating visual separation of two similar items and allows users to remove each individually.
Bottom Bar Navigation
The new information architecture called for a simplified top level navigation. Before, the top level navigation served only Pass holders with high level views for search, favorites, trips, deals, and account. With this new approach, favorites and deals were nested into the Club's homepage
NEXT STEPS
Pass in the iOS Inspirato App is set to launch November 2020. New work is happening behind the scenes to improve the trip browsing and booking experience for passholders.