Case study
Tomo: Building a smarter mobility solution
Outcome
This video walks through how Tomo helps users plan their trip with just a few simple steps. With an AI travel planner built into the app, users can book stays, add rentals, and get personalized suggestions all in one place. The flow is shaped by what real travelers need: less hassle, more clarity.
Background
The automobile paradigm is shifting from ownership to renting, marking the beginning of the car-renting era.
Benchmarking
Unlike other mobility services, Tomo provides a flexible alternative to car ownership, allowing users to shape their travel experience to fit their lifestyle.
User Research
Survey Period: 2023.09.27 – 2023.10.06 (30 respondents)
Most people rely on more than one service when planning trips, but they use them separately across multiple apps.
Insights from user interviews
Interview Period: 2023.10.16 – 2023.10.17 (15 participants)
Think Aloud
Observation Period: 2024.10.10 – 2024.10.14 (10 participants)
To understand how people in India plan their trips, three common travel situations were observed. Each one helped reveal problems and gaps in the current experience.
Affinity Diagram
Recurring user insights were grouped into themes to better understand common needs and expectations.
User insights
Most travelers in India use different apps to book stays and rent vehicles. While these services technically exist, they’re disconnected.
Users often jump between platforms, re-enter information, and manage bookings separately.
Design opportunities
Based on observed user behavior, two opportunity areas were identified where Tomo can deliver value by solving common pain points across travel planning.
Based on earlier user research and strategy insights, the following core features were defined for Tomo.
User Personas
These personas represent two distinct user types identified during research.
User Journey Mapping
Information Architecture
User Flow Chart
Design System
High Fidelity Wireframes
Using the UI Kit, I applied the visual elements to the modified Mid Fidelity wireframes making up the High Fidelity wireframes which will be later on used for the Prototype.
Planning is key
Whether you're exploring new getaways or booking a specific trip, planning sits at the core of every travel experience. It should be simple and easy to navigate.
Onboarding
Tomo's onboarding captures just the essentials like license and ID verification. Once done, users can book rentals instantly without re-entering details each time.
Car Handover Options
Tomo supports both doorstep delivery and self-pickup. Users can select their preferred handover method during booking, making rentals more convenient and adaptable to different travel needs.
Tomo AI
Tomo AI is your smart travel assistant that helps you book stays and rentals in one simple flow. Just tell Tomo what you need and it takes care of the rest, making travel planning faster and easier.
Learnings
- The importance of user research: Talking to users is crucial in understanding their pain points , goals and needs. This allows us to design solutions that are tailored to their specific requirements
- The power of prototyping: Prototyping allowed me to quickly test out my designs and get feedback from users, which helped me iterate and improve my designs.
- The value of user-centered design: Putting the user at the center of the design process leads to a better user experience. This means taking into consideration their needs, behaviors, and motivations when designing solutions.
This case study marks the beginning of a comprehensive design process for developing a unified travel platform based on the MaaS concept. Moving forward, I plan to conduct further usability testing and refine the designs.
