OVAL - Travel App for Arabic market

The Rationale Behind Oval's Arabic User Experience (UX) Redesign

The travel industry is undergoing a digital transformation, with mobile apps playing a key role in trip planning. However, many apps cater to a global audience and fail to address the specific needs and preferences of regional user groups. This project tackled that gap by focusing on designing a user experience (UX) for Oval, a travel exploration app, specifically for Arabic users.

Understanding the Arabic Traveler:

The decision to focus on the Arabic market stemmed from recognizing its potential and unique travel habits. Arabic travelers are increasingly mobile-savvy and seek immersive, authentic experiences. However, existing travel apps might not offer features or interfaces that cater to their cultural preferences or language.

Addressing Pain Points Through User Research:

The initial phase involved user research to understand the pain points and aspirations of Arabic travelers. This could have involved surveys, interviews with frequent travelers, and potentially focus groups. Here's what we might have discovered:

• Information Overload: Arabic travelers might struggle with information overload in English-language apps, hindering their ability to find relevant travel options.
• Lack of Culturally-Specific Features: Existing apps might not offer functionalities relevant to Arabic travelers, such as filters for halal restaurants or highlighting cultural events.
• Usability Concerns: Right-to-left text layout, unfamiliar UI elements, and lack of Arabic language support could create usability issues.

Persona-Driven Design:

Based on the research findings, user personas were created. These personas represent different types of Arabic travelers, such as adventurous explorers, family vacationers, or cultural enthusiasts. Each persona has distinct needs, preferences, and travel styles. Designing with these personas in mind ensured the app catered to a diverse range of Arabic users.

Crafting a Culturally-Appropriate UI:

The UI design was tailored to the Arabic market. This included:

• Right-to-Left Text Layout: Ensuring a natural reading experience for Arabic users.
• Culturally Sensitive Visuals: Avoiding imagery or icons that might be culturally insensitive in certain Arabic regions.
• Clear and Simple Interface: Prioritizing clean layouts and intuitive navigation for a user-friendly experience.

Localization for a Seamless Experience:

Localization went beyond simple language translation. The app interface was translated into Arabic, ensuring all information was readily accessible. Additionally, the app could consider offering:

• Currency Conversion: Allowing users to see prices in their preferred local currency.
• Payment Gateway Integration: Integrating popular payment methods used in the Arabic region.
• Content Curation: Highlighting travel destinations and experiences relevant to Arabic interests and cultural preferences.

A Tailored Feature Set:

The functionalities were also reviewed to cater to the specific needs of Arabic travelers. This could involve:

• Filters for Halal Restaurants: Simplifying restaurant selection based on dietary restrictions.
• Highlighting Cultural Events: Promoting local festivals, cultural experiences, and historical landmarks.
• Arabic Language Tours and Guides: Providing options for Arabic-speaking tour guides and travel resources.

Driving User Acquisition & Engagement:

The project also addressed user acquisition and engagement strategies within the Arabic market. This might involve:

• Marketing Campaigns: Tailoring marketing materials and app store descriptions in Arabic to reach the target audience.
• Partnerships: Collaborating with local travel influencers and tourism organizations to promote Oval.
• Community Features: Potentially integrating features like forums or chat functionalities to encourage interaction among Arabic travelers within the app.

Conclusion:

By focusing on user research, persona-driven design, and cultural sensitivity, this UX redesign project aimed to create an Arabic-centric version of Oval. This caters to the growing mobile-savvy Arabic traveler base, offering a user experience that is not only functional but also culturally relevant and engaging.