Questra | Experiences
Introduction
Mumbai Based, self funded start-up, started in 2021
Questra, founded by Rajat Raj in India during the COVID-19 lockdown, anticipated that individuals confined to their homes would eagerly embrace the opportunity to venture out and rediscover their passion for travel once the lockdown restrictions were eased.
Time
1 Year 1 Month
Platform
We empower curious travelers to maximize their journeys through a curated selection of experiences, thoughtfully offered by local hosts. Simultaneously, our platform opens up new opportunities for local businesses and experience providers to connect with an untapped audience of enthusiastic and inquisitive travelers.
Responsive Website and App
My Role
Collabrators
Indeses
Software Development Agency, Jaipur, Rajasthan
3 Minds Digital
Marketing Agency, Mumbai,
Maharasthtra
With this vision in mind, I was selected as the first designer to join the team and lead the design efforts for the startup.
I headed a small team of designers, social media managers, and content writers.
My role involved close collaboration with the in-house sales team, as well as external website and app development agencies, media firms, and various freelancers to advance the project.
The most demanding aspect of this project was managing two distinct user flows for Guests and Hosts, necessitating the creation of detailed dashboards and over 120 unique screens through rigorous research and iterative design processes.
Responsibilities included crafting responsive web and mobile interfaces, establishing Meta-verse spaces for lockdown users, leading design sprints with the team, coordinating weekly meetings with developers, prioritizing project design phases, all within the constraints of a limited budget set by the founders.
Goal
​
Questra sought to leverage the upcoming 'travel boom' following the
COVID-19 pandemic by establishing a platform that connects travelers with local experience providers, serving as a mediator between the two.
My responsibility was to design and develop a website-based platform, followed by a mobile application, to capitalize on this 'travel boom' and facilitate seamless interactions between travelers and local hosts, enriching their travel experiences.
User research
KNOW OUR USERS
Diverse, curious, budget-conscious, tech-savvy, culturally aware, adventurous, social, eco-conscious, community-oriented, eager to explore local experiences, and value storytelling.
or
Travel freaks who were itching to step outside once lockdown was over.
Multiple online surveys and interviews were conducted to gather these findings.
What devices were are users using?
In India, the most popular devices used by individuals aged 18 and above for travel-related activities are smartphones. Mobile apps and mobile-friendly websites are essential for engaging this demographic.
Age Group Trends:
Millennials and Gen Z travelers, aged 18 to 35, often prioritize unique and Instagram-worthy experiences.
Older age groups (36 and above) may focus more on heritage and cultural experiences.
Rise of Off-Beat Experiences:
Travelers increasingly sought unique,
off-the-beaten-path experiences that connect them with local culture, food, and art.
Domestic Travel:
A significant portion of this demographic prefers domestic travel destinations due to the rich cultural and geographical diversity within India.​​
Safety and Health:
Post-COVID-19, health and safety became paramount. Travelers sought destinations and experiences that adhered to health guidelines
Cultural Immersion:
​
Travelers showed a growing interest in cultural immersion, including homestays, workshops, and interactions with local communities.
Social Media Influence:
Instagram and TikTok played a significant role in inspiring travel plans. Users were drawn to destinations and experiences featured by influencers.
Budget Considerations:
​
Cost-conscious travel planning is prevalent. Many users look for affordable travel options, including budget accommodations and experiences.
Competitor & SWOT Analysis
Identified Competitors:
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(A) Airbnb Experiences: Global brand, diverse offerings, strong user base.
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(M) MakeMyTrip Experiences: Large user base, integrated with travel booking services.
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(T) Thrillophilia: Specialized in adventure and unique experiences, strong online presence.
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(C) Cultural Institutions: Authentic cultural experiences, limited scalability.
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(L) Local Event Organizers: Local expertise, tailored experiences, limited visibility.
​
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A - Established global presence.
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M - Large customer base, well-known in India.
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T - Specialization in adventure experiences.
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C - Authenticity and local credibility.
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L - Local expertise and tailored experiences.
Strengths
Opportunities
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Leveraging India's vibrant culture for unique experiences.
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Partnerships with local influencers and artists.
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Making use of the meta-verse culture.
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Embracing sustainability and responsible tourism.
Weaknesses
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A
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M Potential saturation of experiences
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T
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C
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L
Limited scalability and online visibility.
Challanges
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Building brand recognition from scratch.
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Ensuring safety and quality.
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Competing with well-resourced players.
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Adapting to post-COVID-19 travel trends & regulations.
Ideation
The initial phase of website development commenced with the founders providing me a project brief. In conjunction with this, I contributed sketches to convey conceptual ideas, serving as a foundation for discussion.
Additionally, I received a pre-established brand identity guide from the founders, which I then customized and adapted to align with our project's specific requirements.
Initial sketches
Design System
Careful
Rebranding
My first task was to update the brand's look to match what users wanted. I needed to make a design that would last a long time and work well on different platforms. It had to show the idea of 'enlightenment through travel' to users.
After updating the brand identity, I worked on putting it into action. I paid close attention to details and focused on user-friendly design. I teamed up with colleagues to apply the new brand to websites, marketing materials, and digital platforms
The logo is inspired from the core of the activities foundQ on Questra. We call these activities
En-lightning . The logo also signifies activeness, excitement, thrill & passion. All of which are a quality shared by the activities on Questra.
Questra also enables local businesses and experience providers to reach a previously untapped audience of enthusiastic and curious travellers.
The Questra tone of voice is young, it’s energetic,
it’s action-oriented, and prompting.
As the designer at Questra, I know travel means more than fancy hotels. It's about exploring new places, trying exciting adventures, and breaking the usual routine
Design will not leave
you cold
Plenty of illustrations and icons, bright hues and micro animated functional elements all come together to really set a creative mood and submerge the user the website's special atmosphere
Wire frames
Extra attention to
detail development
​As a designer I dived deep into the mood of the website and an ideal visitor. I was motivated to focus on every little detail including little animation and play with accent tones, to enhance the user experience.
The Experience Tab as we call it, is an element that has been used on almost all the pages this website has, it was important for me that this tab provide all the essential information about the experience in brief without cluttering the space.
My design process involved keeping selections and small interaction as clear as possible and intriguing. The idea was to keep the message 'to the point' and direct while staying within the minimalistic approach.
Slots section from the activity page is one of the examples of how the design of this website is a combination of small user centric designs. It makes it easier for the user to foresee the available slots without going an extra step to figure it out.
Drop down menu is another example of how this particular drop down will make sorting of experiences a lot convenient for the customer or the host.
Experience is Everything
Throughout this project, I prioritized the user's experience at every step. I carefully incorporated numerous illustrations, icons, vibrant colors, and micro animations to craft a website that truly immerses users in its unique atmosphere. User experience was at the forefront of every decision made during this intensive UI project, all while incorporating two different dashboard flows for Hosts and Guests.
I've used my sketches and created avatars to be used on different pages for this website. I believe it gives the website a freshness and these personal anecdotes will become a captivating element for the user
Creating India's 1st Metaverse travel community
I created the idea of a coffee house in metaverse and invited our target segment to those virtual spaces to interact and understand how a travel enthusiast has evolved during these pandemic hit years.
My
learnings
​Working at Questra taught me a lot. It made me want to study more and get a master's degree in UX and UI. I learned many things, like how to work well in a team and handle money wisely. I also saw how important it is to understand and work closely with colleagues like developers and the sales team. Their ideas can make a big difference in getting users and making money. Plus, I learned how to lead a team and handle the responsibilities that come with a senior role.
