viisa.ai - easing the visa application journey for Indians
Streamlining visa application processes for travelers, students, and professionals.
Client
Harsh Agarwal,
CEO, viisa.ai
My role
UX Researcher
UI Designer
Webflow Developer
Date
Dec’23 - ongoing
Introduction
Viisa, a family-owned company, has been operating for 15 years. The business is taken over by the next generation and was facing challenges in the current business operations, like -
- Slowed down in the business post pandemic
- Struggled to connect with a wider range of customers
- Lacked an online presence
- Had limited information available on visa procedures
Initial problem statement
Viisa wanted to tackle the difficulties and limitations linked to the visa application process, with a focus on the Indian audience, from a business that operated exclusively offline, in a time where social media is a driving factor for people to travel more.
Initial research
Market research + Competitor analysis:
After talking to the stakeholders, I initiated gathering information around online visa application businesses. In a quest to understand, I found it hard to get enough trustworthy and relevant information and the government portal fails to identify that a human is interacting with their website - not even kidding!
To validate the growth of this industry, a survey conducted by interglobe said the following:
According to a survey, over 35% of all travelers use social media to inspire their travel plans. The influence is much higher among the younger generations. 50% of travelers under the age of 40 use social media as a source of inspiration.
Out of the many, I found a few sites that resonated and were trying to solve the visa problems with design. I went through their site and learnt the how's and why's of their product. Furthermore, I decided to organize information, and conduct a SWOT analysis. This framework deconstructed key information around competitors, like having a personalized support, mobile responsive solution and a provide transparent pricing. It also provided insights to avoid inheriting their weaknesses and threats.
Below is an elaborate table of the SWOT analysis.
Overall, the analysis suggests that there is a growing demand for visa application services, and that there is an opportunity for companies to differentiate themselves by providing a wider range of services, such as mobile app convenience, personalized support, and maintaining a transparent communication to build trust.
Empathy, where are you?
Visa applications are a tangled mess - different for each trip, with endless paperwork and uncertainty. Currently, travelers face a frustrating offline process, often involving trips to offices and endless phone calls.
Talking to real people:
I interviewed 4 people, who'd travelled and were travelling abroad for study and travel. I asked them questions around the visa application process, like -
- Have you encountered any difficulties in gathering information on the necessary documents for your visa application?
- Have you previously gone through the visa application process for any other country? How confident do you feel when using the official government website for visa applications?
- How simple was it for you to keep track of the progress of your visa application?
Here's outcome of the answers.
😰 Stressful & Confusing
- The visa process adds unnecessary stress and confusion to travel planning.
⏳ Time Consuming
- Figuring out requirements and gathering documents takes precious time, discouraging travel dreams.
🧶 Complex and Frustrating
- Complicated visa rules, document checklists, and potential rejection create a major hurdle. Interface issues, language barriers, and payment failures add to the frustration.
The research concluded with -'the struggle is real' and thus needs a solution that's simple, user-friendly and an easy option to navigate the visa application for necessary information. A couple of instances to highlight from the research is to make the information available in a layman tone, make the interface as intuitive as possible, subtly highlight trust and buddy to clear the doubts on the fly.
User Personas
Research insights and founder's goal to reach a diverse audience helped me identify, who utilized the platform extensively.
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Subhash Moitra, 29
Part-time Dev | Full-time Globe trotter and adventure seeker
He is a passionate budget traveller, serial planner, loves solo trips and has travelled 2 countries, started blogging on Instagram and Youtube and loves to try new things.
Travel goals
Backpacking trip through Southeast Asia for 6 months
Wants
Multiple tourist visas for different countries
Pain points
Limited budget, complex visa application processes, unfamiliar with different requirements
Needs
Affordable visa services, clear and concise information, easy-to-use platform, 24/7 customer support
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Diya Mahajan, 23
Student | Heading to Germany for Masters
She is heading out of the country for the first time and has planned to apply for the visa all by herself. Her parents are worried about the last minute visa rejection and do not have confidence in independent application at such a crucial time.
Travel goals
Heading outside to study
Wants
A stress-free reliable platform with all the information and personalized assistance.
Pain points
Limited budget, complex visa application processes, unfamiliar with different requirements
Needs
A platform of information, guidance and affordable visa services, clear and concise information, easy-to-use platform, 24/7 customer support
The research concluded with -'the struggle is real' and thus needs a solution that's simple, user-friendly and an easy option to navigate the visa application. A couple of instances to highlight from the research is to make the information available in a layman tone, make the interface as intuitive as possible and subtly highlight trust.
Revised problem statement
The landing page for viisa aims to capture a market where Indian travelers are plagued by anxieties surrounding the visa application process. These anxieties stem from a lack of trust in the process and unclear information sources. The landing page needs to address these concerns by:
- Establishing Trust and Transparency
Highlighting Viisa.ai as a reliable source of truth for visa requirements and procedures. - Generating Qualified Leads
Converting anxious visitors into confident applicants by simplifying the process and demonstrating expertise. - Displaying Competency and Credibility
Communicating viisa.ai's knowledge and capabilities to effectively navigate the complexities of visa applications for Indian travelers.
Solution
My solution for viisa.ai's landing page tackles the anxieties of Indian travelers navigating the visa application process.
The solution for viisa.ai platform is built around five core principles
Clear & Concise Information
Prioritizing user-friendly language and breaking down complex visa requirements into simple, digestible steps leaves little to no space for abandonment.
Trust Signals
Showcasing client testimonials, industry accreditation, and past track record of successful applications establishes Viisa.ai's competency and reliability.
Data Visualization
Visual representations of visa timelines and required documents, using charts and infographics, make the information clear and readily accessible
Interactive Features
Integrating a FAQ section and WA communication with clear answers addresses common application concerns and makes the process more human.
Visually Appealing Design
Utilizing a clean, uncluttered aesthetic with calming visual creates a sense of ease and trustworthiness.
By prioritizing user experience and clear communication, viisa.ai's landing page can transform anxious visitors into confident applicants, ready to embark on their travel dreams.
Information Architecture and User Flow
Considering user needs and brand identity, I crafted a narrative-based information architecture and user flows. This approach guides the user through the landing page in a clear, story-driven manner.
Visual Design
The keywords aimed for the site were: professional, user-friendly, and accessible.
- Typeface
Inter (sans-serif) is chosen for it's clean lines, high legibility, modern aesthetic. The use of multiple weights allowed for visual hierarchy and clear differentiation between headings, body text, and other elements. - Color Palette:
Primary: Blue (#080070) evokes trust, security, stability (important for Visa)
Secondary: Pink (#FF4B8C) creates a vibrant accent + it it was the brand's secondary color - Displaying Competency and Credibility
Communicating viisa.ai's knowledge and capabilities to effectively navigate the complexities of visa applications for Indian travelers.
This combination of a professional typeface and calming color palette aims to instill confidence and reduce anxiety for users as they navigate the visa application process
Styles: colour and type
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Styles: spacing and grid
Design Decisions
The annotated images talk about the reasoning behind how the UI-components were designed for a user-friendly experience, emphasizing clear hierarchy, readability, and ease of navigation.
Homepage hero section with interactive search and filters
Single country card layout
Country landing page - visa information card layout
Video testimonial layout
Final Designs
Conclusion
Illustrated and animated by Laxmi
Learning and Adapting:
Since the client and me both were new to the realm of having a digital product like Viisa, it was crucial for us to run tests on a control group. We incorporated the feedback and were not afraid to discard elements/components that were not in line with user centric solutions.
Forward thinking Approach:
As new countries and visa types are introduced, the system can easily accommodate these additions without requiring a complete redesign. I ensured the design guidelines including typography, color palettes and accessibility follow standards to maintain consistency.
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