Project Overview

Zeit is a time travel tourism eCommerce site in which will sell travel packages at different times. Carefully selected, a total of 289 destinations all over the world in the past, have been approved and finalized to receive people. The travel packages are similar to resorts with limited interactions with locals. However, there will be able to look and do things typical of the selected time, such as workshop activities or attending shows. Keeping that in mind, my research goals are understanding the decisions behind packaged immersive experience base travels.

Tools

Figma, Sketch, Photoshop, InVision

Role

UI/UX Designer

Project Duration

4 weeks

Project Goal

Discover who the ideal customer for Zeit is and understand their needs / motivations for travel in order to optimize their digital booking experience.

Design Process

Empathize

Research Goals

To learn what would be the demography that finds time travel experience interesting.
Understand who would they want to travel with. Alone? With a spouse/partner? With family?
What kind of information they are looking for on the site.
To better understand the purpose of traveling. (break, escape, research, business)

Methodologies

Market Research Findings
- A user journey on a travel portal usually starts with two basic questions: where and when. Within that framework, there is so much you can do depending the objective.
- Travel journey is Prepare - Decide - Experience - Takeaways
- Tour and Attraction journey is Discovery - Planning - Booking
- There are three different audiences
  1. Browser (dreamer) - seeking inspirations
  2. Hunters (planner) - tend to compare prices
  3. Buyers - know what they want and go for it.
- Experience reigns with 3 in 4 millennials preferring to spend money on a travel activity rather than a tangible item.
- Studies show that about 80 percent of e-commerce website visitors leave the booking page without finishing a transaction.

Competitive Analysis

Understanding existing researches done by competitive travel booking sites to see what works, how it works, and why it works. It will also help us get an insight into how to improve current methods of booking and implement those changes in our design.

Competitive Analysis Summary

Photo preview without leaving the search
Supports easy editing (on the left side or top of the search results)
Provides overview (such as weather, time zone, currency..etc)
Filtering & Sorting capabilities (Events, restaurants, cafes, bars, attractions…etc)
Clear tour description & expectations
Provide insider tips
Guides profiles and rating

User 1-on-1 Interview

Deeper dive into users by asking questions on their goals and how they would like the site to perform. A user interview was conducted through zoom meetings and each session last about 30 minutes.

Participants

Retiree: Age 65-80 with a certain amount of retirement funds.
Influencers: Age 25-35. Always seeking for the new ‘it’ places.
Affluent Professionals: Age 30-50. Looking for great vacation spots with friends and family.

Research Findings

Motivation

To disconnect and decompress from daily grind
To experiences of a new culture, activities, places..etc
To feel sense of adventure
To spend time with loved ones; family and friends
To create memories and photos

Needs

To be able to take great photographs (keepsake and for show)
Be fully immerse in the culture and environment
To have a unique experience
Price to experience ratio to be fair
Transparency on expectations and informations from tour packages or tour guide
Central location (comfort in easily finding a transportation)
To have freedom or flexibility in schedule

Wants

Nice accommodations for fair price
To feel like a personalized experience
Thorough images and reviews
To be able to book flights, hotels, & activities in one site
Price comparison
To feel safe and taken care of
To have many options in activities

Synthesize

User Persona

Knox, a 38 Photographer

Knox is a photographer with hobbies of hiking, bread-making, kombucha brewing, and scuba diving. He travels pretty often for personal enjoyment and professional needs. He loves exploring new places and being able to capture the moments. His travel needs and goals are to be able to take great photos, to fully immersed in the new culture and environment and to have a unique experience.

Define

Card Sorting

Findings

After reviewing the date there was 3 noticeable categories formed by subcategories.
Most common category were by Topic; Art / Architecture, Religion, Politics and Science / Technology.

Sitemap

Using competitive research and findings from card sorting, a sitemap was created. The main objective was to make sure to group the information as the users would expect and to ensure the navigation would lead to the most important feature which is booking.

Ideate

User Flow

Two different personas exploring user flow with assumptions and hypotheses on the decisions.

User 1 - point of entry: Instagram ads

User 2 - point of entry: word of mouth to google search

Deliberations

Search behaviors
Decision making on selections
Repeat users

Task Flow

The task flow focused on a first time user discovering about Zeit and purchasing a travel package.

Wireframes

The goal was to help establish what features are required, without too much time spent on brand aesthetics. Using the data collected from competitive research, user interview and sitemap I made couple of iterations of the wireframe. Sketching and wire-framing allow me to experiment with different design decisions and work through functional user flows getting too detailed.

Requirements

Omnipresent search bar
Clear main navigation with about, explore, search, and sign-in
An omnipresent search and login accessible from any page
Top / most popular / feature travel packages as a teaser to start finding experiences to book
Information about the company, how time travel works, safety regulations and service they provide in footer
Inspiration grid (Social media images, travel images...etc)
24/7 Customer service/ number for an agent
Language and currency change
Review or testimonials of the service

Logo Design

UI KIT

For the Zeit brand, I wanted a futuristic yet warm friendly aesthetic. I chose a combination of colors to mimic space and kept the illustration shape simple. The goal was to draw attention to the beautiful image by creating complementary graphics. Also made sure all the boxes had a radius or rounded off to emphasize the whimsical-ness of time traveling. The UI patterns needed to be a representation of aspiration.

Prototype

Hi-Fi Prototype

Usability Testing

Test Objectives

To observe how users navigate to complete the tasks
To identify potential issues when performing given tasks
To discover first impressions of the site

Test Subject

Using high fidelity prototype of Zeit desktop website

Test Methodology

Testing will be conducted using both in-person and zoom call with shared screen