e-commerce travel
Zeit
An e-commerce time travel responsive website, presented a unique challenge to create a theoretical product with no current real world application or precedent.
Project Context
What: Academic theoretical concept
Zeit, an innovative time travel company has made safe time travel available to the general public. Build a travel e-commerce website for time travel to 289 pre-approved places in time.
How?
Through gaining an understanding of the following:
Travel booking website market
Needs and interests of potential users
Empathize
I’ve Got Questions
competitive analysis | user interviews
Research questions
How do people search and discover destinations for travel?
What are the range of reasons for taking vacation?
What difficulties do users encounter planning a trip, specifically with regards to booking apps?
Are people interested in the history of their travel destinations? If so, what aspects of history are of interest to them?
Consider the juxtaposition of the past and future - where history meets cutting edge travel technology.
Competitive analysis
Platforms in the travel booking, exclusive organized trips, and historical reenactment market were examined in order to identify best practice along with specific site strengths and areas for improvement.
Key analysis findings:
Ease
Affective filters translate into ease of navigation.
Transparency
Transparency and accessibility are key.
Trust
Brand recognition translates into trust.
1:1 Potential user interviews
3 potential users were interviewed to gain an understanding of potential user booking motivations, processes, and needs with regards to travel.
Style
Open-ended interviews
Sample
20-60 year old solo travelers
Participants
3 participants ages 28-35
Affinity map
An affinity map helped identify emerging patterns between interview participants with regard to travel motivation, pain points, and device preference.
Key research findings
Travel motivation
A mix of social bonding, relaxation, escape, cultural learnings, and family heritage exploration serve as travel motivation.
Device preference
Laptops are preferred for travel booking.
Phones are used at times for searching/browsing.
Pain points
Hidden fees present a significant pain point.
Options seem limitless - volume of choices is overwhelming.
Family heritage trips to ancestral homelands, both organized tours and solo trips, came up repeatedly throughout my interviews. It may be a good idea to keep in mind for the product in the future.
Define
Who & Why Zeit?
empathy map | persona | storyboard
Empathy map
Understanding the potential user’s internal and external stimuli is vital in gaining a full understanding of the motivations and needs of the Zeit user.
User persona
Sam represents the Zeit user. Understanding her goals, needs, and frustrations will continuously guide the design process.
Storyboard
This storyboard walks Sam through an entire process beginning with learning about Zeit and ending with a successful trip.
Who Zeit
The Zeit user is professional and driven. Our user is a thoughtful individual who appreciates both stability and adventure and is constantly trying to strike a balance between the two.
Why Zeit
Zeit offers a solution that is unique in its blend of past and future - it evokes a sense of nostalgia as well as an excitement for innovation. Zeit is truly a once in a lifetime experience.
Ideate
How?
card sort | site map | task flow | user flow
Open card sort
Participants were given a list of time travel trips. They were then prompted to create categories and sort the trips into fitting categories. The intention was to uncover the expectations of my users as to the way they would categorize various trips for ease and accessibility of navigation on the Zeit website.
Sitemap
This sitemap reflects early consideration for the information architecture. Adjustments were made along the way to ensure clarity and ease.
Task flow & User flow
Addressing Zeit as a new concept that requires the user to explore and understand the product prior to booking is essential.
Prototype
Time to Design
wireframes | branding | high fidelity prototype
Wireframes
Wireframes were created for desktop, tablet and mobile. The dual search affordance of time and place calls for further exploration. The structure of the page was shaped by the need to educate the user about the product first. Interest categories below were created based on an earlier card sort.
Evolution of a logo
Initial UI kit
High fidelity responsive wireframes
Creating a brand required considering the juxtaposition of past and future. Consideration was also given to the need to build brand recognition and trust through consistency and transparency.
Test
Time to Design
usability testing
1:1 Usability testing
Using the hi-fidelity wireframes, a prototype was created in InVision to test the following
Do users understand the product?
Do users understand the double time/place affordance in the search?
Do users find filters intuitive and easy to use?
Can users navigate the site easily?
Research pointed to the fact that desktops and laptops were used almost exclusively for booking purposes. As such, the first prototype was created for desktop in order to test for product improvement.
Test findings
Pain point: Users either did not notice or were confused by time/place toggle.
Solution: Redesign search bar. Based on feedback place is a priority over time.Pain point: Users did not read “How it works” section.
Solutions: Create more visual prominence for that section.Pain point: Users consistently find filters “frustrating” on other sites.
Solution: Make sure filters are clear and work well on a consistent basis.Pain point: Users expected prices at the top of the trip pages.
Solution: Reposition price information to the top of the trip page.
Design Iteration
Design changes were implemented based on the four pain points discovered during the first round of usability testing