Zeit, a time traveling agency is in need of branding, along with a responsive e-commerce website that sells travel packages and tickets to different times. While also subduing the concerns of safety, regarding time travel and its consequences.
• Create a responsive e-commerce website that sells travel packages and tickets to different times.
• Create a branding that captures Zeit’s characteristics.
• Relieve concerns and fears of time traveling.
Product Designer, Researcher, Sketching, Wireframing, Branding, Prototyping, User Testing
Competitive Analysis, Interviews, Personas, Site Mapping, Task/User flows, Sketches, Branding, Wireframing, Affinity Map, Prototyping, User testing
Figma, Optimal Workshop, Whimsical
I began my research with doing competitive analysis. Since travelers come with such varying motivations, I decided to use competitors that excelled in different aspects of traveling. For example, Tripadvisor was unparalleled when it came to a large database of activities and restaurants but was lacking in the booking, experience. An experience that was Kayak’s bread and butter.
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After better understanding the competitors in the field, I did 1-on-1 interviews to learn about the habits of the users.
Number of Participants: 4
Age Range: 26 - 33
Location: NJ, NYC, London
Common Goals:
• Easy to use “If you know where you want to go, it should only takes 15 minutes”
• Offers activities to do
• Everything can be done from one place so “you don't have to worry about forgetting”
• 3/4 of the participants cared about the timeline and would appreciate knowing that the process is safe to use.
• Cost efficiency is important to all participants. “As long as it's worth it”
• Flexibility of the itinerary to some degree was important to all. “Set itinerary is scary”
Common Pains:
• Have to use multiple sites to find the best deal.
• Participants shared frustrations with either planning a trip or the act of traveling itself. “There is a limit to how long I can travel”
• Overwhelming at times with how much information is displayed on page.
I then created a User persona to with insights from my research. By doing so, I was able to get a clear understanding of my target audience.
After compiling information from my research, I decided that the focus will be on creating a booking experience that provides all the necessary resources on one site for the user to make an informed decision. While simultaneously providing complete transparency.
I then did an open card sorting to create a fitting site map. Sadly, the open card sorting didn’t produce the quality of results I wish It would’ve. However it did showcase that the site would need categories that didn’t require the users to have vast historical knowledge. While simultaneously supporting those who do. Therefore Zeit offers search using categories such as continent, interests, eras, and centuries; along with others.
A flow of a curious new user learning how time traveling works and the safety measures taken into account by Zeit; before choosing a category, to search for a destination to book. By creating a user flow and task flow, I was able to map out the users movement through the website.
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Referencing my flows and research, I created some sketches, that I eventually turned into wireframes in Figma. When creating the wireframes, I made sure to prioritize user needs. Needs such a quick booking experience with all the necessary info about the trip on one site. Another need that repeatedly came up in interviews was transparency regarding fees.
The testing was done in person or via zoom, with the person sharing there screen and took anywhere between 45min - 1hr.
Participants were asked to complete the following tasks.
Participants
3 participants
Ages 28 - 32
Pros
Quick booking process
Visually pleasing
Informative
Cons
Search bar caused confusion
Prices not shown
By creating an affinity map, I was able to organize the feedback from the usability test by page and priority.
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The majority of the changes resulting from the usability test came from the following three categories.
• Made the search bar appear to be less confusing and more actionable.
• Renamed “Destination” drop-down menu to “Categories” to match the labeling universally.
• Make “What’s included” tab more apparent.
• Added a "save trip for later" under “book now.”
• Now able to create an activity itinerary and purchase tickets prior to traveling to a destination.
• Added the year in the title of the destination.
• Replace the safety card with information about time traveling.
• Added the cost of the trip directly next to the “Book now” button.
• Able to add activities to itinerary directly from the site before booking.
• Added the current cost and added activities card under the book now bar.
• Add a flight to Berlin not included warning and information about it.
Other than the initial hiccup of participants not knowing that Zeit was a time-traveling booking site, I’m positive that I was able to deliver a site that is a “one stop for everything” regarding their trip. A site that offers customizable and flexible itinerary to provide an authentic cultural rich experience; along with providing transparency regarding hidden costs. The site also provides the user a depth of information about the location, activities, and most importantly local cuisine.
This was definitely a learning experience, as it was my first project for DesignLab. It's clear to me now the areas where I need to improve to result in a better end product.
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