Zeit
Website Design for Time Travel
CASE STUDY
Zeit
Zeif is a newly established company and ready to offer renovated time travel services to the public, our mission is to help Zeit build an e-commerce travel booking site that allows the customers to browse book various types of time travel tours that Zeit provided.
My Role
My responsibility is to create a user-friendly website that users can easily find and book the tours they are interested in.
.
Time
8 Weeks
Role
UX Researcher, UI Designer
Product
Brand Identity, Responsive Website
Research Tool
Zoom, Miro, Whimsical, Optimalworkshop
Software
Figma, Photoshop, Illustrator, InDesign
Image Source
Pexels, Pixabay, Google Search ( Histocial image)
Problem
Time travel is a brand new business that no one has done before, people aren’t familiar with it and hesitate to participate.
Our Goal
The goal is to create a platform that presents the trusty corporate image and convinces people to be confident for time travel, showcases tour features along with a friendly process that anyone can book a trip easily without a dubiousness.
Challenge
How to make time travel stand out from the traditional travels services.
To help users understand the time travel process and be confident to book the trip.
Create a visually appealing and accessible time travel booking website.
Process Overview
1.
Research
Competitive Analysis
Secondary Research
1 : 1 Interview
Research finding
2.
Define Goals
Persona
Project Goal
Sitemap
Task Flow
3.
Visual Design
Moodboard
Brand Style
4.
UI Design
Wireframe
UI Kit
Prototype
Responsive Design
5.
Priority Revision
Usability Test
Revision
1.Research
Research Goal
Understand peoples’ pains and needs when booking a trip.
Gather information on peoples' motivation to travel.
Understand people’s concerns & interests in time travel.
Competitor analysis and learning the market trends.
Methodologies
Competitive Analysis
Secondary research on renovative tourism
1: 1 Interview with potential users
Competitive Analysis
I’ve chosen these 3 travel companies for my competitive analysis for the following reasons:
Expedia is one of the most popular travel booking sites people are using (date for user interview), their successful business model would help us have a better understanding of users’ preferences.
Exodus Travel offers multiple types of pre-arranged package tours that involve local experience, which are similar to the types of tours that Zeit offers.
G Adventures offer tours with unique deep culture immersion experiences which will be a good reference for how to present those features.
Secondary Research
on Non-direct Competitor
User Interview
Participants:
Travel at least 2 -3 times per year
Travel both internationally and domestically
Using online booking agency for traveling
Interview Finding:
100% of Participants are interested in cultural activities while traveling.
100% of Participants using search engines to search for price comparison.
100% of Participants prefer to travel with friends or families instead of traveling alone.
100% of Participants are willing to go for time travel if it is safe and the cost is affordable.
2. Define Goals
Through the user interview and competitive analysis, I've gathered information on what users’ goals and business goals are. Then I outline the structure of the website that fulfills both sides’ needs, flow by simulation of the task flow that validates the process.
Persona
The persona was created base on the data collected from the user interview.
Sitemap
Task Flow
3. Visual Design
Based on the unique service that Zeit proves, identify adjective keywords that represent the personality of the company and create recognizable visual elements that express the characteristics of the company.
Moodboard
Getting visual inspiration of color scheme, typography, image style, and confirming the design direction.
Style #1 Calm / Mature / Noble / Modern
Style #2 Cheerful / Novel / Vibrant / Casual
４. UI Design
From sketch to high fidelity, design the visual contents that are necessary for users to complete the booking task, and finally implement the graphic elements and optimize the details.
Wireframe
Establish the skeletal framework of a website based on the structure of sitemap. Create all necessary pages and layout the basic visual structures to have a clear overview of the entire site.
UI Kit
Create a UI components guideline for website design and ensure that typography and visual elements are used in the same way across different pages
Hi-fidelity Prototype
Create a UI components guideline for website design and ensure that typography and visual elements are used in the same way across different pages
5. Priority Revision
Through the rapid usability testing validate what is working and what needs to be improved. Summarize the problems in order of priority and start the revision and seek solutions for a better user experience before launching.
Usability Test
Recruit participants and see how they perform certain tasks. Find out potential problems and gather their feedback.
Affinity Map
Based on users’ feedbacks, identify the high priority issues and start the revision.
Conclusion
I’m a person who loves traveling and is always attracted to historical sites, so it is a lot of fun working on this project. As a fictional project, I have lost control of deciding which contents to include, but it is also the biggest challenge because there are not many sources to refer to.
From the user interview, I found people were interested in time travel but hesitated to actually participate because they were not familiar with the process. Therefore, I adapted the inspiration and focused on building an approachable website.
Through the process, I’ve learned that observing the product from users’ perspectives, listen to their voices, and understand their needs is the key point to a successful product.