Zeit

DESIGNING AN E-COMMERCE EXPERIENCE FOR TRAVELING

Zeit is a hypothetical venture that offers trips to the past

Final Product

SEE IT IN ACTION

Duration 74 hours

Project Type:  Design an e-commerce experience for traveling

Team: Solo Project

Tools: Figma, Optimal Workshop

HOW I GOT THERE

PROJECT BACKGROUND

A NEW SERVICE DISRUPTS THE TRAVELING INDUSTRY

Zeit is a subsidiary of Richard Branson’s Virgin empire. After long years of work, Virgin has been able to make time travel tourism available to the general public.

A total of 289 destinations all over the world--from prehistoric times through today--have been approved by the International Concordance on Time Travel and finalized to receive travelers at any moment.

THE CHALLENGE

DESIGN AN E-COMMERCE EXPERIENCE

Zeit wants to make the selling of the tickets as easy as possible. Similar to how travel agencies currently work. This will happen through the e-commerce site that I was tasked with designing.

HIGH LEVEL DESIGN GOALS

1. Design a logo for the company

2. Design a responsive e-commerce website that allows customers to browse through all the different trip categories. And filtering depending on interests.

MY ROLE

This project was part of the Designlab’s curriculum. I was tasked with researching, prototyping, and testing the experience.

KICKOFF

USING RESEARCH TO UNDERSTAND HOW USERS APPROACH TRAVELING

UX RESEARCH METHOD 01: SECONDARY RESEARCH

I spent some time watching videos on Youtube of people sharing their experiences of planning for a trip.

What I discovered was that people report going through a process of making sure the destination is friendly towards their demographic before deciding on a place to visit.

I created a set of 5 different provisional personas in order to attempt to recruit an appropriate set of users to conduct user interviews later on.

UX RESEARCH METHOD 01: PRIMARY RESEARCH

Finding users that resembled my provisional personas was difficult due to the traveling restrictions imposed by multiple countries during the pandemic.

So instead, I gave priority to recruiting people that had taken an international trip in the past year. I wanted users to have a fresh memory on how they approached planning for a trip.

International destinations have a very important aspect for this research because users are confronted with a different culture, language, and a way of doing things which is what user can expect from a trip to the past. And I wanted to uncover additional informational needs that would ease the purchasing process in our product.

I interviewed 5 different people ranging from 28 to 60 years old. The questions were mostly about their current traveling habits.

RESEARCH FINDINGS

1. All interviewees said they use reviews, both good and bad, to make a decision on a destination and getting a better idea of the ammenities offered at the hotel.

2. Most participants shared that the first hours of navigating a new destination is what stresses them the most. The way to deal with this and take control of the situation is to be able to communicate and find local currency.

3. The destination depends on what they want to achieve with the trip. The purpose of destination during the interviews was described as follows: to disconnect, to explore, to relax.

USER PERSONA

In order to summarize this part of research, I created a user persona, to inform my design later on.  By having this user in mind, I was able to think through the content requirements he would need in order to make a decision to purchase a trip in our website.

KEY INFORMATIONAL TOUCHPOINTS

Allow users to leave reviews. And highlight them in a way users can use them to explore destinations.
Destinations should have information on how users can communicate and pay for different amenities.
Provide information on whether the destination is better for relaxation or adventure.
A list of amenities provided at the hotel.

IDEATION

TRANSLATING RESEARCH INTO A DESIGN

IDEATION PART 01: CARD SORTING

Given that time eras could be explored in such a wide array of ways, I decided to use Optimal Workshop to conduct an open ended card sorting exercise. I aimed to discover insights on how to design a browsing experience that would resonate with users.

Through this exercise I found some possible ways to name categories such as:


• By tours which can denote historical events people can attend to
• By time period
• By interests such as ‘music’ or ‘aviation’.
• Allow browsing by country and continent
• By aim of the trip or type of holiday vacations such as ‘luxury’, ‘relaxation’, ‘foodie adventure’

IDEATION PART 02: TASK FLOW

With the information I had gathered from previous steps, I was ready to start thinking about the steps required for a user to be able to purchase a trip to the past through our website. I created a task flow, to inform my wireframes later on.

IDEATION PART 03: MID-FIDELITY WIREFRAMES

Using the task flow to purchase a trip, and the content requirements from primary research, I began to sketch the main websites of the flow in pen and paper. This sketches were then translated to mid-fidelity wireframes.

By doing this, I realized there was a technical constraint that I wasn’t taking into consideration.

In the context of time traveling, in which you can visit the same place in different eras, using geolocation to show the results would make the location points to overlap. The searchbar needed to be reconsidered.

IDEATION PART 04: VISUAL DESIGN

I created an imagotype for the brand. I also picked a typeface that was very readable because the product was expected to have a lot descriptions, reviews and text-based information.

TESTING

TESTING THE DESIGN TO DISCOVER FRICTION POINTS

USABILITY TESTING WITH HIGH FIDELITY PROTOTYPES

Using my UI Kit and visual design decisions, I began working on a high fidelity prototype.  I tested the prototype with 3 participants through a videocall. And then recorded the findings on an affinity diagram.

I aimed to discover whether it was clear what the service was about, if they could find a specific destination to book, and if they managed to get to the checkout.

Although the overall results of the prototype were good, I did get feedback on how to improve the design. The biggest friction point had to with the fact that since this is a new service, it was hard for users to understand how the traveling experience would work.

HIGH FIDELITY WIREFRAMES

FINAL RESULT

I iterated on my design once more, using the feedback gathered through testing. The main changes had to do with adding a new section to explain the service, and expanding the information on the results and destination pages.

OUTCOMES

PROJECT TAKEAWAYS

WHAT I LEARNED

The biggest take from this project for my learning process was the importance of working with constraints.

I initially wanted the users to be able to browse in different ways to get them engaged but by not setting constraints, the experience starts to get confusing for the user and very hard to design.

If you want to know more about me, or my work, I’m an email away!
carolinahgor@gmail.com
+57 318 831 4676