TIME-TRAVELLING TOURISM AGENCY WEBSITE CONCEPT

 
zeitcover.png

Time

4 weeks

My Role

UX Designer

Target Users

Travelers who are interested in getting new experiences.

Goal

Create a new brand and set up an e-commerce responsive website.

 

 

Summary

After decades of research and international debate, time travel tourism is a reality. Brought to us by none other than Richard Branson and the Virgin Group, Zeit Time Travel will soon offer 289 destinations throughout the most compelling moments in history.

Working on Zeit Project was a challenging task because of the fact that the Time Travel doesn’t exist. I’ve gained the knowledge of how to implement an open-minded approach during the work and found out that design patters are a must.

Based on the research and the whole process I’ve learned the importance of introducing the brand and it’s purpose well at the beginning.

 
 

Process

Research

I’ve started with a Competitors Research to gain a better understanding of the market and to analyze what are advantages and disadvantages of other brands. The competitors research is indirect because of the fact that Zeit is a Time Travel Agency.

 

 

Competitors Research

 
  COMPETITORS RESEARCH

COMPETITORS RESEARCH

Next step was to interview frequent travelers. This part has uncovered that participants would decide to purchase the experience based on a safety and trip lenght.

 

Interviews: Participants

 
  INTERVIEWS: PARTICIPANTS

INTERVIEWS: PARTICIPANTS

After conducting several interviews with travelers, interesting points popped up. I gathered tensions and surprises that participants had on their minds.

 
 
Can the trip cause some problems in the present?
People like to risk, setting the boundaries and rules strictly is a must!
 

Strategy

The main part of this phase was a creation of Persona. This artifact has to give an overall understanding of users in terms of goals and capabilities and reflecting purchasing needs and fears of the actual travelers I talked to.


Based on the interview data gathered I created Karen. Karen is a 29 years old Brand Manager based in San Francisco. She is a passionate traveler and loves to explore local culture from all parts of the world.

 

Persona

 
  PERSONA

PERSONA

She is thinking about purchasing a surprise gift to her boyfriend Joe and Zeit looks like a great opportunity to have a rest from the work, and experience an amazing adventure with Joe.


Based on this scenario I’ve created a user flow focused on the trip purchase. it was decided to focus on designing an easy onboarding and booking experience within the website. I mainly sourced the ideas from approved design patterns.

 

User Flow

 
  USER FLOW

USER FLOW

Referring to persona need and user flowchart, wireframes were built for each screen of the flow using Sketch. Emphasis was put on:

- To inform the user about the brand and what is it’s purpose on the home page
- Provide to the user easy and fast booking experience

 

Lowfi Wireframes

 
 

Highfi Wireframes

 
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Usability Testing

 
usab.png
 

Affinity Map

 
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I’ve created more iterations and implemented the feedback right after the usability testing and affinity map part. The users were asked a few questions about the experience with the website and were also given a task to purchase a trip.

 

Website Wireframes: Desktop

 
  WEBSITE WIREFRAMES: DESKTOP

WEBSITE WIREFRAMES: DESKTOP

There were a few minor issuies with the prototype testing. The testing shown again that it is needed to prioritize the visualisation of the trip process on the website. Besides that websites have been considered as simple, clean and visually pleasant.

 

Purchase Process Flow

 
  PURCHASE PROCESS FLOW

PURCHASE PROCESS FLOW

User Interface Design

The brand that has been created for Zeit represents emerged past and present time, clocks and night sky. The brand should evoke the futuristic feeling and stability with it’s deep dark blue color. The typeface and logo highlight this characterisation.

 

Moodboard

 
  MOODBOARD

MOODBOARD

 

Brand Style Guide

 
  BRAND STYLE GUIDE

BRAND STYLE GUIDE

I was constantly working on various iterations to gain the perfect touch in regarding to the brand feeling.

 

Evolution of the Process: Iterations

 
  EVOLUTION OF THE PROCESS: ITERATIONS

EVOLUTION OF THE PROCESS: ITERATIONS

 

Evolution of the Process: Informational Hierarchy

 
  EVOLUTION OF THE PROCESS: INFORMATIONAL HIERARCHY

EVOLUTION OF THE PROCESS: INFORMATIONAL HIERARCHY

Based on the usability testing, it was necessary to change the prioritization of some parts on the landing page.

 

Reflection

The most important part of the Zeit case is definitely  the research part, mainly because of the fictional character of the project. The research showed how important is to highlight the safety of the time traveling and introduce the brand and how does it work in general. It was exciting to see, how the whole project grew under the constant feedback as it is described in the evolution process part.