ZEIT

Imagine time-travel is possible. When would you travel to?

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Details

CLIENT: Designlab

ROLE:  UX research, IA, UI, and visual design

TIMEFRAME: 120 hours

 
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Overview and Challenge

Imagine the possibilities of time travel. Where and when would you go? For this project, I gleaned insights from a dozen prospective users of this time-travel booking website to learn about their motivations, fears about traveling, and their vacation-planning behaviors. The challenge was to create a website that leads users through the process of learning about time travel and finding a destination that fits their interests. Users should feel confident enough about the brand and service to purchase a time-travel package. 

Iterative testing revealed a variety of shopping preferences and ways of categorizing historical locations. The final product offered a robust search feature, a three-part, guided browse feature, and a time-travel quiz with destination locations.

Research goals

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INTERVIEWS summary

Users expect to interact with a live person because they'd have lots of questions about time travel, but also want access to self-service tools. There are a number of ways users would want  to search for destinations. Fears of the unknown must be addressed, and the branding and UI should convey authority and trustworthiness.

 4 of 7 people interviewed worried about safety, health, or security while time traveling.

4 of 7 people interviewed worried about safety, health, or security while time traveling.

 6 of 7 would want to be able research, read reviews from travelers, and book the trip online.

6 of 7 would want to be able research, read reviews from travelers, and book the trip online.

 7 of 7 people would want to have a live conversation with an agent before booking their trip.

7 of 7 people would want to have a live conversation with an agent before booking their trip.

 

Personas

I discovered distinct motivations and behaviors about time-traveling that drove the structure and features design of the site.

1 of 3 personas developed based on research and interviews.

Empathy map of primary persona.

 

Definition

Using my primary and secondary research, I began to concept the product.

Project goals identified.

Product feature list.

 

Information Architecture

An open card sort revealed distinctly different ways of grouping destinations.

A closed card sort helped refine the categories further.

From the card sort findings and earlier research, I created a sitemap.

This task flow shows the booking flow along with different levels of users.

 

Sketches

 Low resolution prototype.

Low resolution prototype.

 Exploration of homepage layout options.

Exploration of homepage layout options.

 

Wireframes

 

Branding and UI kit

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Testing and Iteration

Usability testing showed insights into successes and areas that needed improvement.

Testing led to a redesign of the Destinations filter.

 

Final product

 

Future considerations

Next-release enhancements will help to widen access to time traveling for a more diverse group, starting with the ability for students to compete for and receive funding for educational time-travel experiences.