Zeit Time Travel
Overview
Technological advances from Elon Musk and the Virgin Group have brought the fantasy of time travel into a reality in the form of Zeit, the first Time Travel Tourism company. A total of 289 destinations all over the world, up from prehistoric times through today, were selected and approved for Zeit to sell as travel package experiences for consumers.
Challenge
Since time travel doesn't exist, much of the research findings were gathered from assumption, sci-fy movies, fantasy video games and comic books. User-interviews were conducted, however, participants were asked to share on their most recent online booking experiences since they could not speak on an experience they have not actually had.
Goals
Design a quality, responsive e-commerce website that is easy to use and allows users the option to browse through available trips via trip categories and specifics. In addition, design a logo and create a modern brand by developing Zeit's style and visual identity.
Design Process
Empathize
Research Goals
Research
Competitive Market
Define
Persona
Card Sorting
User Flow
Ideate
Wireframes
Branding
UI Design
Test
Prototype
Usability
Iteration
Research Goals
01
Gain insight on frequenters traveler experiences when booking travel online to gain a better understanding of what works and what doesn’t.
02
Gain insight on a potential fear factor and create various concepts to help ease anxious customers.
03
Conduct research for competitive market analysis on top travel booking sites to gain insight on their strengths and weaknesses and capitalize on areas which need improvement.
Primary Research
The research for this project focused on understanding a few core habits of the typical user. First, I analyzed the way people already research, plan, and book their travels by completing both one-on-one, contextual interviews, and a competitor analysis.
Additionally, I assessed people's perceptions of Time Travel, including what things excite and concern them about the opportunity. Lastly, I evaluated the essence of what people enjoy most about traveling, particularly focusing on more extreme and/or immersive travel experiences.
Competitive Analysis
The research for this project focused on understanding a few core habits of the typical user.
First, I analyzed the way people already research, plan, and book their travels by completing both one-on-one, contextual interviews, and a competitor analysis.
Second, I assessed people's perceptions of Time Travel, including what things excite and concern them about the opportunity. Lastly, I evaluated the essence of what people enjoy most about traveling, particularly focusing on more extreme and/or immersive travel experiences.
Direct Competitors
Space Adventures and Space X both focus on space travel, however, neither allowed you to book space travel yet; therefore, only discussed the type of training travelers would be required to complete prior to future space traveling. Both these sites had very thorough information regarding the technology involved in their space ventures.
Other Competitors
AirBnb and Kayak are both lead travel booking sites and were useful in the design process, specifically, how each used Information Architecture to display their content and their unique search capabilities. War Zone is a site which allows a handful of travelers to visit dangerous, inaccessible destinations with an assigned guide from their team. This site was really interesting, as Zeit travelers would be traveling to possibly dangerous and inaccessible places as well.
Summary of Findings
The Zeit site should include the technology and process of time traveling, as well as certain safety precautions and measures taken to protect travelers from harms way. Travelers should also be aware of the potential dangers of time traveling through a disclaimer which ultimately relieves Zeit of any liability in the event a user is compromised during their stay. Needs to accommodate all languages. More dangerous trips should have a maximum of twelve guests per group and accompanied by a Zeit travel guide to ensure safety.
Research Debrief
After conducting interviews with four participants ages spanning from 28 to 73, we’ve identified what motivates a user’s travel booking behaviors, as well as gained a better understanding of each of their wants and needs.
Motivations
Visit family or friends, gain cultural diversity, gain self-growth, spiritual retreats, disconnect from everyday routine and enjoy an adventure.
Needs
Easy site navigation for all ages to use, complete transparency - no hidden fees, provide list of excursions and all available activities and bundled savings for large parties or families.
Wants
Flexible and obtainable trip upgrades, specific seat selection, customizable trip packages and add-ons, assurance that any risk for travel are mention prior to trip and a comparison price tool.
Market Facts & Trends
Online travel bookings will only get bigger and faster from here. In 2018, 83% of all travel bookings were made online via mobile app or desktop without any human interaction. Most travel agencies are shifting to online mediums incorporating experiences into package deals.
Consumers want more adventure and less lengthy flights. They are likely to book experiences on their travel plans, specially Millennial’s who heavily relies on data-driven tours.
70% of travelers research on their smartphone.
148.3 million travel bookings are completed online every year.
36% of surveyed consumers are using search engine when seeking new travel destinations
70% of travelers would be more likely to book a property if they know its Eco-friendly
1% of travelers believe that virtual reality and artificial reality experiences will help them would make for better trip planning.
33% of consumers say they have used a virtual travel assistant to help organize and plan their next trip.
62% of travelers were influenced by consumer-generated content when planning a trip.
47% of travelers book activities or tour after they arrived at their destination
In 2018, 28% were solo travelers, 42% were a group of adults, and 30% were a group of families in different age groups.
Open Card Sort
My findings were based on 5 participants who were given 30 cards containing random site content. Participants had minimal information pertaining to the purpose of the study and no predetermined categories were established.
Optimal Sort
Due to COVID-19, using an online tool such as OptimalSort was a better alternative for this study. In addition to recording participant responses, it also generates reports based on the responses submitted.
Average Time
Each participant took an average of 12 minutes and 30 seconds to complete the 30-open card sort.
Site Map
It was important to keep the design clean, simple and goal-focused. Page content is strategically structured based on Information Architecture and all call to actions are clear and concise. Browsing and booking time traveling trips is easy to use and simple to follow for users of all ages. By using vibrant colors against a dark themed background, all site content is easy to read and creative assets and images are top quality, each representing their trip package elegantly.
Wireframes
Responsive high-fidelity wireframes for web, tablet and mobile views for users to access across all their devices. Each frame is consistent in design style using labeled, familiar icons to ensure ease of navigation for consumers.
Brand Identity
Usability Findings
01
Total of five volunteers for the test, three men and two woman. Due to COVID-19, 3 out of 5 participants were observed remotely via Zoom screen sharing, while the remaining two were observed in person.
02
Before performing each task, participants were asked to “think out loud” to get a better gauge of their user flow process.
03
Each participant was asked to complete the set of scenarios outlined in the Usability Test Plan.
04
Four out of five participants successfully finished each scenario from start to finish without any errors or hiccups. One participant struggled and offered suggestions.
05
Feedback recorded from each participant and adjustments were made accordingly. Each participant agreed to test the prototype a second time since there was much room for improvement discovered during the first.
06
All five participants successfully performed each scenario from start to finish without any issues.
Prototype
Zeit’s final prototype turned out much differently than the design I had initially mapped out in my mind. My original design felt very feminine with soft, pink and purple pastel color tones, which changed in the final renders to a darker overall theme and bold colors and complimenting the surrounding elements and images.
Additionally, I made the top navigation menu larger, as well as the icons within, and added labels, which I learned had previously been an issue for users during my usability tests.
Final Thoughts
Since this project is a concept and the technology does not actually exist, it was initially challenging to materialize ideas for development. In conclusion, I learned and gained a lot of understanding on how to empathize with potential users and really delve into their needs.
Next Steps
Areas for improvement for future design iterations could focus on further building out the booking section and the checkout process.
Additionally, as the company expands, so will their customer base, which means they will need a more secure transaction merchant to protect their user’s from online threats.
Ideally, the brand would have more information available regarding the science and technology revolving around their time traveling process, specifically focusing on the equipment being used during the time warp.
