Zeit Case Study
Zeit is a subsidiary of Richard Branson’s Virgin Empire. After a long struggle with Elon Musk, Virgin has been able to make time travel tourism available to all. Zeit is looking to create their new brand, and set up an ecommerce responsive website in which they can sell travel packages to different times.
- ClientZeit, a UX Academy DesignLab project
- RoleUX Research, IA, IxD, UI, and Visual Design
- ToolsSketch, InVision, Zeplin, Photoshop, and Illustrator
02. Information Architecture
03. Interaction Design
04. User Interface Design
Responsive UI Design
05. Iteration & Implementation
High Fidelity Prototype
Why do people want to time travel?
What do people look for in a travel company?
How do people choose an adventure?
Researched travel companies that offer group tours, as well as companies that sell travel services to individuals looking to coordinate their own travel plans.
Noted strengths, weaknesses, and patterns.
To better understand the user, interviewed five people over Skype who liked to travel.
Used a script as a guide.
Tried to understand their motivations, challenges, and behaviors.
Most people traveled to escape and to have an adventure.
Most people make travel decisions based on price and recommendations from friends.
Most people like to coordinate their own trips.
The persona “Clive” is loosely based on the personality of one of the interviewees.
Personas help us relate to our customers, so we can make better design decisions to assist them with their specific user needs.
User Empathy Map
Compared and categorized responses from “Clive” to create an empathy map.
The map’s goal: To better understand the mindset of this potential customer.
Narrated how Clive would potentially interact with Zeit in real life
Storyboard helps us understand what’s going on in our persona’s life and how our product can make their lives better.
Card sorting is a research technique for discovering how people understand and categorize information.
Asked 6 people to sort 30 cards with different time travel trips using the online tool "OptimalSort."
Determined that they all categorized information differently, although most sorted cards by time and destination.
Concept sketches for Zeit’s homepage
Created a sitemap to show the relationship between the content on the website.
User flows are visual ways to show the path a user would take through a site to perform a task.
Created wireframes for key pages of the site and included annotations to identify user interface elements.
Designed how the site would adapt to whichever device a person is using.
Created layouts for the homepage and the filtered results page for a desktop, tablet, and mobile device.
Created two style tiles to hone in one the look and feel for the site.
Included options for color palette, typography, photography, and patterns.
Final logo concept incorporates an hour glass that is also a “Z.”
The wordmark uses “Cormier,” an art-deco themed typeface.
Created a set of user interface components for the website.
Included typography styles, color palette, patterns, ornaments, and buttons.
Responsive UI Design
Developed full color responsive comps based on the style tiles and branding work.
High Fidelity Prototype
Created a high fidelity, interactive prototype in InVision.
Test if users can navigate through Zeit’s website and book a trip
Test how and if users use filters to find their trip
Test the flow and simplicity of the interaction
Locate where users have difficulty navigating or understanding the experience
5 people; 3 females, 2 males
Most people used the search bar or nav items to find trips.
Only one of my 5 testers used the trip filters; the majority didn’t because either they didn’t see it, they didn’t know how to use it, or they didn’t see how it would be useful.
Since most people didn’t use the filters to determine which trips had deals, the site probably needs to convey this information in some other way.
People liked how the information was laid out.
People liked that the Compare Trips/Save Trips features.
Created an affinity map from research compiled during user testing sessions.
An affinity map helps us sort, prioritize and rank user testing feedback.
01. Make Adjustments
Make design and wording tweaks based on feedback from user testing
02. More Testing
Gather more feedback from users to improve the product
03. Hand Off Files
Prepare designs for the development team
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