The Zeit end-to-end UX concept was a seven-week project completed for DesignLab’s UX Academy. The task was to design a responsive ecommerce web site and branding for a fictional company offering time travel vacation packages to the past.
General online travel market research and a competitive analysis were conducted with provisional personas. Key findings indicated that Zeit would need to be a hybrid website that was offering a specific controlled experience, similar to a cruise, but also a unique adventure, like a safari package. The wide variety of available experiences and time periods on offer meant a large pool of potential users.
"The flight is at noon, so we need to get to the airport by 6am..."
Location: Hilton Head Island, SC
Archetype: The Bucket List Cruiser
Project goals were defined, a feature roadmap was created, a preliminary sitemap was established, and wireframes were quickly sketched. A card sorting exercise was conducted remotely but did not yield any actionable items. A User flow was created for Larry detailing the process of booking a trip.
As a lot of flexibility was allowed in the final design, it made sense to start with low fidelity wireframes to brainstorm possible layout options. Driven by the broad appeal of the service, the potentially non-tech savy user personas, and market research, it was eventually decided that following standard UX and UI best practices and layout would be the smart choice. Any differentiation and creativity in design could be saved for the content vs the form. Responsive annotated home page designs were created for desktop, tablet and mobile as well as desktop wireframes for the trip listing page:
Before handoff, another round of usability testing would need to be completed on the new pages, especially the checkout screens and a mobile prototype would need to be created and tested as well.
All photos and images used for educational purposes only.