Website design and creation for adventurous travel
Introduction
2022/Website
Role:
Usability testing, Surveys, Sketches, Low-Fidelity Prototypes, High-Fidelity Prototypes, Research, Competitive Analysis, Interviews, User Personas, Wireframes, & Branding.
Date:
Summer 2022
Summary
The premise of creating this website is to help users that want to have adventurous trips without the stress of trying to determine where that trip would be. The overall idea was to include a questionnaire and from that questionnaire display the results for their ideal trip. Then, from there suggest activities the user might want to do based on the answers they selected from the questionnaire.
The goal is to keep users from struggling to find things to do in unfamiliar destinations and spending less time scouring the internet for activities.
Problem
Traveling is overwhelming and can be a confusing and stressful process. There are other websites that assist with hotels, flights, and car rentals, but there aren't any travel sites that include booking activities, whether they are free or cost money.
There are many articles and websites that list different activities to do in specific locations, but this can become tedious and time-consuming to research.
Solution
The solution included:
•Combine booking with activities
•Being able to determine what trip is ideal for you
•Remove stress from creating a list of things to do on your own
Process
Discovery and Research
To gather information to create personas' motivations, goals, and frustrations I first needed to collect data from surveys I conducted throughout the entire process.
From the results of the first set of survey questions, I learned that over 50% of users surveyed struggled to find a trip that meets their budget. This is a recurring problem amongst users who want to book vacations. They back out once they see the price tag that comes along with their dream vacation. That's where Travercity steps in.
Along with struggling to find a trip that meets their budget, the users surveyed also struggle to find a trip that meets their and their family/group's wants and needs. This can create tension and arguments before the vacation can even begin.
The following survey question asked if they thought a website that asks questions about their interests and how adventurous they are which in turn gives them suggestions for travel destinations and/or activities to do would be helpful, 75% of users said it would be helpful.
Pain Points
The pain points users encountered were that the available options for booking and looking at a trip didn't include everything they needed all in one. They were stuck going back and forth to multiple sites to put together a trip which caused them to spend more time nitpicking at every little detail.
Most websites had the capability to book the hotel, flight, and transportation if wanted, but none had a way to determine what type of trip you should take and what activities the users should do, which caused them to spend several hours if not days looking into trips and talking with their travel group if applicable.
Competitive Analysis
Kayak, Booking, Hotwire, Expedia
Personas
The first persona I created for this case study, is Evie Hatcher, a nurse with quite a busy schedule. She barely gets the chance to make time for herself and enjoy what life offers. Evie decided she wanted to team up with her co-worker, take a trip to Tokyo and finally do something for herself.
The second and final persona I created from the research collected is Kenny Goodman. He lives alone and has no children of his own. He decided he wants to take a trip by himself so he can focus solely on himself. This has been a lifelong dream of his and he's excited to bring it to fruition.
User Stories
From the information collected and the personas that were created, came the user stories:
"As a user interested in traveling, I want to be able to see activity options before I book my trip."
"As a user interested in traveling, I want to find a destination that meets the wants and needs of my travel party."
"As a user interested in traveling, I want to be able to see suggestions for destinations that match my personality."
User Flows
I created the user flows from all the data and information from the competitive analysis. I made the landing page that contained the brand logo, name, and bright eye-catching button. The goal was to include eye-catching and adventurous background images to invoke a sense of adventure and the need to travel. I wanted it to encourage people to go outside their comfort zone and try new things.
To get an idea of how to website should curate their trips, I included a questionnaire to get a feel for each user and their day-to-day activities, how they normally take trips, and gave them a scenario and asked which answer they felt was more like them.
Then, from those answers, they would then be brought to a results page that listed out their curated trip destinations based upon their answers. They could then select a destination and they would be brought to a trip details page that had accommodation information and options, flight information and cost, and activity options along with their costs.
Finally, they would be brought to the checkout process where they can confirm all the accommodation options, flights, and activities they had chosen, if applicable.
Digital User Flows
Digital Wireframes
Brand Development
Brand
