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 at me to create their new brand and set up an e-commerce responsive website in which they can sell travel packages at different times.
Zeit is a fictional project about time traveling. It is challenging to do the secondary research and conduct the interview.
To study the pattern people researching and planning a trip
Discover the better approach to visualize potential destinations
Build the user’s trust for the product
Inspire users to find the next destination
People wasted too much time on searching for traveling information
Users concern about the reality won’t meet the expectation
Users find online information not reliable
Market research，Competitors analyst,
Indivisual interview + observation
Most people prefer to explore online while searching for destinations and booking for transportation. People prefer to do detailed research before traveling. Most people who book a tour online aged under 34. Women make most travel bookings. The desktop is still the most common platform for booking, but mobile searching is rising rapidly.
To get started, I first identified my target participants:
Experienced travelers from 27-60 years old
People who have habit booking online, maybe movie tickets, hotels, attraction tickets
People who are interested in history or classic arts, maybe archaeologists, researchers, or art history lovers.
The biggest difficulty is to get information without mentioning “time travel” because I wanted to focused on the core information, traveling booking. So I first asked questions about current problems when they travel in ordinary ways first. And then brought up some questions about time travel.
Occupation: Linguistic Professor
Dressing: Uniqlo comfortable sweatshirt, elastic pants, flat shoes
Scene: Just came back from the gym
Occupation: Analyst in Real Estate
Dressing: T-shirt, Short pants, casual shoes
Scene: Just finished dinner going home from work
Occupation: Electric Engineer
Dressing: Casual Business, flat shoes
Scene: On the way home, trying to book an Airbnb room for her birthday party
Empathy Map Summary
Travelers would love to get inspirations from trusted resources
Travelers concern about the reliability of the information provided by booking websites
People regard planning and researching as a time-consuming job
Users need to feel confident when they get inspirations for the next destination
Users need to be presented with reliable information during their booking process
Users need an efficient and convenient booking experience to save their time
Based on my secondary research and empathy research, I concluded some goals for business, users and technical.
I created a list of features I would like to have and prioritize them according to my secondary research and empathy research
First, I asked two of my previous participants for a 1:1 offline card sorting. And then I asked some other participants to give me an online card sorting on OptimalSort.
Age of Samurai: Sengoku (the 1500s) Japan
Construction of the Taj Mahal, Agra, 1643
1776 American declaration of independence from Britain (Philadelphia)
Martin Luther King Jr.'s "I Have a Dream" speech, August 28, 1963
Wright Brothers' First Flight, 1903
Watch the Berlin Wall fall November 9, 1989
Explore the lost city of Atlantis
Witness Apple iPhone unveiling, 2007
United Kingdom's Edwardian Era
Building the Great Wall of China
Loch Ness monster's birth
Plato's Greece, 368 BC
Stone Age tribal life
California Gold Rush
Disneyland's opening day
Meiji Restoration of Japan
Building the Great Pyramid, Egypt
Vincent van Gogh's France
Filming Star Wars
VE Day celebration
Incan Peru, c. 1450
Building the Eiffel Tower
New York City, 1916 Armory Show
Shakespeare at the Globe, 1608
The Vikings discover North America
2/5 people use by dates
3/5 people use specific systems including “landmarks” “events” or “eras”
1/5 person uses by dates as the secondary category
1/5 person uses “people” as one of the categories
Chronology Geography Events People Interests
Homepage Design Sketches
For the logo, I began with listing out some keywords for ZEIT, and I selected three of them to develop. I Google some images for my selected keywords for reference, abstract and sketch them out, and alter them digitally to fit ZEIT better.
Finally, I chose the third option which is modern and simple. The letter "I" in the final logo represents wormhole.
I created the UI kit based on my previous brand tile. I hope my UI kit would represent futuristic and vintage characters for ZEIT.
High Fidelity Prototype
I interviewed four strangers in our community and our gym for my usability test.
I took some quick notes during the interviews. Then I summarize and digitize my hand notes into testing findings.
Test Completion Rate:
Participant 1: 75%
Participant 2: 75
Participant 3: 100%
Participant 4: 100%
Error Free Rate:
Participant 1: 50%
Participant 2: 75%
Participant 3: 80%
Participant 4: 90%
I created and document my affinity map based on my test findings, and referred to the affinity map from “Spotify”. I sort my findings by "Success", "Patterns", "Pain points" and "Recommendations". And next, I summarize the results by “Observations", "Insights" and "Priority for Recommendations"
Based on my previous usability test, I iterated my design. Please view the video below to see the final result.
ZEIT was a challenging project as my first UX/UI design work. I gained some precious experience on the interview and usability testing technics. The usability testing was successful because it helped me to iterate some interfaces that I did not realize as a problem. I would animate my header image into a flowing "time tunnel" if I had more time.