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Disclaimer: This is solely an academic UI/UX project. The inclusion of companies and individuals in this project does not imply any association with them. The content is purely based on the fictional and imaginative user experience of time travel.
ZEIT, founded by Richard Branson, 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. A total of 289 destinations all over the world, up from prehistoric times through today, have been approved and finalized to receive people any moment.
Since time travel is a new service, ZEIT needs help with user research to find out what customers are really looking for in general perspectives and experiences on tourism and how receptive customers are to time travelling. On top of that, ZEIT also needs help with brand and web designs.
The goal for this project is to :
To better understand the travel industry in general and consumers’ behaviors in online booking, we want to learn:
Two research methods are chosen to conduct the user research:
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After an in-depth competitor research, the findings are:
Here are the valuable findings derived from the 1:1 interviews:
In order to create a persona that best represents the interviewees, an Empathy Map is used in order to get a better understanding of the users and see them as a whole in a bigger picture. With all the findings derived from the Empathy Map, Patrick Roy comes into being the best representative of all the interviewees' characteristics, behaviors, goals, needs, and pain points.
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This Similarity Matrix shows how users categorize information with the given cards and the similarity percentage of each card categorized by all users.
6 out of 7 participants categorized cards based on similar/related topics of historic events. Only one participant categorized cards based on era. This suggests that most users may intuitively find what they are looking for on the website based on what is similar and related because that is how they understand the content in the most straightforward way. Here are some examples of category names generated by participants:
Although participants categorized historic events based on similarities and relationship in topics, there are still some variations in terms of users’ comprehension towards topics. In order to take care of every user’s comprehension level, we could have top-level category names such as:
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User arrive to the homepage and want to find the best deal of time travel destination to buy.
My first step before jumping in to digital designs is to brainstorm ideas and sketch those ideas out. I created three different sketch designs so I can see which design would best solve the company’s and users’ problems and see if I can mix and match some of the elements from two other sketch designs.
With the sketches I have, I mix-and-matched three of them to create these low-fidelity wireframes that will best solve the company’s and users' problems. Below are the responsive designs’ margins and spacings used for Desktop, Tablet, and Mobile screens:
The ideas behind the design is to create a website that is easy to use which, at the same time, promotes usability and learnability for users. Hence, I have reused elements and patterns throughout all the pages for easy navigation so users can focus on their browsing and shopping.
Since the theme is about time travelling, I incorporate time travelling elements in my logo designs. These elements are reversed clocks, black holes, and abstract effects. I want to make the logos look as simple as possible that enhance easy recognition. In order to achieve that, I keep my logos within 3 dimensions.
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The final logo is determined by its ability to capture the essence of the brand, evoking a sense of futurism and space.
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After the usability testings, I refer back to my testing notes and group every note based on similarity. In order to easily identify each participant, they all have their own Post-it note color. By doing this Affinity Map, I get to derive the insights about what is useful and what is causing the usability errors and hiccups in the design so I can do further iterations with prioritization to make the design 100% usable and 0% usability error.
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Based on the usability testing report, I have created a prioritized iterations list:
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In sum, I have learned a lot from the whole project! Both of my UI and UX skills have improved tremendously. Although my learning process wasn’t smooth throughout, I rather learn things in a challenge way so I get to really learn the essence of everything. I still have the intrinsic perfectionist in me that always makes me spend more time than necessary to complete a project. But I know that this is not a bad attribute because I believe that exquisite products always come from extensive attentions and times. This is just the beginning of my UIUX journey and there are still a lot of things to learn. I am looking forward to new challenges so I can keep pushing myself to improve. With all the valuable skills I have learned, I believe I can walk very far and call UIUX my career.
Led in conducting UX research from scratch, redesigning all of the apps and the website previously poorly developed by a third-party company, and overseeing the entire development process after handing off designs to developers.
Identified users’ current pain points, needs, and goals for event planning, and solved their problems by creating and designing an all-in-one event planning mobile app for the Android OS.
Made Doordash a fully one-stop platform by seamlessly adding in-demand features such as 'Favorite restaurants and orders', 'Leave a review for both restaurants and drivers', and 'Save orders' into Doordash’s iOS app.
Worked with a local home bakery owner to create and design the company’s branding and responsive sites for desktop, tablet, and mobile screens.
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