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Lunavegar Website Development
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Lunavegar Website Development

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The aim was to create a Travel Website in for the honeymoon sector using user centered design as main tool. ...

The aim was to create a Travel Website in for the honeymoon sector using user centered design as main tool.

Collaborators:

Lamya Zalfa Moughabghab: es.linkedin.com/pub/lamya-moghabghab/6b/b3b/37a

Kim Palita Wienands: es.linkedin.com/pub/kim-palita-wienands/8a/388/b1

Manaal Oomerbhoy: es.linkedin.com/in/moomerbhoy

Ingacio Cifuentes:

Anna Day: es.linkedin.com/pub/anna-therese-day/13/953/145

Eric Rivas:
https://www.linkedin.com/in/rivaseric

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  • 1. LUNAVEGARHONEYMOONS BY GLOBALIA IE MVDM2014_USER CENTERED DESIGN_TEAM B
  • 2. TABLE OF CONTENTS PROJECT BRIEF! ! 01 RESEARCH! i. benchmarking ii. industry research iii. trend research iv. user research v. research insights vi. design solutions ! 02 CONCEPTUALIZATION! i. user persona ii. user journey ii. impact/effort matrix iv. information architecture ! 03 IMPLEMENTATION! i. wireframes
  • 3. Client: Globalia ! Brief: Design the user experience for a new travel website selling honeymoon packages ! Price Range: the mass, mid-range market, not focusing on luxury or low cost ! Target Market: young, digitally connected generation — starting point: Spain PROJECT BRIEF
  • 4. 01 RESEARCH
  • 5. …of competitors and similar businesses RESEARCH // BENCHMARKING
  • 6. BENCHMARK 01: smiletravel.es! • Great intro video before entering the site • simple browsing categories • visually rich website with full screen photographs -- constant changing slides • all content captured without use of scroll-bar —HOMEPAGE— minimal navigation image slider
  • 7. BENCHMARK 01: smiletravel.es! • clean and simple grid layout • minimal text content, heavy focus on strong visuals and colours —PRODUCT LISTING PAGE—
  • 8. BENCHMARK 01: smiletravel.es! • Clean clear layout of information and content, maintain focus on imagery • information also available in printable format • clear info on daily package activities ! • This website has no automated booking function; further information has to be requested directly from agency through online form. Breaks user task. —PRODUCT DETAIL PAGE— itinerary detail
  • 9. BENCHMARK 02: bodaclick.com! • visually rich content • good balance of text and images • grid lists allows for more products to be displayed on the same screen • use of mapping navigation and video content —PRODUCT LISTING PAGE— —PRODUCT LISTING PAGE— map navigation video content
  • 10. BENCHMARK 03: insolitviatges.com! • List of recommendations for destinations with good ‘ad copy’ attached! • Minimal browsing category (perhaps too minimal?)! • Good example for “alternative”, “niche” products! ! • Design is slightly lacking and has a tendency to have very longs lists; excessive vertical scrolling! • High emphasis on text content, small images —HOMEPAGE— suggested packages! (too long!)
  • 11. BENCHMARK 03: insolitviatges.com! —PRODUCT LISTING PAGE— —PRODUCT DETAIL PAGE— too much text
  • 12. BENCHMARK 04: kuoni.co.uk —HOMEPAGE— —HOMEPAGE— • Large visual on landing page with sliding images • minimal navigation and good divisions of information creative navigation tools
  • 13. BENCHMARK 04: kuoni.co.uk —SPECIFY SEARCH FIELD— • Easily accessible search field that appears on clicking the navigation bar • Navigation includes interesting labels
  • 14. BENCHMARK 04: kuoni.co.uk —CATEGORY LISTING PAGE (HOLIDAY TYPES)— • Good reference on categorising “Holiday Types” • Good use of images to represent product groups
  • 15. BENCHMARK 04: kuoni.co.uk —PRODUCT LISTING PAGE— —PRODUCT FILTERS— • Extensive filter options • Product listing also displays a lot of information (although may not be desirable) extensive filtering! options
  • 16. BENCHMARK 05: mrandmrssmithtravel.com —HOMEPAGE— • Visual landing page • Direct access to search refine field • Good content after scroll (see next page)
  • 17. BENCHMARK 05: mrandmrssmithtravel.com —HOMEPAGE (SCROLL DOWN)— • Reference for navigation methods, i.e. maps, package category with good copy and • Selected images to represent category navigation options
  • 18. USABILITY TEST: mrandmrssmithtravel.com • Usability testing attempting to accomplish a task: PURCHASE
  • 19. …of the honeymoon niche and online travel RESEARCH // THE INDUSTRY
  • 20. INDUSTRY RESEARCH: HONEYMOON TRAVEL
  • 21. INDUSTRY RESEARCH: HONEYMOON TRAVEL
  • 22. INDUSTRY RESEARCH: HONEYMOON TRAVEL
  • 23. INDUSTRY RESEARCH: HONEYMOON TRAVEL
  • 24. ! …investigation of general trends in the online travel retail space ! ! RESEARCH // CURRENT TRENDS
  • 25. CURRENT TRENDS: SOCIAL MEDIA
  • 26. CURRENT TRENDS: SOCIAL MEDIA
  • 27. CURRENT TRENDS: SOCIAL MEDIA
  • 28. RESEARCH // USERS …to identify our user demographic and create our user personas
  • 29. USERS: BEHAVIOURS
  • 30. USERS: BEHAVIOURS
  • 31. USERS: BEHAVIOURS
  • 32. USERS: DEMOGRAPHIC
  • 33. USERS: BRIDES AND GROOMS (aka ‘NOVIOS’)
  • 34. RESEARCH // KEY INSIGHTS …applicable summaries drawn from research
  • 35. KEY INSIGHTS • Users are consuming a large amount of information online, across different online platforms and websites! ! • Also using different devices, personal computer, tablet and mobile, while doing travel planning prior to purchase.
  • 36. • A very high percentage of users are accessing online information during their trip, with mobile playing an important part. ! • This represents an opportunity to stay relevant by providing on-the- go content that users typically search for during their trip. KEY INSIGHTS
  • 37. • Pinterest is uniquely suited to engagement with travel content because of its aspirational and inspirational nature. ! • Users are not sharing images of their current life, travels or memories (a la Flickr), but rather hopes, dreams and plans for the future by telling the world where they want to go, rather than where they have been. ! • Travellers on Pinterest are sharing rare insights into their demographic and psychographic preferences. KEY INSIGHTS
  • 38. Images and video content are important in both the researching and planning phase, they have become key currencies for travellers during research and during travel. KEY INSIGHTS
  • 39. Activities are a key consideration in both the researching pre-purchase and planning post-purchase phases. KEY INSIGHTS
  • 40. RESEARCH // DESIGN SOLUTIONS …applicable solutions drawn from key insights
  • 41. DESIGN SOLUTIONS
  • 42. DESIGN SOLUTIONS solution → Optimize the website for mobile and tablet as many people use these devices to research and plan. ! ! ! ! ! solution → this is an opportunity to provide as much of this relevant information as possible on the website, so that users don’t have to go searching for it elsewhere. Makes their travel planning experience more integrated and less painful - offer the content in a unified and visually pleasing way. Weather, hotel reviews, history and culture information, time to destination, restaurant and activities information. ! !
  • 43. Solution → Include information on and a wide selection of local activities available to book, as there is an opportunity to capture this big market of people planning their trips post purchase. They can purchase multiple activities together as an add-on to the base package of flight+accommodation +transport. The app can then sync these activities, once purchased, to the calendar and pull up relevant articles, news, blog posts, relevant to the planned activity. ref: www.peek.com ! ! solution → build an app for detailed local information (for the during travel experience,build an app instead of putting this info on the website because the user will not want to look through a whole travel booking website filled with other information in order to access this localized content). The app will give them food and drink and local activities information. Users can then upload their photos/videos onto this app→ we can integrate the content that users upload onto the main website in real time, this would make a real-time feed of users activities and experiences and provide us with more data on their behaviour. ! Once the basic package has been booked, the app can send you customized news updates, weather forecasts, local happenings and activities information, flight information and updates, allow you to book or bookmark and save activities that are interesting to you. DESIGN SOLUTIONS
  • 44. 02 CONCEPTUALIZATION
  • 45. USER PERSONA 01 María was born in London, but raised in Madrid. She studied at the British Council School, therefore shés fluent in english. PASSIONATE about Communication and Social Media, shés always connected to the internet. She studied her Bachelor Degree in MARKETING COMMUNICATIONS, and then started to work at VIPS as a Marketing Manager. She’s quite a romantic; always dreamt of a beautiful fairy-tale wedding and an exotic honeymoon location. Although career-driven, she is also looking forward to start a family in the near future. Has progressive political ideas. María’s job keeps her busy, and after work and on the weekends she is socially active, going out with her fiancé and a large extended circle of friends. She tends to use the Internet for personal use to a small degree at work, but mostly when she is at home in the evenings before she goes to bed. She browses for information on her mobile phone on the go quite frequently. She would like to go somewhere very relaxing for her honeymoon but at the same time somewhere special that she would not visit normally. Her Honey moon must be EXOTIC and STRESS FREE, with the possibility of having a few parties. She would like to see the world, but has never gone out of Europe and would like to travel abroad for her honeymoon. It́s going to be the first time, so she feels EXCITED but at the same time TENSE.She enjoys trying new types of food and learning about different cultures. She also enjoys documentaries and foreign films. She tends to do a large degree of research about things she is interested in as she likes to get a good grasp of the history and background, for example, before she travels, she would buy a guidebook to the destination, or gather a lot of information from various internet sources.At work, she is responsible and efficient, and moderately ambitious. She is aiming to get a raise or promotion soon and plans to continue working after her marriage.She has travelled with her fiancé on a couple of short, romantic weekend getaways in the past, and he tends to let her do the research and organisation, although he likes to be involved in the fun part, that is, selection of destination and hotels. socially active, dreamer, sensitive, traditional, high level of digital literacy
  • 46. USER PERSONA 02 tt Pedro has been working in finance in Madrid after he got an MBA degree in Germany three years ago. His work requires him to be put in long hours and can be quite stressful, and requires a moderate degree of travel within Europe. ! He is an avid Internet user, and he is very used to making hotel and restaurant reservations online. He is never very far away from his Blackberry or Ipad, as for work he needs to be on call most of the time, this can annoy his fiancé. ! He enjoys playing golf, tennis, occasional skiing weekends and reading the business section of newspapers, as well as non fiction - he has no time for literature. Pedro does not get to travel too often for leisure, with his hectic work schedule. But when the opportunity arises, he is always up for an adventure and tries to travel off-the-beaten-path. He likes to feel as if he is experiencing places more than just at the superficial level. However, for his honeymoon, he would like to keep it low-key and have a relaxing time, but still have access to some sporting activities, either golf or tennis. He would like to go somewhere secluded. As his leisure time is very valuable and quite limited, he likes to do his research in order to spend it well. He uses his tablet to access newspapers, magazines and journals. He has a high degree of tablet usage during his travels. He drives a car to work every day, unless he is planning to go out drinking in the evening. He does this on weekdays on an average of once a week, but on the weekends he likes to dine out with his fiancé and go to his favourite bars with a group of friends. He has heated debates with his fiancé quite often about politics, they both have strong opinions. They like to take decisions together in a rational manner, and both of them will decide together their honeymoon destination and activities after much discussion and research. direct, focused, high level of digital literacy, thoughtful, busy
  • 47. CUSTOMER JOURNEY
  • 48. CUSTOMER JOURNEY
  • 49. CUSTOMER JOURNEY
  • 50. CUSTOMER JOURNEY
  • 51. IMPACT/EFFORT MATRIX
  • 52. IMPACT/EFFORT MATRIX (EXPLAINED)
  • 53. INFORMATION ARCHITECTURE: OVERVIEW
  • 54. INFORMATION ARCHITECTURE: HEADER NAVIGATION
  • 55. INFORMATION ARCHITECTURE: FOOTER NAVIGATION
  • 56. INFORMATION ARCHITECTURE: SEARCH TOOL
  • 57. 03 IMPLEMENTATION
  • 58. WIREFRAME: HOMEPAGE
  • 59. WIREFRAME: HOMEPAGE (WITH COLLECTIONS DROP DOWN)
  • 60. WIREFRAME: HOMEPAGE (WITH DROP-DOWN SEARCH FIELD)
  • 61. WIREFRAME: CATEGORY LISTING PAGE
  • 62. WIREFRAME: PRODUCT LISTING PAGE
  • 63. WIREFRAME: PRODUCT DETAIL PAGE
  • 64. BUEN VIAJE! DESIGNED FOR: IE MVDM 2014 - USER CENTERED DESIGN DESIGNED BY: TEAM B Manaal Oomebhoy Lamya Moughabghab Anna-Therese Day Eric Rivas Ignacio Cifuentes Kim Wienands