Intrepid travel UX student project
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Intrepid travel UX student project

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Presentation for work for a UX student project at General Assembly where the goal was to improve the usability of the Intrepid Travel website.

Presentation for work for a UX student project at General Assembly where the goal was to improve the usability of the Intrepid Travel website.

More in: Design , Travel , Technology
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  • 1. G E N E R A L A S S E M B LY U X D I 2 0 1 3 S T U D E N T P R O J E C T I N T R E P I D T R AV E L
  • 2. ABOUT THE PRODUCT Intrepid is an adventure travel company for people who want to discover something wonderful without the burden of planning for it. We create group adventures that are safe, fun, and inspiring. Unlike other travel sites we give users a genuine insight into what they might experience by providing extensive reviews, detailed maps, and a wide array of photos from our trips. ABOUT THE PROJECT Our UXDi team was asked to improve the navigation for users who want to search within a designated time frame. We were also tasked with improving browsing and searching for trips for an older target demographic that would be interested in a new category of “comfort” travel.
  • 3. “A friend of mine posted a photo of New Zealand on Flickr, and I just had to go there.” – ROB, 39
  • 4. KAREN AGE: 31 T R AV E L N E W B I E Karen really doesn't want to spend another Christmas and New Years in the States! Karen has lots of vacation days to use and is tired of seeing photos of her FB friends traveling around the world. It is time to go and get out there. T R AV E L L I F E T R AV E L FREQUENCY M O N E Y M AT T E R S Her college friends have all started to visit other countries and raved about their life changing experiences. A couple of her friends said they want to travel somewhere beautiful and inspiring soon, and since Karen is concerned about her safety as a single woman, she wants to travel with them. They are looking for resorts with all the amenities and also opportunities to see unique culture and sites and eat great food. They just don’t want to be in large touristy tour groups replete with fanny packs. She really likes locally made hand crafted items and would enjoy the experience of bringing world cultural items to her friends. Etsy and shopping online is not enough anymore she wants the arts and crafts of the world. ! ! “I WANT A NEW EXPERIENCE” TECH PROFICIENCY iPhone/iPad Mini/Macbook air Karen knows her way around technology and enjoys the effortless connectivity of Apple Products. She has owned a iPhone since day one. She is on Facebook all the time as well as Twitter and Instagram.
  • 5. “I check TripAdvisor to find the best things to do “Type a quote here.” wherever I go.” -SARAH, 28
  • 6. FRED AGE: 38 T R AV E L E X P E RT Fred has been to a lot of places and wants to see more! Fred has done a lot of traveling and has always planned his own trips. A friend recommended him to Intrepid saying that they have the best group trips, so he thought he would give it a try. T R AV E L L I F E T R AV E L FREQUENCY M O N E Y M AT T E R S Fred keeps all of the computers running at his company and in his spare time he obsessively researches new places in the world to explore. He’s already been to six continents and wants to see more of them! On the wall of his office is a map of the world with dozens of pins in it for all of the places he’s been, color-coded to show which ones he liked better. When he travels, he first decides on a place, goes to to get best hotels and flights, then consults his most trusted travel blogs (including Trip Advisor) to find the best things and places to go wherever he is. Fred lives with his boyfriend and they don’t spend a lot of money on much except for nice dinners. With no kids, Fred has plenty of money saved away for lots of future excursions. Shopping wise, he must buy the best: Ralph Lauren clothes and wine from Napa Valley. “I WANT TO SEE THE ENTIRE WORLD!” TECH PROFICIENCY Nexus 5/Macbook Pro with Win7 on bootcamp/ iPad Mini Fred knows his way all around PCs, Macs, and Android devices, but prefers the iPad when it comes to relaxing and sifting through information. Checks in on travel forums daily to share what he knows and learn new information from others.
  • 7. “I’ll go anywhere and a quote here.” “Type do anything. Just as long as I don’t have to plan it.” –ELISA, 53
  • 8. HELEN AGE: 58 F R U G A L T R AV E L E R Helen is a mother of the two “grown” kids and wants to travel and see the world again! She now finally has time to travel with her husband Steve, but neither of them has any energy anymore to do vacation planning themselves, and they simply want it all figured out for them! T R AV E L L I F E T R AV E L FREQUENCY M O N E Y M AT T E R S Helen has seen much of the world in her early years, and remember vividly her experiences as a twenty something traveling rural France, the small shop she worked at and wandering the Countryside where she met her future husband Steve a fellow american traveler. Although Helen has budget considerations, she is looking for a new vacation experience with her husband Steve, for a deal. ! With time on her hands now Helen wants to travel again, she wants to be able to find a trip where she can get completely immersed in a culture and be able to do all of the fun activities she had years ago. ! “ I W A N T T O B E I M M E R S E D I N C U LT U R E ” TECH PROFICIENCY Helen is inspired by photos. When she sees pictures of her friends that are posted on Flickr, she decides right then and there that she wants to go. She has used Expedia in the past but currently has been looking at lonely planet.
  • 9. USER JOURNEY NEW USER views HOME SCREEN enters location and/or departure time SEARCH RESULTS refines search or moves map views NEW SEARCH RESULTS buys trip clicks link EMAIL FROM GUIDE FACEBOOK GROUP goes on trip and has lots of photos to share FACEBOOK GROUP TRIP DETAIL PAGE
  • 10. USER JOURNEY NEW USER views views HOME SCREEN clicks on pretty photo PHOTO SEARCH TRIP DETAIL PAGE buys trip clicks link EMAIL FROM GUIDE FACEBOOK GROUP goes on trip and has lots of photos to share FACEBOOK GROUP
  • 12. FOLLOW-UP EMAIL • Once a user signs up for a trip, he or she will be emailed from their trip leader with trip details and a link for accessing the group’s Facebook page
  • 14. CASE STUDY
  • 15. BEFORE…
  • 16. I N S P I R AT I O N F R O M C O M P E T I T O R S
  • 17. I N S P I R AT I O N F R O M C O M P E T I T O R S
  • 18. C O M P E T I T I V E A N A LY S I S Photos User Reviews Search Quality Categories Trip Description Intrepid Travel 2 1 3 4 5 G Adventures 4 0 4 5 3 Backroads 4 4 4 3 4 Imaginative Traveller 1 0 2 2 3 Active Adventures 2 2 3 3 3 REI 5 5 0 5 5 TripAdvisor 4 5 4 5 0 Airbnb 5 5 5 5 5
  • 19. SCENARIOS Methods • Using personas to identify flows • Drawing out possible scenarios Findings • People heavily rely on reviews • Pictures are inspirational • Location is a driver Opportunities • Search and find by map • Explore by pictures
  • 20. I T E R AT I O N S Methods • Using competitive analysis • Sketch, sketch, sketch! Findings • Less is more • Maps are useful Opportunities • Reduce the cluster in order to make things more clear • Use maps like Yelp to help users find good trips
  • 21. PROTOTYPE TESTING Methods • Dry runs • Peer analysis Findings • They love the clean look • Keep the story consistent with your personas Opportunities • Make it even cleaner (alignment!) • Make sure information is easy to access • Extend story with email and Facebook group.
  • 22. AFTER.
  • 23. “Thank you for your time. You are all beautiful people.” -TEAM INTREPID Alice Barton - Ed Lewis - Shamezo Lumukanda -