Y! Travel | UE Optimization Summary

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Y! Travel | UE Optimization Summary

  1. 1. Y! Travel UE Optimization | Wave 5 Requirements & Scope Beth Goldman 10/17/07 Confidential - Do Not Distribute
  2. 2. Overview <ul><li>Key Insights </li></ul><ul><li>Design Implications (Strategic Requirements) </li></ul><ul><li>Site Map </li></ul><ul><li>Wave 5 Requirements </li></ul><ul><li>Navigation Models </li></ul><ul><li>Concepts </li></ul><ul><li>Milestones </li></ul>
  3. 3. Key Insights <ul><li>I just “google” it </li></ul><ul><li>I don’t want an itinerary </li></ul><ul><li>I don’t want what’s touristy </li></ul><ul><li>I want to know what it’s really like </li></ul><ul><li>Locals know insider information </li></ul><ul><li>I have some ideas about my trip </li></ul><ul><li>Are they travelers like me? </li></ul><ul><li>Make my recurring trip easy </li></ul>
  4. 4. Design Implications <ul><li>Explore Destinations </li></ul><ul><ul><li>Relevant recommendations </li></ul></ul><ul><ul><li>Alerts and notifications (email triggers) </li></ul></ul><ul><li>Decide where to go </li></ul><ul><ul><li>Guidance to help decide where to go </li></ul></ul><ul><li>Research destinations </li></ul><ul><ul><li>Access to all relevant, useful info </li></ul></ul><ul><ul><li>Know what it’s really like </li></ul></ul><ul><ul><li>Access to locals and other destination experts </li></ul></ul><ul><ul><li>Qualify travelers (like me?) </li></ul></ul><ul><ul><li>Discover hidden gems </li></ul></ul>Acquire and retain target segment by designing a site / user experience that meets their needs <ul><li>Find and book flight(s) & hotel(s) </li></ul><ul><ul><li>Guidance to find best fares </li></ul></ul><ul><ul><li>Quickly and easily book recurring trips </li></ul></ul><ul><li>Plan activities </li></ul><ul><ul><li>Flexibility in planning </li></ul></ul><ul><ul><li>Easily collect and share ideas for activities </li></ul></ul><ul><li>Prepare for trip </li></ul><ul><ul><li>Minimal effort </li></ul></ul><ul><li>Share trip experience </li></ul><ul><ul><li>Share photos and captions with minimal effort </li></ul></ul>
  5. 5. User Experience Map: Trip to Verona 1 <ul><ul><ul><li>Plan and book trip to new destination </li></ul></ul></ul><ul><ul><ul><li>acquire and retain new Y! Travel user </li></ul></ul></ul>
  6. 6. User Experience Map: Deciding where to go <ul><ul><ul><li>Deciding where to go, open to new ideas </li></ul></ul></ul><ul><ul><ul><li>engage and retain existing user </li></ul></ul></ul>2
  7. 7. Proposed Site Map
  8. 8. Design Implications <ul><li>General </li></ul><ul><ul><li>Product clarity / consolidation / restructuring </li></ul></ul><ul><ul><ul><li>Deals </li></ul></ul></ul><ul><ul><ul><li>Guides Pages Redesign </li></ul></ul></ul><ul><ul><li>New Navigation Model </li></ul></ul><ul><ul><ul><li>Tabs and/or </li></ul></ul></ul><ul><ul><ul><li>Contextual Search and/or </li></ul></ul></ul><ul><ul><ul><li>Tags-based </li></ul></ul></ul><ul><ul><li>Consistent page templates </li></ul></ul><ul><ul><li>My Travel Integration </li></ul></ul><ul><ul><li>Email Program (Project Postcard) </li></ul></ul><ul><li>Explore Destinations </li></ul><ul><ul><li>N/A </li></ul></ul><ul><li>Decide where to go </li></ul><ul><ul><li>Travel Guides / Regional Pages home </li></ul></ul><ul><li>Research destinations </li></ul><ul><ul><li>Regional pages </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Access to locals and other destination experts? </li></ul></ul><ul><li>Find and book flight(s) & hotel(s) </li></ul><ul><ul><li>Consistent hotel pricing, listings, and details </li></ul></ul><ul><ul><li>Search history integration with My Travel </li></ul></ul><ul><li>Plan activities </li></ul><ul><ul><li>Increase Trip Planner Flexibility </li></ul></ul><ul><ul><ul><li>Integration with My Travel </li></ul></ul></ul><ul><ul><ul><li>Collections </li></ul></ul></ul><ul><ul><ul><li>Trip Plans (options vs. scheduled itinerary) </li></ul></ul></ul><ul><li>Share trip experience </li></ul><ul><ul><li>N/A </li></ul></ul>
  9. 9. Navigation Models <ul><li>Standard / Tabs </li></ul><ul><li>Contextual Search </li></ul><ul><li>Tags-based TBD </li></ul>
  10. 10. High-Level UE Concepts | TMAIN (A)
  11. 11. High-Level UE Concepts | TMAIN (B)
  12. 12. UE Concepts | Research Home
  13. 13. High-Level UE Concepts | Destination Finder
  14. 14. UE Concepts | City Guide
  15. 15. High-Level UE Concepts | Destination Listings
  16. 16. Milestones <ul><li>11/01 </li></ul><ul><ul><li>Test plan (bucket, usability, etc.) </li></ul></ul><ul><ul><li>DD & Dev begins: </li></ul></ul><ul><ul><ul><li>Regional Pages </li></ul></ul></ul><ul><ul><ul><li>Known structure </li></ul></ul></ul><ul><ul><ul><li>Product, pricing, and listings consolidation </li></ul></ul></ul><ul><ul><li>Navigation Model Concept Development </li></ul></ul><ul><li>11/22 </li></ul><ul><ul><li>Navigation Model Concept Development </li></ul></ul><ul><li>12/01 </li></ul><ul><ul><li>DD & Dev begins: </li></ul></ul><ul><ul><ul><li>Navigation Model </li></ul></ul></ul><ul><ul><ul><li>Page Templates </li></ul></ul></ul><ul><ul><ul><li>Guides Redesign </li></ul></ul></ul><ul><li>12/15 </li></ul><ul><ul><li>Usability Testing, Bucket Testing, etc. </li></ul></ul>

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