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At Home Far Away - Travel Site

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This is a spec concept design for a travel site. It includes a design brief, interaction model, personas and user scenarios based on user interviews and ethnographic research.

This is a spec concept design for a travel site. It includes a design brief, interaction model, personas and user scenarios based on user interviews and ethnographic research.

Published in: Design, Travel, Business

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  • 1. 1
  • 2. “At Home Far Away” Travel SiteConcept Design StudiesTable of Contents Design Brief 1-2 Ethnographic Study Results 3-8 Personas 9-14 Interaction Model 15-18 By: Susan Oslin August 2009
  • 3. Design Breif Business Goals Target Users “At Home Far Away” is a company that has 10 boutiques throughout Southern • Male & Female California, established in downtown San Diego in 1992, they’ve expanded to • Although the stores are based in Southern California, the website will now several boutiques in the San Diego region and Orange County, finally opening 2 be open to all U.S. new boutiques in Los Angeles this past year. • Users that will use the site frequently and “spread the word” to network of • The company sells travel books & unique, high-end travel accessories family and friends (bags + misc. portable products) that “ease” the travel experience. • Can afford to purchase the products • They want to now create a website that would allow them to do the fol- lowing: •Frequent travelers that will actively use the “travel advice” and will hopefully purchase often • Sell directly online their products •Active users that will help generate site content for “rating & reviews” • Allow for customers to locate their physical stores and contact them + help populate the “travel advice” through email and phone • Provide online content around travel advice (including travel tips, spe- cific destination guides for hotspots around the globe, recommenda- tions for tour groups and travel agents) •Allow customers to rate and review products, contribute content as part of the “travel advice” • Allow customers to create and mange an account on the site where they can view their purchase history, profile information, wishlist and “tagged” site content for future reference (like a vacation spot article or travel tip)‘At Home Far Away’ Travel Site Design Breif 2
  • 4. Ethnographic Study: Survey Results Overview: Findings: Travel took on two distinct types, what we will call exploratory travel and task-based travel. Exploratory travelers that traveled the most preferred to deal with real human beings when Exploratory travel was purely leisure or adventure travel for vacation purposes, usually to researching and booking. Travel rewards that included perks to make travel more comfort- somewhere the traveler had not been or was not familiar with and a lot of activity was able were important to this group and a big incentive on what travel services they chose. planned. Task-based travel had a specific purpose, such as business, or visiting family and Task based travelers rely heavily on the internet for research and booking and carry hand- generally the traveler had been there before, was familiar with the destination, and gener- held devices with internet access. They too are motivated by rewards programs, but tend ally wasn’t planning a lot of extra curricular activity. Consequently the findings of these two to focus on frequent flier miles and financially based incentives. groups were charted separately as the trends tended to differed between the groups but tended to be similar within the groups. Exploratory travelers who use the internet were a lot were more interested in reviews, blogs, and online communities. Task based travelers tended not to be interested in online com- munities. Email as a primary form of communication ranked high for all types of travelers and internet Lessons Learned: users. To do the type of comparison that follows, establishing trends and patterns, requires a well defined set of questions and consistency in the interviewing process. It was only after a number of interviews had been taken was it clear the type of data that would be most useful to collect. Therefor, this study can only be used for qualitative research and only a few very broad generalizations can be made. This type of qualitative research is great for gathering ideas and helping to define the problem and project parameters, but no real quantitative data can be gathered. Response Key Susan Vern/Fran sHeila Bart Mike Louise Nancy/Mike Charlen Joey‘At Home Far Away’ Travel Site Survey Results 4
  • 5. Ethnographic Study: Survey Results - Exploratory TravelersInternet Usage Travel Frequency: Exploratory2-3x/wk daily 2hr/day 4hr/day 6hr/day more than 8hrs/day 1x/1-2yrs 1x/yr 2x/yr 6x/yr 12x/yr S H V N H S N VInternet Shopping Travel Duration: Exploratorynever rarely occasionally often nearly all online 2-3days 1wk 2wk 3wk 4+wks S NV H SH V NInternet Banking/Finances Primary Travel Research Methodnever rarely occasionally often nearly all online personal network agent/service literature online V HN S NV HInternet Leisure Secondary Travel Research Methodnever rarely occasionally often nearly all online personal network agent/service literature online SV HN SN H VInternet News Method of Travel Preparationnever rarely occasionally often nearly all online in store agent/service phone online V N H S HNInternet Social Networking Method of Travel Bookingnever rarely occasionally often nearly all online agent/service phone direct online direct online portalSV HN N V S HVPrimary Preferred Method of Communication Preferred Method of Purchase for Travel Geartext email phone face to face store travel store airport online SHV SN HSecondary Preferred Method of Communication Travel Geartext email phone face to face accessories clothing/comfort hand held w/ internet kindle laptopH SV N SH H HHandheld Device Desired Functionality prep. articlesphone only phone/text/photo blackberry iPhone fashion weather activities planning reviews or video rewards photo sharing blogV H S SH N SH N S NV SH N HN‘At Home Far Away’ Travel Site Survey Results 6
  • 6. Ethnographic Study: Survey Results - Task-Based TravelersInternet Shopping Travel Frequency: Task-basednever rarely occasionally often nearly all online 1x/1-2yrs 1x/yr 2x/yr 6x/yr 12x/yr B M H L H M BLInternet Banking/Finances Travel Duration: Task-basednever rarely occasionally often nearly all online 2-3days 1wk 2wk 3wk 4+wks H BL HML BInternet Leisure Primary Travel Research Methodnever rarely occasionally often nearly all online personal network agent/service literature online HM L B B HM LInternet News Method of Travel Preparationnever rarely occasionally often nearly all online in store agent/service phone online ML HB HM BLInternet Social Networking Method of Travel Bookingnever rarely occasionally often nearly all online agent/service phone direct online direct online portal L M B H HM B LPrimary Preferred Method of Communication Preferred Method of Purchase for Travel Geartext email phone face to face store travel store airport online HL MB HM H LSecondary Preferred Method of Communication Travel Geartext email phone face to face accessories clothing/comfort hand held w/ internet kindle laptopH MB L L HL H M BL L HHandheld Device Desired Functionality prep. articlesphone only phone/text/photo blackberry iPhone fashion weather activities planning reviews or video rewards photo sharing blog ML HB B HM B L HM L HM HM B L H‘At Home Far Away’ Travel Site Survey Results 8
  • 7. Persona: Retired Jet SettersFrank and Delores are lucky enough to travel around the world nearly50% of the year. They own 5 timeshares and are ‘Elite’ Princess cruisers. Twice a year they take a 3-4 week vacation • Frank and Delores are planning a 4 week vacation to tour Italy. They’ve booked a package for a portion of the trip through the American Express affiliates at ‘At Home Far Away’ via phone and now want to begin plan- ning their their solo excursions.to a distant land or a 2-3 week cruise. They take monthly jaunts for a week or so to resorts in the states as well asabroad by trading in points from their time shares. Seasoned travelers, they expect to be rewarded for their loyalty. • To simplify the online experience, the phone attendant has already cre-Service, perks and pampering are key to these old world travelers with traditional values. ated their account for them and has even confingured some of the basic fucntionalilty according to their preferences. A welcome email has been sent with all the relevant details including a direct customer support num- ber should they need additional assistance. Profession: Retired CPA and • They come to the site to first verfiy their itinerary and check the status of HR administrator their travel awards account. Income: mortgage paid, $96k Age: 65 and 70 • Both locactions offer suggested links to related interests such as travel gear, articles and reviews, points of interest near their destination andAttributes: upcoming scheduled events at the store. • The internet is a compliment to their primary research through their personal network and agents. They like interacting with real people and want that same kind of feel online whenever possible. • Delores sees an announcement for a packing seminar and follows that link. The packing seminar is held at their local store, but on an evening • If traveling somewhere new they are likely to speak directly with an agent, however are more likely to book directly online when traveling to a familiar when Frank has a conflict. place or cruise line. • Frank sees that the event will be recorded and available online at his • They are very knowledgeable about traveling and need less information than they do ways to make traveling more comfortable or luxurious. They leisure and requests to have an email reminder sent to him when the ses- are highly motivated by finding the best deal and the best deal means the best overall experience, not the lowest price. sion is ready for review online. • To purchase a travel guide, luggage, or other travel gear they are more likely to purchase in the store directly. They will go to the site to browse, •Delories decides she would like to go and mingle with other traverlers. review and price compare, put prefer to touch and feel for final purchase. In-store incentives to visit the site are important. She reserves a seat and selects to have an email reminder a few days prior to the event. They both earn awards points for participating. • Staying connected to their loved ones is important and having internet access for email is a requirement to any travel experience. • Now they decide to browse the books for a travel guide to Italy. They see that there are hundreds to choose from and and glad that like minded travelers have left reviews, and that the store has a reccomended reading list.Triggers: Barriers: • After reading some of the reviews and investigating the traveouge of •Simple interface, not too many options or details. Choices and •Complex interfaces that try to do too much can be overwhelming several of the reviewers, Delores still has a few questions. processes should be clearly delineated. and frustrating. They expect the site to help them clarify their travel planning and the process to be easy. • She connects to the online chat and engages in a delightful exchange •Lots of opportunity to build rewards points with a clear indication with a young woman who was just in Italy last year. Delores now is con- of how to do so and what the benefits are. • Excessive graphics, media, animation, moving parts, anything per- fident in her book selection and has also decided to purchase a rail map ceived as too fancy (complicated) makes them uncomfortable. as suggested by the service agent. • Easy way to make comparisons between product offerings and how their offerings compare to competitors. • Inconsistencies between the in-store and online experience. • After Frank and Delores have spent some time with their materials they look forward to returning to the site to purchase their rail pass and earn • Profound level of customer service, the experience of being taken additional rewards. care of and knowing that ‘At Home Far Away’ is one step ahead and providing what they need before they have the need to ask.‘At Home Far Away’ Travel Site Personas and Scenarios 10
  • 8. Persona: Scholarly ExplorerKatherine , a single mom with a grown son, is a sociology professor at UC San Diego. Sheteaches the Fall and Spring semesters and has her summers off. Every summer she takes a 4-6 weeks to explore a • The Fall semester is starting up and Katherie wants to finish docu- menting her recent trip to Africa. She logs into her account to update her travelouge. There are several reviews she wants to write about guides she hired and tucked away treasure they brought her to.new culture. Although Katherine may spend a portion of her time on an organized tour, she is adventurous and wantsto experience the culture as natively as possible and looks for alternative lodgings and ways to explore. She trusts • When she finishes her reviews and uploads some of her photos, sheher peers and looks for real people sharing their actual experiences. As a scholar she respects the advice from the pokes around the travelouge to see where other travelers have gone and learn about their experiences.experts, but prefers travel advice from those that have ventured off the beaten path. • There are a few like minded adventure travelers she has met through this service and she likes to keep up on their recent posts. Ken is cur- Profession: Sociology Professor rently in Peru and Katherine becomes intrigued by his posts. She does Income: $85k/yr a search for Peru to see what other travelers have to say. Some pretty Age: 47 interesting people and excursions are found, she tags and save them to her favorites.Attributes: • Peru is sounding pretty good for next Summer’s trip. She moves over • Katherineis an information junky, and wants to be an expert on the area she is traveling. She wants to know not only the best lodging, restaurants, to the affiliates section to see who has excursions to Peru. Overseas and sight-seeing, she wants to immerse herself in the culture and live ‘among the people’. Adventure Travel has a backpacking trip to Machu Pichu that includes an optional Amazon River tour. These are tagged and saved to her • She will spend hours on end researching and digging for authentic cultural experiences outside of the tourist routes. She relies heavily on the writ- favorites. ings of like-minded people and is happy to take the time to share her experiences. • Using the context sensitive sidebar external links, she goes about • Althoughthe internet and technology play an important part of her daily life and in the preparation for the trip, she travels light and wants compact, researching Machu Pichu and the Amazon River. unobtrusive gear. She’s willing to bring technology with her if it enhances her experience, but not to stay connected to her daily life. • Getting very excited now, she goes back to ‘At Home Far Away’ and • One who immerses herself in everything she does, Katherine will happily go to the store for purchases and talks, and is equally happy shopping searches for camping, hiking, and canoe/kayak equipment. She sees and viewing online. There is as much joy in the planning of the trip as there is in being on the trip so she spends months researching, preparing and that both Ken and several others have reccommended a resaonably planning her trip and looks for as many avenues as she can to absorb information. priced all weather sleeping bag. • In addition to the scholarly papers she publishes, she is happy to share her insights and experiences with the travel community and writes articles • Too early to make purchases for next years trip, she tags and saves it both on and offline. She is also an active contributor to the live presentations at ‘At Home Far Away’. to her favorites. Remembering that her friend Alex is preparing for a 2 week river rafting trip down the Colorado river, she sends him a link to the sleeping bag and invites him to create a profile so he too can share his adventures.Triggers: Barriers: • Katherine wants to be stimulated and gets excited about planning • Same old same—she wants something a little special, thought • Before leaving the site, Katherince submits an application to give an a trip, but not in any kind of superficial way(excessive media, anima- provoking—a unique experience. in-store presentation on preparing for safari. tion)—simply the allure of a far away culture will draw her in. The mystic of travel is important. • Poorly organized content that is not well tagged, hard to find, hard to get back to. •She wants lots of content and information about the best way to prepare, as well as the destination and culture itself. • Superficial marketing messages, over sell and hyped up content. • Access to additional resources that ‘At Home Far Away’ is not able to provide is valuable and appreciated. • A robust community both online and offline. As a single woman Katherine enjoys connecting to the community and would appreci- ate a way to network with other single travelers. • Well organized content presented in easily digestible levels of de- tail.‘At Home Far Away’ Travel Site Personas and Scenarios 12
  • 9. Persona: Savvy Business TravelerDaniel , engaged to be married to Fiona, is a marketing director for an advertising agency. He travelsfor his business two to three days a week, one to two times per month. An early adopter, Daniel is always looking for • Daniel just got out of a client meeting in Manhattan. • If traveling somewhere new they are likely to speak directly with an agent, however are more likely to book directly online when traveling to a familiar place or cruise line.the next best thing in everything he does. If he could, he’d put his whole life into his iPhone, so is always looking foriPhone apps to make his life easier. He and his fiancé, an international installation artist, are always on the go so stay- • They are very knowledgeable about traveling and need less informa-ing connected while mobile is critical. If they can’t take it with them, it’s of little use. Daniel also travels abroad several tion than they do ways to make traveling more comfortable or luxuri- ous. They are highly motivated by finding the best deal and the besttimes a year in support of his Finona’s installations. deal means the best overall experience, not the lowest price. • To purchase a travel guide, luggage, or other travel gear they are more likely to purchase in the store directly so in-store incentives to visit the Profession: Marketing Director site are important. They will go to the site to browse, review and price Income: $120k + bonuses compare, put prefer to touch and feel for final purchase. Age: 32 • Staying connected to their loved ones is important and having internetAttributes: access for email is a requirement to any travel experience. • It’simportant for Daniel to stay abreast of advances in technology and to be active in online communities. When he finds a useful site or application he likes to exploit it completely and share it with his communities—to be the first, most, best, biggest, etc. •The internet is a compliment to their primary research through their personal network and agents. They like interacting with real people •He expects sites to be smart, data driven, and for technology to be taken advantage of. If data is collected in one place and useful in another, he and want that same kind of feel online whenever possible. expects there to be a connection. An unsophisticated use of technology is a turn off, he won’t be impressed and likely not to engage. • If traveling somewhere new they are likely to speak directly with an • As the marketing director, he is expected to be the one in the know at his company and people look to him for information, so he likes to share in agent, however are more likely to book directly online when traveling to real time his travel experiences—outcomes from business meetings, conferences, etc. Consequently and out of habit, he also enjoys sharing in real a familiar place or cruise line. time his personal travels with friends and family. • They are very knowledgeable about traveling and need less informa- • With such a busy schedule Daniel has little time to do research when planning travel. He wants information to be centralized, his findings stored tion than they do ways to make traveling more comfortable or luxuri- and easily accessible when needed. ous. They are highly motivated by finding the best deal and the best deal means the best overall experience, not the lowest price. • To purchase a travel guide, luggage, or other travel gear they are more likely to purchase in the store directly so in-store incentives to visit the site are important. They will go to the site to browse, review and price compare, put prefer to touch and feel for final purchase.Triggers: Barriers: • Use of best practices and current trends i.e. ‘smart’ forms, auto • Stodgey, boring design and static content. • They are very knowledgeable about traveling and need less informa- complete searches, cross referenced tags between areas within the tion than they do ways to make traveling more comfortable or luxuri- site, and pulling of live data from other sources where appropriate. • Barren community content, lack of community participation. ous. They are highly motivated by finding the best deal and the best deal means the best overall experience, not the lowest price. • Sleek, smart, forward thinking design, not just visually but also the • Difficulty in retracing steps, or retrieving previously viewed or experience and interaction. tagged content. • To purchase a travel guide, luggage, or other travel gear they are more likely to purchase in the store directly so in-store incentives to visit the • Use of mobile apps to enhance the site experience. •Anything that is perceived as time consuming or not immediately site are important. They will go to the site to browse, review and price obvious. compare, put prefer to touch and feel for final purchase. • Ways to gain recognition in the community and ease of sharing with friends within and outside of the ‘At Home Far Away’ com- • Staying connected to their loved ones is important and having internet munity. access for email is a requirement to any travel experience.‘At Home Far Away’ Travel Site Personas and Scenarios 14
  • 10. Introduction: Findings: The site is designed based on the initial business goals and the subsequent re- Exploratory travelers that traveled the most preferred to deal with real human be- search to back those goals. In order to reach the business goals of developing ings when researching and booking. Travel rewards that included perks to make a strong community and active use of the site to promote sales, certain offline travel more comfortable were important to this group and a big incentive on what characteristics were determined necessary. Our research concluded there are travel services they chose. two main types of travelers, exploratory, and task-based. Exploratory travelers Task based travelers rely heavily on the internet for research and booking and and more likely to develop a strong relationship with the site. These travelers still carry hand-held devices with internet access. They too are motivated by rewards rely heavily on various travel agent services and real person interaction. Conse- programs, but tend to focus on frequent flier miles and financially based incen- quently we felt that affiliations with these types of services and strong ties to the tives. in-store experience would be key in developing loyalty. Exploratory travelers who use the internet were a lot were more interested in re- views, blogs, and online communities. Task based travelers tended not to be Features: interested in online communities. Merchandise Email as a primary form of communication ranked high for all types of travelers Trip Planning and internet users. User Account Travelogue Mobil Application‘At Home Far Away’ Travel Site Interaction Model 16
  • 11. Interaction Model Staff Careers Contact Security/ Privacy Policy About Store Locator Internal Links Returns Customer Related Content Service Shipping External Links Live Chat Related Content (aggregated and Sizing Guide Context Sensitive filtered RSS) *Webcasts *In-person Narrowing Auto Suggest Shopping w/ photos How-to/Tips Clothing Articles Cart Presentation and Videos Global Calendar Accessories/ Search Gear/Gadgets * Member Submissions Search Search Merchandise Trip Planning Specials Merchandise Trip Planning Overseas Travel (clearance) Search Adventure Travelogue Featured Article Featured Expert Items Travel Books,Maps and Travel Guides Articles * * Affiliate Travel Planning Services atHomeFarAway.com Rail Pass *Merchandise *Travel *Recommended Reviews Featured Companion *Excursion Reading Member Reviews Amex Travel Attribute *Rate Traveler Ranking Sort by: Review date best Itinerary worst My Account useful Photos *Travelogue Rewards Tagged Content Blog/Tweets Recommend: Wish Mobile App Order History Restaurants List and Tracking Hotels Activities‘At Home Far Away’ Travel Site Interaction Model 18