What I Learned

Quantum was a rewarding first foray into building a minimum viable product. More than anything I realized my natural inclination towards and fascination with human behavior.

Although designing for users and markets that don’t exist was a welcome challenge - I look forward to creating products and solutions for real world users backed by user research.

• Simplicity is key

  Every word, color, space and image commands attention and therefore should have a purpose. Anything extra distracts the user from completing their tasks.

• Straight to the point

  After completing usability testing I realized that extraneous steps were included in the checkout task flow. I pared it down to the absolute necessities in order to get the user through the checkout process as efficiently as possible.

• Collaboration makes the world turn

  Teaming up with my mentor and my DesignLab peers offered me a wealth of knowledge, support and direction that in turn added to the success, depth and intelligence of my designs.

Design Process

My design process spanned from discovery research through usability testing.

I used the Design Thinking framework to guide and support my development of Quantum’s MVP.

Phase 1: Empathize via Research

Research Planning

Research Goals

• Understand potential user’s travel preferences and motivations

• Understand what potential user’s view as a positive planning experience

Challenges

• Designing for a user and market that does not exist (yet!)

Assumptions

• Users of traditional travel planning products would also use a product geared towards time traveling

Methodologies

• Competitive analysis

• Discovery interviews

Competitive Analysis

I chose this method because it allowed me to monitor current travel trends, design patterns and favored booking practices.

Competitive Analysis Insights

• 82% of all travel bookings in 2018 were made online without human interaction

• 80% of travelers book travel via desktop

• 72% of mobile bookings happen within 48 hours of booking via last-minute Google searches that include the words ‘tonight’ and ‘today’

• 70% of all customers do their research on a smartphone

• Chatbots increase revenue

• Customers are typically traveling for luxury, novel experiences or a financial deal

Discovery Interviews

Interviews allowed us to learn directly from travelers how they plan travel and what role traveling plays in their lives.

I created a detailed and unbiased script that I used to interview 5 research participants. This discovery research took place remotely.

Participant Demographics

• 5 participants

• Aged 30-36

• Income of $100-$150k

• Bachelor’s degree education level

• No children

• Smartphone and computer users

Discovery Interview Insights

• 100% of participants travel to see friends

• 100% of participants travel for nature

• 100% of participants travel for novel experiences

• 80% of participants prefer Airbnb to book housing accommodations

• 80% are not motivated by saving money

• 60% use a desktop to book travel

60% of Participants Shared these Frustrations:

• Managing logistical details

• Experiences that are not as advertised

• Outdated all-in-one booking sites (ex: Expedia, Kayak)

60% of Participants Shared these Desires:

• Straightforward booking processes

• Novel experiences

• Someone else takes care of the logistics and itinerary

Phase 2: Define via Research Synthesis

Defining Quantum’s User

User Persona

I presented this empathy map to my mentor and peers, articulating what I know about Quantum’s typical user.

Defining Quantum’s Goals

Research Synthesis Insights

• 100% of participants want novel experiences when traveling

• 80% of participants want straightforward booking processes

• 60% of participants want someone else to take care of the travel logistics and itinerary

• My participants can be a target customer for time traveling if I create a booking experience that they find easy, transparent and helpful

Phase 3: Ideate via Research and Design

Card Sort

Participants

• There were five total participants

• One participant did not complete the card sort, so their data was not used

• Sorting took an average of five minutes per participant

• Participants ranged in age from 19-59.

Approach

• Virtual participation took place via Miro

• Users sorted 29 cards using the open sort method

Cards

Card Sort Insights

• 100% of participants identified painting and Kintsugi as activities

• 100% of participants created a category that identified cards as experiences

• 75% of participants created a category that identified cards as historic events

• 75% of participants groups cards by time period

• 50% of participants split cards into 4 categories

• The other 50% of participants split cards into 6 categories

• 50% of participants grouped the prehistoric events together

• Only one participant identified time travel as a category

Information Architecture Assets

Site Map

Task Flow

User Flow

Lo-Fi Wireframe Sketches

Responsive Mid-Fi Wireframes

Desktop, ipad, iphone shown below from left to right.

Branding and UI Design

Moodboard

Style Tile

UI Kit

Phase 4: Prototype via Design Ideations

Hi-fi Desktop Prototype

This part of the design process was really exciting for me because all of my previous research and analysis started to take shape digitally.

The hifi desktop prototype, created for usability testing, allowed the user to search travel destinations and book a trip.

Phase 5: Usability Testing via Prototype

Usability Testing

Goals

• Observe participant’s interactions

• Understand any pain points

• Understand the means and preferences for search

• Get feedback on the layout of information

• Understand what information the user values

• Determine areas of improvement

Participants

Erica: 33, Social Worker, Travel Enthusiast

Josh: 31, Product Manager, Nature Lover

Claire: 35, VP of Digital PR, Yogi

Jake: 31, Digital Marketing, Music Lover

• All participants were recruited via my personal network

• Two participants were a part of the discovery research phase

• All participants love traveling and value novel experiences

• All participants have booked travel online

Methodology - In person, recorded using my computer.

User Task - Book a trip the the Taj Mahal using the Quantum prototype.

Affinity Map

Usability Testing Insights

100% of Participants Agreed:

• Participants were unaware that the homepage continued past the initial hero image and CTA

• Each participant only searched for a destination via the search bar

• The information shown on the summary card on the destination page should be editable

• Provide explanation around all instances of pricing

• Simplify the trip summary information on the Confirm and Pay pages

• Move accommodations above activities on the Destination page

75% of Participants Agreed:

• Include links to suggested next steps on Confirmation page

Feedback from Half of Testers - 50%

• Need clearer labels for assorted content (homepage sections, smart search bar titles).

• “Why do you need to pick accommodations and activities before booking?”

Prototype revisions

Priority revisions (implemented):

• Resizing hero image so it’s clear there is more to the homepage than just itself

• Added labels to sections on the homepage, the search bar and pricing breakdown that are more direct and descriptive

• Adding placeholder text in data entry fields without a label

• Placing accomodations before activities on Destination page

• Not requiring a user to choose accommodations or activities before booking their trip

• Including links to next steps on confirmation page

Secondary revisions

• Add a payment plan payment option at checkout

• Add travel insurance option at checkout

• Include navigation menu at the top of the homepage

Low priority revisions

• Redesign graphics and UI to evoke the novelty and cutting edge technology of time travel.

Updated Prototype

The updated prototype reflects the priority revisions. The prototype is currently enabled for the task: book a trip to the Taj Mahal.