Zeit

Designed a responsive e-commerce site for Zeit, offering unique time travel packages and crafting a brand that blends modernity with historical charm.

Background

Zeit is a groundbreaking e-commerce platform offering time travel adventures to curated destinations. Our brand blends modern innovation with historical elegance, providing a unique and unforgettable experience. We cater to history buffs, science fiction enthusiasts, and anyone seeking extraordinary travel. While time travel presents unique challenges, we prioritize safety and ethical considerations to ensure a responsible and immersive journey.

Goal

Our research aims to gain a better understanding of what potential Zeit users expect from booking time travel online such as: What eras and destinations users want visit? What kind of unique experiences do users want to partake in? What kind of exotic gourmet meals do they want to eat?

Assumptions/Risk

  • Technological Adoption: While time travel technology is groundbreaking, users might need time to adjust to this new concept. Ensuring a smooth onboarding process and providing clear information about the technology can mitigate this risk.

  • Safety and Health: Implementing rigorous safety protocols is crucial to protect travelers' well-being. Addressing potential short-term and long-term health concerns, such as radiation exposure or psychological effects, is essential.

  • Affordability: Time travel experiences might be initially expensive. Exploring flexible payment options, tiered pricing, or partnerships with financial institutions can help make them more accessible to a wider audience.

Competitive Analysis

Indirect Competitors

Strengths

  • Unique accomodations and experiences.

  • Easy to use.

  • Appealing design.

Weakness

  • Lack flight booking options.

  • Don’t offer travel packages.

  • Service fees.

Strengths

  • Provides hotel, adventure, restaraunts, and flight bookings.

  • Offers flight comparison.

  • Reviews from users.

Weakness

  • Have to book flight in a different window.

  • Doesn’t offer direct transaction/refunds.

Strengths

  • Unique accomodations and experiences.

  • Easy to use.

  • Appealing design.

Weakness

  • Lack flight booking options.

  • Don’t offer travel packages.

  • Service fees.

Strengths

  • Space tourism.

  • Novel experience.

  • Strong brand awareness.

Weakness

  • Very exclusive.

  • Early stages in development.

  • Lack of customer service.

Summary of Findings

To gain insights into the travel and space tourism industry, I conducted secondary research on existing companies. While time travel is a novel concept, I identified indirect competitors based on their business models and the shared desire of people to explore new destinations.

Key Findings:

  • Travel Desire: People have a strong inclination to travel and experience new places.

  • Comprehensive Offerings: Providing users with options for transportation, accommodations, and dining is essential for a satisfying travel experience.

  • User-Friendly Interface: A user-friendly and feature-packed interface is crucial for attracting and retaining customers.

Wants

  • Novelty and Exploration: Users are drawn to the unique and exciting experience of time travel.

  • Nostalgia and Familiarity: The ability to revisit familiar places in different time periods is appealing.

  • Convenience and Efficiency: Users value a streamlined booking process and the ability to save time on planning.

  • Personalized Experiences: Tailored recommendations based on user preferences and interests are desired.

  • Nature and Wilderness: Opportunities to interact with nature and explore uninhabited spaces are highly valued.

  • Authentic Experiences: Users seek immersive experiences that allow them to truly connect with the past or future.

Pain Points

  • Planning Complexity: Traditional travel planning can be time-consuming and frustrating.

  • Information Overload: The abundance of options can be overwhelming for users.

  • Booking Challenges: Coordinating transportation and lodging can be difficult and inefficient.

  • Terms and Conditions: Understanding complex terms and conditions can be a barrier.

  • Cost Concerns: Affordability can be a concern for some users.

Persona

After conducting all research, I have created a target persona that would most be interested in our product.

Card Sorting

The Goal

To gather a census of how users expect to locate options in specific categories to justify the information architecture, workflows, menu structure, or web site navigation paths.

The Process

  • The goal is to gain insight on how users categorize information in order to create an intuitive experience for Zeits new time travel website.

  • 20 cards were created online at optimalworkshop.com.

  • 6 participants were asked to go online and participate in a closed card sort.

  • The categories included: Things to do, Destinations, Places to stay, Account.

  • After participants were done the data was collected and analyzed.

The Cards

The Results

  • All participants were able to perform this task to 100% completion.

  • Based on the results, I determined a census of above 50% would result in the card falling under the specified category.

  • The analytics gathered in this study will provide insightful feedback that will be carried over in building the sitemap.

  • Even though I am happy with the results I could see how a hybrid card sort would be beneficial.

Sitemap

Using the card sorting data, I created a sitemap and arranged the categories as shown below. I referred back to my competitive analysis of indirect competitors to further develop the content and navigation. I wanted to ensure users were able to shop by experiences rather than locations. We focused on the actual overall experience of time travel with events rather than destinations.

Task Flow

Branding and Visual Design

For the Zeit brand, I aimed to create a visual identity that is both modern and timeless, reflecting the exciting and mysterious nature of time travel. The brand needed to be instantly recognizable and evoke a sense of adventure and exploration.

Sketches

Sketches were instrumental in visualizing how design elements like navigation, card placement, and CTAs could best support the information architecture defined in the card sorting and sitemap.

Lo-Fi Wireframes

Lo-fi wireframes were created to iterate on the design elements explored in the sketches. This low-fidelity approach allowed us to identify potential usability issues and refine the information architecture before investing in high-fidelity designs.

Responsive Design

Responsive design ensures a seamless and consistent experience for users across all devices. By adapting to different screen sizes and orientations, the Zeit website provides optimal usability and accessibility.

Hi-Fi Wireframes

High-fidelity wireframes were developed in Figma to refine the design elements explored in the lo-fi wireframes. By focusing on a mobile version, we ensured a seamless experience across all devices. This stage allowed us to hone in on essential features like search, travelers, and dates.

Prototype

Zeit experience booking process.

What I Learned

This project proved to be a valuable learning experience, especially as the first design project of the bootcamp. Designing a product that didn't exist on the market pushed me to think creatively and approach problem-solving in new ways. I gained valuable insights into user research, information architecture, and interaction design.

The skills and knowledge I developed in this project can be applied to future design projects, regardless of the product or industry. I recommend focusing on understanding user needs, conducting thorough research, and iterating on designs based on feedback.

For future Zeit projects, I would suggest exploring additional features, such as social sharing or virtual reality experiences, to enhance the time travel experience.