Bringing history to life: booking travel with Zeit


Overview

Time Travel is now possible thanks to Zeit, a new subsidiary of Virgin. Zeit offers 289 travel packages all over the world and dating back in time to the Prehistoric Era.

Notes
Pen + Paper, Optimal Sort, Figma
80 Hours
DesignLab | UX Academy
My role
UX/UI Designer
  • Research 
  • Wireframing
  • UI + Brand
  • Testing
Mark

Background

Time travel is a new type of tourism that Zeit hopes to bring to the forefront of modern travelling. Backed by the Virgin empire, Zeit offers safe and secure time travel packages. Packages are all inclusive travel experiences that offer food, lodging, and entertainment within controlled past environments.

Zeit is set to enter the travel industry as travellers are  becoming more conscious about health, wellness, and personal growth. Individuals are more likely to spend money on particular experiences, rather than goods. Within the travel industry there is a premium set on convenience and quality. The majority of travellers are between the ages of 18 and 35 and depend on social media to decide where to travel. Social media privleges aesthetic, “instagramable” lifes, and as a result Gen Z and Millenials are motivated by images of “affordable luxury.”

Goal

Zeit is looking to create a brand that reflects a novel look without safcrificing the connection with historicity. They also need a responsive site that is oriented towards selling their unique travel packages.

Solution

  • A brand that balances the past with the present
  • A responsive site that features travel packages in an easily browsable and digestible format
  • A smooth checkout process

Research

Methods
Market Research Competitive Analysis 1-on-1 Interviews
Not knowing much about the travel industry, apart from personal experiences, I oriented research around these questions:

  • Who is travelling and why?
  • What motivates individuals to book with one company over another?
  • What factors do people consider when booking travel options?

Competitive Analysis


Identifying how potential competitors feature travel packages and common patterns for filtering and searching.



1-on-1 Interviews


4 interviews
Audio recorded
Particpants between ages 25-35
Planned, purchased, and travelled

Pain Points:

  • Non-transparent pricing
  • Inefficient booking options
  • Tack-on or unexpected costs
  • Repeating previous travel experiences
  • Rigid itinerary

Users Need:

  • To know the cost of big expenses upfront.
  • The ability to customize, but not have tack on costs.
  • Expensive trips to feel special and new


Slide through︎

Defining Zeit

Methods
Card Sorting
Sitemap

Product Features

Card Sorting

Using Optimal Sort, I had 10 participants sort cards that featured different trips Zeit might offer.

Results

  • Include multiple classification styles for content (time period, region, activity)
  • Use Time Periods as primary taxonomy
  • Utilize like concepts to make different feature categories (e.g. “Humans in Motion,” “Historical Events in July” 

Reevaluating Assumptions

My research focused on the planning, browsing, and booking of trips. It failed to take into account trip content. As a result, I realized the particpants and low confidence in their knowledge of history. I had assumed most individuals would feel comfortable choosing events in established time periods and know what major events were.

To address the gaps in my project, I added two additional User Needs:

  • A way to learn about historical events and chronology.
  • A system to highlight events based on theme or activity that would appeal to users.


I depended on the sitemap to think through the inter-realted navigation I envisioned. 


Amy Pippa Nardie-Warner
UX/UI Designer
New York City