Intrepid customers age over 50+ have difficult time finding a trip that
meet their needs
Design a new theme page for age over 50+ customers that provide
easy search and customizable options available.
1. Improve browsing and search tool
2. Create a new theme of group travel option for age over 50+.
1. Find comfortable group travel
2. Have more options choose and customize the trip
Our team researched other travel agencies that provide comfortable travel experience for older demographics. We were able to find and compare Elder Treks and Grand Circle Travel as their target market is for older demographics. To compare most visited online traveling booking website, we have included Expedia as one of our competitors.
As a team, we explored the website with a given purpose. It is to search, book and checkout a travel deal. We recorded our findings during the process in an expressive way.
Initial User Testing
In order to understand the users in the age over 50, we asked two lovely ladies in mid 50s to explore the website. We discovered some new problems and recorded them.
Affinity Map Result
This is a result of user survey. 6 out of 9 participants are over the age of 50+. Based on the responses we have received, participants prefer to travel with their own age group, stay in hotel, engage in medium level of activities; and travel booking priorities are price, destination, and dates.
Research Finding and Recommendation
Creating this chart helped us organize problems. We determined what methods we are going to use to solve for them.