Intrepid, a group travel agency, will be creating a new theme page to offer more flexible travels for older demographics. The company seeks to upgrade its’ digital experience for this new offering. My team and I worked together to create a website that provides more options to accommodate travelers over the age of 50+.
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
Project Manager, UX Researcher, Wireframes
High Fidelity Prototype
Play the video to see how new Intrepid website looks when customizing travel before booking!
Research and Design Method
Competitive Analysis, User Journey Map, Initial User Testing, User Heuristic Evaluation, User Survey, Finding and Recommendation Matrix, Information Architecture (User Flow & Sitemap), User Interviews, Personas, Sketches, Design Studio, Usability Testing
Identified competitors to understand services they provide for their customers including online booking and trip customizations.
User Journey Map
Created a journey map to see how users feel when searching for a trip. Our team set a list of tasks and a goal to complete a trip order so that we can actually experience the booking journey.
Initial User Testing
Similar to user journey map, we had two users in their 50s’ to complete a task on Intrepid website. During this stage of research method, we had discovered both the users have used iPad to complete the task. The result of initial user testing changed our entire perspective of viewing this website. We learned users at this age range look for different options compared to younger demographics. We decided to focus on what these users have addressed and incorporate their comments into our problem solving.
Conducted a survey in order to examine what users look for when searching and surfing through travel websites. This data provided information on what customers expect to see and what they want to see. To understand their needs, our team paid a close attention to group of respondents over the age of 50.
Finding and Recommendation Matrix
After discovering some problems, our team created ways to solve for them and how to improve user experience. We carefully focused on our travelers over the age of 50. So when they are using the website, we want them to easily locate different options, while they pay a close attention to trip information.
Our users are narrowed down to a specific demographics. We generalized people in their 50s, and created a persona who is open to try new exciting things.
Scenario: Jerri is looking to book an age 50+ group travel trip for herself to Croatia that fits her needs.
Problem Statement: Jerri wants to book a group travel to Croatia, but is having a hard time finding a trip that caters to her needs.
Solution Statement: Design a theme page for Intrepid that caters to the preferences of travelers over the age of 50.
According to our data, we discovered users over the age of 50+ prefer to use iPad or tablet devices for reading articles, streaming videos and using search engine. They just simply like to use handy device at all times because bigger screen allows users to enjoy their experience comfortably. Due to this convenience, our team believed it would be pleasant to create website for both desktop and iPad view.
This project was our very first team project. In order to effectively work as a team, I learned to stay open minded and calculate goals in order to successfully reach them.
When our team understood our prime users are in a specific age range, this helped us focus on learning their needs. I believe doing initial testing with users in 50s’ was a main turning point and it really helped us to understand further.
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