OCEAN VIEW
A website for booking cruises
MY ROLE
UX/UI Designer
TOOLS
Figma, Axure
DURATION
5 months
THE PROBLEM
Most of the people prefer to book the first cruise thru an agent.
Why? Because they gets lost in the massive amount of information presented to them.
SOLUTION
To design a simple website with a clear flow and a friendly interaction that will help users feel confident and excited with their choice.
THE PROCESS
In order to utilize a solution-based approach to my problem, I applied the Design Thinking methodology.
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Interviews
Competitive analysis
(secondary research)
User persona
Travel journey map
Empathy map
User flow
Sketch
Mid fidelity
Design system
High fidelity
Feedback
EMPHASIZE
RESEARCH
INTERVIEWS
The goal of my research was to gain insight into what type of customer buys travel online.
I defined the categories of personas who might be interested to book a cruise online, then I conducted 15 interviews.
Participants:
- young adults (ages between 21 - 34)
- parents (ages between - 54)
- seniors (ages between 55 - 70)
DEFINE
PROBLEM STATEMENT
People find hard to book a cruise online, especially for the first time because of the massive amount of informations.
This stage involves synthesizing all the information gathered during emphasize stage and create the personas, travel journey map and empathy map.
USER PERSONAS
After I summarized all data from interviews, I created three user persona:
I used a specific scenario for each persona, to understand how the users might feel while trying to book a cruise.
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TRAVEL JOURNEY MAP
EMPATHY MAP
I created empathy map to gain a deeper understanding of my users behaviors, attitude and needs.
IDEATE
USER FLOW
The user flow helped me to determine the layout and the content of the website.
SKETCHES
Some of the sketches I made.
PROTOTYPE
MID FIDELITY WIREFRAMES
Some of the wireframes I created.
DESIGN SYSTEM
HIGH FIDELITY MOCKUPS
Some of the high fidelity mockups I created.
HOW DID I SOLVED USER'S NEEDS?
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Few things that users
will enjoy
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Kids friendly cruises - on the top of the page, for more visibility
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Senior cruises - large banner and fonts for easy access
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Live chat agent available
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Tips for people who book for the first time
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Recommendation on the first page
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Link to social media posts from other guests
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KEY LEARNINGS
- Doing the research and conducting the interviews before start designing was very helpful and I learned that I always have to go back to my User Personas and see which are their needs, motivations & frustrations in order to create a great user experience
- Working for the first time on Axure RP was very challenging but it proved to be a very good tool for prototyping.
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