I N T R E P I D T R AV E LG E N E R A L A S S E M B LY U X D I 2 0 1 3 S T U D E N T P R O J E C T

A B O U T T H E P R O D U C TIntrepid is an adventure travel company for people who want to discover something wonderful without the burden of planning for it. We create group adventures that are safe, fun, and inspiring. Unlike other travel sites we give users a genuine insight into what they might experience by providing extensive reviews, detailed maps, and a wide array of photos from our trips.

A B O U T T H E P R O J E C T

Our UXDi team was asked to improve the navigation for users who want to search within a designated time frame. We were also tasked with improving browsing and searching for trips for an older target demographic that would be interested in a new category of “comfort” travel.

– R O B , 3 9

“A friend of mine posted a photo of New Zealand on Flickr, and I just had to go there.”

K A R E NT R AV E L N E W B I EKaren really doesn't want to spend another Christmas and New Years in the States!

A G E : 3 1

Karen has lots of vacation days to use and is tired of seeing photos of her FB friends traveling around the world. It is time to go and get out there.

M O N E Y M AT T E R S

She really likes locally made hand crafted items and would enjoy the experience of bringing world cultural items to her friends. Etsy and shopping online is not enough anymore she wants the arts and crafts of the world.

T R AV E L L I F E

Her college friends have all started to visit other countries and raved about their life changing experiences. A couple of her friends said they want to travel somewhere beautiful and inspiring soon, and since Karen is concerned about her safety as a single woman, she wants to travel with them. They are looking for resorts with all the amenities and also opportunities to see unique culture and sites and eat great food. They just don’t want to be in large touristy tour groups replete with fanny packs. !!

T E C H P R O F I C I E N C Y

iPhone/iPad Mini/Macbook air

Karen knows her way around technology and enjoys the effortless connectivity of Apple Products. She has owned a iPhone since day one. She is on Facebook all the time as well as Twitter and Instagram.

“ I WA N T A N E W E X P E R I E N C E ”

T R AV E L F R E Q U E N C Y

- S A R A H , 2 8

“Type a quote here.” “I check TripAdvisor to find the best things to do

wherever I go.”

F R E DT R AV E L E X P E R TFred has been to a lot of places and wants to see more!

A G E : 3 8

Fred has done a lot of traveling and has always planned his own trips. A friend recommended him to Intrepid saying that they have the best group trips, so he thought he would give it a try.

M O N E Y M AT T E R S

Fred lives with his boyfriend and they don’t spend a lot of money on much except for nice dinners. With no kids, Fred has plenty of money saved away for lots of future excursions. Shopping wise, he must buy the best: Ralph Lauren clothes and wine from Napa Valley.

T R AV E L L I F E

Fred keeps all of the computers running at his company and in his spare time he obsessively researches new places in the world to explore. He’s already been to six continents and wants to see more of them! On the wall of his office is a map of the world with dozens of pins in it for all of the places he’s been, color-coded to show which ones he liked better. When he travels, he first decides on a place, goes to kayak.com to get best hotels and flights, then consults his most trusted travel blogs (including Trip Advisor) to find the best things and places to go wherever he is.

T E C H P R O F I C I E N C Y

Nexus 5/Macbook Pro with Win7 on bootcamp/ iPad Mini

Fred knows his way all around PCs, Macs, and Android devices, but prefers the iPad when it comes to relaxing and sifting through information. Checks in on travel forums daily to share what he knows and learn new information from others.

“ I WA N T T O S E E T H E E N T I R E W O R L D ! ”

T R AV E L F R E Q U E N C Y

– E L I S A , 5 3

“Type a quote here.” “I’ll go anywhere and do anything. Just as long as I don’t have to plan it.”

H E L E NF R U G A L T R AV E L E RHelen is a mother of the two “grown” kids and wants to travel and see the world again!

A G E : 5 8

She now finally has time to travel with her husband Steve, but neither of them has any energy anymore to do vacation planning themselves, and they simply want it all figured out for them!

M O N E Y M AT T E R S

Although Helen has budget considerations, she is looking for a new vacation experience with her husband Steve, for a deal.

T R AV E L L I F E

Helen has seen much of the world in her early years, and remember vividly her experiences as a twenty something traveling rural France, the small shop she worked at and wandering the Countryside where she met her future husband Steve a fellow american traveler. !With time on her hands now Helen wants to travel again, she wants to be able to find a trip where she can get completely immersed in a culture and be able to do all of the fun activities she had years ago. !

T E C H P R O F I C I E N C Y

Helen is inspired by photos. When she sees pictures of her friends that are posted on Flickr, she decides right then and there that she wants to go. She has used Expedia in the past but currently has been looking at lonely planet.

“ I WA N T T O B E I M M E R S E D I N C U LT U R E ”

T R AV E L F R E Q U E N C Y

U S E R J O U R N E Y

NEW USER

HOME SCREEN

SEARCHRESULTS

views

enters locationand/or departure time TRIP DETAIL

PAGE

refines search ormoves map

buys trip

NEW SEARCHRESULTS

views

EMAIL FROMGUIDE

FACEBOOKGROUP

clicks link

FACEBOOKGROUP

goes on trip and has lots of photos to share

U S E R J O U R N E Y

NEW USER

HOME SCREEN

views

views

TRIP DETAILPAGE

buys trip

EMAIL FROMGUIDE

FACEBOOKGROUP

clicks link

FACEBOOKGROUP

goes on trip and has lots of photos to share

PHOTO SEARCH

clicks on pretty photo

P R O T O T Y P E S H A R E . A X U R E . C O M / B K 4 2 4 5

F O L L O W - U P E M A I L

• Once a user signs up for a trip, he or she will be emailed from their trip leader with trip details and a link for accessing the group’s Facebook page

L I N K W I T H Y O U R G R O U P O N L I N E

C A S E S T U D Y

B E F O R E …

I N S P I R AT I O N F R O M C O M P E T I T O R S

I N S P I R AT I O N F R O M C O M P E T I T O R S

Photos User Reviews Search Quality Categories Trip Description

Intrepid Travel 2 1 3 4 5

G Adventures 4 0 4 5 3

Backroads 4 4 4 3 4

Imaginative Traveller 1 0 2 2 3

Active Adventures 2 2 3 3 3

REI 5 5 0 5 5

TripAdvisor 4 5 4 5 0

Airbnb 5 5 5 5 5

C O M P E T I T I V E A N A LY S I S

S C E N A R I O S

Findings • People heavily rely on reviews • Pictures are inspirational • Location is a driver

Methods • Using personas to identify flows • Drawing out possible scenarios

Opportunities • Search and find by map • Explore by pictures

I T E R AT I O N S

Findings • Less is more • Maps are useful

Methods • Using competitive analysis • Sketch, sketch, sketch!

Opportunities • Reduce the cluster in order to

make things more clear • Use maps like Yelp to help users

find good trips

P R O T O T Y P E T E S T I N G

Findings • They love the clean look • Keep the story consistent with

your personas

Methods • Dry runs • Peer analysis

Opportunities • Make it even cleaner (alignment!) • Make sure information is easy to

access • Extend story with email and

Facebook group.

A F T E R .

- T E A M I N T R E P I D

“Thank you for your time. You are all beautiful people.”

Alice Barton - alicewbarton@gmail.com Ed Lewis - edlewis@gmail.com

Shamezo Lumukanda - magyombo@gmail.com