Competitive Analysis
Although Zeit is the first of its kind, I still did a competitive analysis with indirect competitors to see what did and did not work for them.
Persona
After doing research on indirect competitors, this “influencer” persona is one of the many types of people that would most likely use Zeit.
User Interview
While creating an interview script for Zeit, my goals were to figure out how users of different backgrounds book their trips. Figuring out their processes will help me better understand what to prioritize to ensure that Zeit is easy to book on.
Card Sorting
I made three categories, and they were free to make more if they felt like the cards listed below did not fit into any of them. The three categories were Entertainment, Historic, and Party.
Project Goals
I then created a feature roadmap to list out the important functions needed in order to ensure that users aren’t overwhelmed and feel safe while using Zeit.
Sitemap, Task Flow, & User Flow
Using all the data I gained from the research such as the card sort and interviews and utilizing the project goals and feature roadmap, I was then able to create a sitemap to help structure these functions and categories. I then create a task flow to show how I think a user would most likely complete one task. In this case it would be booking a trip through Zeit. Lastly, I create a user flow. Similar to the task flow, I created a user flow to see how I think a user may book a trip and the different routes the user may take.
Product Requirements
Through the interviews, sitemap, and task and user flows, I was able to decide necessary features to incorporate into Zeit.
Sketch
Now that I have established what is important to have on the website design of Zeit, I started to sketch to further help layout the information architecture.
Once the sketches were complete, I began to work on the wireframes in Figma. I decided to go with the first option, as I thought it told the best story for Zeit.
Creating a Logo
Once I had the wireframes down, I began to think about how I wanted the logo to look and how it could help represent the product (without looking to flashy either).
I ended up going with the third logo as I thought it was the most fun and still did a good job of portraying what will take place when using the product. The swirl symbolizes the time portal that will take you to your destinations.
UI Kit
For the typography, I chose Tienne for the heading texts and Futura for the body text. I chose Tienne because I didn’t want to go too far from “normal” looking texts and Futura for the body text just to give it a more modern feel as well.
For the color palette, I decided to use blue and purple because blue gives off the a trusting feeling while purple gives a nostalgic one. I think it’s important for users to feel like they can trust Zeit since it is the first of its kind and because the product is time travel, I thought nostalgia would be a good element to have as well.
Usability Testing
After finishing up the design, I began to prototype in Figma to get ready for the usability testing. Keeping in mind my original goal as well to have Zeit easy to book on and to make users feel safe!
Outcome
Designing a product like Zeit posed a variety of unique challenges. Being the first of its kind, it was difficult knowing what would and wouldn’t work right off the bat, especially as a beginner UX designer. Time travel could also make many users feel uneasy and trying to ensure that users feel safe using the product was a difficult challenge as well. Working with such limited information has taught me to think more outside of the box and that even the smallest amount information can really help better the product’s design and usability.
