Travel for the More Refined
How to Cater to Older Demographics?
GA UXDI Project
Intrepid Travel runs adventure group tours and offers once in a lifetime opportunities to have authentic experiences in international destinations.
Intrepid Travel is a small group adventure travel company that offers approximately 800 scheduled itineraries in Asia, Latin America, North America, Europe, The Middle East, Africa, Australia, and Antartica. Intrepid trips are of the grassroots type, and include travel via public transport, local food, and locally owned accommodation. The company is a division of PEAK Adventure Travel Group.
This project consisted a team of three other UX Designers (Caitlyn Adler, John Pak, and Vicki Kim) including myself. I volunteered to lead and own the user flow, design, and the prototyping portions. I would ensure that the finished product was consistent with our research and overall design.
Pen/pencil+paper, whiteboards, Google Forms, Axure, Sketch, myBalsamiq, OmniGraffle, Evolus Pencil, Powerpoint
Intrepid’s current clientele is “gap” year or younger travelers in their mid twenties. However, through market research, Intrepid identified that there was a huge market for an older demographic. They will be creating a new offering of “comfort” trips designed to appeal to this demographic and seek to upgrade their digital experience for this new product offering. Intrepid has been getting feedback from travel agents and potential customers that it is difficult to search for trips on their site. One of the biggest problems is that customers want to be able to choose destinations based on their vacation time availability.
We started the project creating a survey as the initial point to compile data on travel habits (how travelers planned, their travel preferences, how they book their tickets, etc).
From the data collected along with the brief we see our customers needing:
an easy way to search for trips
the ability to choose vacations based on their vacation time availability
As a final step, we reached out to some of our survey respondents that fit the demographic to understand some additional in-depth details before establishing the persona. Below was the result.
Understanding our persona and their needs, we shifted gears to site research, comparing Intrepid’s process with other competitors including G Adventures, National Geographic Expeditions, and Mountain Travel Sobek in order to familiarize ourselves with the user flow and how information was presented.
Digging deeper with further research on the sites, we included a quick comparative analysis against Intrepid’s competitors to see what each travel site offered.
User Flows & Journeys
Mapping out the user flows and journeys, we started with the current flow of how a typical traveler would book their trip.
We brainstormed on how to create a better flow. The easiest fix to alleviate one of the pain points would be to move information around.
Because of who our user was (Barry), we agreed that he would want to read as much as he could about “comfort” trips before deciding to book. A clear path would direct him to our informational page before moving forward to the next steps. Below was the version we arrived at.
We also planned on creating two new features as Barry would like more customizable options on the trip and prefer not to travel in groups with strangers.
The two new features would be:
Customization options for the trip — the traveler may choose to add additional activities for particular days of the trip (i.e. dinners, exclusions, etc).
Trip type — the trip style is usually defaulted as group where travelers will be mixed with other travelers. We added two additional options allowing “comfort” travelers to choose solo (traveling alone with guide) or private group (good for families or travelers with their significant other with guide). These new options would obviously be priced at a premium compared to the group default.
We also wanted to include a feature at the very end (post-confirmation screen) assisting travelers with their airline ticket booking needs. This could be a potential revenue generating stream as we redirect travelers to airlines we would have relationships with.
I worked out the initial sketches for the redesigned site along with my teammates. We wanted to highlight the most important features our user would care about while at the same time keep the feel and branding of Intrepid. We also took into account we were designing for an iPad screen.
We worked with simple wireframes to get a better visual sense and to give testers something to click through. We learned a lot from the clickable user testing in terms of button placements and the layout of information.
Deciding on how the final version of the redesigned site should look, I started working on the hi-fi version using Axure, which allowed me build and link all the clickable assets within the program.
Please feel free to access the final prototype here: Intrepid Site Redesign (iPad). *at the Checkout Page, double-click the First Name box to auto-fill and proceed to the Confirmation page.
We stayed consistent with the hero images all the way to the Trip Details page. Scrolling down past the brief and the map, the user can begin their booking process and price out their trip, selecting from the type, dates, and finally, adding any additional exclusions to their itinerary.
We also shortened the checkout process as well. After reviewing the itinerary with an itemized list of the trip and any add-ons, the user is directed to the Checkout Page, where they can easily enter traveler information and billing details.