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LUNAVEGARHONEYMOONS BY GLOBALIA
IE MVDM2014_USER CENTERED DESIGN_TEAM B

TABLE OF CONTENTS
PROJECT BRIEF!
!
01 RESEARCH!
i. benchmarking
ii. industry research
iii. trend research
iv. user research
v. research insights
vi. design solutions
!
02 CONCEPTUALIZATION!
i. user persona
ii. user journey
ii. impact/effort matrix
iv. information architecture
!
03 IMPLEMENTATION!
i. wireframes

Client: Globalia
!
Brief: Design the user experience for a new
travel website selling honeymoon packages
!
Price Range: the mass, mid-range market,
not focusing on luxury or low cost
!
Target Market: young, digitally connected
generation — starting point: Spain
PROJECT BRIEF

…of competitors and similar businesses
RESEARCH // BENCHMARKING

BENCHMARK 01: smiletravel.es!
• Great intro video before entering the site
• simple browsing categories
• visually rich website with full screen photographs -- constant changing slides
• all content captured without use of scroll-bar
—HOMEPAGE—
minimal navigation
image slider

• clean and simple grid layout
• minimal text content, heavy focus on strong visuals and colours
—PRODUCT LISTING PAGE—

• Clean clear layout of information and content, maintain
focus on imagery
• information also available in printable format
• clear info on daily package activities
!
• This website has no automated booking function; further
information has to be requested directly from agency
through online form. Breaks user task.
—PRODUCT DETAIL PAGE—
itinerary detail

BENCHMARK 02: bodaclick.com!
• visually rich content
• good balance of text and images
• grid lists allows for more products to be displayed on the same screen
• use of mapping navigation and video content
—PRODUCT LISTING PAGE— —PRODUCT LISTING PAGE—
map navigation
video content

BENCHMARK 03: insolitviatges.com!
• List of recommendations for destinations with good ‘ad copy’ attached!
• Minimal browsing category (perhaps too minimal?)!
• Good example for “alternative”, “niche” products!
!
• Design is slightly lacking and has a tendency to have very longs lists; excessive vertical scrolling!
• High emphasis on text content, small images
—HOMEPAGE—
suggested packages!
(too long!)

BENCHMARK 03: insolitviatges.com!
—PRODUCT LISTING PAGE— —PRODUCT DETAIL PAGE—
too much text

BENCHMARK 04: kuoni.co.uk
—HOMEPAGE— —HOMEPAGE—
• Large visual on landing page with sliding images
• minimal navigation and good divisions of information
creative navigation tools

—SPECIFY SEARCH FIELD—
• Easily accessible search ﬁeld that appears on clicking the navigation bar
• Navigation includes interesting labels

—CATEGORY LISTING PAGE (HOLIDAY TYPES)—
• Good reference on categorising “Holiday Types”
• Good use of images to represent product groups

—PRODUCT LISTING PAGE— —PRODUCT FILTERS—
• Extensive ﬁlter options
• Product listing also displays a lot of
information (although may not be desirable)
extensive ﬁltering!
options

BENCHMARK 05: mrandmrssmithtravel.com
—HOMEPAGE—
• Visual landing page
• Direct access to search reﬁne ﬁeld
• Good content after scroll (see next page)

BENCHMARK 05: mrandmrssmithtravel.com
—HOMEPAGE (SCROLL DOWN)—
• Reference for navigation methods, i.e. maps, package
category with good copy and
• Selected images to represent category
navigation options

USABILITY TEST: mrandmrssmithtravel.com
• Usability testing attempting to accomplish a task: PURCHASE

…of the honeymoon niche and online travel
RESEARCH // THE INDUSTRY

INDUSTRY RESEARCH: HONEYMOON TRAVEL

!
…investigation of general trends in the online travel retail space
!
!
RESEARCH // CURRENT TRENDS

RESEARCH // USERS
…to identify our user demographic and create our user personas

USERS: BRIDES AND GROOMS (aka ‘NOVIOS’)

RESEARCH // KEY INSIGHTS
…applicable summaries drawn from research

KEY INSIGHTS
• Users are consuming a large amount of information online,
across different online platforms and websites!
!
• Also using different devices, personal computer, tablet and
mobile, while doing travel planning prior to purchase.

• A very high percentage of users are accessing online information
during their trip, with mobile playing an important part.
!
• This represents an opportunity to stay relevant by providing on-the-
go content that users typically search for during their trip.
KEY INSIGHTS

• Pinterest is uniquely suited to engagement with travel content because of
its aspirational and inspirational nature.
!
• Users are not sharing images of their current life, travels or memories (a la
Flickr), but rather hopes, dreams and plans for the future by telling the
world where they want to go, rather than where they have been.
!
• Travellers on Pinterest are sharing rare insights into their demographic
and psychographic preferences.
KEY INSIGHTS

Images and video content are important in both the
researching and planning phase, they have become key
currencies for travellers during research and during travel.
KEY INSIGHTS

Activities are a key consideration in both the researching
pre-purchase and planning post-purchase phases.
KEY INSIGHTS

RESEARCH // DESIGN SOLUTIONS
…applicable solutions drawn from key insights

DESIGN SOLUTIONS
solution → Optimize the website for mobile and tablet as many
people use these devices to research and plan.
!
!
!
!
!
solution → this is an opportunity to provide as much of this
relevant information as possible on the website, so that users
don’t have to go searching for it elsewhere. Makes their travel
planning experience more integrated and less painful - offer the
content in a uniﬁed and visually pleasing way. Weather, hotel
reviews, history and culture information, time to destination,
restaurant and activities information.
!
!

Solution → Include information on and a wide selection of local activities
available to book, as there is an opportunity to capture this big market of
people planning their trips post purchase. They can purchase multiple
activities together as an add-on to the base package of flight+accommodation
+transport. The app can then sync these activities, once purchased, to the
calendar and pull up relevant articles, news, blog posts, relevant to the
planned activity. ref: www.peek.com
!
!
solution → build an app for detailed local information (for the during travel
experience,build an app instead of putting this info on the website because
the user will not want to look through a whole travel booking website filled with
other information in order to access this localized content). The app will give
them food and drink and local activities information. Users can then upload
their photos/videos onto this app→ we can integrate the content that users
upload onto the main website in real time, this would make a real-time feed of
users activities and experiences and provide us with more data on their
behaviour.
!
Once the basic package has been booked, the app can send you customized
news updates, weather forecasts, local happenings and activities information,
flight information and updates, allow you to book or bookmark and save
activities that are interesting to you.
DESIGN SOLUTIONS

USER PERSONA 01
María was born in London, but raised in Madrid.
She studied at the British Council School, therefore
shés fluent in english. PASSIONATE about
Communication and Social Media, shés always
connected to the internet. She studied her
Bachelor Degree in MARKETING
COMMUNICATIONS, and then started to work at
VIPS as a Marketing Manager.
She’s quite a romantic; always dreamt of a
beautiful fairy-tale wedding and an exotic
honeymoon location. Although career-driven, she
is also looking forward to start a family in the near
future.
Has progressive political ideas.
María’s job keeps her busy, and after work and on the weekends she is socially active, going out
with her fiancé and a large extended circle of friends. She tends to use the Internet for personal
use to a small degree at work, but mostly when she is at home in the evenings before she goes
to bed. She browses for information on her mobile phone on the go quite frequently. She would
like to go somewhere very relaxing for her honeymoon but at the same time somewhere special
that she would not visit normally. Her Honey moon must be EXOTIC and STRESS FREE, with the
possibility of having a few parties. She would like to see the world, but has never gone out of
Europe and would like to travel abroad for her honeymoon. It́s going to be the first time, so she
feels EXCITED but at the same time TENSE.She enjoys trying new types of food and learning about
different cultures. She also enjoys documentaries and foreign films. She tends to do a large
degree of research about things she is interested in as she likes to get a good grasp of the history
and background, for example, before she travels, she would buy a guidebook to the
destination, or gather a lot of information from various internet sources.At work, she is responsible
and efficient, and moderately ambitious. She is aiming to get a raise or promotion soon and
plans to continue working after her marriage.She has travelled with her fiancé on a couple of
short, romantic weekend getaways in the past, and he tends to let her do the research and
organisation, although he likes to be involved in the fun part, that is, selection of destination and
hotels.
socially active, dreamer, sensitive, traditional, high
level of digital literacy

USER PERSONA 02
tt
Pedro has been working in finance in Madrid after he
got an MBA degree in Germany three years ago. His
work requires him to be put in long hours and can be
quite stressful, and requires a moderate degree of
travel within Europe.
!
He is an avid Internet user, and he is very used to
making hotel and restaurant reservations online. He is
never very far away from his Blackberry or Ipad, as for
work he needs to be on call most of the time, this can
annoy his fiancé.
!
He enjoys playing golf, tennis, occasional skiing
weekends and reading the business section of
newspapers, as well as non fiction - he has no time for
literature.
Pedro does not get to travel too often for leisure, with his hectic work schedule. But when the
opportunity arises, he is always up for an adventure and tries to travel off-the-beaten-path.
He likes to feel as if he is experiencing places more than just at the superficial level.
However, for his honeymoon, he would like to keep it low-key and have a relaxing time, but
still have access to some sporting activities, either golf or tennis. He would like to go
somewhere secluded. As his leisure time is very valuable and quite limited, he likes to do his
research in order to spend it well.
He uses his tablet to access newspapers, magazines and journals. He has a high degree of
tablet usage during his travels. He drives a car to work every day, unless he is planning to go
out drinking in the evening. He does this on weekdays on an average of once a week, but on
the weekends he likes to dine out with his fiancé and go to his favourite bars with a group of
friends.
He has heated debates with his fiancé quite often about politics, they both have strong
opinions. They like to take decisions together in a rational manner, and both of them will
decide together their honeymoon destination and activities after much discussion and
research.
direct, focused, high level of digital literacy, thoughtful, busy

IMPACT/EFFORT MATRIX (EXPLAINED)

INFORMATION ARCHITECTURE: OVERVIEW

INFORMATION ARCHITECTURE: HEADER NAVIGATION

INFORMATION ARCHITECTURE: FOOTER NAVIGATION

INFORMATION ARCHITECTURE: SEARCH TOOL

WIREFRAME: HOMEPAGE (WITH COLLECTIONS DROP DOWN)

WIREFRAME: HOMEPAGE (WITH DROP-DOWN SEARCH FIELD)

WIREFRAME: CATEGORY LISTING PAGE

WIREFRAME: PRODUCT LISTING PAGE

WIREFRAME: PRODUCT DETAIL PAGE

BUEN VIAJE!
DESIGNED FOR: IE MVDM 2014 - USER CENTERED DESIGN
DESIGNED BY: TEAM B
Manaal Oomebhoy
Lamya Moughabghab
Anna-Therese Day
Eric Rivas
Ignacio Cifuentes
Kim Wienands

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