ZEIT.

UX RESEACH PLAN.

AUTHOR

Olesia Hukriede

STAKEHOLDERS

Client, project sponsor, project manager, members of the project team.

BACKGROUND

Zeit is a time travel booking site. Since the product has no parallel it is challenging to determine what features it should and should not have, compared to other, more traditional travel booking services.

PROBLEM

Designing an innovative product of a very specific nature - a time travel services website.

RESEARCH GOAL

To understand our user better, we need to find out what their previous experience with online travel booking was like, collect more information on their frustrations, motivations and expectations concerning online travel booking.

RESEARCH OBJECTIVES

·        Determine what particular features would make the user interested in using an online travel booking service and consider a possibility of time-traveling

·        Identify and understand the needs and pain points of an average traveler

RESEARCH QUESTIONS

·        What role does traveling play in people’s lives?

·        How important is traveling to people?

·        When and why do people use traveling services?

·        What are people’s concerns and frustrations when it comes to online travel booking?

·        What can make our service special in the eyes of the user?

·        What would motivate people to time travel?

METHODOLOGIES

·        Secondary Research – Competitive Research. Determine our direct and indirect competitors and study their strengths and weaknesses.

·        Secondary Research – Provisional Personas. Gather data on average types of traveler personalities and create provisional personas based on that.

·        Primary Research – User Interviews. Via communicating directly with the potential user we can learn what their expectations from our product are, what features would make them excited about using the product, what user problems the product could solve, what features could make the user feel frustrated or lose interest in using an online travel booking service.

PARTICIPANTS

We will interview people of age range 25-45 of any gender and ethnicity who:

·        Have income average and above

·        Travel often

·        Enjoy history and exploring new places

·        Are curious about the future

·        Have no fear of time travel

ASSUMPTIONS/RISKS

We may find it difficult to find people who have the courage to time travel as this kind of traveling is new and still to be explored more.

Potential users might have unrealistic expectations about what they can do during time traveling. They might be disappointed with time travel rules and restrictions.

TIMELINE

·        Conduct a secondary research regarding our direct and indirect competitors

·        Create provisional personas

·        Prepare a list of questions for interviewing potential users

·        Recruit participants

·        Conduct user interviewing

·        Compare, analyze and synthesize the data collected during the user interview phase