User Personas
Mary Gold
65, Retired elementary school teacher
Suburban
Married, two grown children
Bio
Mary is a retired teacher who enjoys leisurely vacations and exploring new cultures. She values relaxation and convenience when traveling and is considering a cruise for her next trip due to its all-inclusive nature and diverse destinations.
Goals and Motivations
• To find a stress-free vacation option
• To explore new cultures and destinations
• To enjoy a mix of relaxation and entertainment
Frustrations
• Confusing booking processes
• Lack of detailed information about cabins and amenities
• Hidden costs and unclear pricing
Key Insights:
Mary is looking for a hassle-free and enjoyable vacation experience. She values clear, detailed information and appreciates opportunities for social interaction and cultural exploration.
Lisa Cooper
40, Stay-at-home parent
Suburban
Married, three children
Bio
Lisa is a stay-at-home parent who prioritizes family-friendly vacations. She values convenience and activities that keep her children entertained and is considering a cruise for its kid-friendly amenities and ease of travel.
Goals and Motivations
• To find a vacation that is enjoyable for the whole family
• To ensure there are plenty of activities for the children
• To relax and enjoy quality family time
Frustrations
• Difficulty finding detailed information about kids’ activities
• Concerns about safety and suitability for children
• Challenges in finding the right cabin configuration
Key Insights:
Lisa is looking for a vacation that caters to the needs of her entire family. She values clear, detailed information about kid-friendly amenities and activities, and prioritizes convenience and safety.
Affinity Map
Findings
Users emphasized the importance of clear, detailed, and transparent information about rooms, amenities, pricing, and itineraries.
Simplicity and ease of navigation were crucial for all user personas, especially older users like Mary who need larger text and straightforward instructions.
Users expressed a desire for engaging and interactive elements, such as social media integration and user-generated content.
Common pain points included the overwhelming and complex booking processes, lack of detailed information about luxury and family-friendly features, and hidden fees.
Prioritization
UI Components
These UI components are designed to provoke excitement and convey a sense of luxury, ensuring users are not only informed but also inspired and eager to embark on their Dreamer Cruise line adventure.
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Dreamer Cruise
Role
UX Researcher | UX/UI Designer
Project Length
4 weeks
Tools
Figma, Zoom
Platform
Web
Project Type
Solo - Concept
Overview
Dreamer Cruiseline offers luxurious and unforgettable cruising experiences, book luxurious staterooms or suites. Explore stunning destinations through curated excursions and make unforgettable memories on your dream cruise.
The Challenge
Booking websites often provide images and videos that can manipulate the actual space and amenities of the rooms, leading to customer dissatisfaction upon arrival. Dreamer Cruise seeks to solve this problem by offering a AR experience that allows customers to explore the ship and its amenities in real-time, providing a more accurate and engaging way to make informed booking decisions.
User Research
The Goal
• Identify what information users seek when planning and booking a cruise.
• Discover any issues related to misleading information or lack of transparency in current booking processes
• Assess users’ familiarity and comfort level with using AR technology for travel planning
• Determine how users perceive the value of an immersive VR experience in exploring cruise ships
Some questions I asked
"Can you tell me a bit about your travel preferences? What types of vacations do you usually take?"
"What are the most important factors you consider when choosing a cruise?"
"What challenges or frustrations have you encountered during the booking process?"
"How important are images and videos in your decision-making process?"
"Would you be interested in using virtual reality to explore the ship and rooms before booking? Why or why not?"
Responses
“A typical day includes enjoying gourmet meals, relaxing at the spa, and participating in exclusive activities.”
“The most important factors for me would be the itinerary, cost, and the quality of onboard amenities.”
“Images and videos are very important to get a sense of the facilities.”
“I mostly use travel websites and online reviews to find this information.”
“Virtual reality sounds interesting. It would be great to see the rooms and amenities in a more immersive way.”
Interviews
Living in cities or surbarbs
Participants with Families
to single working professionals
A mix of retired and working professionals
5
Number of Participants
Takeaway
• Users across all demographics emphasized the need for clear, detailed, and transparent information about rooms, amenities, and pricing. Misleading images and descriptions are a common pain point, suggesting that the website should offer accurate and comprehensive content.
• There is significant interest in using VR technology to explore the ship and its amenities. Participants believe that VR could provide a more realistic and engaging way to make informed booking decisions. This highlights the potential value of investing in a robust VR platform to differentiate the Dreamer Cruiseline experience.
Usability test
Test Planning
What I Tested
Book your first trip from Dream Cruise - Select destination, choose dates, select cabin, review pricing, enter passenger information, add extras, complete payment.
Exploring Membership Benefits - Navigate to the Membership page, review benefits, compare membership tiers.
How I Tested
Zoom meetings for real-time interaction and guidance.
Who I Tested
tested with a group of five individuals who are working professional, retired workforce, family groups.
Success Metrics
Ease of Use: Percentage of participants who successfully complete each task.
Navigation Efficiency: The ease with which users can navigate through the web and find the features they need.
Completion Time - How long it takes participants to complete specific tasks within the app.
Overall Feedback
UI and Color Scheme: Shift to a lighter, more vibrant color palette.
Account Page: Create a detailed account page for users to manage their trips post-checkout.
Family Appeal: Enhance the family-friendly aspect of the site with playful design elements.
Lighter Ui and background :
Lighter Ui and background :
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