I worked solely on this project. This project includes:
UX, UI, Branding, Web Design, Email Integration
overview
*beep beep beep* 7:30 again.
Wake up. Brush your teeth. Take a shower. Make breakfast. Go to work. Sit in meetings. Make dinner. Go to bed. Don’t you want something to shake up your routine and spice things up?
”I’ll take a vacation.” Until you realize how much works goes into that. Let us plan a trip for you. The only catch is…
You won’t know where you’re going.
ClueAdieu is a surprise travel agency. Customers fill out a quiz regarding their tastes, past trips, and preferences. The fun is the anticipation and guessing where you might be going based on the clues sent via email leading up to the trip. These clues reveal the weather, what you should pack, and fun little bits about the city to build up excitement.
The challenge
People are tired of the typical process of booking a vacation. This company is a new, fresh idea. How do we keep customers on the page create conversions?
Our goal is to have a bounce rate under 30% and a conversion rate over 5%.
COLOR PALETTE & TYPOGRAPHY
imagery
email trip clue
demographics Research
We conducted surveys to gather information on our ideal users. They are men and women aged 25 – 54 with moderate to high disposable income. They should have an interest in traveling and likely a need for the burden of trip planning to be taken off their hands.
In my research, many people stated they felt frustrated by the process of booking a trip.
“There are too many options.”
“I never know if I will get a bad hotel that just looks decent online.”
“Using sites like expedia.com gets so complicated and frustrating.”
It was clear that the most important qualities would be:
Ease of use
Positioning ClueAdieu like a helpful friend
Creating trust with the customer
persona
Adventurous, Passionate, Busy
Bio
25 years old, lives in Austin, TX. Is a full-time hospital secretary. Makes $55,000. Likes going to the spa, retail shopping online, and trying new outdoorsy activities.
Travel Experience
Is an avid traveler. Has been traveling since early childhood. Usually plans her trips herself via aggregator sites. Takes a trip every ~3 months.
Wants & Needs
A service for booking vacations that she can trust. Wants to be able to access from phone or desktop.
Pain Points
Having to sort through endless hotel and flight sites to book trips. Not having travel-savvy friends to recommend new destinations.
Desktop prototype
Figma files for this project are available upon request.
Process
Site Map
Sketches to Low Fidelity Mockups
Placing the logo in the middle of the nav made it a more dynamic and eye-catching layout.
For consistency, the Review section layout was made more unified from the paper prototype and wireframe. The bright, nearly solid imagery that fits into the brand’s color palette was added to break up the layout of the single-page home screen.
Arrows are brought into the background to direct users to the CTA, as well as a nod to the logo.
reflection
As a diehard traveler, I loved working on this project. It was very important that the design stays clean for ease of use. I had a few struggles of not cluttering the interface, but I’m so pleased with the bright and open look of the design.
Unfortunately, due to COVID-19, this company didn’t make it to launch. RIP.
If we had the opportunity, our measure of success would be calculating the bounce rate and conversion rate versus our initial goal.
