Client : 
Zeit (non commercial project)
Services : 
User Experience
User Interface
Date :  
History :

For a long time, space-time travel was so- mething utopian. It became reality thanks to Zeit, a subsidiary of Richard Branson’s Virgin empire. A total of 289 destinations from the pre-historic era to the present day have been roughly selected and all offer secure expe- riences. Zeit, in addition to democratizing space-time travel, wants to continue the ex- perience with a reassuring, intuitive and responsive website

Challenge :

Create an immersive experience that reflects Zeit’s universe, both modern and historical, starting with an intuitive, innovative and responsive logo and website. The site must be easy to use and make people on it want to book a space-time trip.

Determine :

Who are the people interested in space-time travel?
What are people’s main motivations for a space-time?
What are the most sought-after experiences?
Considering people’s previous experience with travel sites, what makes the   experience enjoyable and, on the contrary, what are the difficulties  encountered when booking a trip?
What are the functions and features needed for a travel booking page?
What price are they willing to pay and for how long?

Competitive analysis :

As Zeit is a company that does not exist, it does not yet have any real competitors. I thought about what Zeit was proposing in order to find competitors and I came to the conclusion that Zeit offers above all experiences. Zeit’s clients want to experience something unique, to live like a local at the chosen time, to discover new cultures and civilization and to leave with lots of memories.That’s why I have access to these 5 companies and that’s why I have voluntarily omitted companies that offer space travel because in my opinion it’s not the same thing. These companies, very accessible on the future unlike Zeit which focuses on the culture of the past, are very accessible on the journey itself. Zeit focuses on experience. So I have included Orion Span, which although spatial, offers a hotel experience. For the other competing companies, I tried to choose different ones, which when combined, offer an experience as close as possible to Zeit. Thus, I think that Zeit’s values are found in the modernity of Orion Span, the historical culture of Martin Randell Travel, the luxury and customization of Gravitate, the desire to discover the local life of SpottedbyLocals and of course is found and inspired by the intelligence of the UI and the model of Airbnb.
Understanding :

How do people mostly classify their information?
How to organize Zeit's categories according to users' logic.

Methodology :

Card sorting
User flow


- Online (OptimalSort) - Open
- 8 participants
- 20 cards

The participants of  this study were given 20 cards to sort. Each card was labeled a specific historical event.  Participants were told to group destinations in any pattern they deem fit to understand how users organize information and content. Themes were the most common grouping.
Although almost all participants ranked the categories in the same way, one participant ranked them by loca- tion. One participant also categorized the categories by time period. It can be interesting to offer these options as well, either in a clean tab or in a filter.
We can notice that most of the participants classified the categories by period or style. This categorization is interesting because it gives an immediate overview of the destination style by name, and allows an immersion as soon as you arrive on the site.
See user flow
Determine :

The good information architecture
The best interface considering user’s goals & behiaviors.

Methodology :

Task flow
User flow

Design of the responsive wireframes of the home page for tablet and mobile to ensure that website elements are consistent on different devices.

See prototype
Determine :

The right branding  & UI guidelines to establish Zeit brand’s story that user can relate & enjoy.
The best prototyping & testing core actions to improve key user tasks

Methodology :

Brand style Tile
High fidelity prototype

See complete research
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