“Who you with matters”… very true statement.

offers a community-based platform that enables travelers to connect with each other and travel together for yoga and fitness retreats. It provides its services in Latin America, Europe, the United States, Canada, Asia, and Africa. Tribe enables individuals and businesses to promote accommodations and tours. Tribe was founded by Dave & Meg Aidekman in 2013. It is based in Washington, United States.


Project Mission: As part of a 3 person team, create a high-fidelity prototype that:

  • Elevates value, educating consumers that the people on the trip are just as important as the location and itinerary
  • Builds trust, the premise of the service is based in spending time with others in a new place — for many this may not come easily, rather it may be a challenge socially or otherwise
  • Optimizes site, one if the biggest barriers to signup and site conversion is getting initial users interested

Timeline: 2 weeks

Final Deliverables:

  • Key findings/recommendations for improvement
  • Product sketches, annotated wireframes/layouts and user flows
  • High-fidelity prototype

Primary Roles: Research and design

Key Findings:

  • Users do not understand the value of Trip Tribe
  • Users are continuously confused and frustrated as they navigate the site
  • Users have difficulty booking trips

Primary Solutions: We focused our efforts on the global navigation and the pages needed to accomplish the primary goals of joining a tribe (community) and booking a trip. We chose to focus on the versions as our research showed us that is the primary device where booking takes place.

  • Created clarity for users by simplifying the global navigation focusing on top business goals and user needs. Removed link to ambassador site (for users who lead trips). Replaced with stripe on homepage dedicated to ambassador site, making it clear users would be visiting a new site on call to action button.
  • Clearly and concisely explained the primary value Trip Tribe offers in a hero area on the homepage (primary entrance point). Continued to focus on the top business objectives through call-to-action button and trip and tribe cards, all above the fold.
  • Added value/addressed problems with users leading trips and being the first to sign up to trips creating “book a trip with friends”, “potential trips polling”, and “be the first and save” enhancements.
  • Reduced cognitive load on listing pages by presenting users only with primary search filters on initial page load. Added additional organization to filters and made them accessible though accordion.
  • Improved booking process by removing/consolidating pages and simplifying checkout process.
  • Encouraged community and engagement with site by creating chat features (trip and tribe detail and booking confirmation pages).
  • Helped build trust by adding testimonials on home page with link to additional reviews. Added reviews, discussions, and user submitted photos on trip detail pages.

Next Steps (Ideal World): Client feedback and discussion. Consider additional ways to make the “tribe” concept clearer to users. Also consider about page and team photos/about stripe on homepage to continue building trust with users. Discuss possible trip itinerary customization options. Discuss possible SMART goals.

Additionally, in a nutshell, conduct full heuristic review, discuss findings with client, full IA redesign (sitemap/user flows/new low-fidelity responsive prototype), additional usability testing including mobile, further developed design system, conversations with developer/development team discussing client/user needs and SEO/accessibility concerns. Build, additional usability testing, launch, and post-launch modifications as needed.

Understanding the Current Site, Travel Market, and Target Audience

Initial Research, Competitive Analysis, Interviews, Usability Testing, Journey Mapping, Affinity Mapping, and Personas

Approx. Original Site Map (created by a sitemap generator), Business Model Canvas, Competitive Analysis, Journey Map, and Primary User Persona

Our first steps were to:

  • Perform an initial review of existing site.
  • Search the web for Trip Tribe to find everything that was already out there.
  • Use a site map generator to make sure we had a full picture of the existing IA.
  • Use a tool called Similar web to get a basic overview of analytic data as Google Analytics access was not available.
  • Use the internet archive to explore previous versions of the site.
  • Create a business model canvas and competitive analysis.

We then conducted interviews and performed usability testing with around 10–15 people total. We synthesized our data by creating a journey map and a affinity map.

An affinity map was a primary tool we used to synthesize user interview and testing data

Our journey maps allowed us to review our usability tests and pull out key findings that later were used to inform the creation of a current and revised user flow for booking a trip. Affinity mapping helped us see patterns and find key insights from our interviews and testing. Creating personas helped us empathize with our users and put a face on them when we presented to the the client.

Biggest Initial Insights

  • Users do not understand the value of Trip Tribe
  • Users are continuously confused and frustrated as they navigate the site
  • Users have difficulty booking trips
Prioritizing problems and potential solutions helped us organize our ideas and form our strategy as to what aspects of the site redesign we would tackle
  • Price and trust/feeling safe are primary factors when deciding who to book with
  • Travelers rely heavily on reviews and photos
  • Involvement of family and friends large concern for many travelers
  • There is a negative stigma attached to group travel
  • Travelers typically fall into either a sightseeing category or adventure category

Prioritizing Problems and Potential Solutions

Our next step was to gather all of our insights and create a document prioritizing problems and potential solutions. helped us organize our ideas and form our strategy as to what aspects of the site redesign we would tackle with a two week deadline.

Revising the Information Architecture

User Flows, Sketches, and Wireframes

Initial and redesigned user flows informed primarily by our user journey map
Initial sketches and first revision
Initial Wireframe (Partial)

After the initial research phase, we used our journey map to help us create a visual representation of the the current user flow for booking a trip. We then used it to make informed decisions when redesigning the user flow. Our redesigned user flow let us know what pages we would need to be redesigning. Our next steps was to use our research and experience to make informed sketches and wireframes to help discover and organize the content that would be on the pages themselves.

It’s All Starting to Come Together

Visual Design, Feedback, and Iterations

Creating a basic style tile was the best way I knew of (at the time) for the team to quickly create a visual language we all could use.

We started the UI design by adding color, fonts and images to the homepage wireframe, at about halfway we had enough to create a visual design system we all could use. If you’d like to know more, please ask me about the initial visual design decisions we made. We all liked the system and initial homepage design but we wondered if we could challenge ourselves and be a bit more innovative. We went to awwwards.com to look at some of the most innovative websites in the travel market and began brainstorming.

My teammates were really great with pushing for innovation and we had some great ideas. If we had a bit more time I think our redesign would have been even stronger.

We began sketching and brought our ideas to life in Sketch. We ended up sticking with the original design but we continuously sought feedback from our instructors and fellow classmates and our design continued to evolve.

Bringing it All Home

High-fidelity Prototype and Presentation

High Fidelity Design Samples

After much team discussion, instructor/classmate feedback, and many rounds of iterations we designed an elegant and fun solution that not only meets the client goals and users needs but takes an extra step and provides additional innovative features and delight like user polls and an interactive map displaying featured trips. The folks at Trip Tribe were blown away and the entire process was an exhaustive but great experience.

High-fidelity home page design — I feel it still needs more work but again we’re off to the next project

Final Thoughts

Overall I think our solution is very successful and I look forward to seeing what becomes of it. A big thank you to Dave and Meg at Trip Tribe for allowing us to redesign part of their product. It helped me to grow not only as a designer but as a team member and a leader as well.

Source link


Please enter your comment!
Please enter your name here