WELLTRAVELED ANALYTICS
INTERACTION DESIGN
PROJECT BRIEF
Our team of user experience designers and researchers produced the onboarding process and analytics dashboard for travel data company Well Traveled. The designs are intended for the first release of the freemium product to be developed and launched this summer.
CLIENT
Well Traveled is a data analytics startup that uses big data to unravel the travel path to purchase. By partnering with travel brands, sites and blogs, Well Traveled is able to aggregate data from the traveler’s entire consumer journey.
GOAL
The goal of the project is to create a simple and convenient web application with an interactive dashboard for travel bloggers that would allow them to easily understand their users’ behavior in order to engage their audience and potentially increase their conversion rates.
TEAM ROLE
I worked in a team with a researcher (Alice Wang) and an interactive designer (Arjun Paul) and my responsibilities were focused on interactive and UX design.
PRODUCT ROADMAP
3 weeks: design dashboard and onboarding process
At launch: obtain and retain users
6 months after launch: pitch at startup conferences
Future: design and develop paid version for companies
USER RESEARCH
RESULTS
Persona was drawn from interview participants and affinity-mapped findings and was used to make informed design decisions.
OVERVIEW
We interviewed eight travel bloggers ages 23-30 to get an understanding of their experiences with analytics tools via a 20-25 minute phone interview.
USER PERSONA
DANI’S STORY
I want to know what drove them to my site and keep expanding my audience. Hopefully I can use this blog as a portfolio and get affiliate income so I can freelance blog while traveling the world.
DANI WILLIAMS, 28
Palo Alto, CA | Executive Assistant
"I am overwhelmed by complex analytics tools that provide vague audience information."
SCENARIO
Dani signed up for a new analytic tool because she thinks that knowing what her audience is interested in will help her to write more popular articles.
COMPETITIVE ANALYSIS
To understand the competitive landscape from the perspective of potential users, we looked at online lists of the best and most popular free analytics tools for blogs.
We analyzed six key competitors for Well Traveled in order to identify the best practices for our design decisions of the homepage, onboarding process and dashboard.
For the MVP we needed to clearly define our competitive niche to avoid weakening the product by straying into the territory already occupied by other free, powerful analytics tools.
SYNTHESIS
SITE MAP
Based on the user research and feature prioritization of the key analytical metrics we were given by our client our team designed a site map for the dashboard with detailed navigational structure.
WIREFRAMES
Site map and task-specific user flows resulted in the initial set of wireframes. Participants were presented with a clickable prototype of Iteration 1 and were asked to explore the dashboard.
FINAL DESIGN
Relying heavily on the key findings from the competitive analysis and 5 rounds of usability testing our team designed an onboarding process to initiate user engagement with visually pleasing and strategic design.
Final design of the dashboard resulted from 7 usability tests. Participants were presented with the clickable final iteration and were asked to register for an account, install the tracking pixel, and use the dashboard to answer questions.
NEXT STEPS
Allow users to manage multiple accounts
Within the existing structure, add a feature that allows power users to compare relevant metrics
Research and design for publisher and enterprise-level dashboards.