YOGA I ART I TRAVEL
Redesign of a yoga travel provider's website with a focus on the implementation of a intuitive booking process and the transformation of the visual language.
Role
Research
UX/UI Design
Graphicdesign
Prototyping
Duration
10 days as a team
5 days for revision
Team
Team of 3 UX/UI Designers
Year
2023
PROBLEM
Bookings are currently made via an inquiry form, which is linked to a high administrative effort for the operators and uncertainty and delays during the booking process for the user.
SOLUTION
The integration of a booking system that adapts to the current booking situation and offers the user an easy and convenient way to book, providing all relevant information during the process.
Competitor research
To gain an understanding of how the competition is positioned in the market for yoga retreat providers and to distinguish between different providers and identify commonalities, we selected two competing companies. We compared their business models and online presence to assess how they differentiate themselves from each other.
Stakeholder Interview
To get a better impression of the company, we conducted a stakeholder interview with Michaela Mayr, the owner, to better understand her expectations and current challenges. The following points turned out to be particularly relevant for us:
External platforms
a large part of current bookings are made via the platforms of external providers, for which high fees are charged, in addition, the booking process on the external site is not particularly convenient and is also carried out via an inquiry formDouble bookings
Due to the fact that bookings are made both on our own website and on the websites of external providers via an inquiry form, overbooking regularly occurs and interested customers have to be canceled.Unclear page structure
Since the site is filled with content by the owners themselves and the company is constantly growing, the structure has been lost over time and users find it difficult to find all relevant information.Customer care
Many participants book a trip again and rewards and discounts are already being used, but the collection of customer data is currently based on Excel sheets and would be simplified if user profiles could be created.
Interviews
In order to gain insight into the wishes and expectations of potential customers, we conducted user interviews with test persons who had already had experience of booking yoga retreats in the past and had taken part in them. The participants in the interviews allowed us to shed light on the other side of the booking process and gain important insights for the design of the page. We considered the following key points to be particularly relevant:
Retreat schedule:
Our participants emphasized the importance of having a well-balanced program. They expressed a preference for knowing in advance what program elements to expect and how the journey is structured.Information on instructors:
It was considered as crucial to receive sufficient information about the accompanying yoga instructors and to learn more about the types of yoga they practice. This information was deemed essential for them to assess whether the program and yoga sessions align with their preferencesSeamless booking process:
It was highlighted as very important that there are no significant delays in the booking process. Many participants identified it as a decisive factor for them if the booking involved an inquiry form and if the booking confirmation was delayed after a certain period.
Structuring the insights
We structured the gathered insights from stakeholder and user interviews in an affinity diagram, sorting them into four categories. These include the booking process, general information content, customer satisfaction, and visual identity, along with associated expectations from potential customers.
Persona and User Journey Map
In the next step, we created a user persona named Emilia, representing a typical potential customer of our stakeholder, giving a face to user expectations. Using this persona, we developed a user journey map to visualize current issues and explore opportunities and potentials.
Problem statement
Based on our insights from user interviews, the creation of our representative persona, and the depiction of their challenges in the User Journey Map, we formulated a concise problem statement intended to provide guidance for the subsequent ideation process. The problem statement reads as follows:
A Yoga retreats travel agency needs to provide an integrated and simple online booking process on their website, that provides all relevant information, as the current booking process via an inquiry form discourages potential attendees and increases the administrative workload.
Defineing the Goal
The goal is to enhance the structure of the website so that prospective customers can quickly gain an overview of the travel program, inclusions and exclusions, instructors, and general relevant information. Additionally, we aim to establish a user-friendly booking system that allows users to easily check room availability and book directly through the provider's website in a straightforward and transparent process.
The MVP Userflow
We created a flow diagram to define screens for our journey to the AHA moment. Starting on the landing page, users explore the company's three branches. Clicking on "retreats" leads to a page for selecting countries and viewing available retreats. The user then navigates to the specific retreat page for detailed information and begins the booking process, guided through each step until confirming the reservation
Moodboard and Style Tile
To define the redesign of Yoga I Art I Travel's brand identity, we created a moodboard and curated a preliminary selection of colors and fonts. To ensure alignment between the brand's image and the keywords associated with it, we sought input from others, asking them to provide keywords related to our moodboard that resonated with their perception.
The respondents primarily mentioned keywords such as: Luxurious, natural, sustainable, calming, harmonious, relaxed.
Screen development
The design process started with hand-drawn wireframes, but we quickly transitioned to creating digital wireframes. This was because the individual pages of our booking process had quite a lot of content, and it proved significantly easier to represent this digitally. This allowed us the flexibility to experimentally and efficiently rearrange elements without having to create a new drawing each time.
THE HIGH-FIDELITY PROTOTYPE
Our highfidelity prototype shows the process of booking a yoga retreat, starting with arriving on the landing page, the process of choosing a destination country, browsing the most important information on the retreat page, all the way to the final booking including the booking confirmation.
The process has been divided into 3 separate video sequences, which can be viewed below.
The Brand Identity
The brand identity had to be characterized by a consistent visual language and a constant, clear page layout. Consistency was not only important for the overall structure, but also for the animations within the site. The style and arrangement are based on the look of high-quality print media and reflect the elevated standards of the Retreats.
The Layout
Clear structure with lots of white space that speaks through the curated image selection and is reminiscent of premium print MagazinesEngaging animations
The animations with hovering effects ensure that the viewer's focus is controlled and irrelevant content fades into the background.
The Retreat Page
The retreat page contains all the relevant information such as the timetable, in- and exclusions within the price, the exact address and information on how to get there. In addition to all the important information about the accommodation, the visitor also has the opportunity to take a closer look at the different rooms and get an overview of the price differences. The site also contains information about the accompanying team members - during the interviews it turned out that information about the yoga teachers is particularly desired.
The accomodation
In addition to the descriptive texts, a picture slideshow provides impressions of the finca. The overview of the rooms offers the possibility to click through several pictures and get an impression of the prices.Reviews
User reviews encourage people to book and help them in their decision-making processStaff Info
During the surveys, we learned that participants want to receive sufficient information about the yoga teachers and their individual approaches. Portraits of the team members create a personal dimension whilst providing information about their backgrounds and practices
The Booking
For the booking process, it was important to us that it was easyto follow and not overloaded with information. The user should be led through the process step by step and always have an overview of what they are about to book. For this reason, we chose a layout in which the items to be booked and the total price are permanently displayed to the side of the process.
User Guidance in Booking Process
Users are led through the booking process, always aware of their current stage. The process occurs within a single page, without full reloads, conveying to the user the flexibility to go back a step at any time for modifications.Booking Confirmation
Our integrated system now confirms reservations instantly, eliminating the delays and uncertainties experienced with the previous inquiry form. Essential information is conveniently summarized at the end of the process.
Outlook for future development
As a possible perspective, the booking system could also offer the option of booking yoga classes or making appointments for personal coaching sessions in addition to booking yoga retreats. The expansion to include an online store offering products related to yoga and wellbeing would also be a potential development. The topic of creating individual profiles has already been addressed in the booking process. This additional feature would offer numerous options for expansion, including the management of booked yoga classes, as well as loyalty programs for frequent bookers or private offers for registered users to promote customer loyalty.