Intrepid Travel: Comfort trips for Baby Boomers

From its inception, Intrepid Travel's bread and butter has been adventurous trips geared toward a younger, more active crowd on a budget. Working in a team with three other UX designers, we were tasked with finding a way to attract an older demographic with a new comfort style trip.

Challenge

Intrepid LogoIntrepid's current clientele is "gap" year or younger travelers in their mid-twenties. Through market research, however, Intrepid has identified there is a huge market for an older demographic. They will be creating a new offering of comfort" trips designed to appeal to this demographic and seek to upgrade their digital experience for this new product offering. Intrepid has getting feedback from from travel agents and potential customers that is difficult to search for trips on their site. One of the biggest problems is that customers want to be able to choose destinations based on their vacation time availability.

Solution

A streamlined, responsive website that works well with mobile devices. The main focus of this website is highlighting Intrepid Travel's three styles of travel, specifically the "Comfort" trip.

Tools

User Research

The first step for us was to get to know the users. We did this through surveys, interviews, and third-party research studies.

We quickly created a brief survey to gather insight into the travel habits of our users. Through our initial survey, we found that:
  • 93.2% of respondents book their trips online
  • 72.7% stay in mid-range to luxury accommodations
  • 'Budget' (32.4%) and 'Destination' (35.9%) are the top concerns when planning trips
  • 44.4% of respondents indicated they would use a third party to plan their trips
We then conducted follow-up interviews and analyzed third party research findings about the travel habits of baby boomers. We found that:
  • 'Comfort' combines luxury accommodations with the freedom to choose their activities and style of travel
  • Destination is key — planning a trip isn't worth the effort if you don't like where you're going
  • The majority of baby boomers (60.2%) plan their travel through mobile phones or tablets (source: Destination Analysts via Satista.com)

Wireframes

Armed with this knowledge, the team forged on with Balsamiq to create wireframes. We chose Balsamiq because we had only two weeks to create our prototype and Balsamiq allowed us to quickly create no-muss, no-fuss wireframes and an initial prototype.

Prototypes

Once we had our lo-fi wireframes in place, clickable, and tested, we went ahead with a high fidelity prototype. Our team decided to use Axure to create a much more realistic experience for users to test.


(Click the image to see the final prototype)

Next Steps

For the product to truly meet its potential, there are steps to consider going forward:

  • More user testing to improve functionality
  • Create a native application for iOS and Android
  • Expand group editing capabilities so members of private groups can plan collaboratively
  • Build out the 'Wanderlust' button to better match a user's preferences through AI
  • Build out the 'My Account' function to save trips and keep track of all orders
  • Improve the reviews function and incorporate social media
  • Use data and analytics to compare user data and determine if the redesign has improved customer retention and sales

Gallery

This was our first foray into working in UX teams. We had a lot of fun.