The needs of the guest:
These points came through a brief from GoMontgenévre as well as from interviews of GM guests.
The users of the product is GoMontgenévres guests. They are primarily British, but also French, Italian and other nationalities. The GoMontgenévre team is also the user of this service.
We´ve been a small design team of 2 designers who have worked together with all parts of the project. The work has been carried out remotely.
The roles or tasks included have been UX research, UX design, UI design.
The project has been a sharp project with GoMontgenévre as a client but also carried out as a final design project for the Digital Design program at Kristianstad University.
Since GoMontgenévre already has an existing website, we have had to relate to the graphic profile that exists but also the platform they work from. Therefore, we work towards a responsive interface.
As we have worked towards a time-bound deadline, we have worked towards delivering a minimum viable product that can be tested and then further developed after launch.
In order to create an wide overview of the service in the current situation, we carried out a PACT-analysis which gave us a good overview of more angles to take in consider and to take into account during the project.
This was the second part of the discover phase. This part in the beginning of the process gave us many guidelines for the concept and was carried out through semi-structured interviews with guests on site.
The following needs were discovered:
This became some of the design dilemmas that we came to try to solve.
We see segmentation as a good solution to the design dilemma of how guests can see the activities available at the destination. The segmentation meant that we categorized the target groups we identified and based on them we categorized activities that might suit that particular guest. 7 segments were processed down to 3 to limit ourselves.
Using the data from our client and the information from the semi-structured interviews we conducted, we gained important insights that we implemented in the creation of our personas. They became an important and crucial part of our project as they gave us a vision of the end user. We created three personas that represent the most common target groups that GM has. After developing these personas, we began the process of how to customize the booking site we created to be relevant to a specific person or travel group.
By working with the created personas, but also user flows and sitemaps for the strength of the methods in visualizing. The choice of these methods felt like the right decision to implement as they gave us the guidelines needed to create a segmentation. And also show where the segmentation was needed.
Therefore, the user is also greeted by a dropdown when logging in to the service where they select the constellation of their travel party, and choose their segmentation.
The three segmentations we choosed to continue to work with were:
These three segmentations were expressed in this way, through activity carousels that you can see examples of below.
During the interviews it emerged that it was unclear and difficult to find which activities that exist and therefore we took the decision to present these in a more manageable way.
Priority guide was created to discuss what content was needed and what was most important. From these we created lo-fi prototypes to create rough interface sketches but also to be able to test functionality with users and information structure.
We created prototypes where we implemented our design including a timeline, we visualised and highlighted the activities available in addition to skiing, simplified the booking forms. This was then tested on GoMontgenévres guests on site but also on other users. The results of the user tests led us to redesign and reposition the timeline, as well as tidy up the content. Iteratively, we worked on user testing and then design.
By involving and identifying the needs and preferences of the target group about how information should be presented, several different solutions were tested in an iterative, user-centred design process.
Our design process resulted in a horizontal timeline with interactive markers to visualise the travel information for the target audience.
During the design process, we worked in Figma and created a design system based on Go Montgenévres graphic profile. Adjustments were made based on the updates to elements that needed to be made. We created more elements to make available a more intuitive and user-friendly interface in symbiosis with the user tests carried out.
By identifying and involving stakeholders with different perspectives (in our case GoMontgenévre and the guest) in the design process, needs were identified and the design of the service was developed to fulfill them.
The service design of the approach to booking activities is a feature that simplifies for all stakeholders. The timeline presents information in an accessible way for the target audience.
This project has led to deeper knowledge in several areas:
