Zeit

Background

Zeit is a subsidiary of Richard Branson’s Virgin empire. It is launching time travel: A total of 289 destinations all over the world--from prehistoric times through today--have been approved and finalized to receive travelers at any moment. These destinations are selected because of their safety. they’re separate from critical historical turning points and relatively isolated from highly-populated areas. Destinations are also located only in the past (in order to prevent possible tampering with the future). Zeit is looking to design their new brand and set up an e-commerce responsive website so they can sell travel packages and tickets to different times.  *Zeit is a fictitious company and this is a speculative project for DesignLab’s UX Academy.

 

Phase 1: Research

 

1-on-1 Interviews

In order to discover user experiences, preferences, fears, and frustrations, I opted for individual interviews. I conducted the first half of the interview with questions regarding the participant’s past travel experiences. In the second half of the interview, I gauged their interests and concerns regarding a potential time travel resort experience.

In all interviews, participants shared their travel experiences logistically and emotionally. While all participants engaged in frequent travel, their approach towards planning and their experiences when traveling varied.

Goals

  • All 5 participants expressed the desire to travel as a way to experience novelty.

  • All 5 participants guided their travels based on noteworthy places and restaurants.

  • 4 out of 5 participants expressed the desire to “make the most out of their trip.”

  • 4 out of 5 participants expressed an interest in utilizing an itinerary to quantify experiences they want to have. For 2 participants, doing so would add to the excitement and anticipation of traveling. 1 participant utilized itineraries to keep the trip within her budget.

  • All 5 participants had time periods they would be interested in for time travel.

  • 3 out of 5 participants had a personal attachment to the time periods of their interest.

Frustrations

  • 3 out of 5 participants noted discomfort in transitioning back to normalcy when returning home.

  • 3 out of 5 participants noted exhaustion and impatience in traveling to and from their destinations.

  • 2 participants noted a period of mourning once the travel is over. 1 participant described it as a FOMO (fear of missing out) feeling. Another participant noted that once the vacation is over, they feel that they had “never left home at all.”

  • 1 participant noted having anxiety over airline travel and being in a compact plane with many strangers.

Fears

  • All 5 participants expressed a worry regarding a potential butterfly effect when time traveling.

  • 4 out of 5 participants asked if there would be an experienced medical team aboard the flight and at the travel resort.

  • 4 out of 5 participants had ethical concerns over the time travel company - raising questions of whether cultures and environments were being imposed upon; what, if any, environmental damage time traveling may cause; whether the company has a reputable history.

  • 2 out of 5 participants expressed concern over accurately screening voyagers for possible criminal intent when time traveling.

  • 1 participant questioned the cancellation procedure and whether she would be charged for wanting to return to the present mid-trip.