research-driven organization
It was also important to conduct an open card sort for Volta because there are so many trip offerings. This card sort was done to get a better understanding of how users would navigate Volta's website.
• All participants created 5 groups for their card sorts.
• 3/4 participants created groups according to activities.
• The only historical grouping created: older events.
Although this was very informative in how the users might look for information on this site and how the site map would be created, it is important to note that Volta would still need additional sorting methods such as geographic location and by time period to make sure the site is accessible to people of all ages and levels of historical knowledge.
mapping flows
Before building out the wireframes, it was important to go through the main task flow of booking a trip to identify what key pages needed to be prioritized. Although additional pages could be added to the flow in the next steps of Volta's development, the six pages addressed in this case study for the sake of the main flow were the Home Page, Search Results Page, Trip Details Page, Traveler Details Page, Checkout Page, and the Confirmation Page.
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key features
The research informed a lot about what features would be needed to address the user frustrations. It was important to identify which features would be added based on both the competitive and user research.
These features were then implemented in Volta's initial sketches and wireframes.
FROM COMPETITIVE RESEARCH
FROM USER RESEARCH
• Simple, intuitive interface
• Main search CTA (location, time period, dates)
• Section to explore trip offerings for new users
• Newsletter
• Testimonial
• Extensive safety guidelines
• Centralized trip itinerary and bookings
• Social media-like reviews and photos
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creating social media-friendly branding
Volta's main demographic it is trying to market towards is a younger audience that seeks unique travel experiences to share on social media. This would benefit Volta's advertising, especially when appealing to influencers who travel for the "aesthetic."
It was important that Volta's branding reflected a modern, trendy, and unique feel. However, it was also important to make the branding feel approachable and accessible with a clean interface, much like one of its competitors Airbnb, that makes it easy-to-use for all age groups.
• Goal: avoid making Volta feel too "sci-fi" or too "high tech," which may drive away older users who are intimated by the new travel technology.
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