Safari Africa is a safari and wild life Park Tourism website that I created as part of my ux immersion course.
As the sole UX designer, I designed this project from inception to final stage through research, ideation and ux design principles.
Duration 2 months
Methods Survey, Interview, wire-frames, prototyping
Tools: Adobe Xd, Canvas and Capcut
Context:
With lots of Safari and wildlife Parks available, trying to choose one is very stressful as one needs to visit multiple websites , compare and contrast features and this can be highly time consuming.
I was taxed with providing a web and mobile site that would meet their individual needs, by customising their trips in the aspect of kinds of activities they want to partake in, they kind of food they want to eat, accommodation to stay, available parks to visit and even tour guides available for hire.
THE PROCESS
Research Competitor analysis
To get a better understanding of the competitors’ landscape, I conducted analysis on two of the most popular safari websites in the market, and found out that while both provided a wealth of information for a safarian (slang used to refer to safari lovers) to read through, there was information overload. This could prove overwhelming to some users, especially those new to wild life tourism, equally both sites didn’t provide users with the capability of customising their stay with special attention placed on extracurricular activities and foods.
Insight and Key findings
The survey and interview helped me understand more about the needs and frustrations of my users, and I was able to pull a few key findings that would help shape my project.
User Persona
Since one of the key findings from my user research was the fact that users have different interests and needs
Dom has recently complete his M.Sc. Program in London and e=wants to clear his head, before entering fully into the labor force, he has always wanted to go on a wild life tour in Africa, and sees this as an opportunity. It is his first time planning a wild life tour, and he is eager to spend the next 2 weeks seeing and experiencing life in the wild. He doesn’t know anything about Africa and safari, he has tried researching safari sites, but found the information's to overwhelming, as he didn’t find any one who could lay special emphasizes on his specific need which include food and extracuriculum activities
Goals.
Dom wants to enjoyhis next 2 weeks in the wild
MENTAL MODELS
Using all the research collected, I created a mental model for users in order to understand how the user must interact with the website and to create more intuitive user experience
Ideation Low fidelity wireframe
Since simplicity and ease of use are one of the biggest aims of Safari Africa, the number of screens were kept to minimum and I wanted to focus on highlighting the core features.
I started with a pen and paper wireframe and created multiple versions of eah screen until I found a combination of features and elements that I thought matched the users needs and that would be…..as possible.
Next I created mid fidelity versions of these wireframes in Adobe Xd and created clickable prototype, and found some wild life enthusiast to test them out.
Test Usability test
This phase was the game changer, by conducting usability test, I was able to refine what users were finding useful, and completely changed what they didnt react well to.
The users were asked to complete a few scenarios based task that would test the main features of the website, and were asked how they felt about the site in general.
Key findings
I made notes of the positive and negative feedback, so that I know what areas to keep expanding upon and what needed to be reworked.
Positive
Users were able to complete the tasks quickly
Users enjoyed the concept of different foods and activities
Navigation proved easy for users to understand
Negative
Users were confused with the customization page,(when they just landed on it without following he page process)
Users tried to look for login or sign up page
Users found images too large
ITERATE
I made changes based on the users feedback nd then reached out for additional feedback from some fellow designers. I created a newer high fidelity version of the site that featured more white space, smaller images and more micro-interactions to this esign. I used flat designs, color theory, and made use ofgrids to ensure consistency within the entire site
Final Product.
After many tests and iteration. My final product aligned with all of the objectives I had set in place, it included the core features necessary for users to find and enjoy the safari while appearing visually appealing and simple to use.
