Timeline

October 2021 -February 2022

(5 months)

Research, Interviewing, Brainstorming, UX, design UI design, Brand and Visual Identity, Videomaking, Presentation

Reponsability

Technologies

Miro, Figma, Illustrator, InDesign, Photoshop, AfterEffects, Premiere Pro

Methods

People-centered Approach, User Experience tools, Interviews, Persona Crafting, Customer Journey Map, Wireframing, Prototyping, Business Model Canva

The context in which this project was born is based on the demand for "Redesign Tourism," so through analysis of the current tourism landscape, it was required to create innovative experiences for users.

Zenith is a certifying body and an online booking platform made specifically for environmentalists. It helps them find sustainable options for travel and shows them the positive impact they are having by booking through the platform.

Take a look at the presentation video

Our Process

1st Step

UNDERSTAND

2nd Step

SPECIFY

3rd Step

IDEATE

4th Step

EVALUATE

FINAL DESIGN

The first step is focused on the analysis of the potential and limits of existing processes concerning the observed phenomenon to understand the context of use. We investigated the Scenario of "Service and Social Innovation", by analyzing projects, products, processes, scientific research, and design proposals that could be considered “good practices” in terms of Design.

The research has been translated into a Booklet and a Conceptual Map that shows all the case studies.

Research

To conduct the interviews, it was first required to identify the target audience, and in order to have this done, two parameters were set:

  • age groups: Under35 / Over35;

  • Personal preference: Environmentalists / Non-Environmentalists

We then had 4 types of users:

  1. 18-30 Environmentalists;

  2. 18-30 Non-Environmentalists;

  3. 30-50 Environmentalists;

  4. 30-50 Non-Environmentalists;

The interviews were conducted by the entire team and each member dealt with one of the four types of users. The interviews were then shared with the whole class so that we had a larger amount of data.

Due to the Covid-19 Pandemic, the Interviews have been conducted in blended mode, both remotely and in person.

Interviews

Once each user group has been interviewed, four Empathy Maps have been filed.

For our project, we decided to focus on one specific target group: 30-50 environmentalists.

Based on the Empathy Map, two personas have been defined, since we recognized two main behaviors in the answers: people who are genuinely environmentalists and those who define themself as that but are actually more interested in being comfortable than being green.

Personas

Moving on with our project we found it necessary to identify a third user who is the key to every touristic experience: the Entrepreneurs. They are not a persona since we did not have the necessary data to create one, so we referred to them as additional users.

Storyboards

The platform has been developed as a webpage, accessible from every kind of device. During the design process, the low-fidelity prototypes were developed first to test the functionality and ease of use of the platform, then we proceeded to develop high-fidelity versions of the most important screens to better understand the interaction with the user. The prototype has been designed for smartphone visualization.

Platform

Browse the Figma prototype

In the Customer Journey Map, we highlighted the behavior of the users at each specific touchpoint in order to understand what path they take when interacting with the service. The map gave us the opportunity to better visualize and eventually improve the user experience of the users.

Customer Journey Map

Service Blueprint

The Systemic Innovation Diagram is a comparative analysis of products and services that offer functions, use technologies, and allow uses like the ones in the Design Proposal. The result is to evaluate the level of innovation of Zenith.

We put our project comparison with the most relevant case studies we analyzed n in the booklet (in the first step).

Systemic Innovation Diagram

The Business Model Canvas describes and evaluates the supply chain behind Zenith, defining in detail the real value o the users, the economic impact of the business, and the stakeholders involved, and defining the key activities, values, resources, and channels.


Business Model Canvas


In terms of branding, we wanted to create a brand image that would convey the values of sustainability and seriousness that a certifying body needs to have.

The general idea was to create a minimalist and easy-to-approach overall feel for any type of user who wants to use the service.

Branding

Conclusions

Zenith was the first project of this size that I approached, and as challenging as it was, it was a way for me to understand the amount of work that exists behind a service design project. It was clear that having a diverse team in terms of professional and personal background can put things in perspective and push the team to really think outside the box.

Overall, with Zenith we wanted to include all those aspects that are essential for today's conscious travelers: sustainability, practicality, and reliable information.

Things I would have done differently:

  • have the service tested with the users and listen to their personal feedback;

  • better differentiate the graphic deign of the badges to make the two visually different and create more value on the Certification+;

  • study the world of certifications more deeply and understand what the real degree of trust of users is with respect to these certifying bodies;

  • understand whether the users analyzed actually place blind trust or do additional research when planning a trip;

  • collaborate closely with some entrepreneurs to better understand their challenges and needs;