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Mzingo Adventures is a tour company located in Kenya. They launched just before the pandemic and they have been out of business until 2022 when travel was possible again. They got their first client through referrals and then a group of 12 clients also through referrals. They want to bring in more visitors for business. They asked for a reevaluation of their website and how they can meet their client’s needs through their website.
Mzingo Adventures is a tour company located in Kenya. They launched just before the pandemic and they have been out of business until 2022 when travel was possible again.
They got their first client through referrals and then a group of 12 clients also through referrals. They want to bring in more visitors for business. They asked for a reevaluation of their website and how they can meet their client’s needs through their website.
The main issue with Mzingo Adventures was that although the site functioned, it did not follow UX best practices. Some of the UX was good, such as:- use of color, layout, and branding. However, the site needed major UX improvements in area of Usability, Accessibility, and Information Hierarchy. By using UX best practices, I was able to improve the design to be more user friendly.
Web Redesign, UI Design, Corporate Identity Design
UX Researcher, UI/UX Designer
Figma, Illustrator
User Interviews
User Surveys
Competitive Analysis
Personas
Project Goals
User Flows
Site Map
Wireframes
Visual Design
User Interviews
User Surveys
Competitive Analysis
Personas
Project Goals
User Flows
Site Map
Wireframes
Visual Design
In preparation to dive into my research, I first set some clear goals and created a research plan to guide my research process.
In order to determine the appropriate solutions to implement, it had to establish the objectives I aimed to achieve. These objectives served as a guide for my decision-making process and ensured that I was progressing in the correct direction.
Before redesigning the website, I conducted a heuristic evaluation of its current interface in order to identify the issues to focus on.
I looked around similar websites and also websites used to market tour companies so I can get a clear picture of what is out there.
I did user interview with users who have travelled in the past. I conducted interviews with 7 people around 15 minutes each.
Some questions asked during the interview:-
After the interview, I did affinity mapping so I could identify patters and themes from the data I got after user research.
Through the patterns I identified, I was able to make 2 personas who I named Sally and James.
I did HMW and POV statements to help me keep focus on my users and their needs and Insights about them.
To deepen my empathy for Sally and James, I took an additional step by creating user flows to gain a comprehensive understanding of their entire journey when interacting with the website. This involved delving into their thoughts and considering the various decisions they would encounter while attempting to complete tasks in different scenarios.
By mapping out these user flows, I aimed to put myself in their shoes and envision the complete end-to-end experience they would have on the website.
This process allowed me to identify pain points, potential roadblocks, and opportunities for improvement, ensuring that the design and functionality of the website would cater to their needs and facilitate a seamless user journey.
To understand the user interactions on Mzingo's website, my first step was to identify the essential tasks that Sally and James would need to accomplish on the site, aligning them with their respective goals. This involved referring to the UI Requirements document, which outlined the key pages and detailed requirements necessary for task completion.
Armed with this information, I proceeded to create task flows, which mapped out the specific steps and interactions involved in completing each task. By exploring these task flows, I gained insights into how Sally and James would navigate and engage with the website, providing valuable guidance for optimizing the user experience.
Drawing from the knowledge and insights gathered throughout the preceding stages of the process, I began making informed decisions regarding the organization of content on Mzingo's website. These decisions were driven by the project goals I aimed to achieve, ensuring that the content structure aligned with the desired outcomes.
Using the understanding gained from user research, prioritization surveys, user flows, and other relevant inputs,
I determined the most effective way to structure and present the content.
Once I finalized the website's overall structure innnn my lo-fidelity wireframes, I presented them for testing with 6 of the users I had earlier interviewed. As I waited for results, I documented a style tile and UI components for Mzingo. However, Mzingo expressed a preference for maintaining their current corporate identity and did not want any changes made at this moment.
Iteration 1
I conducted user testing with 5 users using loom. My first observation was that users found it tedious to open each accordion to access the information they needed. This indicates that the current design might be hindering the users' ability to quickly and efficiently gather information from the app.
This could potentially lead to frustration, a longer time to complete tasks, and a less satisfying user experience overall.Based on my observations and the identified usability issue.
I made the decision to redesign the interaction with the aim of enhancing the user experience. I eliminated the accordion altogether to make it easier for the user to access the information quickly and efficiently.
Iteration 2
Another observation from user testing was that placing safari estimate price at the front of the image might not be providing the optimal user experience, possibly causing users to overlook important information or leading to a disjointed flow of information. I want the users to see what the safari offers first and then the price so they can make the connection vs making decisions based on price as first impression only.
Iteration 3
I also got feedback from stakeholder:- "The prices here should be on enquiry only because based on the season, availability and number of guests, it could be lower or higher than the starting price that may be indicated"
After making the necessary iterations, I then checked again with 3 users on loom to see if the changes were effective. The conclusion was that the changes were effective and it was easier for the user to accomplish their goals.
I made Hi-fidelity wireframes after iterations and later made a prototype.
WordPress is a popular platform for building websites that is quick and user-friendly, but it has limitations in design control.
Mzingo Adventures used Divi, a design system providing more flexibility, but design considerations still needed to align with its constraints.
Redesigning the "About Us" page on Mzingo Adventures' website led to increased conversions.
By adding more pictures, improving the text, and making social media links and icons more visible, the page became more usable, professional, and trustworthy, which is crucial for potential customers booking a safari in a foreign country.
The changes resulted in a gradual increase in conversions within a few months, providing a valuable real-world learning experience.
My experience helping Mzingo can be summarized as "Don't make me think." This phrase, coined by Steve Krug, perfectly captures the essence of the redesign process.
Users visiting the website expect to find tour information quickly and easily through clear visuals, readable text, and immediate confirmation of the company's authenticity.
By prominently displaying features such as Trip Advisor ratings, social media presence, genuine pictures, and concise descriptions, the end user's experience is greatly enhanced.
Through this project, I gained a deeper understanding of how these principles apply in real-life situations.
