Passed Way
The responsive website for an organization that conducts quests to find personalized pendants on the top of Elbrus.
Role:
concept, research, design
Tools:
Figma, PS
Duration:
3 months
Problem
Travelers and researchers of life need new ways of self-realization and motivation to move on. The opportunity not only to climb Elbrus, but also to get a personalized prize in the form of a pendant after completing step-by-step tasks — this is another challenge for people who are free in spirit.
Goal
Our goal is to create an image of a new exciting adventure and show that any difficulties can be overcome when there is an incentive to go forward. The energy of Elbrus gives rise to emotions and inspiration, which will be concentrated and transmitted through the quest website.
Key pain points
1
People are looking for ways to get rid of their fears.
2
It's important for many users to increase their self-esteem.
3
Everyone is striving for new and/or unknown sensations.
4
Most people need a reward and are proud of their personal achievements.
Age
30
Education
Bachelor's degree
Location
Omsk, Russia
Family
Single
Occupation
Freelancer
Typical User Persona: Stepan
«I want to travel all over the world and get into the Guinness Book of Records!»
Stepan is a freelancer from Omsk (Siberia, Russia). He's fond of snowboarding, parachuting and loves extreme types of traveling. Stepan's whole life is a series of trials and challenges, he collects trophies from places he managed to visit (Baikal lake, the Pyramid of Cheops, the Eiffel Tower, etc.).
Goals
- To set new challenges.
- To get fresh unexplored sensations.
- To become famous.
Frustrations
- Not all trials are available.
- Lots of boring quests.
- Some challenges involve health risks.
Wireframes
The peculiarity of this project is that it's necessary to combine 3 components at once: the spirit of adventurism, information completeness and functionality of the online store (to buy personalized pendants). I created many versions of wireframes to visualize some interesting ideas and realize which ones are worth further development.
80
paper and digital wireframes in total
Prototypes
Using lofi/hifi clickable prototypes, I tested several assumptions related to usability. I also tested the sequence of user steps at all points of the future website. This stage took a particularly long time, since the customer approved 2 different stylistic concepts at once, so I had to draw and test twice as many layouts.
I received a lot of important information, which allowed me to edit the current layouts properly. And at this stage, the customer chose one concept, with which we moved further in the project.
Usability study: findings
These are the key results of the usability study.
1
Colorful photo collages are not always the most effective.
2
Some of the problem areas in the layouts can be easily corrected with more appropriate texts.
3
Unique photos help to improve the perception of users.
4
Sometimes simply changing the order of the blocks in the layout can lead to a better result.
Mockups
Adventure quests on Elbrus are mysterious, exciting and unforgettable. That is why the customer wanted to see in the design some kind of mystery and a moment that attracts travelers. In the future, the customer wanted to expand the set of quests (Egyptian pyramids, Lake Baikal, etc.) and this approach should be universal and suitable for all its directions. According to the idea of the author of the quests, the personalized pendants had to be found in certain secluded places on Elbrus. This concept was incorporated into the design of the first screen: the award itself (the pendant) is shown in the center, which is as if in semi-darkness, in the haze of the upcoming searches. The main content is presented in strict minimalism: clean design, clear typography, strict forms, the main emphasis is on text and photographic content, which is most important for a potential consumer.
The quest page (fragment 1).
The quest page (fragment 2).
The quest page (fragment 3).
The page with a video about the pendant.
The main page (fragment).
Shopping cart page.
Layouts for tablets/phones (fragments).
The first screen (main page): a concept that the customer hasn't approved.
Conclusions
People often give personal meanings to some objects. They are associated with some personalities or bright events, easily awaken feelings, make you dream and inspire. I tried to put into the design of this website a piece of soul and vivid impressions from the story of lifting the pendants on Elbrus.
a Quote from user feedback
That's exactly what I needed all this time. Awesome quest, stunning website!
