Y! Travel UE Optimization | Wave 5 Requirements & Scope
Beth Goldman10/17/07
Confidential - Do Not Distribute
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Overview
• Key Insights
• Design Implications (Strategic Requirements)
• Site Map
• Wave 5 Requirements
• Navigation Models
• Concepts
• Milestones
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Key Insights
• I just “google” it
• I don’t want an itinerary
• I don’t want what’s touristy
• I want to know what it’s really like
• Locals know insider information
• I have some ideas about my trip
• Are they travelers like me?
• Make my recurring trip easy
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Design Implications
Explore Destinations
• Relevant recommendations
• Alerts and notifications (email triggers)
Decide where to go
• Guidance to help decide where to go
Research destinations
• Access to all relevant, useful info
• Know what it’s really like
• Access to locals and other destination experts
• Qualify travelers (like me?)
• Discover hidden gems
Acquire and retain target segment by designing a site / user experience that meets their needs
Find and book flight(s) & hotel(s)
• Guidance to find best fares
• Quickly and easily book recurring trips
Plan activities
• Flexibility in planning
• Easily collect and share ideas for activities
Prepare for trip
• Minimal effort
Share trip experience
• Share photos and captions with minimal effort
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
User Experience Map: Trip to Verona
1 Plan and book trip to new destination
acquire and retain new Y! Travel user
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Deciding where to go, open to new ideasengage and retain existing user
User Experience Map: Deciding where to go
2
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Proposed Site Map
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Design Implications
General
• Product clarity / consolidation / restructuring • Deals
• Guides Pages Redesign
• New Navigation Model• Tabs and/or
• Contextual Search and/or
• Tags-based
• Consistent page templates
• My Travel Integration
• Email Program (Project Postcard)
Explore Destinations
• N/A
Decide where to go
• Travel Guides / Regional Pages home
Research destinations
• Regional pages
• Events
• Access to locals and other destination experts?
Find and book flight(s) & hotel(s)
• Consistent hotel pricing, listings, and details
• Search history integration with My Travel
Plan activities
• Increase Trip Planner Flexibility • Integration with My Travel
• Collections
• Trip Plans (options vs. scheduled itinerary)
Share trip experience
• N/A
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Navigation Models
Standard / Tabs
Contextual Search
Tags-based TBD
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
High-Level UE Concepts | TMAIN (A)
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
High-Level UE Concepts | TMAIN (B)
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
UE Concepts | Research Home
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
High-Level UE Concepts | Destination Finder
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
UE Concepts | City Guide
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
High-Level UE Concepts | Destination Listings
Yahoo! Inc. . Confidential| UE Optimization: Wave 5 Requirements & Scope
Milestones
11/01
• Test plan (bucket, usability, etc.)
• DD & Dev begins:• Regional Pages
• Known structure
• Product, pricing, and listings consolidation
• Navigation Model Concept Development
11/22
• Navigation Model Concept Development
12/01
• DD & Dev begins:• Navigation Model
• Page Templates
• Guides Redesign
12/15
• Usability Testing, Bucket Testing, etc.