Y! Travel | UE Optimization Summary

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


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


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


User Experience Map: Trip to Verona

1 Plan and book trip to new destination

acquire and retain new Y! Travel user


Deciding where to go, open to new ideasengage and retain existing user

User Experience Map: Deciding where to go

2


Proposed Site Map


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


Navigation Models

Standard / Tabs

Contextual Search

Tags-based TBD


High-Level UE Concepts | TMAIN (A)


High-Level UE Concepts | TMAIN (B)


UE Concepts | Research Home


High-Level UE Concepts | Destination Finder


UE Concepts | City Guide


High-Level UE Concepts | Destination Listings


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.