Burda Luxury
Burda Luxury creates luxury content for millions of readers around Asia and Europe. As a UI/UX Designer, my coworker and I were requested to create a webpage in which Burda Luxury provides premium deals. The company has a web page where they create luxury content but now they want to expand it to provide local or abroad experiences.
Problem Statement
Burda Luxury wants to expand its offering by providing premium deals and experience in a website-only format with a focus on locations in Singapore, Malaysia, Hong Kong, Thailand, and India.
The Process
Discovery
Competitive Research
We kicked off the research process by understanding the market and investigating its main competitors. Burda Luxury's main competitors are:
Myfave
Airbnb Travel Experience
Feverup
Secret Escapes
Singapore Airlines Krisflyer Rewards
We reviewed the competitor’s main features such as design, interface, colors, tone, overall user reviews, experience, and service.
The main research questions that we had were the following:
How attractive are these web pages for users and why?
What is the actual experience sold?
What are usually the users looking for?
Which is the most important factor that an experience /deals webpage should have?
Burda Luxury's main target users are:
An aspirational audience that is interested in luxury experience but at the same time gets a great value deal.
People that like to get a special treat for any special occasion.
Here we have the main findings:
Overall analyzing the competitor we gathered the following information.
Most web pages provide a simple and clear tone to promote their events.
Most competitors’ web pages have a great or good design.
Overall the pricing on all competitor’s web pages varies, some of them have low prices like $ 7 SGD or even higher as $949 SGD.
Primary Research
Demographics
Age between 16 and 50.
Located in Hong Kong, Malaysia, and the USA.
38.5% think that restaurants and bars are the most important deals for them.
Klook is the most popular platform to search for experiences.
Survey Results
With the following survey, we discover that most of the people we interviewed like deals that are related to restaurants and travel. The top three things that influence their decision when it comes to luxury experience are friends, price, and environment.
The reasons they prefer their current webpage are easy to use, and they like their discounts, reliability, and packages they offer.
Who I’m Designing For
With all the information collected, I was able to create a persona. Evelyn Tam is a Financial Manager located in Hong Kong, she is an extrovert that likes to experience new things with her friends.
Customer Journey
We decided to create a customer journey in order to understand the user's emotions related to each customer phase.
Ideating
User Flows
In the following information, we can see the user flows for the Burda Luxury Deals and Experience website.
The flow is divided into two:
Search of events - The user will have a list of events from which he will choose.
Here the main idea is to show how the customer will make a decision, see the list of events, see in more detail the event information, and finally make the decision of making the reservation.
Configuration and profile.
Low-Fidelity Prototyping
In order to create the LoFi Prototype of the Burda Luxury web page, I used the tool Figma. Figma helped create an efficient prototype that could be tested by users.
Validation
There was one round of testing that had five participants:
All volunteers got access to the prototype and tested it.
I got their permission to record the meeting and gather feedback to improve the prototype’s final look.
User Testing Results
Overall the user experience during the meetings was positive. Most users provided feedback that remarked on the simplicity and the easy use of the website and the nice colors that were used in the prototype.
The main findings are:
The page is clear and simple, but the icons for wishlist and download were a bit confusing so they recommend changing them with something else.
Next to “Name of event” there are some logos with “Free Cancelation” and “Kids Friendly”, some users highlighted that they like it but they wish to see more such as “Indoor”, “Outdoor”, “Mask Mandatory”, etc.
Provide a larger description.
Show the type of ticket that they are selling like VIP, Gold, Platinum, etc.
This provides us with the necessary feedback to improve the website.
Conclusion
Burda Luxury is creating Deals and Experiences in order to provide their readers access to great premium deals on their webpage. In the competitors' research and survey research, there were some good findings that provide us with the main keys to developing a page that is simple and elegant.
The user testing did help improve the Burda Luxury webpage experience. Overall the reaction of users was positive, most of them noticed the color of the web page was good and friendly.
Next Steps
Apply change on the Lo-Fi prototypes
Conduct a research test with an additional LoFi 5 volunteers for feedback.
Create a Hi-Fi mockup and operational prototype.
Conduct a research test for the Hi-Fi prototype with an additional 5 volunteers for feedback.