Nomadic Road

SUMMARY

I lead design for a company offering off-road expeditions to far ends of earth.

CLIENT

Nomadic Road

MY ROLE

Logo Design
Research
UX Design
UI Design

YEAR

2017

PROBLEM STATEMENT

As a new company in the travel industry, Nomadic Road needed a place for recognition and to showcase their unique experiences.

Project Goals

1

Become an established brand in the travel industry

3

Use technology to promote unique experiences

5

Differentiate from competitors through great design

2

Establish trust and credibility through excellent service

4

Create a loyal customer base

Core customer needs

Researching expeditions

Planing a trip can be a overwhelming and stressful experience. Thats why people like to buy a trip from a travel agency or a travel agent especially in the premium segment.

Sharing memories from the expedition

Users are eager to share their experiences by posting photos/videos and opinions during and after their trip. The experience with Nomadic Road does not end after the trip is finished.

Expressing interest or booking an expedition

The act of expressing interest or booking an expedition is a turning point in the process, as it turns a user into a client. That means that going on a journey with Nomadic Road begins in that very moment, far before physically going on the expedition.

Research Methods

1

Market research analysis

3

Emotional journey

5

Information Architecture

2

Customer journey

4

Prototype testing

ANALYSIS

The website should be a roadmap for the customer through the entire service, that is make sure that each of the emotional goals is fulfilled. On the other hand, it should be a tool for the organiser to structure the service and gather feedback from the customers.

Project execution

1

Logo

3

User area

2

Website

4

Admin panel

Logo

Navigating in the wilderness

The Nomadic Road visual identity consists of two main symbols: Master Logo and the Mark. The mark symbolises a compass arrow, guiding through the wilderness. The mark set together with the brand name doubles up as the letter “A”.

PROTOTYPING

I’ve set up a lo-fi clickable prototype using Invision App followed by a hi-fi prototype to demonstrate user interactions.

Researching expeditions

Designing a useful and beautiful webpage packed with information about each expedition.

Booking an expedition

Finding an easy path for a long booking process.
We’ve made the booking path in a way that is familiar for travellers, leaving a large header with essential trip information and visible breadcrumbs, showing each magor step in the booking process.

User area

Everything in one place

We made a place for the clients to track their progress while on the expedition, get important notifications from the hosts and manage their documents.

Outcome

Our customer

The website was well received by the company and their clients.
Although, it is not the main selling point, it has increased communication with potential clients and raised brand awareness on the web.

Learnings

The introduction of a design system within our team was a relatively new aspect of our process. I learned that a¬†design system’s success relies on a dedicated advocate who will keep it up to date and verify it with the companies visual language.

Featured In

Forbes

Conde Nast Traveler

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