Product Design

Zeit Time Travel Tours


Product Design



My Role

UX Designer & Researcher
DesignLab Student

Experience history like never before.

Zeit, German for “time”, is a theoretical time travel company that provides tourist packages to select destinations all over the world, from the prehistoric times to present day. As a DesignLab student, I was assigned a brief to define Zeit’s brand and build their e-commerce booking site.

  • Design an e-commerce time travel booking website.
  • Define Zeit’s new brand identity.
  • A responsive booking website that allows customers to browse through selected time travel tours.
  • A filterable search results page to narrow results according to interests.
  • A trip information page including itinerary, reviews, and what’s included.
  • A simple straight-forward checkout process.
  • A brand identity that balances a modern style with a nod to the historical past.



In order to successfully launch this project, I needed to understand the goals and pain points of our customers. To do this, I defined a few key questions to focus our research on.

  • Who are our customers?
  • What do our customers expect during their travel experience?
  • How can we make our customers feel safe and taken care of?

Through a competitive analysis and group interviews focusing on general travel habits, travel planning, and booking, I found that the modern traveler is looking for flexibility, convenience, and new experiences.

Many travel sites now offer vacation packages based on experiences and culture, providing guided tours by locals as more and more people seek to feel connected and enriched through travel.



Based on the initial research, I identified user personas, defined the user and business goals, established a feature roadmap, and put together the sitemap for Zeit based off of a card sorting exercise.



User and task flows were created to begin brainstorming and wireframe sketching for Zeit’s website. For design and branding inspiration, I put together mood boards which I referenced along the way.



During the design phase, I created low-fidelity wireframes, that were then turned into high-fidelity screens for desktop, tablet, and mobile after the brand identity and UI kit was designed. As the final step in the design process, mid-fidelity prototypes were created to test the browsing, booking, and checkout flow of the design.



I conducted usability testing using 4 mid-fidelity screens. Users were given a specific task to book a European sports related time travel tour, and all users were able to successfully complete the task.

Using my notes and observations from the usability testing, I put together an affinity map and identified priority revisions that were both necessary for launch and would make the biggest impact.

The main hangups centered around the functionality of the prototypes. Some of those adjustments were made, while others were noted and would be made in development. Overall the test was a success, with minimal changes to the design.

Next Steps

Iterations and edits were made to the existing screens to better suit our user’s needs. Additional screens will need to be designed and tested further before launching the website, specifically the about and help pages so that our users have all of the information they need to confidently book a time travel trip.

Once those screens are finalized and the content has been tested and approved, the screens will be passed off to the Development team for implementation.