2. + theculturetrip.com
“With our one-stop website we aim to provide
customers and businesses with books, films and
music for every country in the world. We also
offer background information, discussions,
news and travel updates for each country.”
thecultruretrip.com is essentially a content
management system for catalogue of books,
music and film with the search emphasis on
where the media originates in the world.
Articles, blogs and comments are also
implemented to give a sense of community and
enforcing the value proposition of cultural
knowledge within media artifacts.
“We want to inspire people to be thinking
travellers, wherever they go, wherever they
come from.”
3. 3
+
1 2
anatomy analysis 4
5
6
1. site id
7
2. search
3. utilities
8
4. page name
5. sub-section navigation 9
6. country sub navigation 10
7. continent main navigation
8. sub-section navigation
9. featured content
10. 120x600 ad-space 11
11. genre sub-navigation
12. 728x90 ad-space
13. footer & utilities
12
13
4. +
sitemap
homepage 00
my shopping search
01 01 01
account cart results
logged in area
explore explore
02 03 item page 03
notes continent country
- product page can be accessed from
multiple levels.
customer
- utilities do not appear on homepage but about us xx xx films 04 books 04
are static throughout rest of site.
services
- 'comments', 'links' & 'map' are store
embedded into most pages of the site
terms &
however only 'comments' & 'links' click xx B2B xx
through to their own page, 'map' is an conditions
embedded google map.
- from the product page, users can 'add
editorials 04 articles 04 submit 04
item to basket' to purchase, this then disclaimer xx contact us xx
follows flow as detailed in order analysis.
explore
- 'travel bag' page is only available as an
offshot of the 'explore country' page.
about the
advertise xx xx
catalogue
comments 04 links 04 map 04
utilities
travel bag 04
5. +
search
site id
anatomy critique
homepage
+ set in 1000px centered container
+ 5 column grid layout holds together navigation
the site design
+ menu-style homepage giving links
and options to the user
+ prominent search feature, placed at
first place a western user looks on a
web-site
+ custom ‘HeroLight’ sans-serif font
+ map metaphor for navigation info
enforces notion of travel
+ full-page background image used as
a device to emotionally connect feature
users to travel and excite and
engage.
+ body content similarity & proximity
forces Gestalt grouping the fold
+ ‘featured’ items similarity &
proximity forces Gestalt grouping
+ navigation buttons reverse colour on
rollover making identifying them
easy for the user
+ product images, text and ‘call to
action’ button clickable body
+ two main ways of purchasing, via
search and via exploration (as
detailed in task analysis)
+ featured items change to give new
perspectives of cultural relevancy
+ site employs a network tree
structure
6. + user analysis
theculturetrip.com is aimed at individuals with
interests in; Katy
- travel
- culture
- learning
This range of user would typically be very
sociable, of middle to upper demographic and
be of a good standard of education.
They will typically have proficiency in using the
‘I am interested in
internet and web applications to accomplish
tasks and be used to using sites such as amazon
the cultural
for purchasing online. relevancy of my
They value the opinions of others, especially
those of the same disposition and love to share media’
stories and experiences of their travels.
The value of using theculturetrip.com for the Key goals We must
target user would be the ability to directly tie
the media artifact with the country of origin. • Understand background of media • Implement Search by country/
continent
This ability to search gives rise to exploration of • Explore the place she is in through
new media that is also produced in the country. media • Provide social connectivity
Being comfortable with using technology means • Share opinions with likeminded people • Allow her to share experiences
that theculturetrip.com would be used in a
multitude of environments using tablet, mobile
or other handheld internet as well as through a Behaviours We must not
desktop browser. • Travels a lot on her own and connects • Focus on the commerce aspect too
with people whilst traveling using much but still provide purchase
thecuturetrip.com lends itself well to having a
social media opportunities
strong mobile strategy but this analysis focuses
on the dektop browser version. • Enjoys reading cultural articles and
opinions
• Plans trips with culture in mind
• Doesn’t like to be sold to
7. +
task analysis - current
Goal: To search for and purchase a novel related to Mexico - Flow1, Using search box
Shopping environment Item details View Basket Checkout
Confirm order Confirmation
Payment Page
Type search term Browse
Enter homepage Add item to cart View Basket Continue as Guest Billing Details Shipping Details Shipping Method (external - Confirmation page
into search box results page
SagePay)
Note Note
User has to re-search or Each of the steps in the
click on homepage or 'checkout' process open up
'explore' button to continue a new page, to have these
New customer
browsing site for further parts as sections on a
If results are not relevant, purchases. single page would improve
user will change and re- user experience.
submit search
View item details Create Account
Note
There is no
recommendation based on
'near-searches' or 'did you
mean'
Existing customer
Login Confirm details
Add new
customer details
8. +
task analysis – proposed improvement
Goal: To search for and purchase a novel related to Mexico - refined
Shopping environment Item details View Basket Checkout
Confirm order Confirmation
Enter search Browse customer, billing & Payment Page
Enter homepage Add item to cart View Basket Continue as Guest Confirmation page
term results page shipping details (external)
Improvement Improvement
basket should be always on 3 steps reduced by having
screen to allow user to all required information for
continue searching and order completion on one
New customer
exploring site page in sections
If results are not relevant,
user will change and re-
submit search
View item details Create Account
Note
There is no
recommendation based on
'near-searches' or 'did you
mean'
Existing customer
Improvement
As search is the only main
feature on homepage this is
now a semantic step Login Confirm details
Add new
customer details
9. n site critique - design
Search colour same
as background in
Chrome
Whilst background is
visually impressive,
it can be distracting,
adding an semi-
opaque container
could work better.
Facebook Friends,
Twitter Feed,
Images, Info can be Products is too high is site hierarchy. Why am I
shown live rather coming to TheCultureTrip? If I want to buy I will
than as static link. go to amazon. Focus should be on the cultural
thoughts, social aspects, sharing information,
discussion articles and the e-commerce aspect
Links on Profile page should be more subtle but embedded every step
to products are of my site exploration. *1
good, this should be
given high hierarchy
and the links should
be given in every
blog/article.
10. n site critique - functionality
There should be no
differentiation between
Explore and Store.
Convenience is key, if I am Why are these
browsing articles/blogs etc I products featured?
The map metaphor is lost as soon as I explore
regions. Could use Google Map API and should be able to purchase in Brief editorial about
same cognitive process. *2 their cultural
overlay to dynamically explore world.
importance and
comment/discussion
on each would
improve social
connection.
Products neither fit
All of these should into ‘low-cost’ or
be accessible as one ‘premium’. *3
section to provide
cultural overview of
country
Secondary/Tertiary
navigation should be
available, I shouldn’t
need to navigate
away from current
page to explore
other regions/
countries.
11. n site critique - social
Facebook ‘like’ uses
captcha image not
product image.
Secondary/Tertiary
navigation should be
available, I shouldn’t
need to navigate
away from current
page to explore Good idea for links
other regions/ by they navigate
countries. away from site and
are ‘counter-sticky’.
Each site links to
their own commerce
and has ads, why
would I come back to
TheCultureTrip?
Potential for
Network advertising. - When the links are
Can be very niche longer than content
and be geo/IP/ Opportunity to it disrupts flow of
behaviorally incorporate page causing
targeted. cultural videos confusion.
and interactive
media. *4
12. + mobile recommendations
+ Locationbased service when travelling to
engage in blog/articles/products of relevancy.
+ 4square/facebook/twitter
check in –
recommendations from other users based upon
location.
+ Mobile e-commerce.
+ Access as App not internet *5 – full download
for all platforms.
+ Push notifications when area of cultural
interest ‘exit through the gift shop’ -theory.
+ Travel ‘mood’ lasts longer than excursion,
notifications can last ‘after-trip’.
+ Barcode reader to link info from book in real-
life to cultural info on TheCultureTrip.
13. +
homepage re-design
+ Site ID and logo prominent
and in same position
throughout site
film/books/music
culture by country + Simple header and tagline
captures mood and value
proposition of website
+ Full-page background image
used as a device to
emotionally connect users
enter country or city to travel and excite and
engage. Use of contrasting
colour images important on
homepage so elements
stand out.
+ Use of international web
safe symbol for ‘search’
+ Homepage focus on the
search and exploration by
country or city and not
providing distraction to the
about | contact | facebook | twitter
user.
+ Utilities are simply placed
at bottom of browser on
*redesign inspired by mark-making.com & bing.com static footer.
14. +
site considerations
+ Partnership/API with sites such as trip advisor, expedia etc.
+ Continuous social interaction - comment integration with facebook/
twitter.
+ Video integration inc video advertising.
+ Split focus on commerce/social causes confusion.
+ Submit article should be in form of upload not just providing link to
contact details.
+ Links away from site should be kept to a minimum and where
unavoidable should open in new tab in browser.
+ Streaming music should be provided using API from spotify/7digital
etc.
+ No cohesive link between product and blog/articles/social.
+ Further twitter/quora interaction – build branding, trust and loyalty.
+ No use of breadcrumbs to show user where they are in purchase
process.
15. +
appendix
n 1 - Usefulness will make your site the one of choice
Richard Madden, Marketing Week article.
n 2 - Convenience is central to users experience
Promise senior consultant Thea Bowden, Marketing Week interview.
n 3 - Market leans to either low cost or premium brands
Leapfrog Research and Planning, Marketing Week article.
n 4 - Video is proving useful for getting users interested
The British Video Association s (BVA) Trends in Digital Content study, Marketing Week.
n 5 - Apps will be replaced by hosted services but is
dependent on the internet coverage
Paul Owers, operations director at fashion retailer Jigsaw, Marketing Week interview.
16. +
bibliography
n 1 – Simple & Usable Giles Colbourne 2010
n 2 – Communicating The User Experience Richard Caddick & Steve Cable 2011
n 3 – About Face 3 Alan Cooper, Robert Reimann & David Cronin 2007
n 4 – Undercover User Experience Design Cennydd Bowles & James Box 2010
n 5 – Don’t Make Me Think Steve Krug 2005
n 6 – Above The Fold Brian Miller 2011
n 7 – Presentation Zen Garr Reynolds 2008
n 8 – Logo Design Love David Airey 2010
