Ecordua, Landing
The company specialized in Ecotourism and is passionate about nature, over the years has specialized in different areas to provide its users with different experiences throughout Chile, such as Kayaking, Mountaineering, Hiking, Skiing, and Rock Climbing, among others.
Scope: Brand Rebranding and Research to find insights from users and customers.
Duration: 2 Weeks
Tools: Sketch, Invision
Role in team: Ux Research
Problem
Given the pandemic and the global contingency, like many other brands Ecordua was affected, the demand from users dropped and this required research work to strengthen the brand and find user needs.
Research
To answer the research questions, the following research tools were used: Online Survey and Interviews.
Some of the research questions were: Who are the users who hire customized routing services? What needs do they have when hiring?
Online survey
In order to obtain quick feedback from users on the most important milestones to understand, research was started by sending an online survey to both Ecordua users and potential users. English and Spanish versions were carried out.
Interviews
Semi-structured interviews with 6 users to fill the knowledge gaps we had and were conducted via video calls, both in English and Spanish. These interviews were conducted with a Notetaking and were recorded with their consent.
Users Insights
"Distance and elevation gain … elevation gain with being the main thing for me".
— Patrick
"The recommendations, that's it for me, I would put it in the long run, that's the most important thing".
— Trini
"... These moments, which I give myself to carry out these activities, become something intimate and developmental.
— Lorena
Empathy Map definition
When looking for information on places to see, they sometimes feel they have to look in multiple places.
The more information they find in the tour detail and updated, the more confident they feel.
Showing specialized information is vital, it gives them confidence.
Being able to make contact quickly and easily
After obtaining the information from the interviews and the online survey, different profiles of users and potential users for the brand were found, which is why two initial archetypes were defined in order to delve deeper into their needs. Some important highlights to highlight are the following from the research:
Solutions
After the research and definition of the empathy maps, different highlights were highlighted, so we began with the definition of the architecture of the information that should be present on the central pages of the site, such as Home, Membership, About Us, and Experience in detail.
This was worked on with the design and development collaborators, which resulted in the delivery of a site with information that users were looking for both in the brand and in other portals, providing greater value.
first Low-fidelity wireframe with information architecture
Second low-fidelity wireframe with information architecture
Video with the production design of the Ecordua.com site
Conclusions
Due to the short time of the project, not all the improvements found in the research could be implemented, so a list of possible next steps was given to the brand. As a personal conclusion, I believe that it is of great value for companies in their initial stages to receive these guidelines to follow.