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Role: UX Content Writer

Duration: 2 weeks

Team: Business Development Manager | Marketing Manager | COO 

Project overview

Brief

Onfleek Travel & Beyond is a startup company based in Seville, Spain. They offer trips throughout Spain, Portugal, and Morocco and are looking to expand their target audience to English-speaking study-abroad students currently living in Europe. My role as UX Content Writer on this project was to empathize with the target audience to help design this trip to students’ preferences and create content to bring attention to the company's unique opportunities.

Project

I aimed to use user-centered design thinking to design a trip that reflected study abroad students’ needs, wants, and desires. Once the trip was designed, the trip description would need to be embellished with a friendly, upbeat, and casual voice to be cohesive with the OnFleek brand while still providing informative details and some of the historical aspects of the cities visited during the trip.

Problem

Study-abroad students living in Europe want to improve their language skills and cultural knowledge while doing fun activities to enhance their overall study-abroad experience.

Solution

Create an educational yet fun weekend trip with complementary content to Lisbon, Sintra, and Cascais where students could enhance their study abroad experience and complement their studies.

Learning opportunity

Given that I was the only native English speaker on the team, I was responsible for user research and content writing. Not only was this my first time leading a design project, but it was also my first time working with a team solely in my second language, Spanish. Therefore, I prepared myself to translate my findings and design ideas into Spanish to best communicate with my team.

Project overview
Understanding the user

Understanding the user 

User research

I conducted a 10 question interview with 10 people who were currently studying abroad or had studied abroad to truly understand the needs, behaviors and motivations of the users. Then I used the qualitative data to create personas that reflected the users.

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Personas

Problem statement:

Emily is an international study major who needs to expand her cultural knowledge and language skills with real-life experiences to enhance her studies.

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Problem statement:

James is a finance major who needs to balance doing fun, stress-free activities with his friends while still doing enriching and educational activities to please his parents.

Pain points

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Finding inspiration

Finding inspiration

History

I researched the history of Lisbon, Cascais, Sintra, and Portugal to gain a better understanding of what the area had to offer. This gave me a solid foundation to build upon since many travelers were interested in the trip being educational and historical.

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Moodboard

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Designing the experience

Designing the experience

Tour guides

While the OnFleek team worked in the office during the week, we all doubled as tour guides on the weekends. Therefore, upon reviewing and analyzing the user research, we discussed the ways to provide students with the best experience possible on the trips. Working as a team, we devised a plan to ensure high customer satisfaction and to address the pain point of students not wanting “boring tour guides."

Itinerary rough draft

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Planning

Once the itinerary rough draft was written, we worked as a team to find the best accommodations, local restaurants, and Portuguese tour guides to provide city highlights and history. We also ensured a balance between having the trip structured enough that students did not have to stress about planning, but also not too structured to allow plenty of free time for students to explore the cities on their own or with the OnFleek guides.

Designing the content

Designing the content

Lisbon Weekend Trip Travel Information Screenshot
Description of the Trip to Lisbon
Description of the Trip to Sintra
Description of the Trip to Cascais
Conclusion

Conclusion

Results

This project was used throughout various marketing mediums and ultimately assisted the company in selling over 500 trips to its target audience within the first year of business. This far exceeded the set goal by over 500%. Also, customers were extremely satisfied with the accuracy of the descriptions and the trip overall, as the company received over one-hundred 5-star reviews within the first two years of business.

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Impact:

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Takeaways

As a travel enthusiast, working on this project with the Onfleek Travel & Beyond team was a dream come true. This project emphasized that designing with the end user in mind is one of the best ways to achieve and exceed business goals. Working on this project gave me valuable insight into user research, travel design, content writing, and providing an excellent user experience. I am beyond grateful to know that we successfully touched the lives and improved the study abroad experience of so many students.

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