PROJECT BRIEF
WhereTo is designed for individuals who travel on short trips more than twice a year. The app aims to simplify planning time spent at the destination by providing real-time personalized recommendations and showcasing interesting spots in the vicinity. Unlike competing products, the app focuses on delivering more tailored suggestions to the user, emphasizing authentic on-site experiences during the journey.
What I did:
1. (Desk research) Secondary research
2. Primary research - in-depth interviews
3. Processing & analyzing the data
4. User personas, user flow
5.Strategy & product strategy
6. Low fidelity, high fidelity design and prototyping
7. User testing & improvements based on user feedback
Travel planning becomes challenging due to the overwhelming number of information sources. The lack of personalized content makes it difficult for frequent travelers to organize
The goal is to enhance the travel experience by optimizing the time
spent searching for and visiting interesting places during trips.
The target audience consists of individuals aged 18-40, who travel short-term (1-4 days) at least twice a year, solo or with a partner. They prefer spontaneous planning, actively use mobile devices and the internet
during their trips, and value authentic experiences and independent decision-making. They primarily seek information online (Instagram, travel blogs, Google Maps) and through recommendations from friends and locals.
To understand the problem, we conducted desk research and 12 semi-structured in-depth interviews (IDIs), including two pilot interviews. The conversations included both individuals who enthusiastically plan their trips and those who prefer spontaneity and do not pay much attention to planning.
planning habits: methods, responsible individuals, key aspects, time spent, tools used, and emotions associated with the process.
Ideals for the perfect digital travel product: expected features, design, and capabilities. Willingness to share data for product personalization
Most important memories, collecting souvenirs, types of souvenirs, reasons for selection, and the emotions and associations related to specific journeys.
Typical day, first activities upon arrival, preferences and avoided situations. Information checked, tools and devices used, searching for attractions, and dealing with unforeseen situations.
Based on the collected information from the analysis conducted using the Dovetail and Mural tools, conclusions were drawn.
Here are some of them worth sharing, including:
Usability tests were conducted to assess whether the product meets user needs and whether the interface is intuitive. The comprehensibility of the app's concept, its features, and the clarity of symbols and information on the map were evaluated. The goal was also to identify the app's strengths and weaknesses and gather user feedback.
Eight moderated usability tests were conducted with potential app users. The study involved both individuals who plan their trips in detail and those who prefer a more spontaneous approach. Users tested five different scenarios, focusing on the practical use of the app, which provided a better understanding of their opinions and needs.
To systematize the observations and analysis of the conducted research, the following methods were applied:
The tests revealed that the section for notifications about interesting places and the toggle button take up too much space on the screen. Users also pointed out the need for changes in the way places are marked and selected, as the proposed solution was not distinctive enough.
In addition, users unanimously stated that using the app did not present significant difficulties. Furthermore, they suggested that a version compatible with smartwatches be introduced in the future, which would enhance its usability. They also recommended considering support for users in utilizing public transport, which could further improve their experience of exploring the city.
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