Overview
To research and design mobile and web applications for road trip travellers to guide them along scenic routes through a point to point journey, provide them with suggestions of weather forecasts, stop by scenic spots, restaurant suggestions and photographic spots. The business was a famous scenic route map vendor who created and sold maps which gives extraordinary routes across the country which are not generic and which had to be explored exotic routes, spots for photography, blogging and dining, etc.
Role & Responsibilities
UX Research, Wireframe, UI Design
Tools
Adobe XD, Illustrator, Miro
Challenge
The business was an established Printed Map provider for scenic routes across the country. They had a minimal website which showcased maps when the routes are selected but the maps were images scanned from the printed brochure which lacked interactions, clarity and intuitive features to keep the users informed of the routes and spots throughout the routes. Thus the Stakeholders approached with a need to develop a user friendly Mobile and Web application both for the users and the Admin, to manage and use the apps efficiently.
Due to the cumbersome experience with the website, the objective was to create a mobile app which provided up to date scenic routes for user selected location points, with upfront weather alerts, stop by destinations with description and reviews from other travellers to provide a sense of trust and motivation. The web app’s objective was for Admin roles to access and upload route information, pictures and manage comments from the back end.
Process Approached
Discover
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Heuristic Evaluation
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Empathy Mapping
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Persona
Define
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Information Architecture
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User Flow
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Wireframes
Design
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User Interface Design
Deliver
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Asset Handover
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Design System
Heuristic Evaluation Findings
Discovery
Consistency & Standard
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The pre-existed website had images of printed Maps of high road trip routes marked with recreational areas and lack of features to zoom and clearly learn more about the place/ route.
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The website consisted of limited interactions such as:
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Viewing Route Maps
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Contact information
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Information to buy Maps
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User Control & Freedom
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There was no user control and freedom in the website that existed as the main objective was to make the users purchase printed maps which were not welcomed by many users.
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Also the maps in the website were not clear as they are simple scanned images.
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There were no reviews and ratings or experiences shared by the recurring users which was not helpful for new visitors.
Persona
Personas from the interviewed audience who are frequent travelers.
Empathy Mapping
Target audience who often undertook road trips across the country and within states were interviewed and the following analyses were drawn.
Define
Information Architecture created for the Mobile App and Web App.
Mobile Application
Web Application
Wireframes
Mobile Wireframes - Navigating a route flow
Design
User Interface Design
The apps were designed for three User roles:
Admin
The Traveller
The Explorer
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The Admin had the access to control the application such as managing the content, uploading content, checking on the reviews posted by the users, updating route details based on everyday changes.
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The Traveller is the primary Persona, who frequently undertakes road trips and are of high requirement to try new scenic routes across the country with recreation centers, interesting sights to stop by, entertainment options and restaurants, etc.
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The Explorer is the secondary Persona, who visits the app to explore about the opportunities, glances through reviews and ratings to decide on undertaking travel trips.
Mobile App UI Design
Web App UI Design
Delivery
Solution Provided
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To make the App more intuitive and interactive, Dashboard was introduced with live location on a customised Map with weather announcements in advance as the traveller progresses through the route.
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Information on each recreational spots were provided with respect to the routes inputted in the navigation system.
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Features to provide Reviews, Ratings, upload pictures of the routes undertaken by the users were introduced to encourage authencity and motivate other users to explore the scenic routes.
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Engaging pictures and videos of the route were provided from the Admin side to increase the interests of the users.
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Both Mobile App and Web Apps were introduced for the purpose of both functionality and exploration.
Style Guide
Learnings &
Experience
Beginning from understanding the business objectives, devising an IA for the Apps and plunging into Visual Design and prototyping, this prospect was completely a unique experience. As the firm was well reputed since the 70's and required to establish the same in this digital world, came as a challenge to replicate their services digitally to be apt, enticing and engaging for road trip travelers across the country.