Jedsada Th

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Jedsada Th

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Let's Connect!

@jedsadatha

@jedsadatha

Jedsada Thavornfung

PROJECTS

WORK EXPERIENCES

MORE ME

Let's Connect!

@jedsadatha

@jedsadatha

Jedsada Thavornfung

PROJECTS

WORK EXPERIENCES

MORE ME

Let's Connect!

@jedsadatha

@jedsadatha

Jedsada Thavornfung

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Projects

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Austiny

Austiny

Experience Austin Like a Local: Your Guide to the City!

Experience Austin Like a Local: Your Guide to the City!

Project Overview

Research

Starting the Design

Refining the Design

Going Forward

Project Overview

Research

Starting the Design

Refining the Design

Going Forward

Project Overview

Duration

Duration

June 2024 – July 2024

Tools

Tools

  • Figma

  • iPad

    • Goodnotes Application

    • Procreate Application

  • Apple Pencil

  • Figma

  • iPad

    • Goodnotes Application

    • Procreate Application

  • Apple Pencil

Product

An app and website that recommends a curated selection of Austin's landmark locations. The project focuses on creating a user-friendly platform that offers personalized suggestions, helping users discover iconic sites and hidden gems. The aim is to enhance the exploration experience for both tourists and locals by providing a comprehensive guide to the city's unique attractions

Role & Responsibilities

UX/UI Design Generalist

I was responsible for the end-to-end design process, including conducting user research, creating wireframes and high-fidelity designs, developing prototypes, and performing usability testing. I also led the visual design efforts, established content strategies, and managed the entire project timeline independently to ensure a cohesive and timely execution.

Role & Responsibilities

UX/UI Design Generalist

I was responsible for the end-to-end design process, including conducting user research, creating wireframes and high-fidelity designs, developing prototypes, and performing usability testing. I also led the visual design efforts, established content strategies, and managed the entire project timeline independently to ensure a cohesive and timely execution.

Role & Responsibilities

UX/UI Design Generalist

I was responsible for the end-to-end design process, including conducting user research, creating wireframes and high-fidelity designs, developing prototypes, and performing usability testing. I also led the visual design efforts, established content strategies, and managed the entire project timeline independently to ensure a cohesive and timely execution.

Challenge

Challenge

Tourists often struggle to find places to visit in Austin, especially when they don't have the time to research thoroughly

Tourists often struggle to find places to visit in Austin, especially when they don't have the time to research thoroughly

Goal

Creating an app or website that recommends landmark locations in Austin for tourists aims to simplify the travel planning process. By offering curated suggestions and detailed information about the city's top attractions and hidden gems, the platform helps visitors easily discover and explore the best of Austin, even before they arrive.

Goal

Creating an app or website that recommends landmark locations in Austin for tourists aims to simplify the travel planning process. By offering curated suggestions and detailed information about the city's top attractions and hidden gems, the platform helps visitors easily discover and explore the best of Austin, even before they arrive.

Goal

Creating an app or website that recommends landmark locations in Austin for tourists aims to simplify the travel planning process. By offering curated suggestions and detailed information about the city's top attractions and hidden gems, the platform helps visitors easily discover and explore the best of Austin, even before they arrive.

Research

User Research Summary

In conducting user research for developing an app promoting popular landmarks and food places in Austin for tourists, I employed a mixed-methods approach, including surveys, interviews, and observational studies. Initially, I assumed that tourists primarily sought well-known landmarks and famous eateries. However, after engaging with a diverse group of participants, including first-time visitors and frequent travelers, my understanding evolved. I discovered a significant interest in curated experiences that combine popular attractions with local cuisine. This insight has refined my focus to ensure the app not only highlights renowned landmarks but also promotes a selection of top-rated food places, providing a comprehensive guide to Austin's most celebrated tourist spots and culinary delights.

User Pain Points

01.

Tourists struggle to find a balanced mix of popular landmarks, top-rated food places, and additional services like hotels, car rentals, and travel tips efficiently.


01.

Tourists struggle to find a balanced mix of popular landmarks, top-rated food places, and additional services like hotels, car rentals, and travel tips efficiently.


01.

Tourists struggle to find a balanced mix of popular landmarks, top-rated food places, and additional services like hotels, car rentals, and travel tips efficiently.


02.

Users find it challenging to navigate between different sources of information for landmarks, dining options, and other essential travel services.


02.

Users find it challenging to navigate between different sources of information for landmarks, dining options, and other essential travel services.


02.

Users find it challenging to navigate between different sources of information for landmarks, dining options, and other essential travel services.


03.

Recommendations may need to change based on the season, as certain landmarks and food places may be more popular or accessible at different times of the year.

03.

Recommendations may need to change based on the season, as certain landmarks and food places may be more popular or accessible at different times of the year.


03.

Recommendations may need to change based on the season, as certain landmarks and food places may be more popular or accessible at different times of the year.

04.

Users desire a seamless, intuitive interface that simplifies trip planning and enhances the overall travel experience.



04.

Users desire a seamless, intuitive interface that simplifies trip planning and enhances the overall travel experience.


04.

Users desire a seamless, intuitive interface that simplifies trip planning and enhances the overall travel experience.



Meet the Users

User Journey Map

My next step involved illustrating how my personas were currently performing their tasks.

Action

Searching for good tourist spot in Austin

Save tourist spot

Repeat:

Searching for hotels, foods, or transportation

Repeat:

Save target items.

Task List

A. Open Google


B. Search for tourist spot in Austin


C. Look at vary websites

A. Open note app


B. Record interesting location from websites on websites.

A. Open Google


B. Search for targets spot in Austin


C. Look at vary websites

A. Open note app


B. Record interesting location from websites on websites.

Feeling Adjective

Overwhelmed


Intimidated

Lost


Overwhelmed

Overwhelmed


Annoyed

Overwhelmed


Annoyed

Improvement Opportunities

Reduce different websites into one website.

Recording location directly in the app or website.

Reduce different website into one website. 

Recording location directly in the app or website.

Starting the Design

The New User Flow

Open App

Log-In Screen

Log-In

Like landmark?

See landmarks

Homepage

Yes No

Yes No

Landmark

saved

Sketch Wireframes

Phone Wireframe

Website Wireframe

Low-Fidelity


The goal of this page is to show different options in the selected category such as Landmark to users. This page shows different items, which users can access to review, more information, and save/favorite the option for later use.

The goal of this page is to show different options in the selected category such as Landmark to users. This page shows different items, which users can access to review, more information, and save/favorite the option for later use.

The goal of this page is to show different options in the selected category such as Landmark to users. This page shows different items, which users can access to review, more information, and save/favorite the option for later use.

Usability study: Round 1

With a combination of moderated usability study and unmoderated usability study, users were asked to follow basics navigation of the app and provided feedback on overall experiences. 

01.

Want to have easier access to Favorite or Save locations.



01.

Want to have easier access to Favorite or Save locations.



01.

Want to have easier access to Favorite or Save locations.



02.

Want more pictures on each landmark to have a better understand and make the right decision before visiting.

02.

Want more pictures on each landmark to have a better understand and make the right decision before visiting.

02.

Want more pictures on each landmark to have a better understand and make the right decision before visiting.

03.

Be able to move the map around.




03.

Be able to move the map around.




03.

Be able to move the map around.




Mid-Fidelity

After completing Usability Round 1, the Mid-Fidelity prototype is refined based on initial user feedback. It represents a more polished version of the product with improved functionality, layout, and interaction design. There key pages are:

  • Homepage, where users can see picture carousel of different landmarks and access to other features of the app:

    • Profile Page

    • FAQ Page

    • Recommendations categories: Landmarks, Foods, Parks, and Upcoming Events.

  • Map, users can see different location of local place such as hotels, rental cars, public restroom, and bar.

  • Favorites, users will be able to see their saves locations.

After completing Usability Round 1, the Mid-Fidelity prototype is refined based on initial user feedback. It represents a more polished version of the product with improved functionality, layout, and interaction design. There key pages are:

  • Homepage, where users can see picture carousel of different landmarks and access to other features of the app:

    • Profile Page

    • FAQ Page

    • Recommendations categories: Landmarks, Foods, Parks, and Upcoming Events.

  • Map, users can see different location of local place such as hotels, rental cars, public restroom, and bar.

  • Favorites, users will be able to see their saves locations.

Refining the Design

Usability study: Round 2

With a combination of moderated usability study and unmoderated usability study, users were asked to follow basics navigation of the app and provided feedback on overall experiences. 

01.

Add price indicator of the location.



01.

Want to have easier access to Favorite or Save locations.

01.

Add price indicator of the location.



02.

Ability to sort locations based on different criteria: proximity, popularity, prices, etc.

02.

Want more pictures on each landmark to have a better understand and make the right decision before visiting.

02.

Ability to sort locations based on different criteria: proximity, popularity, prices, etc.

03.

Ability to pause the picture carousel.



03.

Be able to move the map around.

03.

Ability to pause the picture carousel.



Final-Iteration

After completing Usability Round 2, the Mid-Fidelity prototype was refined based on initial user feedback. The color scheme was adjusted to align with the burnt orange theme, reflecting Austin’s primary color. The recommended locations section was redesigned to include additional information, such as pricing. Users now have the option to sort recommendations by various criteria, including the number of likes, reviews, and prices. The navigation bar at the bottom of each page was enhanced in both design and animation, providing a smoother user experience. Additionally, users can now pause the picture carousel. The Favorites page was completely redesigned to appear less cluttered. More Austin-themed elements, such as a longhorn, were incorporated throughout the app. Finally, an animation was added for when the app is opened.

Homepage

Mid-Fidelity

Final-Iteration

Vibrant: Enhanced the vibrancy of the colors and incorporated more burnt orange to establish it as the primary brand color, reflecting the association with the University of Texas at Austin, a key symbol of the city

A pause buttons had been added to give users an ability to pause the picture carousel.

Refined navigation bar.

Landmarks

Final-Iteration

Mid-Fidelity

Refined: Improved the category buttons by adding icons and colors that appear when users open the page.

NEW Feature: Users can sort the recommendation locations based on different criteria: number of likes, popularity level, number of reviews, etc.

The recommended cards had been redesigns completely to add more information such as reviews, likes, and prices for users.

  • Map

    Mid-Fidelity

    Final-Iteration

  • Favorites

    Mid-Fidelity

    Final-Iteration

  • Profile

    Mid-Fidelity

    Final-Iteration

  • Landmarks Info

    Mid-Fidelity

    Final-Iteration

  • Map for Hotels

    Mid-Fidelity

    Final-Iteration

  • Hotels Info

    Mid-Fidelity

    Final-Iteration

  • Review

    Mid-Fidelity

    Final-Iteration

  • Add Review

    Mid-Fidelity

    Final-Iteration

  • FAQ Page

    Mid-Fidelity

    Final-Iteration

Style Guide and Assets

Accessibility Considerations

01.

01.

The ability to pause the picture carousel in the homepage.

The ability to pause the picture carousel in the homepage.

02.

02.

Redesign the location reviews to reduce clutter and give more information: likes, review-stars, and price of location.

Redesign the location reviews to reduce clutter and give more information: likes, review-stars, and price of location.

03.

03.

Emphasize the color brand, orange color, and explore different shade of orange to increase contrast between background and buttons. 

Emphasize the color brand, orange color, and explore different shade of orange to increase contrast between background and buttons. 

Going Forward

Take away

Impact

The app’s updated design significantly enhances the user experience by offering a cleaner, more intuitive interface that effectively highlights both popular landmarks and local culinary gems in Austin.

What I learned

Throughout the project, I learned the importance of user-centered design and incorporating diverse feedback. Creating a clean and impactful design greatly enhances user appeal and engagement.

Next steps

01.

01.

Working on smoothing the animations between and within pages because the animations in the final product are very laggy and lack cohesion.

Working on smoothing the animations between and within pages because the animations in the final product are very laggy and lack cohesion.

02.

02.

Adding more “Austin” signatures because the app does not fully capture the city's unique vibe as much as it should.

Adding more “Austin” signatures because the app does not fully capture the city's unique vibe as much as it should.

03.

03.

Working on the “Map” page because it appears very cluttered, which could overwhelm users.

Working on the “Map” page because it appears very cluttered, which could overwhelm users.

Check Out Other Projects

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Dent-In

Monordus

Monordus

Let’s connect!

@jedsadatha

@jedsadatha

Let’s connect!

@jedsadatha

@jedsadatha