Jedsada Thavornfung

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Austiny

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

Project Overview

Duration

June 2024 – July 2024

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.

UX/UI Design Generalist

Challenge

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

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

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.

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

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.

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

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

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.

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

Meet the Users

Alex Johnson

Age:

Education:

Hometown:

Family:

Occupation:

Master Degree

Seattle, Washington

Single

Computer Engineer

“I want to make the most out of my trip to Austin without spending hours researching different websites for recommendations.”

Alex Johnson is a tech-savvy 35-year-old travel enthusiast who needs an easy-to-use app that provides comprehensive and personalized recommendations for landmarks, food places, hotels, car rentals, and travel tips because he values efficient planning and wants to maximize his travel experience in Austin without spending excessive time on research.

Goals

Efficiently plan his trip to Austin with top recommendations for landmarks, food, and accommodations.

Frustrations

Need to visit multiple sites to get complete travel information.

Jessica Morales

Age:

Education:

Hometown:

Family:

Occupation:

Bachelor's degree

San Antonio, Texas

Married: 2 kids

Marketing Manager

“I love exploring new places, but it's frustrating to spend hours sifting through generic recommendations that don't match what I'm looking for. I wish there was a way to find places that fit my interests without all the noise.”

Jessica is a 43-year-old marketing manager. While she loves exploring new places, she often feels overwhelmed by the sheer volume of information available on travel apps and websites. She craves a more personalized experience that caters to her specific interests, whether she's looking for family-friendly activities, cultural landmarks, or hidden gems. Jessica values efficiency and wants to make the most of her time, so she seeks a platform that simplifies the process of discovering Austin's unique attractions.

Goals

Wants to quickly find personalized, family-friendly spots in Austin that align with her interests, without the hassle of extensive research.

Frustrations

Overwhelmed by generic recommendations and struggles to find places that match her interests.

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

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

Landmark

saved

Sketch Wireframes

Phone Wireframe

Website Wireframe

Low-Fidelity

This is the homepage of the app. The goal of this page is showing different features as much as possible while being simplistic for users. In this page, users can access almost every aspects of the app: picture carousel, profile page, search bar, category options, etc.

Profile

Different category: landmarks, foods, etc.

Picture carousel to show different landmarks recommendation

Click

Favorite this item

Review

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.

Want to have easier access to Favorite or Save locations.

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

Be able to move the map around.

Want to have easier access to Favorite or Save locations.

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

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.

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.

Want to have easier access to Favorite or Save locations.

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

Be able to move the map around.

Add price indicator of the location.

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

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

Website

Style Guide and Assets

Want to have easier access to Favorite or Save locations.

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

Be able to move the map around.

Accessibility Considerations

Want to have easier access to Favorite or Save locations.

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

Be able to move the map around.

The ability to pause the picture carousel in the homepage.

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

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

Want to have easier access to Favorite or Save locations.

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

Be able to move the map around.

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

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

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

Check Out Other Projects

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Let’s connect!

jedsada.thavornfung@gmail.com

@jedsadatha

Let’s connect!

jedsada.thavornfung@gmail.com

@jedsadatha