Research, Experience Design & Branding for a city of Toronto tourism app.
Services
Client
Year
Timeline
Challenge
How can we improve the experience of tourists and visitors as they navigate our big city?
The vast majority of transit apps available on the market are made exclusively for city residents and commuters who are familiar with their routes and use a transit pass.
Most tourism apps available for the city of Toronto ignore the difficulty new visitors face in trying to navigate the city in a timely and affordable way. Travel Bandit proposes to be an easy-to-use, integrated, tourism and transit app geared towards this group of overlooked and underserved customers.
RESEARCH
I planned and conducted 3 Contextual Inquiries to understand the opportunities and challenges of navigating the city and experiencing its tourist activities as a newcomer.
These combined with Online Surveys also revealed key accessibility features to include and additional gaps that could be addressed within the prototype:
- Tourists value being able to navigate the city without any prior knowledge (particularly if they speak a different language) and get to their destination in a timely & affordable manner.
- Visitors recall frustrating experiences trying to search for and pay for tickets to the various tourist attractions.
- Paying for transit is a difficult endeavour for tourists and visitors who do not have a transit card or have difficulty locating a payment booth.
EXPERIENCE DESIGN
Based on my user research I created the User Persona of Andrew, the Tourist Archetype, to help inform my design decisions.
I mapped out the user flows of how a visitor like Andrew can search for an attraction, map directions to it, and more.
Next, I designed a series of wireframes for key screens based on my user persona, user flows, and initial user testing feedback. I ensured that key elements and features discovered during the research phase were included so they could be tested in the next stage.
Crafting intricate brand narratives for lasting and meaningful impact.
Crafting intricate brand narratives for lasting and meaningful impact.
