OVERVIEW (IN SHORT)
As a creative and as a traveller, I crave local vibes—trendy and vibrant neighborhoods. But finding these gems in new cities? Not easy... My mission: to create a concept of personal travel app for those who, find inspiration in discovering the authentic pulse of a city. This case study present initial design stage for the app.
MY ROLE
All aspects of the design process, from initial research to final solution development and usability testing.
PROJECT SCOPE
6 Weeks/ Solo Project / Deliverables: Interactive Mockups & Usability Testing Report
DESIGN PROCESS
A familiar approach that gave structure to my design process - double dimond
My design process for this travel app began with in-depth research, revealing users' struggles with information overload. Using tools like proto-personas and journey maps, I identified key pain points.
This led me to focus on destination discovery while prioritizing quality of curated content. I developed an information architecture and key screens, resulting in a prototype that aims to streamline travel planning with rich feed screen, search and filter functions and map feature.
Figma File Link : Unfoldr - Discover & Define
INITIAL DESIGN DiRECTIONS
App design: social media-style feed with smart search, simplifying travel planning.
Based on digital trends and user behavior research, I hypothesized that a mixed-media feed could balance informative travel content with quick, visually appealing formats. To test this, I designed a prototype featuring a social media-style feed, prominent search and filter functions, and a map feature.
1st Mid-Fidelity wireframe for Feed Screen
Mixed-content feed inspired by social meadia
1st Mid-Fidelity wireframe for Map Feature
Map feature is integral part of travel apps.
1st Mid-Fidelity wireframe for Feed Screen
To enhance usability and discovery- I incorporated search and filter features
To enhance usability and discovery- I incorporated search and filter features
This approach aims to streamline travel planning while accommodating various user needs. The next step is to validate this design through user testing to determine if it enhances travel planning efficiency and meets modern digital preferences.
TESTING - 1ST ROUND
The usability testing—that's when things got tricky.
I tested the prototype with 67 participants using maze.com. The focus was on the city-specific feed and search/filter functions. Results were mixed, with low task completion rates.
Key issues included search bar problems, mobile visibility issues, unclear search scope, and confusing terminology. These results indicate that I had to re-think design and concept.
Explore more about usability testing tasks and results in Figma File- follow the link : Unfoldr - test report
IMPACT - before and after
Feed redesign boosted user success rate by 18%.
Testing revealed users had trouble changing cities and finding the features. In response, I focused on improving feature prominence and enhancing visual cues.
Creating a separate search screen improved the success rate from 13% to 34% .
I created a separate, visual search screen with clear categories. This improved user understanding and task completion. While some users still preferred the main feed, many successfully used the new search feature.
IMPACT - before and after
Overall, the simplified approach made the app easier to navigate and use for travel planning - the aim of the app.
RE-DESIGN - MID-FIDELITY
Your Pocket-Sized Local Travel Companion With Creative Twist
Unfoldr: Curated Local City Guide for Creative Explorers and Cultural Enthusiasts
Unfoldr features a city-specific feed with curated, personalized content of local art venues, design spots, and eateries. It aims to simplify discovery and planning for creative travelers seeking authentic local experiences.
Discover Handpicked Venues through Smart Search and Maps
Venues are easily found via map or search, featuring curated reviews and quality visuals providing insightful content that builds user confidence in selecting places to visit.
VENUE FULL REVIEW & INFO PAGE
VENUES FIND VIA SEARCH
VENUES FIND VIA MAP
Personalized City Tours for Style and Taste Seekers Saved in One Place
The app helps users plan themed trips with categorized content. Users can choose venue manually via search or map or get personalized guides, ensuring they don't miss city highlights.
PLAN VIA MAP
PLAN VIA CURATED GUIDES
