WunderWalk is a travel app that generates a walking itinerary based off a users interests as entered in the search parameters, and helps them navigate via an interactive map. Air Tank Studio Pty Ltd, a start-up, engaged us to validate the app's market fit and redesign the existing interface to better suit the target user's needs and reduce bounce rates.
- User interviews
- Survey development
- Persona creation
- Paper prototyping
- Usability testing
- Visual design
- Presentation to client
Kick-off meeting with client
The client has previously conducted some UX research and has hypothesised that her target audience is women, aged 25-35 who enjoy niche travel experiences.
The client has identified issues with bounce and conversion rates, particularly on the home page as well as load time problems.
Problem statement: validate hypothesised target audience and improve usability of the app to reduce bounce rates.
The users and the app
Determining the users
- We interviewed people who identified as a traveller or who have travelled recently. The traveller market segments we interviewed were tourists, expats, local explorers, backpackers and families.
- We also sent out a survey mostly targeted at the client’s hypothesised audience and received 56 responses.
- Responses were collected in the form of post-it notes. Using affinity mapping we created four personas who embodied this research.
Conducted usability of current app to find issues with usability. Main issues:
- Slow load times due to server issues, poor system feedback to address this
- Confusing and overwhelming home screen
- Un-intuitive search prompts
- Routes generated were inflexible (could not modify once generated)
Hypothesised target audience of females aged 25-35 who are cultural travellers are most likely to use the app so the search prompts must be intuitive enough so these users are able to find meaningful results
Users are spontaneous but require some guidance and reassurance while exploring in the form of an informative walking itinerary with sufficient system feedback
Plans change all the time, and the generated walking itinerary must be flexible to cater to this
With these insights in mind we set about formulating possible solutions in the form of paper prototypes. We also aimed to make obvious the app’s unique selling point to differentiate it from competitors.
We conducted usability testing using paper prototypes on 5 participants. Major trends identified:
- People did not like to think and prefer suggestions as opposed to entering a specific search parameter
- Participants much preferred a simplified home screen with more clicks vs. less clicks with more functions on one screen
- Price was identified as an important search parameter which is not currently offered
- People responded very well to the new feature of ticking off places as ‘been/haven’t been’
- Users were frustrated when they could not alter generated walking routes
The best elements from the paper prototypes were then translated into wireframes which underwent one round of usability testing (mostly for UI purposes) due to time constraints.
I was responsible for the 'Create a WunderWalk' user flow.
Some visual design concepts were mocked up to bring the designs to life.
Delivery and Next Steps
We presented our findings and recommendations to the client along with some suggested next steps we did not include in this iteration.
The client will include some recommendations in the app's next redesign. The client will also take the conceptual wireframes to a visual designer to add fun and delight into the designs.