An IOS APP
Helping travelers find and book local activities
Role
UX Researcher UX Designer
Tool
Figma
Timeline
2 Weeks
Project Overview
In a collaborative effort, my design team and I started on creating an app called LocalTickets. This app aimed to enhance the process of discovering local activities and streamline ticket sales for events in Geneva, Switzerland. With one team member residing in Geneva, we leveraged their local expertise to guide our design decisions and ensure the app met the needs of both locals and visitors.
Ideation
Our project began with brainstorming sessions to conceptualize the app. Initially, we considered building an advanced version of existing ticketing apps tailored for a smaller audience. We crafted interview questions focusing on how users typically find events, purchase tickets, and interact with seating charts.
However, as we delved deeper, we realized that this approach might limit the range of activities we could offer, given Geneva's relatively small size. We shifted our focus from merely improving ticketing features to enhancing the overall discovery process of local events. This pivot was influenced by our desire to help users uncover activities that aligned with their preferences and travel interests.
Our new direction was inspired by the concept of a traveler seeking local recommendations. We refined our interview questions to better understand how users engage with local recommendations and seek out activities during their travels. This shift aimed to make the app more versatile and user-friendly for both residents and tourists.
To gain a comprehensive understanding of user needs, we conducted extensive research, including interviews and usability tests. Each team member conducted two interviews and participated in usability tests to gather diverse perspectives. Our goal was to empathize with users, identify their pain points, and gather insights on their preferences.
We synthesized our findings into an affinity map, which highlighted key trends and insights:
Safety and Authenticity
Users wanted accurate and reliable event details to ensure safety, as they often faced misleading promotions and needed reassurance that the events they attended were authentic and secure.
Explore like a local
Users preferred to immerse themselves in destinations by exploring them like locals, seeking authentic experiences and hidden gems rather than sticking to typical tourist spots.
Local Recommendation
There was a strong desire for recommendations from locals or friends who had previously visited the area.
Customization
Users wanted the ability to filter and sort results to avoid feeling overwhelmed and receive personalized recommendations.
Based on these insights, we developed a persona representing our typical user. This persona helped us keep user needs at the forefront of our design decisions.
Behaviors
Looks up detailed information to make sure her plans match her interests.
Asks locals and experienced travelers for tips.
Enjoys unique suggestions about cultural events, food, art and music.
Chooses activities that offer a real connection to the local culture.
Goals
Recommendations for activities that match her interests and are easy to find.
Getting recommendations from locals or people who have done the activity
Easy access to relevant information.
Clear information on event locations, timings.
Safety and Authenticity of the activities and events
Frustrations
Struggles with recommendations that don’t match her interests.
Feels overwhelmed by excessive information when searching for activities.
Difficulty finding nearby options on short notice.
Disappointed by outdated details about events.
Competitive Analysis
After defining our persona's needs, we dove into competitive analysis to see how other local event discovery apps were tackling similar challenges.
The mobile event discovery space is growing with increasing consumer interest in local experiences, ranging from concerts and festivals to community gatherings and workshops.
Based on our research we discovered this market benefits from trends in personalization, location-based services, and social connectivity. We also wanted to include a feature that allows users to purchase tickets for events directly through the app and access them thought wallet app.
To stand out in this competitive landscape, we focused on the following unique selling propositions. We aimed to capitalize on our competitors' weaknesses while leveraging their strengths to our advantage.
Enhanced Personalization: Use advanced algorithms to offer highly personalized event recommendations based on user preferences and past behavior.
Integrated Social Features: Include options for users to share events and interact with event organizers directly.
Local Insights and Reviews: Offer a platform for user-generated reviews and local insights to build a community around local events.
Easy Discovery: Implement intuitive search and filtering options, including advanced features like voice search or augmented reality to discover events nearby.
User Flow
Upon opening the app, we initially prompted users to sign in and then proceeded to an onboarding process to gather their preferences, ensuring results aligned with their interests. Following initial feedback, we recognized that onboarding could be cumbersome. That led us to integrate it into filters instead in our second iteration. Now, users can access the homepage directly to view local activities, applying filters to refine their curated list as desired.
Navigation + Information Architecture
In designing the information architecture of the app, we prioritized showcasing trending and local activities recommended by locals, aligning with our persona's preference to avoid touristy spots and activities. We organized activities by time of day—morning, afternoon, and evening—to assist in daily planning and create a personalized itinerary. Additionally, we structured the app with distinct tabs for easy navigation: Maps, Itinerary, Tickets, and Profile, focusing on key areas of interest. In order to offer a solution to meet the business needs, we added an add for the city's (Geneva) hockey game.
Wireframes
Here are the key features of the app:
Bookmarking and Filtering:
Users can bookmark events they’re interested in without committing to purchasing tickets immediately. This allows them to refer back to these events later.
The app features a filter option to refine search results based on criteria like date and price range. For example, users can select events happening this weekend within their preferred price range, and relevant results will be displayed prominently.
Video Feature: To ensure the accuracy of event descriptions, we’ve added a video feature that lets users get a true sense of the event’s atmosphere before attending.
Ratings: Event ratings from other users help in assessing the quality of events.
Calendar Integration: Users can add events directly to their calendar (e.g., Google Calendar) for easy tracking and reminders.
Directions and Safety Tips: The app provides directions to event locations and includes safety tips and preparation advice (e.g., dressing appropriately for the weather). Local tips and must-do activities you might not know if it's your first visit.
Local Reviews and Similar Events: Reviews come from locals to offer authentic insights. The app also suggests similar events users might enjoy, which can be added to their itinerary.
Map: Users can view their current location on the map and find nearby events.
Itinerary Management: They can easily add selected activities to their itinerary and edit it based on their schedule.
Ticket Purchase and Wallet Integration:
For ticketed events, users can view ticket details and proceed with purchases. Although the checkout process is not shown here, a ticket management tab allows users to view and manage their tickets.
An "Add to Wallet" feature is available for storing tickets digitally, complementing the calendar integration.
Prototype
Challenges and Solutions
Challenge 1: Onboarding Process
Solution: We refined the onboarding process by integrating it into the filtering system, allowing users to start exploring immediately while still capturing their preferences.
Challenge 2: Information Overload
Solution: We implemented robust filtering and sorting options to help users manage the volume of information and receive customized recommendations.
Challenge 3: Local Recommendations
Solution: We incorporated a recommendation feature that aggregated suggestions from locals and user reviews, enhancing the authenticity of the recommendations.
