How can we re-imagine an idea that moves from a traditional to an alternative tourism model that becomes more inclusive, socially/environmentally self-aware, and a ethical/immersive travel experience? An experience that goes beyond the limitations of sustainability!
Travel has become a way to keep up with trends and become more popular online. This can actually stop you from experiencing the true benefits of getting out of your own bubble and truly connecting with your surroundings. A new concept: slow travel, invites people to truly think why they want to go places instead of traveling to gain likes and popularity in their social media.
“Slow tourism is characterized by reducing mobility and by taking time to explore local history and culture, while supporting the environment. The traveler’s main goals are relaxation, self-reflection, escape, novelty seeking, engagement and discovery.”
– Journal of Travel Research
Food & Beverage
Eating regional dishes with local & seasonal produce
Experiences
To expand cultural knowledge and understanding
Transportation
Choosing sustainable ways to get around
Well-Being
Focusing on self-care and personalized experiences
created their own itinerary when they visited New York City the first time
went around the city with a local friend / relative
preferred eating at local restaurants in the city
chose walking / subway as their primary mode of transport
27%
felt that they did not get the true ‘New York’ experience because...
“We where caught in tourist trap website recommendations.”
“I wish I knew the good spots the locals know about.”
“I think there is much more out there that is difficult to find when you search on Google.”
No. of interviews: 8
Age group: 18-35
1. Recommendations based on who the traveler is or from a local friend would enhance their travel experience.
2. The main purpose for people to travel is to experience something new and meaningful in their life.
3. No superficial plans but focusing on their personal interests would be ideal for tourists.
4. People have an unspoken peer pressure to see the most popular destinations in NYC.
User Persona
Demographics:
Originally from LA, moved to NYC 6 months ago to work at a branding agency in Tribeca.
Behaviors / Actions
Not a globetrotter but likes to learn about and see the nuances of a city.
Needs / Pain Points
Wants to see places that would be good fits for her vibe/aesthetic instead of feeling the peer pressure and having to visit popular spots.
Needs to know how safe a place is and cares about warmth / comfort.
User journey
This journey map depicts the current typical journey our target user goes through, identifying the frustrations and needs along the way.
Solution Objectives
To create an innovative tourism app:
1. To build connections among locals & tourists
2. To encourage people to slow down & truly connect/reflect
3. To incentivize users to engage in local/sustainable experiences
4. To harness the power of recommendations
Differentiation Factors
Information Architecture
Low Fidelity Prototype
Questionnaire
Home
Recommendations
Recommendation Details
Visual Styleguide
UI Components
Final Prototype
Next Steps
Usability Testing
Examine how the user interacts with the product, identify any gaps and discover new design opportunities.
Copywriting
Making the copy embody slow travel and mindfulness more
Setting Goals
A feature that allows users to set their own goals for truly connecting
Partnerships
Exploring partnerships with local establishments to offer coupons/rewards