Slow Town

Transforming traditional tourism into a more conscious, and personalized travel experience
Practice Area:
Sustainability | Tourism

Role:

UX/UI Design | Design Research | Brand Design

Team:
Maria Paula Otero
Sana Karnawat
Claire Yuan Zhuang

Timeline:
January 2023 - May 2023
“I like when someone recommends a place to me because I need to see it and not because the place needs to be seen.”
– 26 year old student living in NYC
Design Challenge

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!

Background

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


Slow Travel
Slow travel can be encouraged by indulging in the following:

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

Survey Insights
We conducted a survey with 30 participants with the objective of understanding their experiences when they visited NYC for the first time.

43%

created their own itinerary when they visited New York City the first time

40%

went around the city with a local friend / relative

90%

preferred eating at local restaurants in the city

95%

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.”

Interview Insights

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

Julia
Designer, 28

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

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