Mobile App Redesign
Sightseeker
Team
Amanda Wright (UI Lead)
Isaac Song (Product Lead)
Datoine Murray (Research Lead)
Tools
Adobe Photoshop
Canva
Figma
Miro
Mobile App Redesign
Sightseeker
Team
Amanda Wright (UI Lead)
Isaac Song (Product Lead)
Datoine Murray (Research Lead)
Tools
Adobe Photoshop
Canva
Figma
Miro
Introduction
About
Sightseeker is a mobile app redefining sightseeing through immersive, interactive self-guided tours. With a human-centred design approach, it provides customizable quests, connecting users with the rich stories and vibrant experiences of the places they explore.
Introduction
About
Sightseeker is a mobile app redefining sightseeing through immersive, interactive self-guided tours. With a human-centred design approach, it provides customizable quests, connecting users with the rich stories and vibrant experiences of the places they explore.
Summary
Product Lead
As the product lead, I lead a team of 3 to redesign a mobile application for Sightseeker advancing Sightseeker from its initial development stages to a fully functional and profitable mobile application.
I specifically focused on project planning, outlining scope and overall design direction, and offering comprehensive support throughout every phase of the project from start to finish.
Summary
Product Lead
As the product lead, I lead a team of 3 to redesign a mobile application for Sightseeker advancing Sightseeker from its initial development stages to a fully functional and profitable mobile application.
I specifically focused on project planning, outlining scope and overall design direction, and offering comprehensive support throughout every phase of the project from start to finish.
Lesson
Reflect
Overall, this project has deepened my understanding of user-centred design principles and equipped me with practical knowledge and skills to create impactful digital experiences. Moving forward, I’m excited to apply these learnings to future projects, continually striving to deliver user-centric solutions that delight and empower users.
Lesson
Reflect
Overall, this project has deepened my understanding of user-centred design principles and equipped me with practical knowledge and skills to create impactful digital experiences. Moving forward, I’m excited to apply these learnings to future projects, continually striving to deliver user-centric solutions that delight and empower users.
Summary
Conclusion
Through comprehensive research, iterative design processes, and rigorous testing, our team has gained valuable insights into the evolving landscape of immersive travel experiences. By prioritizing user needs and aligning design decisions with industry trends, we’ve crafted a platform that aims to redefine sightseeing for inquisitive travellers.
Summary
Conclusion
Through comprehensive research, iterative design processes, and rigorous testing, our team has gained valuable insights into the evolving landscape of immersive travel experiences. By prioritizing user needs and aligning design decisions with industry trends, we’ve crafted a platform that aims to redefine sightseeing for inquisitive travellers.
Conclusion
Next Steps
We conducted research and comparative analysis based on features that the main competitors had.
Sightseeker is in it's early phase of development. In the future, the next steps of the Sightseeker would be divided into three different phases.
Immediate Needs
Phase #1
Map integration
Login and sign-up flow
Payment flow
Iterate & Enhance
Phase #2
Another round of usability test
Enhanced map features
Incorporate augmented reality
Future Consideration
Phase #3
Developing partnerships
Quests for other countries
Conclusion
Next Steps
We conducted research and comparative analysis based on features that the main competitors had.
Sightseeker is in it's early phase of development. In the future, the next steps of the Sightseeker would be divided into three different phases.
Immediate Needs
Phase #1
Map integration
Login and sign-up flow
Payment flow
Iterate & Enhance
Phase #2
Another round of usability test
Enhanced map features
Incorporate augmented reality
Future Consideration
Phase #3
Developing partnerships
Quests for other countries
Focus Point #1
Navigation
Since the original navigation system was confusing for the users we created a system more intuitive for the user. Moreover, to help familiarize users with the app we added an onboarding slide when users first download the app.
Focus Point #2
Gamification
Since one of the main goals of the project was to bring more engagement and generate revenue we created a gamification system and an in-app currency token as a reward, with the token users can purchase quests.
Focus Point #3
Quest
The quest in the original app was confusing for the users. Our team focused on redesigning the quest flow for users to have access to the map and customize their experience by adding or removing a stop during the quest.
Focus Point #1
Navigation
Since the original navigation system was confusing for the users we created a system more intuitive for the user. Moreover, to help familiarize users with the app we added an onboarding slide when users first download the app.
Focus Point #2
Gamification
Since one of the main goals of the project was to bring more engagement and generate revenue we created a gamification system and an in-app currency token as a reward, with the token users can purchase quests.
Focus Point #3
Quest
The quest in the original app was confusing for the users. Our team focused on redesigning the quest flow for users to have access to the map and customize their experience by adding or removing a stop during the quest.
Design
Usability Testing
We conducted research and comparative analysis based on features that the main competitors had.
Usability testing is employed to identify potential usability issues in a product. By tracking quantified metrics such as Time on Task, Success Rate, and Easiness Rating from 1–5, insights and trends are extracted to guide designers in recommending changes or enhancements for improved usability. Testing involved 4 tasks in our initial mid-fidelity prototype with 5 users, with results informing iterative improvements before finalizing the product.
Login
Language Setting
Purchase & Download
Quest Quiz
User 1
User 2
User 3
User 4
User 5
Easiness Rating
4/5
4/5
3/5
3/5
Average Success Rate
100%
100%
100%
90%
Direct Path
Indirect Path
Fail
Onboarding
Key Insight #1
100% of users were able to go through the onboarding and login process, although 20% skipped the onboarding screens.
Customization
Key Insight #2
100% of users were able to find the language and currency settings with a direct path.
Purchase
Key Insight #3
100% of users were able to purchase and download a quest, although 40% did not take a direct path and were confused about where to click.
Quest
Key Insight #4
80% of users engaged with the quiz at the end of the quest, although 20% took an indirect path to get there.
Design
Usability Testing
We conducted research and comparative analysis based on features that the main competitors had.
Usability testing is employed to identify potential usability issues in a product. By tracking quantified metrics such as Time on Task, Success Rate, and Easiness Rating from 1–5, insights and trends are extracted to guide designers in recommending changes or enhancements for improved usability. Testing involved 4 tasks in our initial mid-fidelity prototype with 5 users, with results informing iterative improvements before finalizing the product.
Login
Language Setting
Purchase & Download
Quest Quiz
User 1
User 2
User 3
User 4
User 5
Easiness Rating
4/5
4/5
3/5
3/5
Average Success Rate
100%
100%
100%
90%
Direct Path
Indirect Path
Fail
Onboarding
Key Insight #1
100% of users were able to go through the onboarding and login process, although 20% skipped the onboarding screens.
Customization
Key Insight #2
100% of users were able to find the language and currency settings with a direct path.
Purchase
Key Insight #3
100% of users were able to purchase and download a quest, although 40% did not take a direct path and were confused about where to click.
Quest
Key Insight #4
80% of users engaged with the quiz at the end of the quest, although 20% took an indirect path to get there.
Design
Ideation & Sketching
In our design studio workshop, we started with a “Yes, and…” ideation session, fostering collaborative idea-building. We then conducted a “How Might We” session, exploring multiple perspectives on the problem to uncover nuanced insights and expand potential solutions.
Following these ideation sessions, each team member sketched individual app screens, comparing each other’s designs and picking the elements from each that stood out for the final sketch.
Design
Ideation & Sketching
In our design studio workshop, we started with a “Yes, and…” ideation session, fostering collaborative idea-building. We then conducted a “How Might We” session, exploring multiple perspectives on the problem to uncover nuanced insights and expand potential solutions.
Following these ideation sessions, each team member sketched individual app screens, comparing each other’s designs and picking the elements from each that stood out for the final sketch.
Design
Mid-Fidelity Wireframe
Mid-fidelity wireframes serve as simplified representations of digital interfaces, created early in the design process. They provide a structural blueprint focusing on layout and content placement, aiding quick feedback from stakeholders before finalizing designs.
I used these wireframes as guidelines to craft the skeleton of the new Sightseeker app. The images on the left display the redesigned layout for the homepage, quest detail page, and user profile page.
Design
Mid-Fidelity Wireframe
Mid-fidelity wireframes serve as simplified representations of digital interfaces, created early in the design process. They provide a structural blueprint focusing on layout and content placement, aiding quick feedback from stakeholders before finalizing designs.
I used these wireframes as guidelines to craft the skeleton of the new Sightseeker app. The images on the left display the redesigned layout for the homepage, quest detail page, and user profile page.
Research
Problem Statement
A problem statement is used to articulate the user problem identified during the data synthesis phase of research. It provides the design team with clarity about how to address the users’ problems and what falls outside the project scope.
"Inquisitive travellers need sightseeing opportunities that blend education and engagement with a touch of fun and meaning; traditional guided tours often miss the mark, overwhelming participants with excessive information and sights within a constrained time frame."
Research
Problem Statement
A problem statement is used to articulate the user problem identified during the data synthesis phase of research. It provides the design team with clarity about how to address the users’ problems and what falls outside the project scope.
"Inquisitive travellers need sightseeing opportunities that blend education and engagement with a touch of fun and meaning; traditional guided tours often miss the mark, overwhelming participants with excessive information and sights within a constrained time frame."
Research
User Interview
We conducted research and comparative analysis based on features that the main competitors had.
User interviews serve as a valuable research method for understanding our target users’ experiences, needs, and values.
By conducting interviews with 12 users spanning ages 23 to 66, we aimed to capture a diverse range of traveller experiences as Sightseeker refines its target user definition.
This qualitative approach allows us to gather insights through relevant questions and follow-ups in real time.
Navigation
Key Insight #1
Users desire a seamless, all-in-one navigation solution for a smooth and hassle-free experience.
Flexibility
Key Insight #2
Users crave a customized experience, where they can choose the information that matters to them, ensuring each exploration is both meaningful and enjoyable.
Stories
Key Insight #4
Users express a desire for immersive stories, local insights, and valuable tips from fellow travellers to deepen their understanding and connection with the places they visit.
Interactive
Key Insight #3
Users seek interactive and immersive experiences, moving beyond passive consumption for a more engaging and enjoyable time.
Research
User Interview
We conducted research and comparative analysis based on features that the main competitors had.
User interviews serve as a valuable research method for understanding our target users’ experiences, needs, and values.
By conducting interviews with 12 users spanning ages 23 to 66, we aimed to capture a diverse range of traveller experiences as Sightseeker refines its target user definition.
This qualitative approach allows us to gather insights through relevant questions and follow-ups in real time.
Navigation
Key Insight #1
Users desire a seamless, all-in-one navigation solution for a smooth and hassle-free experience.
Flexibility
Key Insight #2
Users crave a customized experience, where they can choose the information that matters to them, ensuring each exploration is both meaningful and enjoyable.
Stories
Key Insight #4
Users express a desire for immersive stories, local insights, and valuable tips from fellow travellers to deepen their understanding and connection with the places they visit.
Interactive
Key Insight #3
Users seek interactive and immersive experiences, moving beyond passive consumption for a more engaging and enjoyable time.
Research
Heuristic Evaluation
We conducted research and comparative analysis based on features that the main competitors had.
We initiated our research with a heuristic evaluation to pinpoint potential issues within the existing app. Following Jakob Nielsen’s 10 usability heuristics, we scrutinized the design with insights from human behaviour, psychology, and information processing.
Our comprehensive assessment of each app page revealed significant usability issues, ranging from major to catastrophic, which impede users from accomplishing essential tasks and fully utilizing Sightseeker’s features.
Research
Heuristic Evaluation
We conducted research and comparative analysis based on features that the main competitors had.
We initiated our research with a heuristic evaluation to pinpoint potential issues within the existing app. Following Jakob Nielsen’s 10 usability heuristics, we scrutinized the design with insights from human behaviour, psychology, and information processing.
Our comprehensive assessment of each app page revealed significant usability issues, ranging from major to catastrophic, which impede users from accomplishing essential tasks and fully utilizing Sightseeker’s features.
Research
Secondary Research
We conducted research and comparative analysis based on features that the main competitors had.
We conducted secondary research to analyze existing data, studies, and information relevant to the travel industry and travel apps. By reviewing industry reports, market analyses, articles, and popular travel apps, we gained insights into trends, competitor strategies, and user behaviours. This informed our approach to positioning Sightseeker in the market, ensuring alignment with industry trends and user expectations.
Flexibility
Key Insight #1
Travelers seek customizable and personalized experiences to cater to their preferences and interests.
Local
Key Insight #2
As people explore their own countries and cities, Sightseeker can cater locals interested in learning more about their surroundings.
Solo Travel
Key Insight #4
Solo travel, particularly among women, is on the rise, indicating a potential market for Sightseeker to tap into.
Authenticity
Key Insight #3
There’s a growing demand for authentic travel experiences, emphasizing the need for local expertise.
Research
Secondary Research
We conducted research and comparative analysis based on features that the main competitors had.
We conducted secondary research to analyze existing data, studies, and information relevant to the travel industry and travel apps. By reviewing industry reports, market analyses, articles, and popular travel apps, we gained insights into trends, competitor strategies, and user behaviours. This informed our approach to positioning Sightseeker in the market, ensuring alignment with industry trends and user expectations.
Flexibility
Key Insight #1
Travelers seek customizable and personalized experiences to cater to their preferences and interests.
Local
Key Insight #2
As people explore their own countries and cities, Sightseeker can cater locals interested in learning more about their surroundings.
Solo Travel
Key Insight #4
Solo travel, particularly among women, is on the rise, indicating a potential market for Sightseeker to tap into.
Authenticity
Key Insight #3
There’s a growing demand for authentic travel experiences, emphasizing the need for local expertise.
Introduction
Goal
After extensive involvement in shaping the app’s content, the company’s founder approached us with a pivotal challenge: advancing Sightseeker from its initial development stages to a fully functional and profitable mobile application.
The objective is to unlock Sightseeker’s full potential, ensuring it becomes a robust and revenue-generating platform in the realm of immersive travel experiences.
Overview
Process
01 Competitive Research
We conducted research and comparative analysis based on features that the main competitors had.
02 User Interviews
Conducted 12 interviews, spanning ages 23 to 66.
03 Sketching & Ideation
With the insights from the research we created a mid-fidelity prototype.
04 User Testing & Iteration
We tested the prototype and the insights lead our iteration process developing a high-fidelity final design.
Introduction
Goal
After extensive involvement in shaping the app’s content, the company’s founder approached us with a pivotal challenge: advancing Sightseeker from its initial development stages to a fully functional and profitable mobile application.
The objective is to unlock Sightseeker’s full potential, ensuring it becomes a robust and revenue-generating platform in the realm of immersive travel experiences.
Overview
Process
01 Competitive Research
We conducted research and comparative analysis based on features that the main competitors had.
02 User Interviews
Conducted 12 interviews, spanning ages 23 to 66.
03 Sketching & Ideation
With the insights from the research we created a mid-fidelity prototype.
04 User Testing & Iteration
We tested the prototype and the insights lead our iteration process developing a high-fidelity final design.
Research
Competitive Analysis
We conducted research and comparative analysis based on features that the main competitors had.
We conducted a competitive analysis with platforms such as VoiceMap, Questo, and WalknTours to understand the competitive landscape. This enabled us to identify key features of travel experience apps, including map integration, interactive gamification, and customization options.
Navigation
Key Insight #1
All apps offer map integration to create a seamless navigation experience.
Reviews
Key Insight #2
The majority of apps offer reviews and ratings, as well as local tips and insights from other travellers and locals.
Language
Key Insight #4
Most of the apps provide
multi-language feature for users world wide.
Customize
Key Insight #3
The majority of apps offer opportunities for users to customize and personalize their experience.
Built-in Map
User Reviews
Social Sharing
Multi-language
Audio Guides
Itinerary Planning
Gamification
Customization
Sightseeker
VoiceMap
All Trails
Research
Competitive Analysis
We conducted research and comparative analysis based on features that the main competitors had.
We conducted a competitive analysis with platforms such as VoiceMap, Questo, and WalknTours to understand the competitive landscape. This enabled us to identify key features of travel experience apps, including map integration, interactive gamification, and customization options.
Navigation
Key Insight #1
All apps offer map integration to create a seamless navigation experience.
Reviews
Key Insight #2
The majority of apps offer reviews and ratings, as well as local tips and insights from other travellers and locals.
Language
Key Insight #4
Most of the apps provide
multi-language feature for users world wide.
Customize
Key Insight #3
The majority of apps offer opportunities for users to customize and personalize their experience.
Built-in Map
User Reviews
Social Sharing
Multi-language
Audio Guides
Itinerary Planning
Gamification
Customization
Sightseeker
VoiceMap
All Trails
Design
High-Fidelity Prototype
A high-fidelity prototype closely resembles the final user interface of a digital product, featuring realistic graphics, animations, and functional elements.
It enables stakeholders to interact with and evaluate the product’s functionalities, ensuring alignment with design goals before development.
Following usability testing, we made small adjustments based on user feedback and finalized our high-fidelity prototype, as depicted in the following homepage screen
Design
High-Fidelity Prototype
A high-fidelity prototype closely resembles the final user interface of a digital product, featuring realistic graphics, animations, and functional elements.
It enables stakeholders to interact with and evaluate the product’s functionalities, ensuring alignment with design goals before development.
Following usability testing, we made small adjustments based on user feedback and finalized our high-fidelity prototype, as depicted in the following homepage screen