Travelness — Case study (english)
MVP for a digital product to promote sustainable travel
Second individual Project at Iron Hack.
You can read this case study in Spanish here.
Design an MVP of a digital product that proposes the solution of a problem.
The proposal was aimed at addressing the problems people face when trying to travel in a sustainable way.
There is a growing number of people who are committed to traveling responsibly and are more aware of being sustainable.
Sustainable tourism implies traveling while taking into account the impact we have on the earth in order to reduce it, protection of cultural and natural heritage to preserve it in the best conditions, and collaboration of the local economy to support it. It is about being accountable with your actions pertaining to the environment and having respect for it based on tolerance and understanding. Sustainable tourism avoids crowded places, and as such, mass tourism.
PART 1: USER EXPERIENCE (UX)
In this digital environment, a SWOT and competition analyses were carried out to demonstrate what products exist now.
The tools found related to sustainable tourism were Escapada Rural and SoyEcoturista. Both apps are quite basic, with one of them, SoyEcoturisma, not fully developed.
Some applications were found that pertain to a specific location, but do not encompassing the entire country.
Related to travel, applications such as TripAdvisor were found that, although they do not have a sustainable theme, are part of the competition and can attract a large amount of tourists.
Surveys and interviews
150 surveys and 14 interviews were conducted. From the answers we could conclude that users found it difficult to find information on sustainable tourism and they need to spend a lot of time searching different sites.
Also, it revealed that users value most when they travel sustainably is the experience, they highlight values such as:
- Enjoy typical food and local crafts and products.
- Closer treatment of people in small places.
- It is a differentiated experience and, in addition, it is usually cheaper.
Considering all the information from the people who wanted to share their experiences, we developed a Lean UX to focus on the main problem and the possible solutions.
To empathize more with users, we made an empathy map with its user persona along with the user journey and user scenario. Here we could find some opportunities to create solutions.
What is Travelness?
Travelness was born from the idea of joining our traveling spirit and wellness mentality. It is an app where one can find out all about sustainable tourism regarding a country, on a local and national level.
What functionalities does it offer?
- A local tourism catalog (restaurants, activities, markets, crafts, ecotourism…).
- An activities catalog to get involved with being sustainable.
- Rating section for evaluations and comments on experiences.
- Possibility of reservations and direct contacts.
What benefits does it bring?
- Gain information and quick access to sustainable tourism plans.
- Have experiences which differentiate from mass tourism.
- Share experiences with other users.
To define the main functionalities our MVP would show, we carried out a MoSCoW to make a prioritization.
Taking into account the main functionalities that would appear in the app, we organized the site map using the card sorting technique.
Based on the site map, we decided the ideal user flow that would be shown in the prototype: a user looks for an activity to collaborate directly with sustainability and booking.
Once the chosen flow was clear, the low and medium fidelity prototypes were made and tested:
PART 2: USER INTERFACE (UI)
Once defined what would be in the high-fi prototype, we made a moodboard to begin to incorporate the color palette.
For the typeface San Francisco Pro was chosen as it is a standard. As for the iconography, simple and easy to understand forms were used.
Changes in some icons were considered to be more consistent with the sustainable tourism energy that the app has. In the case of the ‘travel’ section of the tab bar, instead of using an airplane, as is commonly done, other icons were selected and, through testing, a hot air balloon flying through clouds was finally selected.
To make a coherent prototype, we produced a style tile, a style guide and the UI kit to have all the elements unified. Also, we made a guide about spacing, shadows and alignments.
Once the elements were unified, they were applied to the mid-fi prototype to compose the high-fi one and after testing with different users, this is the result of the final prototype:
The investment in the app would be through payments from the businesses, places, companies with activities or markets which want to appear in it. In this way, these businesses will appear in the application verified as “sustainable” to attract more tourists.
CONCLUSION AND LEARNING
The two weeks of production were intense because I had to single-handedly develop a tool from scratch and design a prototype of its MVP. Having carried out several previous projects as part of a team and an additional one individually, I streamlined the process of this project which helped facilitate its development and creation.
In this case, I had prior knowledge and a more defined method of knowing how to solve the obstacles that arise during the project.
I liked to carry out a project that has a social background and promotes a necessary common good that is on the rise.
In addition, the research and testing processes have been very enriching, this is where more questions have been resolved and from where more information has been obtained for the development of the app’s functionalities.