Discover 305.
Overview
An augmented reality (AR) mobile application to allow users to discover the "real" Miami. Drive traffic to local businesses. Discover Spots, will be placed for people to find. To use Discover 305, the user should scan the QR code To collect points, discover new information about the historic spots in Miami and get a discount from the local businesses.
My Role
UX Researcher, UX Designer
Duration
2 Weeks
Tools
Sketch, Photoshop and Invision
The Problem
Locals and tourists don't have a way of engaging and entertaining ways to learn about the city and find local offerings.
Local businesses also need a way to reach more tourists who always go directly to famous brands.
Understand!
First, we need to understand the tourist needs in Miami as it’s a prime location for big attractions. Not only are we concerned with tourists, but also locals to Miami, who can easily discover the city and the local gigs and businesses.
In the beginning, we started by looking for data to know about the number of tourists that came to Miami in 2017, and here are the results of what we found!!
The Data:
We looked at Miami’s Tourist Report for 2017 and here are some important data, that led us to find our potential user’s needs.
Competitive analysis:
Looking at various apps around to see their strength and know more about them, here are some of the apps we found.
Ikea app helps users visualize their furniture within their home with a great AR experience.
Best in Class
Pokemon Go (an augmented reality gaming) app, which achieved a lot of popularity and a lot of revenue on the business side, attracted us to make it our best-in-class.
Survey
When we did the survey, we wanted participants to share it with their social media groups, and we ended up having 120 participants, which gave us better quantitative data. Questions were targeted to the user to simplify our product, and each question was specific to helping us make a better experience for the user.
Participants that wanted to know more about Miami were 58% local, and 42% were tourists.
66% of participants were interested to know more about the city of Wynwood.
55% of participants wanted to know more about the city's history.
83% of participants scanned a QR code Before.
Our Persona
Finalized Strategies
Simplicity
Is it simple to use? Can the user do the same thing repeatedly but introduce novelty in ways that delight without making the user have to think too much?
Learnability
Nielsen Norman defines learnability by “asking the question “How easy is it for users to accomplish basic tasks the first time they encounter the design?
Memorability
When users return to the design after not using it, how easily can they re-establish proficiency? Does it entice word of mouth?
Familiarity
The system should speak the users’ language, with words, phrases, and concepts familiar to the user, rather than system-oriented terms. Does the information appear in a natural and logical order?
Satisfaction
How pleasant is it to use the design? Aesthetic and minimalist design.
User Journey
To define our user journey, we had 25 participants who joined an in-person session, broken up into 5 different sessions. In this user journey, the users went through 3 stages:
1- Discovery
2- Use of the App
3- Exchange (Rewards)
TESTING QR Code with in-person sessions
It was a huge concern to see how users will react to finding random QR codes in the street, so we got an idea “what if we randomly put QR codes all around the building of our in-person sessions and see what the user’s reaction will be! and here’s what we got:
Added 16 discover spot all over the building
8 hits after 30 min
30 hits After 4 hrs
Design
The design phases kicked off by planning the information architecture of the new social features. Creating a sitemap ensured new feature screens were placed in an intuitive flow.
Over the course of a week, low-fidelity sketches….
High Fidelity Mockups
Onboarding
Personalized “Miami Local” ID Card
Apple Wallet Connectivity
Rewards Dashboard
Persistent Navigation Bar and Header
Anchor link
Map
Geolocation
Search filter
Quick facts about the location
Third-Party GPS connectivity
Profile
Personalized “Miami Local” ID Card
Apple Wallet Connectivity
Rewards Dashboard
Persistent Navigation Bar and Header
Anchor link
Conclusions
The work on the app was fascinating. Discover 305 brings something different to the table. It allows people to bridge the technological gap and discover places in real life. We carried out an end-to-end process - from understanding the users' real needs to implementing it in an attractive and thoughtful interface.