Role
Role
UI/UX Designer
UI/UX Designer
Timeline
Timeline
Spring 2024
Spring 2024
Team
Team
Individual project
Individual project
Tools
Tools
Figma, Figjam, Adobe Photoshop
Figma, Figjam, Adobe Photoshop
Role
UI/UX Designer
Timeline
Spring 2024
Team
Individual project
Tools
Figma, Figjam, Adobe Photoshop
Overview -
Overview -
Tired of the same old tourist traps?
Tired of the same old tourist traps?
Imagine having a local guide you to the hidden gems only residents know…
Imagine having a local guide you to the hidden gems only residents know…
Wouldn't that be fun?
Wouldn't that be fun?
MEET INSIGHTER 👋
MEET INSIGHTER 👋
A platform where travelers connect with fellow travelers who are local to each other’s destinations, exchanging tips to discover authentic experiences.
A platform where travelers connect with fellow travelers who are local to each other’s destinations, exchanging tips to discover authentic experiences.
HOW INSIGHTER WORKS?
HOW INSIGHTER WORKS?
Mio from Tokyo
Mio from Tokyo
Mio is planning a trip to San Francisco and is looking for hidden photo spots.
Mio is planning a trip to San Francisco and is looking for hidden photo spots.
Candice from San Francisco
Candice from San Francisco
Candice is planning a trip to Tokyo and is looking for authentic restaurant experiences.
Candice is planning a trip to Tokyo and is looking for authentic restaurant experiences.
They exchange recommendations to help each other explore like locals
Why it's important -
Why it's important -
WHAT's THE PROBLEM?
WHAT's THE PROBLEM?
Finding reliable and personalized travel recommendations can be challenging. Generic tourist guides or crowdsourced platforms may not always be up-to-date or tailored to specific interests.
Finding reliable and personalized travel recommendations can be challenging. Generic tourist guides or crowdsourced platforms may not always be up-to-date or tailored to specific interests.
While these platforms offer useful insights, they often lack the local depth needed for authentic experiences, leaving travelers with common suggestions and limited opportunities to fully engage with local culture.
While these platforms offer useful insights, they often lack the local depth needed for authentic experiences, leaving travelers with common suggestions and limited opportunities to fully engage with local culture.
“
“
I enjoy local culture, but online searches
often only highlight tourist spots and miss authentic experiences.
I enjoy local culture, but online searches
often only highlight tourist spots and miss authentic experiences.
- Crystal H, 33
- Crystal H, 33
“
“
Looking for travel insights is time-consuming,
I wish there was a quicker way to find
reliable local spots.
Looking for travel insights is time-consuming,
I wish there was a quicker way to find reliable local spots.
- Clement H, 29
- Clement H, 29
From the challenges travelers face, it’s clear there’s a need for local recommendations to create better experiences.
From the challenges travelers face, it’s clear there’s a need for local recommendations to create better experiences.
How Local Insights Changed Travelers' Experiences
How Local Insights Changed Travelers' Experiences
Local insights make a huge difference.
Local insights make a huge difference.
For example, my trip to Bandung, Indonesia was underwhelming, especially the food. But when my sister visited, her local friend showed her around to better places that I had missed. -Geraldo D
For example, my trip to Bandung, Indonesia was underwhelming, especially the food. But when my sister visited, her local friend showed her around to better places that I had missed. -Geraldo D
You cannot beat local recommendations!
You cannot beat local recommendations!
In Japan, my family and I spontaneously hired a local driver for a day. He showed us memorable places we wouldn't have found on our own, making it the highlight of our trip. -Clement H
In Japan, my family and I spontaneously hired a local driver for a day. He showed us memorable places we wouldn't have found on our own, making it the highlight of our trip. -Clement H
App for exchanging local insights—great idea!
Once at an airport, I met a stranger and we exchanged insights about our hometowns, both of which we planned to visit. It was a great experience, she eagerly shared local tips about her city. -Crystal H
Once at an airport, I met a stranger and we exchanged insights about our hometowns, both of which we planned to visit. It was a great experience, she eagerly shared local tips about her city. -Crystal H
But how can travelers easily access local insights?
But how can travelers easily access local insights?
Comparative analysis -
Comparative analysis -
How Travelers CURRENTLY Gain Local Insights
How Travelers CURRENTLY Gain Local Insights
From the interviews, I discovered methods that have helped travelers find local insights. While some methods are effective, there is still room for improvement.
From the interviews, I discovered methods that have helped travelers find local insights. While some methods are effective, there is still room for improvement.
Showaround is a platform that connects travelers with locals to provide personal tours and city insights.
Showaround is a platform that connects travelers with locals to provide personal tours and city insights.
ViaHero is an app that connects travelers with locals to plan personalized trips for authentic travel experience.
ViaHero is an app that connects travelers with locals to plan personalized trips for authentic travel experience.
Local Tours from
Websites or Companies
Local Tours from
Websites or Companies
Hiring a Local Driver
Hiring a Local Driver
Social Media (Instagram, TikTok)
Social Media (Instagram, TikTok)
What Works Well
What Works Well
Personalized
Personalized
Tailored recommendations for authentic experiences.
Tailored recommendations for authentic experiences.
Local Expertise
Local Expertise
Provide deeper insights beyond standard tourist info.
Provide deeper insights beyond standard tourist info.
Convenience
Convenience
Easy access to resources for customized trip planning.
Easy access to resources for customized trip planning.
Variety
Variety
Options range from detailed tours to spontaneous trips.
Options range from detailed tours to spontaneous trips.
Areas for Improvement
Areas for Improvement
Cost Barriers
Cost Barriers
Options can be pricey, limiting budget travelers.
Options can be pricey, limiting budget travelers.
Inconsistent Quality
Inconsistent Quality
Reliability varies, leading to potential disappointment.
Reliability varies, leading to potential disappointment.
Limited Spontaneity
Limited Spontaneity
Lacks flexibility for last-minute changes.
Lacks flexibility for last-minute changes.
Credibility Challenges
Credibility Challenges
May fall short due to bias or lack of expertise.
May fall short due to bias or lack of expertise.
THINGS TO CONSIDER
THINGS TO CONSIDER
1
1
Balancing Authenticity and Cost
Balancing Authenticity and Cost
Platforms like ViaHero and local guides provide an authentic travel experience but often come at a higher price, which can be a challenge for budget-conscious travelers.
Platforms like ViaHero and local guides provide an authentic travel experience but often come at a higher price, which can be a challenge for budget-conscious travelers.
How can we offer genuine local insights without exceeding travelers’ budgets?
How can we offer genuine local insights without exceeding travelers’ budgets?
2
2
Prioritizing Verification and Quality
Prioritizing Verification and Quality
While social media platforms like Instagram and TikTok inspire travel, they often lack reliability, leading to potential misinformation and unmet expectations.
While social media platforms like Instagram and TikTok inspire travel, they often lack reliability, leading to potential misinformation and unmet expectations.
How can we ensure travelers access credible, high-quality insights?
How can we ensure travelers access credible, high-quality insights?
3
3
Flexibility is Key
Flexibility is Key
Current services, though informative, often lack adaptability for last-minute changes, limiting spontaneity
in trip planning.
Current services, though informative, often lack adaptability for last-minute changes, limiting spontaneity in trip planning.
How can we make authentic travel experiences more flexible and spontaneous?
How can we make authentic travel experiences more flexible and spontaneous?
Initial ideas -
Initial ideas -
Proposed SOLUTIONS
Proposed SOLUTIONS
Addressing the challenge: Three strategies to make local insights more accessible, reliable, and affordable.
Addressing the challenge: Three strategies to make local insights more accessible, reliable, and affordable.
1
1
Personalized Local Matching
Personalized Local Matching
Connect travelers with locals who share similar interests in the desired area.
Connect travelers with locals who share similar interests in the desired area.
2
2
Review System for Local Experts
Review System for Local Experts
Travelers can rate and review local experts to build trust and accountability.
Travelers can rate and review local experts to build trust and accountability.
3
3
Flexible One-on-One Chat Experience
Flexible One-on-One Chat Experience
Real-time chat with locals for personalized advice before and/or during trips.
Real-time chat with locals for personalized advice before and/or during trips.
To better understand user needs, I surveyed participants to evaluate the effectiveness of these strategies.
To better understand user needs, I surveyed participants to evaluate the effectiveness of these strategies.
SURVEY OUTCOME
SURVEY OUTCOME
68%
68%
of respondents found personalized local matching valuable
of respondents found personalized local matching valuable
76%
76%
of respondents are positive with the review system
of respondents are positive with the review system
63%
63%
of respondents value flexible one-on-one chat experience
of respondents value flexible one-on-one chat experience
Research shows that personalized matching, review systems, and one-on-one chats can improve the experience. However, there's something missing:
Research shows that personalized matching, review systems, and one-on-one chats can improve the experience. However, there's something missing:
A mutual benefit is needed to ensure value for both sides.
A mutual benefit is needed to ensure value for both sides.
Trial and error -
Trial and error -
With that,
With that,
How might we support locals and travelers in sharing recommendations that benefit both sides?
How might we support locals and travelers in sharing recommendations that benefit both sides?
EXploring alternatives for mutual benefit
EXploring alternatives for mutual benefit
Flat-rate payment with fixed fees
Flat-rate payment with fixed fees
“A fixed cost limits flexibility and feels restrictive.“
“A fixed cost limits flexibility and feels restrictive.“
Gamified point system to earn rewards
Gamified point system to earn rewards
“Feels impersonal and transactional, no connection.“
“Feels impersonal and transactional, no connection.“
Mutual interest exchange between travelers
Mutual interest exchange between travelers
“Both travelers can benefit from sharing travel tips.“
“Both travelers can benefit from sharing travel tips.“
Mutual interest exchange between travelers
Mutual interest exchange between travelers
=
Barter-style exchange
Barter-style exchange
+
Interest sharing and matching
Interest sharing and matching
+
Travelers connect platform
Travelers connect platform
Major problem - things that need different approaches:
Major problem - things that need different approaches:
Show More
New York
Home
Saved
Local Connect
Chat
Account
Hilton
Seattle
Jakarta
New York
Super Insider
Boston
Jakarta
New York
“
I love to travel to unique places and see different culture around the world!
Hilton
4.97
Seattle
New York
“
I can’t wait to get more travel insight and recommend places that I love to go!
Sakura
4.84
Hilton is really great and
friendly, definitely connect
with him!
Lydia
Hilton’s awesome, he really knows about NY, he told...
Show more
Tommy
Hilton’s awesome, he really knows about NY, he told...
Show more
Garry
Hilton is really great and
friendly, definitely connect
with him!
Camilla
Hilton is really great and
friendly, definitely connect
with him!
Don
Hilton
Seattle
Jakarta
New York
All users overlooked the "Show More" option on the find local page to view more details about the local.
All users overlooked the "Show More" option on the find local page to view more details about the local.
The 'Local Connect' page did not engage users in finding local insights and needs more visible information on local recommendations to clarify its purpose.
The 'Local Connect' page did not engage users in finding local insights and needs more visible information on local recommendations to clarify its purpose.
The layout, dominated by profile pictures, resembles a dating app and might misleads users about the platform's focus on finding local insights.
The layout, dominated by profile pictures, resembles a dating app and might misleads users about the platform's focus on finding local insights.
Show More
New York
Home
Saved
Local Connect
Chat
Account
Hilton
Seattle
Jakarta
New York
Super Insider
Boston
Jakarta
New York
“
I love to travel to unique places and see different culture around the world!
Hilton
4.97
Seattle
New York
“
I can’t wait to get more travel insight and recommend places that I love to go!
Sakura
4.84
Hilton is really great and
friendly, definitely connect
with him!
Lydia
Hilton’s awesome, he really knows about NY, he told...
Show more
Tommy
Hilton’s awesome, he really knows about NY, he told...
Show more
Garry
Hilton is really great and
friendly, definitely connect
with him!
Camilla
Hilton is really great and
friendly, definitely connect
with him!
Don
Hilton
Seattle
Jakarta
New York
ITERATIONS: A/B Testing
ITERATIONS: A/B Testing
A
A
Tap "Show More" to view the user's full profile. Scroll down to explore.
Tap "Show More" to view the user's full profile. Scroll down to explore.
Swipe right/left to view the user's full profile
Swipe right/left to view the user's full profile
B
B
Why Option B is Preferred
Why Option B is Preferred
Based on user testing, Option B revealed to provide a better user experience, with a simpler interface and more accessible information.
Based on user testing, Option B revealed to provide a better user experience, with a simpler interface and more accessible information.
Clearer interface
Clearer interface
Easier to navigate and find info.
Easier to navigate and find info.
Higher engagement
Higher engagement
More users explore the full profile.
More users explore the full profile.
All info upfront
All info upfront
No need to click "Show More."
No need to click "Show More."
Final design -
Final design -
ONBOARDING
ONBOARDING
The onboarding process collects user interests to tailor their experience and connect them with relevant local users.
The onboarding process collects user interests to tailor their experience and connect them with relevant local users.
LOCAl connect
LOCAl connect
The feature pairs users with locals from their desired destinations who also want to visit their hometown. User can accept or reject matches.
The feature pairs users with locals from their desired destinations who also want to visit their hometown. User can accept or reject matches.
chat system
chat system
The chat system uses a one-question-one-answer format to ensure fairness and consistency, keeping the conversation focused on local insights.
The chat system uses a one-question-one-answer format to ensure fairness and consistency, keeping the conversation focused on local insights.
Feedback and next steps -
Feedback and next steps -
From the second user testing session, users provided valuable feedback on unclear features and suggested enhancements.
From the second user testing session, users provided valuable feedback on unclear features and suggested enhancements.
These insights have been prioritized into top, high, and low categories, focusing on improving existing features and adding new ones.
These insights have been prioritized into top, high, and low categories, focusing on improving existing features and adding new ones.
What's next for Insighter…
What's next for Insighter…
Top Priority
Top Priority
Clarify "Save" Button Function
Clarify "Save" Button Function
Clearly define the "save" button's purpose with guidelines or a dedicated page to improve user understanding.
Clearly define the "save" button's purpose with guidelines or a dedicated page to improve user understanding.
Update End Conversation Feature
Update End Conversation Feature
Introduce a clear and obvious "end conversation" button
to help users end chats more effectively.
Introduce a clear and obvious "end conversation" button
to help users end chats more effectively.
Higher Priority
Higher Priority
Improve Chat System Clarity
Improve Chat System Clarity
Provide clear guidelines to help users quickly understand the one-question–one-answer chat function.
Provide clear guidelines to help users quickly understand the one-question–one-answer chat function.
Develop a Social Media-like Platform
Develop a Social Media-like Platform
Let locals share recommendations without needing a travel plan, broadening the app's appeal.
Let locals share recommendations without needing a travel plan, broadening the app's appeal.
lower Priority
lower Priority
Introducing Translation Features
Introducing Translation Features
Help non-English speakers and new users with intuitive navigation prompts.
Help non-English speakers and new users with intuitive navigation prompts.
Step-by-Step App Guide
Step-by-Step App Guide
Create a simple walkthrough to help new users understand the app's features and use it effectively.
Create a simple walkthrough to help new users understand the app's features and use it effectively.