What we did
•Created an app to drive user engagement with the brand
•Positioned the product in an underused market (audio) as opposed to crowded market (image)
Who did what
A collaboration between Nora T. and myself, in SVA’s Summer Intensive in Interaction Design. I reveled in the research early on, particularly in understanding which Lonely Planet products had the most emotionally engaged users, as well understanding the competitive landscape. We jointly navigated a wealth of possible features, and strategized on which were essential as well as wireframes and case study.
What we were asked to do & what we delivered
Lonely Planet asked us to create a digital companion piece to increase user interactions with the brand. We produced:
•Research insights useful to Lonely Planet for other company projects
•An app that creates a branded community of audio sharers, usable before, during, and after a trip.
1. In the Lonely Planet ecosystem collaborative experiences are the most popular. (Ecosystem Analysis).
2. Travelers often forgo their laptops, and need to economize on mobile memory in between periods of connectivity. (User interviews)
3. Common collaborative interactions while traveling: text, image, audio (Interviews)
4. The audio market was underpopulated. (Competitive Analysis)
Our Problem Definition:
Create a product that is collaborative, adapted to the memory constraints of mobile devices, and exists in a non-crowded product space.
The Lonely Planet App
Patterns of behavior emerged, forming our personas. We could see that people collaborated with travel groups:
Ahead of a trip: anticipating, planning, exploring
During: Planning, documenting, sharing
After: revisiting, tracking, sharing
2. Features and Functionality, MVP
We generated a long list of features ranging from plain vanilla (recording, uploading) to the truly deluxe (creating a composition from crowd sourced audio). We strategically pared down the list and started designing.