Döcent is a simple utility app meant to make solo travel safe and easy. Development focused on personas in UX.
Results
MVP screens designed in Figma
UX personas developed
Convenient platform for integrated map use
My role
UX researcher, prototyping, UI design
Built the product from zero
Branding
Solo
YOLO
The Problem
A single solution that provides enough useful information easily for the solo traveler, that is also validated constantly by others, does not exist. Heightened focus on safety measurements for female travelers.
Features that are overlooked include trusting whether the reviews are valid, safety concerns are addressed immediately unless specifically searched for, and transportation information is not clear or up to date.
My Role
Define personas in UX in order to map out the proper users' characteristics, needs, and goals. As I discussed with the team I needed to design an audience that could target the most common feature list. From there, I was in charge of creating wireframes and screen flows that could provide a comprehensible prototype.
Brainstorming and Ideation
The project was set to have multiple features that could aid the user in a door-to-door solution, focused on "proof of concept". I decided that it was necessary to get brief insights into how people managed their travels alone before any other activity. I conducted a survey to achieve this.
The results of the survey proved that the assumptions behind the idea were sound and the opportunity existed. It was clear it had to be a mobile app, similar to Google Maps but with more relevant step-by-step information pertaining to local commuter travel: Where to physically by the train or bus passes, etc.
01 Dynamic Maps
Users are able to write their comments and suggestions on maps so that other users can see in real time what is going in certain neighborhoods. Alerts are to be given to the user if an area goes against their defined preferences.
02 Calendar Events
Including a calendar feature that is based on the users' preferences. Allowing events to populate the calendar based on frequency of how often they want to engage with others or do more open-ended events such as farmer's markets or open air art bizarres
03 Bookmark Users' Trips
Travel influencers have become a way of life, this is why we wanted to enable our users to bookmark and pin certain aspects of a popular trip to an itinerary. This way they are able to reference what they saw on social media to see if this FOMO matches up in real life.
Goals
Competitor Analysis
I needed to understand how the competitors specifically fill the needs of their user base, identify the gaps in the existing platforms, and build a dynamic mobile app that fits the defined personas.
Roadmap
By implementing the MoSCoW method, I was able to decipher which features of the product would most serve in developing an MVP in an optimal way. A must-have in this project was the public transportation navigation, our users were most interested in using this feature when interviews were conducted. This agile prioritization method is what I will use frequently when establishing a roadmap for software-based projects because it not only makes objectives clear and concise but it is also a compass that the entire team can follow.
Final Thoughts
The final design of Döent was valid after the third iteration. My team and I focused on bringing an experience that would match the end user's goals with less confusion and more enjoyment. The MoSCoW roadmap enabled the whole team to develop and design screens that would focus on the must-have features while following a schedule.
I completed the project within seven weeks. After our research goals and design checkpoints were complete, we set new targets for future iterations.
UX design is not only about making things look visually appealing with a captivating color scheme, as some will think. UX design is about defining a set of tools to help communicate the ethos of a company and create a better user-product experience. I focus on finding users' pain points and building to the users' needs.
We often think we know what we want to solve, but research and surveys help establish general and specific values to the users' experiences. That is the essence of user-centered design, and this project is an excellent example of that.
Pitchdeck
Bio
Profession:
Digital Marketer
Hobbies:
Museums, yoga, trendy restaurants, famous venues
Tech tendencies:
Posting on social platforms
Travel Preferences
Safety:
She’s cautious, would say yes to go with strangers to a new club but she would watch her drink very careful
Economical:
She isn't a big spender. Enjoys finding free events with the ability to save her money for transportation and lodging.
Frequencies:
This is her second time traveling alone, She likes to walk the city, saving money for shopping and a nice meal once a day.