Betwixt
App design
Enjoy the journey.
Team: Andrea Friedberg
Timeline: 4 weeks
Tools:
Miro, Zoom, Word, Powerpoint, Adobe XD, InVision, Google Forms
PROBLEM
Modern travelers spend time routing their road trips, but not on the attractions and activities that may be along the way. How do we encourage and inspire road trip travelers to pull off the highway and experience in-between gems they would otherwise miss?
SOLUTION
An all-inclusive mobile app that helps users research, plan and enjoy an efficient and fun road trip experience.
OBJECTIVES
Discover what road trip travelers’ main motivations and goals are.
Offer an app where users can find attractions that align with their interests and are along their route.
Present users with an inclusive app that features a navigational tool, pit stop availability, and reviews of all their road trip attraction options.
RESEARCH
Qualitative research was conducted through five 1-on-1 interviews via Zoom. All users were asked the same open ended questions and key takeaways were documented on sticky notes in Miro.
Interview sticky notes broken down by interviewee name/age.
Quantitative research was produced through a user survey built with Google Forms. Within three days, the survey collected responses from 20 participants. Data was documents in pie charts and bar graphs for easier visualization.
Google Forms bar graph created from participant responses.
Questions used for both research methods were crafted from wanting to better understand what would motivate a modern traveler to make a pit stop on a road trip. Key findings indicated that historical sites, local food offerings, and possible shopping opportunities that aligned with user’s style were main reasons a user might stop on a road trip.
Other products and solutions that address this same predicament are Google Maps, Road Trippers and even word of mouth. They are no doubt great competitors to Betwixt as they offer navigation tools and also a wide array and assortment of places everywhere.
USER PERSONA
The Betwixt user represents a broad age range and demographic makeup. However, the following traits are true of our user persona:
Early 20’s - late 30’s
Travels by car for work and/or personal reasons
Wants smooth, safe, easy road travel
Desires interesting and enjoyable road trips
Is highly intrigued by historical sites/landmarks
Willing to stop for local flavor/popular culinary experiences
Possibly open to stopping on the road for shopping opportunities
Is curious about their surroundings and areas they are driving through
AFFINITY DIAGRAM
USER FLOW & STORYBOARD
PROTOTYPES
PAPER SKETCHES
Paper sketches
DIGITAL WIREFRAMES
Mid-fi prototype
HI-FI WIREFRAMES
Lo-fi prototype
ITERATIONS
Continual iterations and tweaks made to improve UI and usability. The white and yellow combination proves not to be the most accessible and legible.
CONCLUSION
This was a fun and interesting case study! I’m proud of my first UX project and feel really good about the end result. However, I wish I had more time to hone and refine my prototypes. As I continue to learn and grow within the UX/UI field, I’m sure i’ll increase both the quality of my work and the speed at which I’m able to create it. I also have a newfound appreciate for how research and data helps inspire more informed, customer-centric design choices. More than anything else, this case study has made me more excited about this fascinating field and my future within it!