Travel App for Vegas Tourists & Locals
StripSearch is a scavenger hunt app to help Las Vegas tourists and locals explore the Strip and visit participating vendors who donate a portion of any sales driven by the app to Operation Underground Railroad (OUR).
OUR is a nonprofit that fights human trafficking, and it is in constant need of fundraising. Las Vegas vendors (shops, restaurants, etc.) are in constant need of foot traffic. I designed an app to meet both needs.
Phone Interviews & Surveys
I conducted phone interviews and surveys with 21 Vegas locals and tourists to define their motivations, behaviors, feelings, and goals regarding their time on the Strip.
User Research Analysis
I analyzed the insights collected via phone interviews and surveys through affinity mapping. I wrote one finding per note and grouped them into five categories:
Target audience characteristics
Planning and book behaviors
Favorite activities and locations
Scavenger hunt ideas
Next, I recorded my insights using pink notes.
Vegas Local & Vegas Tourist
Based on the UX research findings and insights, I created two user personas:
Mallory, an out of state tourist who plans to visit the Strip with her boyfriend
Claudia, a Las Vegas local who visits the Strip frequently with her husband and sometimes their kids - mostly for entertainment and restaurants
Thoughts, Emotions & Opportunities
I also created a user journey map for both personas, detailing their thoughts, emotions and opportunities as they interact with the StripSearch mobile app.
User Stories, Info Gathering & Tasks
Next, I created user stories and conducted task analysis to help me come up with a simple, streamlined processes for:
Starting the scavenger hunt
Sharing the scavenger hunt with other users (e.g. family, significant other, friends who are on the Strip with the user)
Getting a discount at local Vegas vendors (e.g. shops, restaurants, entertainment venues)
Simple User Experiences
Working from my task analysis, I created user flows for each task listed above. Each user flow identified the entry point, how the user would navigate through the screens, the decisions they'd make and how that'd change their experience, and eventually how they'd accomplish their user goal.
I created simple paper sketches to lay out my screens. Shown here are early versions of the Home, dashboard, barcode, photo sharing, leaderboard, and message screens.
Paper & Balsamiq Prototypes
I created paper prototypes and digital prototypes in Balsamiq. Shown here are early versions of the app's onboarding screens.
Next, I used Balsamiq to create mid-fidelity wireframes and prototypes for the the following features:
building a scavenger hunt
sending a message
uploading photos for points
Using Sketch & Invision
I moved over to Sketch and Invision for the remainder of the project.
Moderated & Unmoderated
The goal of this usability test was to evaluate how easily participants could use the app’s key features and determine how the app could be improved. I completed six sessions, with three locals and three out-of-state tourists. Four sessions were moderated in person and two were conducted remotely.
Analyzing Usability Test Results
I used affinity maps to analyze the test results. I created maps to categorize observations, positive quotes, negative quotes, and errors.
Ranking User Feedback
After creating affinity maps, I placed the usability test results on a rainbow spreadsheet and assigned each item a severity ranking. This spreadsheet helped me identify the top 5 issues: cannot delete players from teams, hard to decide which hotels to visit, build a hunt flow is confusing for some, hard to decide which challenges to choose, and camera should be easier to access.
Addressing User Feedback
Based on the severity rankings identified in my rainbow spreadsheets, I updated the wireframes using Sketch.
Determining a Visual Aesthetic
Before I settled on a Design Language System I decided to conduct an A/B test for the login screen. Option A reflects a more contemporary style with minimal text, whereas Option B includes more onboarding content via swipe-though interaction.
7 out of 10 users voted for Option A, making it the clear winner.
Establishing a Visual Look & Feel
Based on the preference test results, I created a fairly basic style guide to set the tone for high-fidelity wireframes and prototypes to come.
Using Sketch and Invision, I created high-fidelity wireframes and a prototype, which I tested and refined.