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A digital platform that enables users an easy way to avoid crowded sidewalks and busy roads as they explore and discover off the beaten track spots in major tourist cities. 


Duration: January 2021-April 2021

Team/Role: Design Team of Me

Category: Case Study of my First UX Project

Tools Used: Figma, InVision

Problem Statement 


The nature of the problem is that major tourist sites are very busy and crowded then in order to go to the next site you have to take a generic boring busy route that is yet again very crowded and busy.  And the route is normally filled with boring buildings, generic shops and chain fast food places.


The problem has existed for as long as there’s been multiple tourist sites in major metropolitan cities.


This problem affects the tourists as well as the city residents.

The tourists overwhelm the major site areas, the city residents avoid those areas.

There is no solution, as the cities normally have signage for the tourists to show them the easiest route to get from one major site to the other. The city residents just know to avoid those highly concentrated tourist areas.


How Might We.... 


How might we encourage tourist and city residents to visit off the beaten track sites along with major tourist sites in order to experience the city in a new way?

Research Methods

One on One


Prototype Testing 


Online Data, Surveys

& Statistics 


Competitive Analysis 


I looked into numerous travel sites and app to see if there was anything out there that combined providing alternative quieter travel roots for users along with a social media to see and post new places for user to go see and experience. 

There’s a plethora of travel sites, something for everyone and something for every possible trip except there wasn’t one that combined the aforementioned features. 

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Key Finding: Travel sites a plenty but nothing that combines quieter off the beaten track routes with the newest local spots to go see and post on social media.

Areas of Focus


  • What do travellers want to see & discover

  • How long do they want to walk for between sites

  • Using GPS within phone for mapping and location

  • Using social media to make trip decisions


Now whilst doing my secondary research I found some really interesting stats and figures when it came to how people travelled, what they wanted to see and where they went searching for their trip inspiration

These 3 were the most eye opening


In the last two years, mobile searches for “things/activities to do near me” has seen an 6x increase


68%  of travellers look for alternative routes to tourist sites

84% of millennials and 73% of non-millennials base their trip plans on someone else’s vacation photos or social media updates.

With all that in mind, I went into my interviews knowing I wanted to focus on what my users would want to avoid, what they would to see and what social media they use.

Interview Insights 

The interviews provided such insightful information into what it was that my potential future users would want to see in the digital solution

Avoid Crowds

Travellers accept there are crowds at the major tourist sites however actively try to avoid

them when not at the major tourist sites


Unique Experience

Looking to find something unique or special to see outside of the major sites and will walk to it if its close by


Support Local

Want to support local businesses (shops, restaurants, cafes) or bring money to those businesses



Travellers will happily walk further if its to see an off the beaten track spot while avoiding the crowds



To give tourists an ability to experience off the beaten track sites, cool architecture, graffiti alleys, cute shops & cafes


Bring tourist money to the small local businesses that miss out on that revenue due to lack of proximity to tourist sites


Provide tourists with an opportunity to explore the city in a new way while avoiding the crowds on major routes



Using the data from the one-on-one interviews, I was able to create a distinct persona and efficiently summarize their needs and goals. I can use this persona when designing to ensure that the solution is in line with their pain relievers, behaviours and goals.
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Summary: Aimee wants to make her vacation more unique by finding new local cool places to see while at the same time taking a break from all the crowds in the streets as she walks to her next major tourist site as well she wants to use her cell phone in that moment to ideally provide her with a solution for both at the same time.

Understanding the user's journey early on helped me to make key design decisions as I could identify opportunity areas and incorporate specific tasks performed by users during test sessions.
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Summary: This task flow outlines all the tasks that the user must do in order to have a wander walk created for them whilst they are in London, England  
Wireframe Sketches
Sketching out ideas for the wireframe helps me to quickly experiment and visualize possible options
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Lo - Fi Wireframes - Iteration 1
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Feedback - User Testing 1


After conducting the first user testing with 5 users, I received helpful specific insights and suggestions:
  • The users wanted a bottom navigation bar in order to know where the home, settings and other icons would be. 

  • The landing page once you log in needs to look more like a home page and it has to have more information on it to explain what the options were on that page. 

  • The text boxes should autofill instead of having a drop down menu

After User Testing: Iteration 2


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Feedback - User Testing 2
After conducting the second user testing with different 5 users, I received new insights and suggestions:
  • Users felt that the flow of the screens didn’t make sense, it was easy to complete the task but they weren’t sure what they would be getting at the end. 

  • It should automatically have GPS capabilities so there’s no need to manually enter the locations which takes time when you’re in a rush to get going

  • The Home screen needed to look and feel more like a typical home screen

  • The location and mapping needed to replicate a map app as they are used and understood intuitively now. 

  • The wireframes needed to look more like an app to make it user to test and visualize

  • The users wanted to see how the app would look as it took you on your walk as well how it connected with social media

After User Testing: Iteration 3


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The moodboard embodies all the adjectives that were used to describe Wander.

I wanted the user to feel excited and inspired to go exploring off the beaten track as they go from one major site to another. 


They are going to be outside walking so the colour reflect those colours  you see in nature, yellow for the sun, blue for the sky and green for the grass and leaves. 


Whilst these colour are very bright they are also calming and soothing in that they are colours you see and experience everyday in nature

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Creating the marketing site helped me to really think about the mobile/desktop website layout, brand and goals that are necessary when someone visits.
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This was a lot harder than I anticipated it would be
I need to do more research at the beginning when I'm starting to create my wireframes
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