Specification document outlining the scope of work for the New York Adventure Club website redesign.

1. Spec Doc
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2. Table of Contents
3. About New York Adventure Club
4. Project Overview
5. Problem Statement
6. Objective
7. Pre-existing survey results
8. Persona’s (provided by client)
11. Success Measures
12. Deliverables
13. Project Timeline
14. Competitive/Comparative analysis
17. Heuristic Analysis
18. NYAC user flow
19. Contextual Inquiry
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20. Feature Prioritization (MoSCoW)
21. User Research
23. Affinity Mapping
25. Personas
27. Card Sorting
30. Design Studio
32. Stye Guide
34. Wireframes
39. Usability Testing
41. Wireframes (2nd iteration)
43. High- Fidelity mockups
44. Usability testing (round 2)
49. Next Steps

3. NEW YORK ADVENTURE CLUB
Unlock Your City
We give you insider access to the city’s best-kept secrets. But we’re so much more than a tour company.
WHO WE ARE
We are a community-driven club that curates the most unique experiences in town, with a focus on
history and storytelling. We show you a city you never knew existed, and offer a community you can’t live
without.
You won’t find our special-access tours and exclusive events anywhere else. Think after-hours tours of
New York City’s most celebrated spaces, themed parties in unexpected locations, and weekend
excursions to incredible destinations. All of our events end with social hangouts so you can meet people
who love exploring as much as you do.
About NY Adventure Club
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4. The current community is more than 6,000 members strong and includes everyone from recent NYC
transplants to lifelong residents. Whatever borough you’re from, the club makes it easy to take full
advantage of the unique places and great people the city has to offer.
The design of an Adventure Club web or mobile-based application that makes it easy for users to discover
and purchase tickets to Adventure Club events, Adventure Club Band Ambassadors to claim and
facilitate Adventure Club events, and Partners to activate and manage events.
Project Overview
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5. How might we create an efficient platform for
Users to easily discover and purchase tickets to Adventure Club events
Brand Ambassadors to claim and facilitate Adventure Club events
Partners to activate and manage events
NYC Adventure Club offers a way for users to easily discover exclusive events throughout the city, while
allowing the club’s brand ambassadors to facilitate activities and partners to actively manage ongoing
events.
Problem Statement
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6. We intend to create a comprehensible and easy-to-use website platform for exploring, discovering, and
purchasing tickets for exclusive “urban-exploration” events, in addition to creating clear call-to-actions to
encourage member signups.
1. Effective landing page with necessary page filters
2. Curated event genres according to overarching categories and themes
3. Clear navigation
4. Events page
5. Improved user flow for purchasing events tickets
6. Prominent call-to-action to become “member” (i.e. Newsletter signup)
Objective
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7. NYAC Existing User Survey Results
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8. Existing Personas
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9. Existing Personas
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10. Number of
events/week
Success Measures
Net Promoter
Score
Number of ticket
purchases
Member Sign-
up Rates
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11. • Preliminary Research
Competitors
Current Landscape
• User Research
Contextual Inquiry
Synthesis/Affinity Mapping
• Sketches (Low-Fidelity)
Usability testing
• Wireframes (Mid-Fidelity)
2 rounds of usability testing
• Prototype
• Branding Style Guidelines
Deliverables
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12. Competitive Analysis
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13. Comparative Analysis
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14. 14
Landscape Analysis

15. Existing Site User Flow
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16. • There are multiple regular attendees of events / returning users
• People use BigMaven site as a homepage
• A sense of community is important to regular attendees
• Established relationship / familiarity with founder (increase in loyalty?)
• Interested in multiple event offerings; seem content with the variety
• Some attendees seem to be seeking a more social aspect
• Highly engaged in specific content of event
• Members are content purchasing through Eventbrite
• The newsletter is an integral resource for information
• Used to track past events, but difficult to find in inbox
Contextual Inquiry - Key Takeaways
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17. Feature Prioritization - MoSCoW
Features
- Easy
navigation
- Event Details
- Filters
- Newsletter
updates
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18. User Survey Results
They didn’t attend events
often, but would like to
explore NYC more.
People were not familiar with
New York Adventure Club
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19. User Research Key Takeaways
• People were interested in social gatherings, exploring the city and doing activities that
interest them
• Users searched for events around the city using mobile and desktop devices, but
when it came to purchasing tickets, they were more comfortable using their laptops,
computers and desktops because it was quicker
• Users were interested in quick and easy information at first glance that wouldn’t take
too much thinking
• Users wanted the functionality to save items and have a more personalized feel
• Users were fond of emails and usually discovered events through newsletters,
however it is difficult to find in their inbox
• The factors considered when browsing through events are:
• It is something thrilling
• Price and location
• Friends visiting or social comparisons
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20. 20
User Research Key TakeawaysAffinity Mapping

21. 21
Affinity Mapping
Affinity mapping is used to synthesize the data collected from user interviews, surveys, and
contextual inquiry. In order to do this we;
• Find and group patterns
• Look for and understand common themes
• Identify pain points
• Understand current behaviors
• Predict future behaviors
• Understand the users needs
• Understand the user journey
Once all of these steps have been followed we then created two persona’s

22. Personas
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23. Personas
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24. Card Sorting
6 participants were asked to sort 30 cards and name the card groups
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25. Card Sorting Key Takeaways
• 6 Card sorting participants.
• Collectively they created 27 different categories.
• Most of the participants grouped events with the same. keywords like
“exclusive”, “tour”, and “rare” together.
• Participants tended to first group titles with keywords in them
• High level categorization was very common
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26. Events Recategorization
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27. 27
Revised Sitemap

28. Design Studio
• Sketched out features
• Identified good ideas
• Visualized prioritized
features
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29. Design Studio
Take Aways
• Powerful & intriguing landing page
• Clear navigation for new users
• Newsletter layout conveying the right information
• Prominent call to action buttons
• Clear category page layout
• Concise and effective event page layout
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30. Revised User flow
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31. Branding Guidelines
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32. Branding Guidelines
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33. Low-fidelity Wireframes - Landing Page Ideas
A) The assumption is that the user
would like some information
about what the site does.
(A)Rejected on the basis that too
much info is being displayed
before the user understands what
the website is about which does
not meet the needs of our first
time user persona
A
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34. Low-fidelity Wireframes - Landing Page Ideas
B) Rejected on the basis that this
layout defies conventions and
according to user research is
unfamiliar layout to users. The
layout is also bulky and displays
too much content for a landing
page.
B
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35. Low-fidelity Wireframes - Landing Page Ideas
C) Rejected on the basis that again
this is a bulky layout and is not
communicative of a site that
promotes exploration and discovery.
“suggested for you” column would
require the user to login and that is
currently not possible.
C
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36. Mid-fidelity Wireframes
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37. Mid-fidelity Wireframes
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38. Mid-fidelity Wireframes
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About Page Gallery
Page

39. Mid-fidelity Wireframes
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Newsletter

40. Usability Testing
We tested with five users with the following scenarios:
1. 3.You’re feeling tired of the routines you’ve become accustomed to while living in NYC, and are
looking to explore the city a bit more. A friend tells you about New York Adventure Club, so you
want to browse their tours and purchase a ticket to one that excites you.
2. Now that you’ve landed on the “______” events page, you’re interested in finding an event that’s
closeby to your home in Brooklyn, and one that won’t break the bank. Please filter or sort your
results accordingly.
3. You don’t know what to expect from a NYAC event, so you’d like to see a few photos from
previous events. Where would you go?
4. You found an event, but are not familiar with the area that it is in. How would you find directions?
1. What would you think you would find under hidden spots? What does it mean to you?
2. What would help to clarify?
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41. Usability Test Findings
• Sign up now was interpreted as “register for the website” or “create an account”
• User requested for more detail for “sort by price” (add lowest to highest, etc)
• Some users requested for more detail for “sort by date” (newest to oldest)
• Hidden meant “more known to locals” “can’t find that on a tour or brochure”
• “Upcoming” and tours were repetitive
• Users would like to see a picture to detail more of the experience, I like to see the display of
what it is before I read the description
• Thought that sign up now meant “sign up now” meant signing up for a membership to the
club.
• Some users did not know where to look for past event photos
• Wanted to see a map of events in the selected location 41

42. Revamped Mid-fidelity Screens
● Based on usability testing results we
built two new landing pages as well as
two events pages and did A B testing.
A B
‘3 out of 4 users prefered
landing page B’
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43. Revamped Mid-fidelity Screens
A B
‘4 out of 7 users prefered landing page B’ 43

44. Revamped Mid-fidelity Screens
A B
‘4 out of 7 users preferred landing page B’ 44

45. 45
High-fidelity Mockups
Landing Page

46. Usability Testing
1. You’re feeling tired of the routines you’ve become accustomed to while living in NYC, and are
looking to explore the city a bit more. A friend tells you about New York Adventure Club, so
choose a category that interests you to browse within.
2. You’re interested in finding the cheapest upcoming event in Brooklyn.
3. Purchase a ticket to _____.
a. Secret Tunnels
b. World’s Largest Cathedral
4. General thoughts about pages and flow
We tested with four users with the following scenarios:
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47. Usability Test Findings
• Category page - User did not like prompt to buy ticket before viewing information. “I’m at little put off a bit
by Purchase Ticket, but I would have clicked on Learn More”
• User expected to see calendar icon next to the event date.
• User expected to see social media buttons i.e. Facebook, Instagram, & Twitter where share icon was.
• User would like to see the number of attendees and what level of physical involvement each event
entails.
• “Unlock your city” is a real draw card for most users
• Users stated that iconography and iconography blip wording could be improved.
• User wanted an explanation on why there are varying prices. $35 - $39 is vague.
• One user wanted a way to navigate back from events pages
• A user asked whether these events are suitable for all ages and if not that should be stipulated in the
event details. 47

48. Usability Test Findings
• User wanted to understand what the price included - what value is NYAC adding as opposed to the user
going directly to the event site?
• One user wondered whether they had to subscribe in order to participate in events.
• Another user suggested adding more information about who the tour guide is and what makes them
credible.
Overall users found the site to be extremely delightful, easy to use and encouraging enough for them to start
using New York Adventure Club. “I would use it, I should use it because I just moved here”
⅘ Usability / 5 Delightfulness / 4 Understandability / ⅘ Controllability / 5 Accessibility / ⅘ overall average
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49. 49
Next Steps
• Plugins for Wordpress
Google Analytics Dashboard for WP https://www.monsterinsights.com/
Event editor https://wordpress.org/plugins/events-manager/
Eventbrite https://wordpress.org/plugins/eventbrite-api/
• Incorporate accounts to personalize the search for events
Create user accounts for the ability to save experiences
Create a Brand Ambassador account page
• Explore the possibility to include reviews and ratings
• Include size or spots open for the event details
• Include details of the event specific to value offering
• Obtain rights to homepage image or explore potential options