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Let's Go Case Study
1.
2. Isha Agarwal
Master’s of Human-
Computer Interaction
+ Design
Kelly Luo
Master’s of Human-
Computer Interaction
+ Design
Stephon Odom
Master’s of Human-
Computer Interaction
+ Design
Claire Yi
Master’s of Human-
Computer Interaction
+ Design
Melanie Wells
Master’s of Design
Interaction Design
01
TEAM
3. 2
It can be difficult to feel
connected to a new city.
02
PROBLEM SPACE
4. Redefine the on-foot experience to be
with their
urban environment?
immersive, integrated, and allow people
to more meaningfully connect
HMW...
03
DESIGN CHALLENGE
5. End-to-end urban hiking service that focuses
on a with
features that to a place.
meaningful on-foot experience
invite connection
04
DESIGN CONCEPT
11. 09
INSIGHTS
User sees the Hidden Gems feature as the best part of the servic
User wants Let’s Go to cater for a LOT of spontaneity and in-the-moment changes
A smooth integration of journaling and media is very attractive to user
”
i’d probably ditch the main hike and just
follow the ‘hidden gem
if i had taken a detour i probably already
had food so if the route is dynamic that’d
be good
13. 11
INSIGHTS
User wants to create multiple stamps for their hikes, and see them within a collection afte
User enjoyed both the map view and list view. However, the coloured area was confusing
”
I’d like to make multiple memories stamps
for my hike, so there should be a way to
link them.
15. 13
INSIGHTS
User felt inputting preferences was too general and wants more customizabilit
User wants to know the “look and feel” of the hike through the hike info page photo
User wants more points of excitement of a perspective route to be highlighte
User wants a fast and easy way to access Memory Stamps when they are on the hike
”
I want to be able to put myself in that place
through looking at the photos
A ‘What’s New’ section would be nice!
16. We synthesized over
,
prioritizing the core takeaways that we
believed we could address through the use
of a digital intervention.
Our concept prototype used in the first
eval study was also informed by these
insights.
We also preformed to
understand what potential competitors
were doing and how our concept could be
differentiated from them.
245 interview notes
from 7 interviews into five insights
competitive analysis
14
primary research insights
link to Sythesis File
17. 1. Hike share outs should be both pleasant and considerate
2. An ideal urban hike experience should allow time and space for in-the-moment decisions
3. Digital experiences people’s physical experiences
should not disrupt
4. But when done right, people’s physical experiences
digital experiences can enhance
5. People want to at various moments
commemorate a hike in a variety of ways
15
key findings from investigations
18. Lea Braun
Urban Commuter
Hike Newbie
25
Seattle
MPH
Single
Motivations
I’m a busy person and rather extroverted. I have lived in Seattle for 7
months now but I don’t even know my neighbour. I haven’t been
motivated to explore much of the city other than my own
neighborhood and U district. I want to meet new people and make
Seattle feel like home.
Goals
I want to explore new Seattle neighborhoods, especially cool spots
known only by locals
I want to meet new people in organic ways
I want to spend time with friends and, but not just in our usual
spots
I want to be more active and pull away from all of the screens in
my life.
Pain Points
I feel unfamiliar and disconnected with the city
I feel unsafe and anxious going to unfamilar parts of the city
My schedule changes every week based on school work and
I’m usually really busy, it’s hard to set aside a whole day to
plan, explore, and have fun
I need to constantly balance school work, houehold chores,
personal tasks and social life.
Urban Hike Experience
Newbie Expereinced
Distance
Commuter Hiker
Sociability
Solo Social
Personality
Adventurous Cautious
Physical Fitness
Fit Not-as-fit
16
primary persona
19. Motivations
I’ve lived in Seattle for 15 years now. I have spent enough time in the
city, and especially because of my work, I know parts of the city well
and a lot of hidden gems you wouldn’t know looking at Trip Advisor
or Yelp. In my limited free time, I love urban hiking as a way to stay
active and an opportunity to check in with myself. I have routes I’ve
curated for myself routes that are safe and can visit shops I like.
Goals
I want to share my knowledge about the city
I want to support local businesses by sharing them
I want to be mentally and physically prepared for my multi-mile
hikes in the city
I want to know more about the city and see familiar places from
new perspectives
I want time with myself within my busy personal and professional
life.
Pain Points
Map apps do a poor job of linking places I want to visit on
any given hike
I dislike constantly re-routing due to steep inclines, and
directions that don’t prioritize exploration
I sometimes feel unprepared for Seattle weather
I feel like my commute is monotonous and repetitive
I don’t have a lot of time to plan out new interesting hikes.
Urban Hike Experience
Newbie Expereinced
Distance
Commuter Hiker
Sociability
Solo Social
Personality
Adventurous Cautious
Physical Fitness
Fit Not-as-fit
Blake Henry
Urban Hiker
Seattle Veteran
38
Seattle
M.Arch
Married
17
secondary persona
22. Researching and planning a
rewarding hike that will reflect
a hiker’s specific preferences
represents a large
for hikers.
cognitive
load
21
CUSTOMER JOURNEY MAP: painpoints
PLAN
23. There is little flexibility to go
off-route to
without
inconveniencing the hiker
with re-routing.
explore
spontaneously or avoid
certain obstacles
22
CUSTOMER JOURNEY MAP: painpoints
EXPERIENCE
26. Provide an in
navigation
and exploration on a route.
Provide tools for meaningful
codification of memories in a
and
enable
Provide
routes back home
that incorporate stops.
flexibility
for sponteneity
variety of mediums,
immediate sharing.
interesting and
unique
26
CUSTOMER JOURNEY MAP: solution
EXPERIENCE
27. Provide an
way to
based on exact
preferences.
Inform hiker of challenges on
the route
Provide information to aid in
for a hike.
efficient and
effective search for
quality hikes
before they
choose a hike.
planning properly
25
CUSTOMER JOURNEY MAP: solution
PLAN EXPERIENCE
28. Spotted by locals
+ Localized tours that have been put
together by a company sourced
team of experts
-
Reliance on trusted partners to build
routes instead of amcommunity;
additionally no free form exploration
Air BnB
+ Ability to explore local events that
have been vetted by community
members
-
Focus is still largely on bringing
people to one singular destination
instead of numerous experiences
The Nudge
+ Provides complete journeys for
individuals to navigate through
based on local influences
- No direct GPS enabled navigation
provided from within the app
Go Jauntly
+ Ability to connect multiple locations
and go on themed walks
- Currently limited to Europe and no
free form explore mode
All Trails
+ 1,000s of community sourced hikes
that can be matched to a person’s
interests
- Focus is still largely centric on on
nature exploration as opposed to
urban discovery and regional shops
Likeways
+ Ability to connect multiple locations
based on an individual prefrences
- No free form explore mode, that
generates Gems on the fly, and no
ability to reflect on visited locations
Google Maps
+ Ability to input numerous stops and
gain communal feedback on local
restaurants in the form of reviews
- No ability to input navigational
prefrences and directions are not
always optimized for on foot travel
Abandoned World
+ Allows individuals to explore store
and reflect on a collection of
abandoned spaces
- Exploration is solely focused on
abandoned sites
Apple Maps
+ Navigational UIprioritizes
glanceability with an interface that
devotes significant real estate to
directions
- Only availible on IOS devices for
point to point directions
City Walks
+ Connection between various
landmarks within a city
- Not currently availible in english and
no means of reflection provided
directly within the app.
27
Competitive analysis overview
29. Directed
navigation
Non Directed
Navigation
FEE BASED
FREE
Trail Routes
Localized Experiences
GPS + Navigation
The Nudge
Abandoned World
Google Maps
Apple Maps
City Walks
Go Jauntly
Likeways
Air BnB
Spotted by Locals
Let’s Go
All Trails
27
Competitive analysis matrix
30. Our Unique Qualifier
Curated Exploration
Free Form Exploratio
On Foot Centric Navigatio
Commemoration of Impactful Moments
29
competive analysis insights
32. Problem
App/Service Integratio
Google Maps & Navigatio
Spotify & Apple Musi
Notes
Local Communit
Seasoned Hikers and Local Ambassador
Parks and Planning Authoritie
Potential Partnership with Local
Businesses (Shops, Restaurants, and
Community Merchant Events (think
Farmers Markets and Street Fair’s)
End-to-End Services that Focus on the
Journey, Rather than the Destinatio
Personalized routes reflect preferences,
goals, interests, desired challenge, etc
Planning tools to prepare for the journey,
like checklists and recommendation
Flexible navigation that leaves space for
serendipidous discovery via explore mod
Tools to revisit, reflect, and share the
experience once it’s over
Features that Invite Connection for a
Meaningful On-Foot Experienc
Discover others’ Memory Stamps, or create
your own, at salient locations/moment
Supplement with integrated audio:
directions, notes, music, or soundscape
Learn about your environment with
information tags based on your proximity
Tools that Encourage & Support
Growt
Filter for new, unexpected, unique
experiences that stretch your comfort zon
Digital badges and collectibles display
achievements, progress, and goal
Grow deeper connections with a
community’s people, places, and history
Payouts for licensing map data from Google or Apple.
Payouts for development of AI model to suggest appropriate
routes and impromptu stops
Manufacturing and delivery costs for production and shipment of
physical badges .
$2.49/month fee for a subscription to use the service. We will offer a 7-
day free trial for those looking to try out the service before purchasing.
Subscribers will be able to purchase tangible representations of their
digital badges and collectibles including pins, patches, and stickers that
display their achievements and experiences on Let’sGo.
Subscribers can also personalize their avatar by purchasing digital
merchandise, including brand-sponsored clothing and gear.
Studying and identifying route safety
through objective means is challenging
Reliant on self-driven becoming goals and
requires an interest in exploration from user
Potential of algorithmic cruelty
Subscription model: Will people pay for
this? Will they continue to pay for this?
Parts of the process where people
interact with us. When they...
Cost Structure Revenue Streams
Unique Value Proposition
Challenges/ Weaknesses
Features
Key Partners
Touchpoints Customer Segments
...First Learn of Our Service Experience
word of mouth, social media, advertisements
...Research Our Service Experience
website, app page, reviews, social media
...Decide to Use/Purchase our Services
comparison tools, reviews and feedback
...Purchase our Services
sales, confirmation email, prepare to use
...Onboard Our Products/Services
onboarding, sign up, profile, FAQs
...Go on Their First Adventure!
platform/website on digital device
...Share Digital Collectibles
platform/website on digital device
...Share Physical Collectibles
pins, badges, and stickers in the real world
...Troubleshoot Potential Issues
customer service, website/platform
...Share Feedback/Reviews
our platform/website, word of mouth
...Decide to Upgrade the Service Experience
sales, customer service
How do we reach out to people?
Distribution Channel
Ad Campaign
Partnership with local governmen
Partnership with local businesse
Social Media Ourdoors Account
Word of Mout
App Store
Urban Newbie (New to city
Just moved to a new city (Geographic
Unfamiliar with the city and is ready to
explore and establish new connections
(Behavioral
Visitors or travelers to a new city
Urban Hiker (Long term resident
Lived in the city for a long time
(Geographic
Very familiar with certain parts of the city
(Behavioral
Likes to take long urban hikes that span
several hours (Behavioral)
People can feel disconnected from the
urban landscape of the city they live in
or are visiting.
People who move to a new place
often have little knowledge of the city,
few social connections, and a sense of
disorientation from being in an
unknown environment
Current solutions do not enable
effortless on-foot exploration, instead
they are focused on utilitarian
commutes.
Solution
Let’s Go is a collection of digital services
that provide personalized and curated
urban hike routes, tools to capture
memories and share with others.
Let’sGo encompasses the complete urban
hiking experience, from finding a route,
planning and preparation, on-foot
experience and, reflection post the
experience.
Unlike competitors in the navigation space
(Google Maps, Yelp), we consider physical
realities and constraints of on-foot
navigation and exploratio
Our solution delivers vetted, curated route
recommendations through community
reviews and local ambassador
Our solution allows people to have free
form discovery by suggesting gems based
on their prefrerence
We aim to foster exploration of self,
community, and space.
30
lean canvas
33. 1. Establish a formalized set of design principles
2. Craft and refine exploratory mode
3. Think through and build relevant third party integrations
5. Discuss relevancy of and what aspects of Let’s Go should be carried over
desktop based variant
4. Finalize for our mobile experience
information architecture
32
FUTURE STEPS
34. Experiences are defined by the who experience them.
Gamification does not trump .
Despite hiking as our focus, the .
People want technology to deliver the to an experience.
people
rich qualitative experience
physical aspects of the experience are secondary
lightest touch
33
CORE LEARNINGS
