This document provides an overview of the Strol app and design directions. It includes: 1) Background on the Strol app which allows users to plan and share scenic travel routes. 2) The design challenge is to create an interface identity distinct from the current Strol logo. 3) Personas for three types of travelers - Jonathan who travels for business, Nola who enjoys cultural destinations, and Sonja who is an avid leisure traveler. Their needs and attributes are outlined. 4) Three mood boards presenting visual style directions - simple/sophisticated, simple/adventurous, and simple/connected.

1. I.D. DIRECTIONS REVIEW

2. What is Strol?
An experience that allows travelers–international and
domestic–to plan, enjoy, and share the most visually interesting
routes to and from various scenic locations.

3. Challenge
Develop a user inferface and visual design that
has its own identity and does not compete with the
current Strol logotype.

4. PERSONAS

5. Jonathan
Vice President Business Development
Age: 47
Hobbies: golf, museums, traveling
Jonathan travels mostly for business, both domestic
and international. He is married with two children
and lives in Royal Palm Beach, FL. Jonathan tries to
absorb as much knowledge as possible.
“Majority of my time is spent traveling.
When abroad I am often in back-to-back meetings
with little time to see the sites of the city.”
Transportation when abroad
Taxi, walk
App usage during travel
Occasional
International phone usage
Frequently (mostly email & calls)
Designing for Jonathan
Make sure designs are simple and easy to use. Not to wordy or
complex. Jonathan is easily discourage when using apps that do
not make tasks easier and often deletes them after one use.
Consider Jonathan is usually on a business trip and is very busy.
Showing Jonathan that with the little extra time he has, he can
get more out of his trip will increase the likelihood of him taking
a stroll.
When Jonathan has an experience he enjoys while abroad he
usually shares it.
Key Attributes
• Travels all over the US and Europe
selling medical devices.
• Likes to get out of the hotel when
on business trips to see the city.
• Enjoys culture and watching
foreign films.
• Takes his family to places he has
visited on business if he found the
cite culturally interesting.
iPhone 20-24 trips/year 4 travel apps

6. Nola
College Educator
Age: 31
Hobbies: photography, art, reading, traveling,
Nola enjoys traveling to cultural areas particularly
in Africa. She has visited and lived in Europe for
business and graduate school. She currently lives in
New Orleans, LA to be close to her family.
“I am a non-traditional traveler.
I visit war torn countries that Americans are
often advised not to visit.”
Transportation when abroad
Walk and metro
App usage during travel
Rarely
International phone usage
Rarely (phone calls). Will purchase
an international phone depending
on cost benefits.
Designing for Nola
If using an app abroad Nola’s first instinct would be to see if
google maps has an accurate route.
Upon leaving the hotel she usually has a destination in mind
if a stroll takes her an additional 5-7 mins she would take it.
Otherwise it delays her from her original destination.
Giving Nola a personal concierge type experience when
engaging with the app can increase her likelihood of app usage.
Directions accuracy will be critical. As a tourist safety is a key
concern and being lost is the last thing Nola wants.
Key Attributes
• Professional background is in
international development.
• Uses personal iPhone more
frequently in recent travel
because wifi is more readily
available internationally.
• Prefers in-person (concierge)
directions when abroad. More
detailed, direct and accurate.
Samsung 1-2 trips/year 2 travel apps

7. Designing for Sonja
Credibility of the source is critical. “What’s the sources
perspective on what is interesting? Is it the same as mine? What
they think is great I could think is boring.”
Sharing through social media is an important part of her travel
rituals.
Feeling the culture of a place is a top priority for Sonja when
she travels.
Sonja would not rely on one app to give her the entire
perspective on a destination.
Sonja
Sr. Digital Producer/Project Manager
Age: 36
Hobbies: traveling, art museums, photography
Sonja is a leisure traveler. She has visited Paris,
Berlin, Bogata, Bali and other major domestic
cities. She lives in New York City and believes that
traveling abroad greatly enriches her life.
“I always spend my first day in a new city
walking around aimlessly embracing the culture and
orienting myself for the days to come.”
Transportation when abroad
Walk, metro, light rail, or whatever
is culturally significant (e.g. bikes in
Copenhagen)
App usage during travel
Occaionally
International phone usage
Always (text, email, & social posting)
Key Attributes
• Sonja often maps out her agenda
online and uses Apple’s Notes
app when touring a city.
• She tries to travel by foot the first
2-3 days of her trip.
• Relies heavily on her social
network for sightseeing travel
advice.
iPhone 4-6 trips/year 4 travel apps

8. MOODBOARDS

9. MOOD BOARD I - CREATED 07.07.14 SIMPLE SOPHISTICATED AIRY BOLD
Roboto SlabOpen Sans

10. MOOD BOARD II - CREATED 07.07.14 SIMPLE ADVENTUROUS URBAN CULTURE DIFFERENT
NOVITO NOVAOpen Sans

11. MOOD BOARD III - CREATED 07.07.14 SIMPLE CONNECTED CITY LIFE RELAXED
Gotham LightGotham Light

12. THOUGHTS?