Travel Guide Books App
Context
For my final 1. semester project at Business Academy Aarhus, I undertook an individual exam case. Within a week, I developed a digital solution for the Turen går til travel books.
The project involved Design Thinking, various business analyses, and culminated in a presentation to the teachers. During the presentation, I explained my design process, argued my decisions, and introduced the concept.
Problem
How can Turen går til books create value through a new digital solution?
The challenge was to revitalize Turen går til books amidst declining book sales and competition from internet guides.
I was tasked with creating a mobile-first digital concept that will leverage the books’ travel knowledge with the goal to attract both Danish and international audiences. Integration of future technologies (e.g., AI, VR, AR) was also encouraged, but not a requirement.
A scope wheel that encourages Strategic Foresight; I used it to try and find an innovative solution
Action
To comprehend why people purchase travel books and how they utilize them while traveling, I conducted desk and qualitative research (interviews). Additionally, I explored multiple future technologies to brainstorm on what can be included in the final solution.
Next, I defined my target audience through a persona and Jobs To Be Done. Also, I considered some business aspects, including Feasibility Analysis, Force-field Analysis, and Risk Analysis. My concept had to take into account that the company's value creation process would change, so I redefined it through the Value Proposition Canvas.
Using Jobs To Be Done and Job Stories to empathize with the target audience
I created a Force-field Analysis to understand what the company would have to consider when creating the new solution
Redefining the value proposition of the company
Before starting the prototype phase, I devised an optimal user flow to ensure a seamless experience and to address all major Jobs To Be Done requirements.
While designing the app, I adhered to the company’s visual style to ensure brand recognition among future users. Additionally, I incorporated some Tidwell’s Behavioural Patterns in the design of the user interface.
User flow visualization
Result
The final concept consisted of a mobile app that would provide a new and contemporary way to receive information about various destinations, and the ability to create itineraries effortlessly through artificial intelligence.
I ensured that the concept would give stakeholders inside the company enough information about desirability, feasibility and viability of the solution. That way, they could make informed decisions moving forward and potentially utilize the prototype as a foundation for future iterations.