We conducted 25 interviews, diary studies, and surveys with travelers in and coming to Madeira ranging across different demographics and motives for coming to the island, as well as local business owners in hospitality and tourism. We also visited Prague and Copenhagen to observe and seek inspiration from other successful and different tourism industries.
We used affinity diagramming to group similar observations bottom up to find themes.
From this exercise, we came to a few key insights about tourists coming to Madeira:
We summarized our design and business goals up to this point:
Yet we had one more challenge to address. During research, the traveler's quest for "authenticity" often came up. This could mean anything from meeting preconceived expectations, to finding a sense of familiarity, to complete freedom and serendipity exploring a destination.
The complexity simplified into authenticity exists in the eye of the beholder
We conducted several ideation sketch sessions, including playing an improv "yes, and" game to generate and build ideas off of each other. After narrowing down our ideas, we decided to explore a live streaming travel video platform because it allows the user to decide what is authentic both in sharing and consuming content.
To see how the idea resonated, we did some concept validation testing with users using paper prototypes and continued to receive feedback on core features, first focusing on the value proposition for the viewer and the broadcaster, as well as how this would create business value for our client. We then focused on creating the user flow for web and mobile, and finally stepped up levels of fidelity for specific interactions, embedding video into the higher fidelity prototype.
We tested our high level fidelity designs with potential users in Berlin, Germany. In particular, we focused on the experience of planning a trip abroad through the web app, as well as how they would use the platform on mobile during their travel. Their feedback helped validate our designs, as well as push to define the interactions in specific use cases.
"Even though it is advertising, it's the real thing, and I believe it!" -Stefani
I believe our final deliverable was grounded by a diverse set of user research, and feature set validated by rounds of user testing. However, in the process of scoping the feature set, we could have done a more thorough job of limiting to a set of core MVP interactions for the user. As the project lead handling the primary communication and expectations with the client, I often encouraged our team to be mindful towards the business value of our product, and believe we could have also performed more feedback sessions with local businesses to gauge interest in our proposed business model to tighten the product offering.