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Quick presentation
Creating and developing a mobile-first platform to help young European travellers facilitate their next move to Australia.
Overview
Project Background
Platform
Challenge
Goals
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UX Researcher, UX Designer, UI Designer
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User Research, UX Design, Product Branding, High-fidelity Version
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Figma, Optimal, Adobe Illustrator
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80 hours
Australia: Where wild animals rule. Even an ant can outsize a spider. Surprisingly, It's one of the world's most popular places to move with one of the highest immigration rates*. Ever moved abroad? Remember those jitters? For newbies, think of it like solving a huge puzzle. It's scary; you spend ages sorting out what to pack and dealing with papers. Now meet Roamwise! It's a total game-changer. One question, one click, ten seconds, and BAM! Doubt vanish.
Mobile-first website
Émilie, the Bohemian soul
Meet Émilie, an adventurous French backpacker with a passion for travel. Since her first USA trip at 20, she's mastered packing her backpack but finds paperwork and admin a maze. Roamwise could guide her for her exciting upcoming journey to Australia by year-end.
AND
Audrey, the Adventurous dreamer
Meet Audrey, a small-town French resident craving adventure beyond her stable life. Dreaming of an Australian escape, she faces language and travel newbie challenges. Lost by unanswered questions and to-dos, she feels overwhelmed. With expert guidance from Roamwise, Audrey can confidently embark on her life-changing journey, armed with answers and a clear step-by-step path.
Travellers, whether newbies or hit-road addicts, need a simplified and organised way to access all the essential information required for a smooth transition.
Simplify the moving research process by creating a user-friendly platform that consolidates comprehensive and up-to-date information.
Empower travellers, especially first-timers
Save travellers time and efforts
Research
Exploring the market
Uncover existing market nuances and identify pain points.
Grasp the motivations and frustrations of new and experienced travellers
89 Europeans shared their experience!
These are the primary information sources frequented by my target audience
Why are they good?
These sources are awesome! You've got official sites for the latest info, blogs sharing personal travel stories (super reassuring, especially for newbies!), and forums/groups where you can chat and connect
What is missing?
Official sites usually speak English, but only 38% of EU folks are fluent*. Plus, sorting through tons of sources can be a real brain-twister. Even when you find a site, info hides behind endless scrolling and paragraphs. On the flip side, blogs and Facebook groups may lack the latest updates.
Understanding how European travellers prep for Australia
I dove into the world of European travellers gearing up for Australia. Step by step, I walked their path, felt their challenges, and listened closely to their stories. With empathy as my guide, I uncovered their pain points and pinpointed the first steps to make their process smoother.
Survey success
Highlights:
93% are or will be moving to Australia
82% tackled the journey solo
54% found the process okay, yet overwhelming
32% got lost in the sea of info
19% felt lost in translation on official sites
Unlocking insights
In-Depth interviews with 5 adventurous travellers
Main takeaways:
Escape from stress and a quest for adventure drove them to this journey. Spiritual growth also played a significant role in their journey.
Amidst a maze of information sources, they wrestled with data overload. Their go-tos? Facebook groups, blogs, forums, and the Australia backpackers' guide site.
For those with connections, they leaned on friends already in Australia to answer queries. Yet, some found themselves tired of being newcomers' guides or struggling to recall past answers.
Émilie
“Discovering landscapes, new culture, new food and meeting new people. I always believed that I’ll find my purpose in life by travelling.”
Motivations
Need to embrace the feeling of being free
Spiritual growth
Meeting new people
Goals
Travel is not just about visiting new places but also about personal growth and self-discovery
Challenge herself and gain a deeper understanding of the world
Overcoming challenge
What defines RoamWise Identity
Challenges
Fears of being alone
Getting out of her comfort zone
Safety concerns of travelling on her own
She struggles with English
Motivations
Meeting new people
Sharing moment/ experiences
Tasting new food
Exploring
At this stage, picturing where I wanted to go with my solution was challenging. Balancing ideas, setting priorities and estimating the workload ahead wasn't a breeze. My goal was clear: streamline access to information already present. But how to simplify it further? Blogs, a trusted source, often kickstart research journeys. Yet, envisioning a mobile-friendly version was tricky; tiny screens complicate reading. How could I improve this? That's when the concept of using AI struck me. A chat feature where travellers can inquire and receive answers in seconds, with the added ability to save the conversation for future reference. The goal: to make information readily available and easily accessible.
Translating insights into action: Crafting a user-focused feature roadmap
Go-with-the-flows
Navigating unfamiliar territory
Goals
Broaden her horizons and discover her true passions and purpose in life
Connecting with others and learning through
Challenges
With a very busy life she does not really take time to make research and struggles with being organised
Sticking to her budget and not getting over it
Audrey
“I need to get out and breathe, I feel I’m suffocating here. Anywhere would be better than here.”
Drawing from my research, I developed a roadmap that sorts key features and screens in order of importance. To ensure a seamless user experience, I honed in on the actions Émilie and Audrey would take.
These user-flows show what journey could Émile and Audrey intake to get a quick answer to their questions and save the chat for later.
Yet, the core of my project centres on the AI chat a central piece that takes a bold step into a realm where AI is a cutting-edge feature not yet fully integrated into daily routines. To further this innovation, I've extended its accessibility to the blog section of the website. Users can seamlessly engage with the AI chat, whether they're exploring the chat interface or browsing through the blog. This integration aims to provide an effortless way for travellers to harness the power of AI assistance while accessing valuable information.
As we step into a new adventure, excitement mingles with the stress of leaving our comfort zone. Roamwise infuses playfulness into this initial leap, a refreshing departure from the often overwhelming and cumbersome process. The dark background lends a technological edge, subtly highlighting the AI chat. Meanwhile, the vibrant orange and green hues inject a sense of happiness and joy, adding a cheerful vibrancy to the brand.
The Roamwise logo boasts an elegant simplicity. The adaptable and daring typeface strikes a balance between contemporary flair and timeless sophistication. Opting for a bold font serves to amplify the brand's adventurous essence. Additionally, the distinct "W," crafted akin to handwritten script, infuses the logo with a visual allure. This letter exudes playfulness and joy, harmonising the logo's elements into a perfectly balanced whole.
The font selection has been meticulously curated to evoke a modern and timeless ambiance for the app. Montserrat takes the lead, gracing 99% of the website's interface. Meanwhile, Pacifico makes a delightful cameo in just 1% of the site, strategically accentuating specific elements and infusing a touch of playfulness.
Define and Ideate
Prototype and Testing
Give me some juicy feedback
Usability objectives
Tasks asked
The successful outcomes
I conducted six user testings with participants aged between 27 and 32 years old, ranging from familiar to newbie with the travel experience
Can the user easily go through the website, understand how it works and get the information he/she is looking for?
Can the user successfully perform de tasks asked based on the user and task flows?
“Without signing in/up - find out if 2 hours stopover in Kuala Lumpur airport is enough”
“Remember, you haven't signed up yet. Save the chat response and retrieve it from the 'Saved Chat' section”
“48 hours later, a question pops up: what medical queries should you discuss with a doctor before departing? With your Roamwise account in place, it's time to find those answers within.”
All users appreciated the website’s user-friendly nature once they understood how to use it
The rapid response provided by the chat feature was widely liked.
Each user successfully saved their chat conversations
The sign-up process received a perfect 6 out of 6 rating.
Challenge encountered and iteration
People lack awareness about AI or are resistant & fail to spot the “skip’ option
Before
5 out of 6 participants headed directly to the blog section in search of the information I requested. Many were unfamiliar with using AI or hesitant to try it. Upon reaching the AI home page, they faced difficulty locating the 'skip' option. Since I instructed them not to sign up or sign in, several participants eventually left the chat page.
Iteration
I've added clear explanations about the AI chat on this page due to user confusion during their initial interactions. To enhance user understanding and confidence, I'm providing a detailed overview of what the AI chat is and how it works.
Based on user behavior, I've relocated the 'skip' option beneath the login or sign-up button. This adjustment addresses the issue of users missing the 'skip' button in the previous version, ensuring a smoother introduction to the chat and encouraging user engagement.
Naturally seeking the saved chat within the profile section
Half the participants instinctively go to their profile to check the recently saved chat. If they were not going to the feedback some of them were clicking on the hamburger button (where the saved chat are) or went to the logged-in AI home page - where they can have access to the saved chat from here too.
Iteration
I've added clear explanations about the AI chat on this page due to user confusion during their initial interactions. To enhance user understanding and confidence, I'm providing a detailed overview of what the AI chat is and how it works.
Based on user behavior, I've relocated the 'skip' option beneath the login or sign-up button. This adjustment addresses the issue of users missing the 'skip' button in the previous version, ensuring a smoother introduction to the chat and encouraging user engagement.
Before
Before
After
Personal feedbacks iterations
Iteration
After
After
My observations highlighted that the initial home page presented an excess of clickable elements - navigation bar, search bar, and CTA- causing users confusion during navigation.
I refined the website's colours for consistent visual appeal and improved bottom bar visibility. The hero section underwent a revamp to enhance clarity and introduce the 'travel' concept. Navigation was streamlined with a scroll-triggered bottom navigation, and a subtle 'bottom arrow' icon now hints at scrollability.
Final thoughts
Enriching project
Drawing upon my personal experience as a former Australian backpacker, I began this project with my own assumptions about the laborious and intricate preparations required for the journey of a life. However, the journey through this project proved enlightening, expanding my understanding far beyond my initial perspective.
With a clear aim of crafting a platform tailored to meet the needs of travellers like Émilie and Audrey, it's gratifying to note that this effort seems to have resonated with my target users. This project underscores the power of a user-centered design approach, emphasizing constant refinement and adaptation based on real-world feedback. In the end, my aspiration was to craft a solution that not only met the demands of travellers but also eased the process of jumping into the unknown—a goal that seems to have been achieved, and that I'm truly proud of.