Roam is reimagining the tour app experience. It is especially tailored to Millennials who go on individual trips. This app will help users from itinerary to exploration of San Francisco.
Tourism is one of the biggest industries in San Francisco. However, the tourism industry hasn't updated their users' needs and still emphasizes group tours. Millennials are now the biggest customers for tourism and they want more independent travel options.
How might we create an efficient and innovative tour for visitors to San Francisco who are frustrated with current tour apps and group tours?
Create an independently-guided tour with AR features that provide an interactive exploration of San Francisco.
Users can check photo spots and what's nearby a selected venue. It helps to reduce time spent on searching. Also it recommends local and unique places depending on what areas users select.
After confirming the schedule list, users can set times, choose mode of transportation, and type in the starting point of the schedule.
Scan the landmark users are wondering about and the information will pop up through an AR feature. Now they can explore the area.
Users can find photo spots at a current location or by scanning the area. App lets users know how long it takes and how to get there with maps.
I conducted three types of research before starting user research. It drives me to better understand current tourists and tourism in San Francisco.
I visited tourist areas and attended a group tour to immerse myself in tourists' habits and observed what they needed when they travel in San Francisco.
I also researched how big is the tourism industry in San Francisco, who are the main customers, and what is their behavior and needs while traveling.
* Bleisure travel is the practice of combining work and leisure during a business trip.
After market research, I compared three apps that tourists mostly use on their trips. This analysis helped me to identify what features give value to users and what are their pain points using the apps.
Through the market research and survey, I learned Millennial tourists visit San Francisco for different reasons but their needs are similar for a tour. I created two target audiences to deeply understand them through upcoming interviews.
I conducted 11 user interviews. I interviewed tourists in downtown San Francisco as well as made Zoom calls with people who went on trips abroad.
I limited the age group from 24 to 38 years old to interview Millennials' needs and pain points when they go on a trip.
After the user interview, I found some key learning and I compared it to my initial assumptions.
People make tour plans before arriving at the destination
Most Millennials only check famous landmarks and selfie spots before visiting the destination. Instead, they make rough schedules when they arrive.
Tourists follow their schedule once they make it
Millennials easily change their schedule when they find out about cool local places and photo zones. They will even cancel the rest of their planned schedule if they like these new choices.
When they arrive at a landmark, they learn about it and then move on to the next place on the schedule
After they look up the landmark, they search what’s nearby them to grab a coffee or explore. They want to find local and unique places nearby that are interesting
Tourists take pictures for memories
The main reason for taking pictures is uploading them on social media. They upload their pictures almost daily while traveling
In particular, leisure travelers want efficient schedules to not miss places seen on social media.
Mia and her boyfriend arrive at San Francisco without a tour plan. Now, they will plan their schedule to explore landmarks and local places.
This is his second visit for a software developers’ conference. On this trip, he wants to visit Golden Gate Bridge, take a selfie, and upload it on Instagram.
To solve the problem, I have brainstormed and sketched out some solutions to make a user's happy path. Then, I conducted concept testings and paper prototype testing.
After concept testing and user's feedback, I decided to focus on the following solutions with features.
Through usability testing, I could validate my design problems. To evaluate a better user experience and design, I conducted some rounds of testing.
Select the areas users want to visit by filter. When users tap each picture, it shows detailed information with photo spots and what's nearby in that location. It guides users to create an efficient schedule.
Create page that selects areas users want to visit.
It shows detailed info as well as photo spots and what's nearby.
It show how many places users selected next to the "Create Schedule" button
Users can also select areas by filters.
Roam shows estimated tour time and recommendation places depending on a user's selected list. This recommendation helps users not miss local and unique places nearby.
It shows the list and estimated time.
A recommendation from a user's selected areas pops up.
Shows local and unique places in the recommended area.
After adding the recommended place, the estimated time is updated
After confirming the user's selected list, users can organize a schedule by selecting time, mode of transportation, and starting point.
users can organize the schedule by selecting time, mode of transportation, and starting point.
Tap "Select time & Duration".
Tap "Select mode of transportation".
Tap "Add Starting Point" and users can type the starting location to begin their journey.
Scan the landmark users are wondering, and get detailed information with AR features.
Scan the landmark users wonder and it will show information
Pan and see around Civic Center
Users can explore Civic Center with AR features.
Information about what's nearby shows up via AR feature.
Tap "You can enter here", it shows inside 360 degree picture of Civic Center and guide tour information.
Users can find photo spots at their current location or by scanning the area. When they choose the picture they want to take at same location, the app lets users know how long it will take and how to get the location.
Check Selfie spots at current location.
Check different location's selfie spots with Golden Gate Bridge in the background.
Select a picture and tap "Let's go". It shows how long it will take and how to get there.
When users arrive at the location, take a picture and upload on Instagram.
Creating Roam app was a good opportunity to manage the whole process from research and design into an AR tech improvement. I wish this innovative tour app idea can help the 25.8 million visitors in San Francisco have better tour experiences.
I'm looking forward to talk more details about this project! Please contact me if you want to know more about this project or have any questions.
