Project: Navi

Tour Guide App - Feel like a local when visiting a new city

Travel app.jpeg

What is Navi?

A crowd-sourced site that allows a user to build or follow tours of a city of their choosing. The mobile app is a tour guide in your pocket. Tours can be shared and collaborated with multiple users. A desktop site for more expanded detail planning.


Objectives & Requirements

User objectives
Gain a more insider experience during a visit to a new city. Learn more locations to visit, see a city from a different perspective.

Technology needs
Photos and reviews should be pulled from existing content forms such as Yelp or Instagram. Both have API that this platform can be built on.

Business objectives  
To offer a platform for small businesses to promote themselves. Promote a greater cultural understanding of visitors through shared experiences.
Use technology to show that even when we walk alone in a new city we are not alone in our exploration.
Revenue will be generated from business paying for preferred listings, selling user data, premium user memberships.
Marketing plan will need to give emphasis to reviews from Navi. There needs to be a draw for business to earn a review or a spot on someone’s created tour.


Process of Development

Initial hypothesis of user needs - Clear, reviewed, verified locations that comprise a tour/experience of a city. The tours should include travel duration and tips on how to optimize the journey. Users need to be able to trust that the tour they selected, and that it will not provide them with a negative experience. The tours or tour guides will need to be verified to establish user trust. Photos and written expectations of the route and locations along the tour should be included for the user to base their decision upon.

User research - I interviewed 7 potential user ranging in age from 22-41. Their responses were able to help reshape my initial hypothesis and give me feedback on potential features of the application.

Post survey results - Pictures have the most importance, using Instagram or Yelp images via API should solve this issue. A local user will be defined as living in the area for at least a year. A post-tour survey can be included but should be simple and easy to fill out, the end of ride Lyft survey is a good template. Navigation along tour route should include public transportation, driving, and walking directions.

User Research Results

I interviewed 7 potential user ranging in age from 22-41. Their responses were able to help reshape my initial hypothesis and give me feedback on potential features of the application.

When visiting a city, most users looking for:

  • Non-tourist locations

  • Local flair

  • Good restaurants (defined by local hang out not culinary award winning)

  • Historical Locations

Tools users use for travel research: (by popularity)

  • Google, travel websites (tripadvisor, travel blogs)

  • Social media (instagram, facebook)

  • In person recommendations from friends/family/coworkers

Defining a Local -1-3 Years of living in a location to be established

Opinions regarding Post Tour Survey:
“If it was easy like the Lyft review form I would fill it out”
“Nope, I don’t see the benefit for me”


Visual Branding

Navi MoodBoard.png

Mood Board

Colors - The color palette was chosen for a gender-neutral appearance. I considered a serious grouping of blues and grays mixed with a spotlight of Teal for a touch of playfulness.

Typeface - For a typeface, I choose two san serif fonts (Balboa and FreightSans Pro) with enough difference in personality to contrast but still clear for readability.

Icons - Icons were designed to think and clear for a clean minimalist appearance

Lo-Fi Wireframes

These wireframes take you on the user journey of searching and selecting tour. Once the tour is selected, the app provides navigation and you can review some quick tips left by locals at each venue. You can choose to visit each location in sequence or skip locations if you don't find them interesting. Once you've completed the tour there is a very simple review process for user feedback.