CASE STUDY
User Research
We collected insight from 45 survey and interview participants.
Key Insights
Majority most interested in true crime, haunted places, and history
No direct competitor apps currently exist
Largest demographic consists of women aged 30-60
Problem
Primary target audience comes from two distinct demographics with different wants, needs, and pain points.
30-60 years olds
Interested in history and crime
Want to be guided
Teens
Interested in spooky stuff
Want interaction
Objective
Our exploratory user research shows that while maps are the most commonly used mobile app people use when exploring unfamiliar areas, most people want to learn about niche local histories and legends in ways that offer more immersion, interaction, and freedom than just reading, pathfinding, or going on a guided tour.
Currently there are no apps that provide a user-tailored AR experience to serve the needs of this majority. This means there is a new-market opportunity for an app that encourages our primary target audience to explore in their own terms.
User Persona
Core app experience
Sign in or Guest?
Different experiences, but same options?
AR features?
User Task Flow - Concepts
User Flow Chart
Site Map
Design
Branding Moodboard
4 Ideas:
Haunted Tours
History & Crime Tours
Folklore, and Herbalism
Wireframes
Mid-FI Design
Iterations
1.
Name and logo change
2.
Exploring color palettes
3.
Developing profile features and reasons to make a profile
4.
Learning how to implement AR with tours and selfie features
Usability Testing
FEEDBACK
+
Different paths are cool - makes users want to play around with app and explore.
+
Love the concept and look
-
Not enough images to go with text.
-
Onboarding is frustrating - takes too long to get to the app’s features.
Iterations
1.
Logo evolution
2.
Onboarding added: “Be a Ghost”
4.
Added G-Maps and camera permissions modal
5.
Addressed Hierarchy of headers and icons
6.
Added more imagery to maps and tour intro pages
AR Feature 1
When the user taps on a tour stop the audio recording will start to play. The user has accessibility to listen to or turn audio off and instead read the tour stop information.
AR Feature 2
When the user completes a tour they have the
opportunity to snap a selfie with this AR feature!
User can then save and share the photo to social media and more.
