Ecos de la Ciudad

OVERVIEW
In many small towns in Mexico there is a lack of quality information of: Top places, activities, attractions and recommendations. This makes it really hard for tourists to decide where to travel, how long the trip will last and once they are there what they can do throughout the day.
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We create a solution to make traveling in Mexico easier, funnier and with tons of attractive information. With the help of a web-page and an App, national and international travelers will have a better experience while traveling though numerous cities and magical towns in Mexico.

ROLE

UX / UI Designer

Team

I was able to work on this project from start to finish as the only UX Designer from my team.

In our company we were me as UX Designer and the Project Manager and we decided to outsource an external company to develop the App with Front and Back end developers and their own Project manager to coordinate them. This made the development a bit difficult as it was not all in-house.

Metrics

The metrics we were going to use to know if the solution to the problem was successful are as follows:
  • Number of customers
  • Net Promoter Score
  • Cities using Ecos
  • Session length

Competition

The competition only focused on really popular cities or in the stage of the user during the trip, not in the before and after process.
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Choosing one destination over another depends on the amount and quality of information available about it, places of interest, activities, attractions, tips and recommendations based on what the tourists will decide. Not only the place they will visit but also, the number of nights they will stay and the budget they will spend.
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Once in the destination, it is essential to meet the expectations of the tourists by facilitating the choice, access and enjoyment of quality experiences that respond to their interests, motivating them not only to stay longer but to return and recommend the destination.

RESEARCH

In order to fulfill the tourist needs before during and after the travel, it’s important to understand how they take their choices and which information is crucial during their journey. We conducted several interviews to target groups in order to gain insights of this process.

Evaluation

What users are currently doing and what their needs are so that we can understand the design space and the issues they face. Using formal inspection or testing methods.

Construction

We take those design ideas and build them into prototypes to communicate a particular idea

Design

We take what we’ve learned in the initial assessment, come up with lots of ideas to create a product that will solve the problem.

Visualization of the information architecture

I built up the information architecture and held several brainstorming workshops. After making the mobile prototypes, I designed the detailed UI – continuously testing them with our users.

User Testing

We tested our Wireframes and created interactive wireframes with the help of InVision and Origami, we conducted sessions of usability tests with our potential users.
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We created 12 different tasks that our users needed to do, that will lead them throughout the sections of the App. We were monitoring their approach and difficulties and recording their interactions. We created graphs to visualize the Development of the tasks through the users.

RESEARCH

In order to fulfill the tourist needs before during and after the travel, it’s important to understand how they take their choices and which information is crucial during their journey. We conducted several interviews to target groups in order to gain insights of this process.

RESEARCH

In order to fulfill the tourist needs before during and after the travel, it’s important to understand how they take their choices and which information is crucial during their journey. We conducted several interviews to target groups in order to gain insights of this process.

High fidelity prototypes

Thanks to this conclusions we were able to identify a few errors in the layout. We iterate our Design one more time and then we conducted three more testing sessions with interactive wireframes in Origami. Once we were completely satisfied with the current version, we created high fidelity prototypes with the help of Sketch.

Interface & Interaction Design

Once we had completed all the testing sessions and we fixed the errors that came out on the testing sessions, we started creating a final pixel perfect UI designs with the help of Sketch and interactives in Principle so the Development could start working.
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We handed the Design to them in Zeplin where they could inspect all the style guides and design systems, and download all the Assets and specifications.
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We also helped them by creating animations in Principle so they would know how the transitions should be.

WEB PAGE SCREENS

In order to accomplish all user steps before, during and after a trip; it was necessary to accompany the App with a website so users could plan their trip in advance, save and share sites which then, they could use from the App. This would provide users with a complete experience.

Results

Once we had completed all the testing sessions and we fixed the errors that came out on the testing sessions, we started creating a final pixel perfect UI designs with the help of Sketch and interactives in Principle so the Development could start working.
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We handed the Design to them in Zeplin where they could inspect all the style guides and design systems, and download all the Assets and specifications.
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We also helped them by creating animations in Principle so they would know how the transitions should be.

Outcomes & learnings

I had the opportunity to work on the first release of Ecos for the city of Oaxaca, one of the most touristic cities in Mexico. This is how our metrics behave after a few months.
  • Our number of customer increased by 63% after 3 months
  • The NPS of our average user was of 8.7/10
  • On the first months only Oaxaca used Ecos*
  • The average user session length was 4 minutes
* Do to external factors we couldn't expand to other cities in the first months
In this project I learned to user test my design when I was working on the Lo-fi design and not until Hi-fi design. That way I can receive feedback earlier and move faster.

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