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COVERT Xia Wang

CASE STUDYAAU-2016-Fall-WNM643

Instructor: Alexander Pineda

RESEARCH

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Among the hustle and bustle of city life, I want to use a unique way to lead people to explore the city they live in. My friends and I both have the following experience: when we travel to a new city we not only want to visit famous spots. We also like to see unique and minority spots. When we live in a city for some time, we want to spend our weekend on a pop shop, new restaurant or a new buyer shop. Traditional review site such as Yelp, Tripadvisor or Foursquare did provide us lots of great choices. What if we focus more specific things - city secrets: hidden club, not known restaurant, pop events.

PROBLEM

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Leisure Time Expenditure Expected to Grow

$365.5 Bn

2015

$458.6 Bn

2020

SOME DATA

Leisure time expenditure market are expected to grow 11% annually through 2020. The number is projected to reach $669.5 billion in 2020

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SOME DATA

Think of Leisure Time

of adults consider leisure time as “down time”.

of parents feel pressure to plan exciting things with fam-

of adults choose theme park for leisure time..

80%

45%

40%

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SOME DATA

Activities for Leisure Time

When people dining out, they looking for nutritious meals. People usually dining out on an average of 7 times/ month.

Four out of ten women said they really enjoy shopping at weekend.

Running, including jogging and trail running, was the most popular out door activity with more than 57 million participants and a participation rate of 20 percent.

77%

34%

44%

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SOME DATA

Why Do People Travel

Local exploration is a main motivator for choosing destinations. When travelers worldwide were asked why they picked a particular destination, many said that local activities, experiences and culture are highly influential.

Local Scenery

Local Food

Local Culture

Local Products

Unique Experience

Unique Arts

89%

73%

86%

59%

83%

53%

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Here I came up the idea - Covert. Covert aims at encouraging people to go out of their room to find and share interesting, minority and unique spots. No longer confined to traditional rating system which based on people review to attract visitors, Covert offers brand new rating system. The user will be rated as well as spots. The user will gain different badge based on how and when they post spots. Therefore the user can both find interesting spots and people at the same time.

Covert also use “Burn After Reading” review presentation method to make sure the exposure of the spots. In order to make sure the quality of reviews, Covert asks user can only leave review or post by physically attend an event, in the pop shop. The solution is the event holder or shop owner will offer unique QR code for guests to scan. After scan user will obtain right to make a post.

SOLUTIONS

TARGET AUDIENCE

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Over 80% travelers these days who are eager to turn their backs on the famous tourist attractions in city Local people willing to explore strange spot, to seek out new city life,”to boldly go where no man has gone before.”

18-45 local people who are passionate about their city

18-55 travelers love to explore new cities

Unique taste small business operators who want to promote sales

Primary Target Audience:

Secondary Target Audience:

Tertiary Target Audience:

WHO GONNA USE

COMPETITORS

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WHO PROVIDE SAME THING

In App Nav Save Info Key Words

• Reliable reviews

• Flights

• Travel books

• To do list

• Map features

• Local services

• Trending

• Map features

• Local services

• Events

• Everything

• Food & fun

• Near me

• Yes • Yes• Yes

• Yes• Yes • Yes

• Yes• Yes • Yes

Pri Nav Search

BRANDING

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Though people gain some environmental awareness:they did know to recycle and some eco activities but the truth is just in Bay Area only 3/10 will put eco activities into practice. This is because the positive incentive fo going green is not that strong. In other words: missing positive incentives. I am starting to think: Is there any methods can help us to remember ECO activities as our daily acts or behaviors?

MOODBOARD

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Hidden Spots

Avenir

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

!@#$%^&*()Aa

Discover =+

LOGO,COLOR & TYPEFACE

# 311D42#3F3F42 # 4C3087 # 422667 # 8B2B58 # Ef4770

DESIGN THINKING

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INFORMATION ARCHITECTURE

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WIREFRAME

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WIREFRAME - POST STATUS CHECK

Spot or event holder can apply for a QR code which includes basic information about a spot. Guest need to be physically at a secret spot to post the review. Scan QR code to open post page. Basic information will be automatically loaded.

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WIREFRAME - SECRETS JUST FOR YOU

Make “City Secret Just for You”. Every post will show based on user preference but with a limited time. This means if the user didn’t check spot in time the spot will disappear. The Most popular and accurate reviews appear in barrage form. The Higher level review will be highlighted.

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WIREFRAME - MAIN MENU

The sticky menu attached to the bottom of the screen with two icons in thumb stretching zone. Not finger friendly. Minimized navigation provides comfortable tapping of popular functions. Use just one thumb can reach any popular functions.

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ON-BOARDINGLOG-IN

APP DESIGN

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HOME-MENU OPEN

APP DESIGN

Based on preference that user choose, Covert will show relevant spots on homepage with counting down time. This means if user doesn’t check one of certain events or shops it will disappear on homepage after time running out. ”Burn After Reading”: The time on each icon means how many time left for user to check its information.

System will learn user preference as user use this app.

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SPOT-SELECTED

APP DESIGN

When a user chooses on a spot that he would like to check. The “SPOT-SELECTED“ page shows up. This page includes bullet reviews and detailed information of this spot.

Bullet reviews will floating on the screen with the most accurate information from other users who’ve been this spot.

User can choose “GO” to open navigation page or save it for later checking.

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NAVIGATIONNAVIGATION

APP DESIGN

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PREFERENCE EDITINGPREFERENCE

APP DESIGN

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EVENT INFORMATIONMY POST

APP DESIGN

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STATUS CHECK

APP DESIGN

Different from traditional reviewing site, Covert asked a user to be physically at spot or event to leave reviews.

The status check page will verify user status: event holder or guest.

Event holder has right to post a new spot or event.

Guest has right to leave reviews.

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QR CODE

APP DESIGN

After guests check their status, they need to scan QR code to open review page. This QR code was generated by event holder and can be found only at event or spots.

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QR CODE

APP DESIGN

Event holder can generate event QR code for guest to scan.

This is the QR code that guest need to open review page.

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“I like sharing interesting things with my fans!”

CholeFashion Blogger

Demographic

Story

Needs

Goals

As a fashion blogger who has over 3k fans on social media, Chole decided to found CALIGAL which is her own brand 2 years ago. Every weekend, she goes out with her friends to take “OTTD”(outfit today) pictures. In order to take the popular picture, she needs to find the interesting place. She usually chooses restaurant, shop or pop store as her pictures’ background. She said:“I believe that place can convey a sense of fashion to my fans they always asking me where I took those pictures. I enjoy sharing my cloth matching experience with my fans. It is a good way to promote my brand”.

Find unique place to take photo An easy way to locate a new spot Looking for camera friendly spot

PERSONA

Gender: Female Age:22 Occupation: Student/FashionBlogger Location: San Francisco, CA Married: Single Tech: IOS user, Laptop,

Attracting new fans on social media Share new “OTTD” with fans Promote her own brand

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Demographic

Story

Needs

Goals

PERSONA

Though has been engaged in the financial industry for several years, Nick still has a lot of energy and enthusiasm. Before he moved to Chicago, he spent 5 years in New York City, which is his most favorite city. During that 5 years he tasted restaurants, bars, and clubs of all sizes in NYC and developed many hobbies, especially a love for Western food and wines. He loves to travel. He spent over 2 months on travel per year and eager to find unknown interesting local places. He also enjoys to go out to have a few glasses of beer with friends. “When I find a new bistro, I can’t wait to tell my friends to try it with me!”

Enjoy life with friends Eat well and keep active Find new ways to experience the world

Looking for new bars in the city Taste unique foods when travel to other city

Gender: Male Age:29 Occupation: Vice President Location: Chicago, IL Married: Single Tech: IOS user, Laptop, PC,

Full of passion, happy energetic

“Work hard, play harder!”

Nick

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Demographic

Story

Needs

Goals

PERSONA

Marina is an event plan agency manager. Her company usually help customers to plan an event. Some of her customers are start-ups. They want to hold some special event to attract right people to come so that they can attract potential customers. She wants to help her customers in a brand new way. She wants to get out of traditional social media and control exposure rate. Marina is a passionate person so she always came up with new ideas. She wants to try everything new.

Attracting correct people join event Create return business

As a event manager she wants to find a new way to promote her event

Gender: Female Age:28 Occupation:Event planner Location: San Francisco, CA Married: Single Tech: IOS user, Laptop,

Passion event planner

Marina“Every interesting things should be spread!”

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Task: As new user signup app to find a unknown

Chole“I like sharing interesting things with my fans!”

TASK FLOW

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TASK FLOW

Task: As a guest holder post an event

Nick“Work hard, play harder!”

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TASK FLOW

Task: As an event holder post an event

Marina“Every interesting things should be spread!”

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Chole“I like sharing interesting things with my fans!”

USER JOURNEY MAP

Task: As new user signup app to find a unknown filming location

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USER JOURNEY MAP

Task: As a guest holder post an event

Nick“Work hard, play harder!”

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USER JOURNEY MAP

Task: As an event holder post an event

Marina“Every interesting things should be spread!”

USER TESTING

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USER TESTING

ITERATIONS

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ITERATION-ONBOARDING

100%9:41 AMAT&T

Which model you want?

Do you wana get notice?

Do you wana use AR model?

Skip

ON-BOARDING V1 ON-BOARDING V2 ON-BOARDING V3

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ITERATION-HOMEPAGE

HOMEPAGE V1 HOMEPAGE-OPEN V1 HOMEPAGE V2 HOMEPAGE-OPEN V2

PRODUCT SHOT

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Though people gain some environmental awareness:they did know to recycle and some eco activities but the truth is just in Bay Area only 3/10 will put eco activities into practice. This is because the positive incentive fo going green is not that strong. In other words: missing positive incentives. I am starting to think: Is there any methods can help us to remember ECO activities as our daily acts or behaviors?

PRODUCT SHOT

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Though people gain some environmental awareness:they did know to recycle and some eco activities but the truth is just in Bay Area only 3/10 will put eco activities into practice. This is because the positive incentive fo going green is not that strong. In other words: missing positive incentives. I am starting to think: Is there any methods can help us to remember ECO activities as our daily acts or behaviors?

PRODUCT SHOT

CONCEPT VIDEO

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Though people gain some environmental awareness:they did know to recycle and some eco activities but the truth is just in Bay Area only 3/10 will put eco activities into practice. This is because the positive incentive fo going green is not that strong. In other words: missing positive incentives. I am starting to think: Is there any methods can help us to remember ECO activities as our daily acts or behaviors?

CONCEPT VIDEO

Video link: https://vimeo.com/195715128

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COVERT Your own city life

Project link: http://summerwang.me/covert.html