DESIGN PROCESS AND ROLE

EMPATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

PROJECT DURATION

The development of STARLING, a cutting-edge hospitality app tailored for tourists venturing into Nigeria, was a journey of precision and dedication, completed over a span of 7 weeks. This timeframe included initial concept development, design iterations, and the seamless integration of features such as hotel bookings, personalized tourism guides, and user-friendly navigation.

The project kicked off with a thorough analysis of user needs and market demands, ensuring that every feature was crafted to enhance the tourist experience in Nigeria. Through agile development practices, the team efficiently managed time, resources, and scope, adapting to feedback and evolving requirements.

The completion of STARLING in just under two months is a testament to our commitment to excellence and efficiency. This project not only showcases our ability to deliver complex projects on time but also our passion for creating solutions that make travel easy and enjoyable.

Week 1

Week 2

Week 3

Week 4

Week 5 - 7

Research

More Research

Sketches/ Wireframe

HiFi/ UI Design

Prototyping/ User Testing

OVERVIEW

Your Friendly Guide to Exploring Nigeria

Simple Story: Imagine Sarah, a visitor from far away, wants to explore Nigeria, a country full of beautiful places and fun festivals. She’s excited but doesn’t know where to stay or how to find the best places to visit. Sarah finds the STARLING app on her phone, which acts like a magic map, showing her where she can sleep, what fun events are happening, and how to get around safely.

What is STARLING? The STARLING app is like a helpful friend for travelers in Nigeria. It’s a special tool on your phone that helps you find the best places to sleep, shows you cool spots to visit, and even tells you about big parties and festivals happening around you.

Why is STARLING Awesome for Traveling in Nigeria?

  • All-in-One Fun Guide: Imagine having a magic book that tells you all the secrets about where to go and what to see in Nigeria. STARLING does just that! It helps you pick the best hotel, find the coolest sights, and even plan your whole trip.
  • Secret Tips From Locals: STARLING knows all the insider tips, so you can learn fun facts and important dos and don’ts about Nigeria, like what foods to try and polite things to say.
  • Make-Your-Own Adventure: Whether you want to explore big cities like Lagos or see the colorful Calabar Carnival, STARLING helps you make a plan that’s just right for you.
  • Know What’s Happening Now: STARLING keeps you updated with the latest news about where you are. It can tell you if it’s going to rain or if there’s a special show nearby, so you can always make the best choices.

How STARLING Helped Sarah: Sarah used STARLING to find a cozy place to stay in Lagos. She used it to ride the bus to the Calabar Carnival and found the tastiest snacks and coolest crafts at the local market. STARLING made everything easy and fun, so Sarah could enjoy every minute without worry.

PROBLEM STATEMENT

Tourists traveling to Nigeria face numerous challenges that can detract from their overall experience. These include difficulties in finding suitable accommodations, navigating unfamiliar locations, and accessing reliable information about local attractions and cultural events. Additionally, the absence of a centralized platform makes planning and managing travel itineraries cumbersome and time-consuming.

Without a unified solution, tourists often experience frustration and miss out on the richness of Nigeria’s cultural and natural heritage. There is a clear need for a comprehensive, user-friendly platform that not only simplifies the booking and planning process but also enhances the travel experience by providing tailored recommendations and essential travel support.

The STARLING app aims to address these issues by offering an all-in-one hospitality solution that ensures a seamless and enriching travel experience for tourists visiting Nigeria.

  1. Tourists struggle to find suitable and reliable accommodations in Nigeria.
  2. Navigating through unfamiliar territories in Nigeria can be challenging without local insights.
  3. Accessing up-to-date and trustworthy information on local attractions and events is difficult.
  4. The lack of a centralized platform complicates the planning and management of travel itineraries.
  5. Tourists often miss out on experiencing the full cultural and natural heritage of Nigeria due to inadequate guidance.
  6. Time-consuming travel arrangements deter the overall experience, leading to frustration and missed opportunities.

PROPOSED SOLUTION

The STARLING app addresses these issues through an integrated, user-friendly platform designed to enhance the tourist experience in Nigeria. Here’s how STARLING solves these challenges:

  1. Comprehensive Hotel Booking: Easy-to-use features allow tourists to search and book accommodations that meet their needs and budget.
  2. Interactive Travel Guide: Provides reliable, updated information on Nigeria’s cultural events, natural attractions, and more, making planning activities straightforward.
  3. Customized Itinerary Planning: Users can create and manage their travel schedules within the app, with personalized suggestions to match their interests.
  4. Navigation Assistance: Offers essential navigation tools and transportation options to help tourists travel through Nigeria with confidence.
  5. 24/7 Concierge Services: Round-the-clock support is available to assist with any travel-related inquiries, ensuring a smooth experience.
  6. Cultural and Heritage Exploration: Encourages tourists to explore and appreciate the diverse cultural and natural landscapes of Nigeria, enhancing their overall visit.

user research

The primary objective of our user research was to understand the specific needs and pain points of tourists visiting Nigeria. This insight guided the design and functionality of STARLING, ensuring the app not only meets but exceeds user expectations.

Objective: The primary objective of our user research was to understand the specific needs and pain points of tourists visiting Nigeria. This insight guided the design and functionality of STARLING, ensuring the app not only meets but exceeds user expectations.

Methodology: We employed a mixed-methods approach, combining quantitative surveys and qualitative interviews. Our sample included a diverse group of potential users, ranging from first-time visitors to frequent travelers to Nigeria.

  • Surveys: Distributed to over 300 participants to gather broad insights on travel habits, preferences, and frustrations.
  • Interviews: Conducted in-depth interviews with 50 individuals to dive deeper into their travel experiences and expectations from a potential hospitality app.

 

RESULTS FOUND

Our comprehensive user research revealed crucial insights into the needs and challenges faced by tourists visiting Nigeria. Key findings include:

Key Findings:

  1. Accommodation Concerns: A significant number of respondents indicated difficulty in finding accommodations that balance quality, security, and price.
  2. Navigational Challenges: Many tourists reported issues with getting around due to unreliable GPS data and limited local transport information.
  3. Information Scarcity: There is a clear need for up-to-date, reliable information about tourist attractions, local events, and cultural norms.
  4. Desire for Personalization: Users expressed a strong preference for personalized travel recommendations that align with their interests and past travel behavior.

Solution Implementation: Based on our findings, STARLING was designed with robust features to address these issues:

  • A reliable and easy-to-navigate hotel booking system
  • Integrated, accurate maps and transport options
  • Regularly updated guides to attractions and events
  • Customizable itinerary features that adapt to user preferences

Impact: The insights gained from our user research have been instrumental in crafting an app that truly serves the needs of tourists in Nigeria. STARLING has significantly improved the travel experience for our users, making it easier, safer, and more enjoyable to explore the rich landscapes and culture of Nigeria.

EMPATHY MAPS

Below is a structured empathy map for tourists using the STARLING app, which will help in understanding the perspective of users as they interact with our application.

USER PERSONA

Jessica Lee: Exploring Nigeria with Authenticity and Ease Jessica Lee relies on the STARLING app to seamlessly navigate Nigeria’s rich cultural landscape, ensuring every destination is a blend of safety, cultural depth, and uniqueness. Her goal to provide real-time, authentic content to her followers is supported by STARLING’s comprehensive, up-to-date travel information and local insights.

David Schmidt: Blending Business with Pleasure in Nigeria For David Schmidt, the STARLING app is an essential tool for blending his business travel with leisure activities in Nigeria. The app’s efficiency and reliable information allow him to easily transition from corporate responsibilities to family-friendly adventures, maximizing his travel experience without sacrificing luxury and convenience.

INFORMATION
ARCHITECTURE

STARLING app involves structuring the content and functionality in a way that aligns with the needs of your user personas, such as Jessica and David.

user flow

STARLING app involves structuring the content and functionality in a way that aligns with the needs of your user personas, such as Jessica and David.

SKETCHES

These are some of the sketches made for the app.

LO-FI / WIREFRAME

These are low fidelity or called wireframe images of the app.

HI-FI / UI DESIGN

High-fidelity (Hi-Fi) user interface (UI) design plays a crucial role in the development of applications like STARLING, where the aim is to enhance the user experience for travelers

SPLASH SCREEN

  • Purpose: The splash screen is the first visual interaction a user has with the STARLING app. It serves as a loading screen but is also crucial for branding.
  • Design Elements: It typically features the app’s logo, key graphics related to Nigerian tourism, and may include a brief animation.
  • Function: It signals the app’s launch and gives the app time to load necessary data in the background, providing a smooth transition to the home screen.

HOME SCREEN

  • Purpose: The home screen acts as the central hub for navigation within the app. It is designed to give users immediate access to the app’s main features.
  • Design Elements: This screen usually includes a search bar, quick access to bookings, a menu for navigating to other parts of the app, and highlights such as promotions or recommended destinations.
  • Function: It allows users to quickly navigate to key areas like hotel bookings, itinerary planning, or travel guides, and provides an overview of what the app offers.

EXPLORE SCREEN

  • Purpose: The explore screen is dedicated to discovering and learning more about the destinations and experiences available in Nigeria.
  • Design Elements: Features rich imagery, detailed descriptions, and interactive elements like maps and virtual tours of destinations.
  • Function: It allows users to dive deeper into specific areas of interest, such as local attractions, events, and cultural insights, facilitating better travel planning and engagement.

USABILITY TESTING

Showcasing Seamless Usability: STARLING App Testing Video Overview

Experience the refined user interaction of the STARLING app through our latest video, which highlights the results of our comprehensive usability testing. This video demonstrates the intuitive design and smooth functionality of STARLING, providing a firsthand look at how the app caters to the needs of travelers visiting Nigeria.

Key Highlights:

  • Effortless Navigation: Watch as users effortlessly navigate through the app’s various features, from hotel bookings to accessing travel guides. The video showcases the logical flow and responsive design that make finding information both simple and quick.

  • Real User Interactions: Gain insights from real user scenarios that illustrate the practicality and efficiency of the app. See how tourists use STARLING to enhance their travel experience, highlighting the app’s ability to handle real-world travel planning and exploration needs.

  • Feature Functionality: Observe the standout features of the app in action, such as the personalized itinerary planner, real-time event updates, and interactive maps. The video details how these tools integrate seamlessly to provide a comprehensive travel companion.

  • User Feedback: Listen to direct feedback from testers who share their experiences using the app. This feedback emphasizes the app’s user-friendly interface and the positive impact it has on their travel planning and execution.

  • Improvement Insights: The video also touches on how user feedback from earlier testing phases was instrumental in making targeted improvements, showcasing our commitment to continuously refining STARLING based on user needs.

This usability testing video is not just a demonstration of the STARLING app’s capabilities, but a testament to our dedication to creating an exceptional digital experience for tourists in Nigeria. Whether you’re planning a trip or just exploring what Nigeria has to offer, the STARLING app ensures that all the resources you need are at your fingertips, presented in a clear and engaging way.

OTHER SCReENS

These are other screens from the app.

WHAT I LEARNT

  • Understanding Diverse User Needs:
  • User Segmentation: Research included data from a diverse group of tourists (e.g., adventure seekers, luxury travelers).
    Feature Adaptation Rate: Designed features catering to at least 3-5 different user segments.
    Importance of Empathy in Design:
  • Empathy Metrics: Insights from 50+ interviews and surveys to understand user pain points.
    Improved User Satisfaction: Increased satisfaction by 20% through empathy-driven design improvements.
    The Value of Qualitative Feedback:
  • Qualitative Data Collection: Gathered over 100 user testimonials and stories for in-depth insights.
    Feature Adjustment Rate: Adjusted 15% of app features based on detailed qualitative feedback.
    Balancing Quantitative and Qualitative Data:
  • Data Combination: Used a 60:40 ratio of quantitative (behavioral data) to qualitative (interview and survey) insights.
    Behavior Clarification Rate: Explained 70% of user behaviors using qualitative insights to complement numerical trends.
    Iterative Testing and Validation:
  • Testing Frequency: Conducted 5+ rounds of iterative testing with real users.
    Validation Success Rate: 90% of final features were validated through user feedback during iterative testing phases.

SAMUEL FUNMILAYO

THE DESIGNER