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Because X, they need Y
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System Map
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Design Studio
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Feature Prioritisation
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Usability Testing
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Wireframing
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Prototyping
Methods Used
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Competitive & Comparative Analysis
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User Interviews
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Surveys
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Empathy Map
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Affinity Map
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Archetype
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Problem Statement
What do locals really value?
The business, comparative and competitive analysis of websites for Sydney locals suggested that a more exciting variety of events were needed to promote Sydney to residents. However. after conducting user interviews, surveys and empathy maps, it revealed that while people loved experiencing new and different events in a place of travel, this changed when it came to their place of home.
Savings, socials and convenience
From synthesising the research it was clear that Sydney residents mainly valued daily themes relating to the cost of living, connection to the community, accessible transport and living in proximity to those dear to them. Creating the Budget Socialite archetype helped to embody the needs and motivations of locals which helped us narrow down the key challenges they faced. This included a sense of disconnection from their community and a conflict between saving for the future and wanting to socialise with friends and family.
Connecting locals to deals and their community on the go!
From our key insights and challenges, we used our budget socialite archetype to ideate ways we can help meet their needs and achieve their goals. Using sketching and design studios, we developed a rough mobile concept based on the NSW Dine and Discover system where vouchers were transformed into loyalty cards that could be used with participating businesses. Springboarding from an existing system would require less work to build and while also providing incentives to locals to spend and earn rewards. The solution also includes a feature showing special promotions and deals on events, restaurants and activities which allows locals to spend and socialise within budget.
Performing early-stage usability testing on the concept allowed us to further refine the idea by adding a Community Builder feature which allowed locals to contribute to building their community by earning tokens each time their loyalty card is “hole punched”. The tokens can then be allocated to their projects of interest in their local government area to foster a sense of connection and value with their community and city.
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Sydney is the Destination of Home.
The mobile solution provided:
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Budget-friendly options for socialising that also promoted the city
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Added rewards and incentives to keep locals engaged
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Spending to earn incentives that locals can also put towards building their community. This results in a sense of community connection while also encouraging long term engagement with the app.
The important next steps would be to liaise further with Destination NSW and government departments to understand the complexities and feasibility of springboarding the NSW Dine and Discover System and organising the information and system surrounding the Community Builder feature. Further refining and testing of the concept is also needed to consolidate the flow of certain details in the solution. The developed mobile concept is a positive step forward as it improved resident life and fosters a sense of connection that ultimately, promotes Sydney as the destination of home.
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Team
Jessie Deng
Isabella Hunt
Design Tools
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Figma
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Mural
Duration
2 weeks
Project Type
Team Concept Project
Case Study Summary
Promoting Sydney as the Destination of Home.
Due to the impacts of COVID, Destination NSW wanted to shift Sydney’s tourist centric focus to becoming a city where people would not only want to visit, but rather, live. To achieve this they needed ideas to cater more towards local resident life by promoting amenities and culture.
