Case Study: Designing a digital experience for Taif’s activities
Hello hello!
My third project let’s go!
At this point in the UX design program, I feel way more confident than I did in my last two projects… which feels amazing.
Overview
The purpose of this project is to explore what attracts visitors to Taif and what activities they can enjoy.
Desk research
Where is Taif?
Taif is a city in the Mecca Province of southwest Saudi Arabia.
What is Taif Known for?
Taif is famous for its delicious fruits and gorgeous flowers, as well as for its cold winter weather.
We aim to provide a unique experience that helps visitors, whether they have visited Taif or want to visit it for the first time, discover its unique attractions.
Role
Role: Inspiring Ux designer
Timeline: 3 weeks
Team Members: Renad, Aisha, Hend Attuwairqi, Hanan Saleh, Lujain Z Edrees.
Discover
User Research
Who are the target group?
Families, groups, or individuals, who are interested to visit Taif for entertainment, or tourism.
Where do users explore the city?
- Agricultural, natural and traditional places.
- Outdoor and mountainous areas.
When do they decide to visit the city?
Whenever they need pleasant weather and entertainment.
How do they plan their visits?
- They travel by land and plan their trip ahead of time.
- They search for activities on websites.
- They go to Taif suddenly without planning.
What are the visitors' activities?
- tea on the side of the road.
- short visits < week.
- monkey — seeing & feeding.
- eating local produce.
- visit entertainment places.
- enjoy nature.
Business Analysis
We searched for local & global competitors that have similar ideas to our research.
After searching the internet, we selected 7 competitors.
Three of them were local & four were global.
C & C analysis:
Key Findings:
As a result of the C&C analysis, our platform would be nice if it had many of our competitors’ impressive features as well as strengths like:
- Categories: places, activities, etc.
2. Weather forecasting recommendations.
3. Beautiful visuals.
4. Interactive maps.
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Heuristic Evaluation:
Key Findings:
- Make sure to provide a shortcut when performing a task and make the process of performing a task shorter.
- Display informative error messages for users to go back to when encountering an error.
Market Positioning:
Define
Affinity Mapping
We conducted interviews with 24 interviewees who are interested in visiting or have visited Taif before.
synthesizing time!
Our Key insights gathered from users are:
Habits: spontaneous visits.
Reference: word of mouth.
Motivations: a variety of activities,
nature, family-friendly.
Expectations: clean &
easy to reach locations.
Motivations: a variety of activities,
nature, and family-friendly.
Tools: maps are a user favorite.
User Personas
Mid-phase
Problem Statement
Bandar, who travels to Taif with his family to escape unpleasant weather, needs well-organized services that put a priority on hygiene and affordability so that he can enjoy suitable activities as well as to fully experience the natural beauty of the area.
Solution
Create an Innovative mobile-friendly website (digital
experience) displaying Taif’s activities and connecting
users with sought destinations users to increase Taif tourist traction.
Design
Feature Prioritization
Using the MoSCoW approach to determine what features are most important to carry on the design process.
Site Map
User Flow
Sketching
My team and I were excited to start sketching the ideas that have been building up all this time!
Wireframe Annotation
Usability Testing
Deliver
Here you can watch our prototype video!!
https://www.youtube.com/watch?v=eO6ptsITBwc
What Next?
Since we used the mobile-first approach to build our website, we will defiantly be building the desktop version in the upcoming days & we will keep improving our solution to become more useable to our users.
Thank you for reading!
