Crosscape
UI/UX
Raleigh, USA
Duration:
8 Weeks
My Role:
In the Crosscape project, I contributed to both research and design to create a culturally enriching travel platform. I conducted user interviews and secondary research to understand the needs of culture-oriented travelers. Using insights from empathy mapping and persona development, I crafted user flows and a seamless user journey. Additionally, I designed the app’s UI, incorporating AR overlays and interactive elements to ensure an engaging and intuitive experience. I worked collaboratively with the team to align the platform’s features with user needs and project goals.
Overview
This project engages in a comprehensive design challenge leveraging UX design principles to create a unified travel logistics experience using systems across desktop, mobile, and TV platforms. The goal is to develop a systematic interaction for consumers that is intuitive, efficient, and tailored to each user's unique needs, building on a travel logistic while maintaining a consistent and seamless user experience across all devices.
How can we design a digital platform that uses immersive technologies to provide travelers with authentic cultural insights and foster deeper connections with local communities and traditions?
Problem
Many existing travel apps fail to provide a balanced and culturally immersive experience due to information overload, lack of personalized recommendations, difficulty accessing authentic local experiences, and limited support for spontaneous exploration, leading users to miss out on meaningful cultural interactions and efficient travel planning.
User Story:
I need a platform that seamlessly guides me through cultural exploration, connects me with locals, and provides real-time, location-specific insights to enhance my cultural emersion while on the trip.
Solution
Crosscape is a digital platform designed to enhance travel by fostering a deeper connection with the cultural significance of destinations. The app provides rich insights into local history, traditions, and customs while offering immersive experiences through AR overlays. Users receive prompts to explore cultural practices, connect with locals for authentic interactions, and discover hidden gems of historical importance. Crosscape creates a more meaningful and engaging travel experience, transforming the way users connect with the world around them.
The process in phases
Positioning Statement
Crosscape is a culture-focused travel app designed for explorers who seek deeper, more meaningful connections with the destinations they visit. By blending authentic cultural insights, immersive AR experiences, and opportunities to engage with local communities, Crosscape transforms travel into a journey of discovery and understanding. Whether uncovering hidden historical gems or learning about unique traditions, the app empowers users to go beyond surface-level tourism and truly immerse themselves in the essence of a place.
Sub RQ1
How can we design an app that delivers authentic insights into local culture, history, and traditions?
Sub RQ2
What features can enable travelers to build meaningful connections with local communities?
Sub RQ3
How can immersive technologies like AR enhance the discovery of cultural and historical landmarks?
User Interviews
The user interviews with 3 Participants revealed a strong preference for authentic cultural immersion, seamless trip organization, and meaningful connections with local communities. Travelers value features like real-time updates, language support, offline functionality, and the ability to track and reflect on their journeys. They also seek spontaneity, seasonal recommendations, and group coordination tools to enhance the travel experience. Personalization, such as suggestions based on past trips or preferences, and access to user-generated content, were highlighted as key elements for building trust and engagement.
Challenges
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Balancing diverse traveler needs while maintaining cohesive design.
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Designing offline functionality without impacting performance.
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Addressing language barriers with localized, intuitive solutions.
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Combining spontaneity with structured travel options.
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Creating a culturally rich, personalized experience to avoid generic designs.
To inform the design of Crosscape, I conducted benchmarking to analyze existing travel apps and cultural platforms. This process provided valuable insights into their strengths, weaknesses, and gaps, particularly in areas like personalization, cultural immersion, and user engagement. By identifying best practices and missed opportunities, benchmarking helped shape the app's features it ensured Crosscape stands out as a unique, user-centered solution tailored for culture-focused travelers.
Empathy Mapping
The insights highlight that travelers value meaningful cultural immersion, enhanced travel enjoyment through unique activities, and a supportive community for shared experiences. They seek tools that simplify planning and navigation while addressing language barriers and safety concerns. Pain points include logistical challenges, limited access to authentic experiences, and feelings of isolation. Travelers desire personalized recommendations, trustworthy platforms, and connections with locals to create fulfilling and seamless journeys.
Persona
The user journey map for Josh Peterson, a marketing specialist, highlights his cultural travel planning experience, from researching destinations to sharing post-trip highlights. Josh faces challenges like information overload, conflicting recommendations, time-consuming planning, and language barriers, while striving for culturally rich destinations and authentic itineraries. Key opportunities include personalized recommendations, curated insights, integrated itinerary tools, real-time cultural guidance, and a platform for reflection and sharing. These enhancements aim to streamline his planning process and enrich his cultural travel experience.
Challenges Faced:
1. Synthesizing diverse user needs and pain points into actionable design solutions
2. Addressing language barriers and cultural nuances for global applicability
3. Balancing personalization with simplicity to avoid overwhelming the user
4. Ensuring the platform provides genuine, trustworthy recommendations
Addressed Painpoints
Information Overload:
Difficulty navigating conflicting recommendations and finding personalized insights.
Time-Consuming Planning:
Struggles with building balanced itineraries and optimizing travel logistics.
Lack of Local Guidance:
Limited access to culturally rich, real-time recommendations and reliable resources during the trip.
Task Flow
The task flow captures the user's journey from planning to post-trip reflections, highlighting personalized recommendations, cultural insights, and seamless navigation. A key challenge was simplifying complex decision points and interactions to create a clear, intuitive flow without compromising functionality. I overcame this by iteratively testing the flow with stakeholders, incorporating feedback to refine clarity, and ensuring alignment with user goals. Visual tools like wireflows and scenario mapping helped streamline the process and maintain a user-centered approach.
The Solution
Mid Fi's
Hi Fi's
Where does the data come from?
By combining these diverse data streams, the app can ensure accurate, reliable, and immersive cultural experiences for its users.
Local Experts and Communities
Public APIs and Open Data Sources
User-Generated Content
Partnerships with Cultural Institutions
AR and Geolocation Technologies
AI-Powered Personalization
Social Media Integration
Real-Time Data
Feeds
Secondary findings
Approximately 20% of travelers report dissatisfaction with app experiences, citing difficulty finding information (18%), slow response times (13%), localization issues (12%), and payment challenges (11%). Travelers need apps that help them manage sudden plan changes efficiently, as these issues often prevent them from completing tasks like canceling reservations or rebooking flights.
Top travel app features identified by users include centralized information (18%), payment compatibility (16%), timely updates (15%), ease of use (14%), and security (14%). Personalization is generally appreciated, with only 6% feeling overlooked.
https://www.applause.com/blog/what-travelers-want-from-apps-convenience/
Takeaways:
Travelers value apps with centralized information, timely updates, and intuitive navigation, especially under travel stress. Personalization is key, making tailored cultural insights essential for Crosscape. By addressing localization issues and ensuring seamless functionality, Crosscape can stand out as a reliable and user-friendly travel companion.
I conducted a SWOT Analysis for 4 different platforms. The SWOT analysis of "Spotted by Locals" highlights its strengths in offering local expertise, sustainable travel tips, and updated content for 83 cities worldwide. Opportunities include expanding city guides, integrating technology, and forming partnerships to enhance user engagement. Weaknesses involve limited city coverage, reliance on local contributors, and niche market appeal. Threats include increasing competition, changing travel trends, and economic factors that may impact the demand for local experience-focused platforms.
User Story
I need a platform that seamlessly guides me through cultural exploration, connects me with locals, and provides real-time, location-specific insights to enhance my cultural emersion while on the trip.
Problem Statement
Many existing travel apps fail to provide a balanced and culturally immersive experience due to information overload, lack of personalized recommendations, difficulty accessing authentic local experiences, and limited support for spontaneous exploration, leading users to miss out on meaningful cultural interactions and efficient travel planning.
Cultural Immersion | Authentic Travel Experiences | Personalized Recommendations | Travel Planning Efficiency | Local Engagement
Learnings
Working on Crosscape taught me the importance of balancing personalization with simplicity in user experience. I learned how to integrate diverse data sources into a cohesive interface while ensuring that cultural nuances and user preferences were thoughtfully addressed. Collaborating with stakeholders and conducting user research emphasized the need for empathy and iteration to refine solutions. This project enhanced my skills in designing for dynamic workflows, creating intuitive navigation, and leveraging technology like AR to enrich user experiences, all while keeping the focus on cultural authenticity and accessibility.
Wider Implication 1
How can we integrate AR displays directly into user-owned smart glasses to provide seamless, hands-free cultural and historical insights during travel?
Wider Implication 2
What opportunities exist to enhance the AR experience with synchronized audio guides for users who prefer auditory learning or have visual impairments?
Wider Implication 3
How can AI be further leveraged to create hyper-personalized itineraries based on real-time user behavior and changing local events?