Urbanplus | Oliviawudesign

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Urbanplus+ Gostreet App Design

An application that personalizes street experiences through urban big data.

Client

Urbanplus+

My Role

Product Designer

Timeline

2 months

Tools Used

Figma, Adobe

Prompt

Urban+ is a start-up company in China focused on providing innovative street experiences through data-driven navigation system. After developing a walking experience evaluation system and acquiring sufficient database, Urban+ hopes to bring a novel navigation application to the market.

6 Indices Street Evaluation System

Market Research

Why are we doing this for the market? Why is Urban+ the best to do this?

Public Health - Being increasingly health conscious

There has been increasing caring about health, engagement in searching for healthy opportunities and healthy conditions. 53.3% of the urban population are regular walkers, valuing walking as an opportunity to experience the city lifestyle.

New Infrastructure - The 5-Minutes Walk

Various countries has experienced an increase of urban street construction due to the development of transportation system. As a result, it has launched new demands for more precise and data-driven navigation in short walking range.

Humanized City - The Transition from Wide Lane Street Design

Urban planners brought increasing attention to the "walkability" of streets to promote urban community development and rejuvenate in a micro city scale.

Competitive Analysis

We helped client analyzed 17 apps that contains walking navigation feature. We then mapped these apps on a quadrant of efficiency and experience and identified five clusters. We analyzed four most representative apps' features, strengths, and weaknesses so that we could strategically inform our later design decisions.

We developed initial thoughts on what current walking navigation apps or apps that incorporate map data are not offering to the market. For example, current apps that focused on efficiency do not offer to users highly customized features, such as route selection based on experience, while other apps that tailored to high experience suffer from low competency due to lack of features or services.

User Interview

Goal

To learn target users' current behavior before/when/after walking streets, their goals, touch points, and current obstacles.

Target Users

People who demand walking outdoor on a daily basis and have access to mobile applications.

User Interviews Process

Immediate Insights

After interviewing 35 users, we found that 85.7% of them demand walking outdoor at least once a day, and 100% of them use apps that assist their walking experience.

Their experiences of walking can be summarized into 3 scenarios.

-Walking for Fun, Touring, and Fitness

Fun

"Living in the city, I'm excited to try new food, place to go shopping around the area, and I enjoys walking around and exploring."

Touring

"What makes my traveling experiences memorable is that I got to walk and explore touring spots in different cities."

Fitness

"I enjoy walking, jogging, and running so as to maintain fit and healthy.