Shatha Alowedie
As part of the Misk Foundation UX/UI immersive course, our assignment was to design and digitize an experience for a brand rooted in a specific city or area. Our team was assigned AlUla, a city rich in culture and history, where we focused on creating a user-centered digital solution that reflects its unique identity and enhances its connection with visitors and locals alike
PROBLEM STATEMENT
The problem
Those who wish to visit Al-Ula attractions are frustrated by the trouble they have to deal with when collecting information and planning their trip based on many sources only to discover new attractions and experiences
Research
we dived into an intensive research sprint, with 13+ user interviews, insights gathering and market research
70%
Exploration and Experience
70% of users enjoy exploring, seeking new experiences, and achieving mental contentment.
65%
Research Habits
65% of users spend varying amounts of time researching and rely on multiple sources to gather information.
60%
Planning Styles
60% of users fall into three planner categories: basic information seekers, detailed planners, and spontaneous explorers.
Competitor Research
Analyzing competitors provided valuable insights into industry standards and opportunities for improvement.
Google Maps
Strength:
Global coverage for any location.
Detailed information (reviews, traffic, directions).
Weaknesses:
Lacks trip planning tools.
Minimal user communication.
Experience AlUla
Strength:
Exclusive, tailored content for Alula.
Engaging VR and photo experiences.
Weaknesses:
No trip planning features.
Limited user interaction.
Visit Saudi
Strength:
Structured information with trip-planning tools.
Interactive features like VR tours.
Weaknesses:
Basic communication options.
Limited global competitiveness.
Takeaways
Importance of user research: Understanding user needs and pain points is crucial for designing effective solutions Iterative design: Exploring multiple design options and iterating based on feedback leads to better outcomes
