KEY INSIGHT & DIRECTION
TARGET USERS
DESIGNING THE SOLUTION
KEY TAKEAWAYS
Using different research methods like field research, user interviews, user journey map, affinity diagram, I learned how to gather actionable insights and turn them into usable design output with clear reasonings. + 3D interaction (AR) and 2D UX interaction animation
WHAT’S NEXT
KEY TAKEAWAYS
After OLATA Seoul BM is settled, other artifacts of Seoul would be added, and other tourism spots outside Seoul would be researched and done in same manner. Also, more details in guide information would be added.
User journey map of existing tour bus
‘TOUR BUS JUST ISN’T INTERESTING ENOUGH’
SYSTEM
ONE-WAY
CONTENTS
‘TOUR BUS JUST ISN’T INTERESTING ENOUGH’
SYSTEM
ONE-WAY
CONTENTS
1.
FOREIGN
TOURISTS
2.
RESIDENTS
OUTSIDE SEOUL
3
RESIDENTS
OF SEOUL
USER FLOWS
Check QR at the station
QR scan
Chose language
Loading page
Landing page
Check reservation
User profile
Payment info
Cell #
Password
Enter key
Remaining seats
Chose guide style
Tour guide
Stop buzz
Payment
Share
Map service
AR contents
Camera connection
Onboard
Depart
Get off
Reserve
OLATA
DURATION
MAR 2023 -JUN 2023
TEAM
VISUAL COMMUNICATION DESIGNERS, PRODUCT DESIGNERS
MY ROLE
UX RESEARCHER , UX, INTERACTION DESIGNER
THE CHALLENGE
The tour industry focuses only on information and the users have no choice but to sit there and take them.
Our team of designers gathered to solve the question “How can we make tours more interactive?”
The three target user groups were chosen based on the statistics of usage rates of Seoul City Tour bus.
Foreign toursits were the first and main target user as they were the most frequent users of the Seoul CIty Bus.
We designed a seamless tour bus experience from reservation to departure, using the vibrant colors of traditional Korean architecture ‘Dancheong’.
Users can now enjoy interactive tour experience rather than traditional one-way, forced to learn type of tour experience.
RESERACH PROCESS
Field research - Audio guide
DESK RESEARCH & FIELD RESEARCH
Visited the current ‘Seoul City Tour Bus’ to find out in detail, the problems of the system.
Museums, galleries were gave ideas about the content of audio guides and how they should be used.
Conducted in-depth interviews with various users of the tour bus, and tourists of Seoul in general, found out the main users of the products
had problems mostly with the content of the tours in general.
After creating the user journey map of the city tour bus process, the team decided to focus more on the pain points of
how inconvenient it was to listen to the guide, and how the tour was one-sided and became repetitive after some time.
Field Research
User Interview
Affinity Diagram
User interviews
Check for guide,
Check for earpods
Guide still uses old earpods plug,
Anyone still uses this?
Repetitive guides
Hard to hear guides
Talking with company
Taking pictures
Sightseeing was fan at first but the
sights and guides are becoming
repetitive. I want to go back to some points
41cm
42cm
4.7cm
67cm
86cm
38cm
40cm
58cm
Field research - Tour bus
Have a meaningful experience of Seoul with various audio guide styles provided!
Experience the past of Seoul vividly through OLATA’s AR function.
Interactive Tour
Make reservations and boardings quickly and conveniently.
Seamless Process
OLATA is a tour service created to innovate the current tour bus
system and provide seamless, yet interesting tour experience to
the tourists. Our goal is to create an experience where users
can interact and feel the city in the way they feel comfortable.
