NightLife Ville

Stress and hassle free on planning your nightlife

--Example for improve order process on online reservation platform

Brief

"Nightlife Ville" is a simple utility app meant to make plan nightlife as simple as hailing a Uber

I was part of the project of optimizing the online reservation platform to give the user a better experience whether at home or on the go.

To comply with my non-disclosure agreement, I have omitted confidential information in this case study. All information in this case is my own and I will present what I did in a new design mobile App(Nightlife Ville).

Challeng

Increase user retention and conversion.

Faster the order time.

Increase Satisfied Rate

My role in the team

User Research

Persona

Ideation Workshop

User Flow

Information architecture

Wireframes

Test

Prototypes

Result

User registration-rate: +46%

Customer Satisfied rate: +51%

Revenue: +60% in 6 months

Highlight of Project

Using package and combo to replace the boring one by one nightlife planning job, all the packages, and combo based on your budget.

Research

User & Audience

The target clients of nightlife ville are young persons who have strong preference for mobile-first.

They are heavy users of internet and mobile, so they want something that feel familiar to those experience, but more focus on mobile.

User research

Keeping my personas in mind, I wanted to capture the full user journey from researching through the physical visit to the place where they planned.

Personas

First hand observation

I conducted interviews with focus groups and observed the person how they search restaurant, pub or some place for leisure to gain their perspective on the user's experience . 90% of user using yelp.ca, mtlblog.com, social network to confirm their nightlife itinerary. The others using google. I noticed all the process will be stressful and boring for them. I also check research report and do some surveys on internet for address user behavior and attitudes.

The primary pain points are:

  • All the website can not provide clear and direct information for target place. The user has to use different website and app to do research .
  • User has plan itinerary by themselves, or using some planner app to record all itinerary of nightlife.
  • User doesn't know exactly amount they will spend on this itinerary.
  • User hard to find out some other new and interesting places.
  • User has to waste time on boring research.

    • Prototypes

    Site mapping

    Fow now I have a comprehensive list of necessary, prioritized features for the new site, I mapped out the overall site structure. This helped me to narrow down the right navigation choices and which pages would be created.

    Userflow

    Low fidelity wireframes

    The low fidelity wireframe used to convey meaning to the user or product owner, that’s very important to present and evaluate my idea. The biggest challenges in wireframing are conceptualizing a trouble free tools for nightlife planning.

    Test and repeat

    In testing, I was very concerned with finding out if my concepts for the nightlife planning, and the process of the nightlife planning was easy to understand. In testing with users and getting feedback from other designers, I gathered pages of necessary changes that would help users accomplish their tasks. I also learned that the planning process needs to be optimised and the number of budget unnecessary shows everywhere.

    After redesign planning process and remove some budget tag in planning pages, I tested the new designs on users again, and felt confident moving forward. The structure was usable, logical, and familiar.

    Final Design

    The nightlife ville is dedicated to helping user extricate from complicated nightlife planning job.The nightlife ville will change this experience be interesting, be fun, don’t be boring, like playing games on your smartphone. From my research speaking with designer,sales person and potential user, I learned the user only need a beautiful,simple and useful tools to help them plan their nightlife.

    For these reasons, Colors should be vibrant, content should be directed.I will use animation following to present what I design for the user.

    Complete generate plan by system

    After sign in and set the budget for nightlife, click cloud, the system will generate nightlife plan automatic and send reserve request, all the user did just wait, confirm, add to the calendar then enjoy.
    After sign in and set the budget for nightlife, click manual, adjust nightlife planner as you want, then click cloud, the system will generate nightlife plan automatic and send reserve request, all the user did just wait, confirm, add to the calendar then enjoy. ( Manual + Automatic )
    After sign in and set the budget for nightlife, click manual, the user can customize all the activity by himself, like where to eat, drink, and take some activities, then send reservation request and waiting for the response, if the reservation request denied, the user can come back to adjust the plan after all request approved the user can click add to the calendar and enjoy.