ASKAWAY

ASKAWAY

LONELY PLANET

LONELY PLANET

An app that makes everyday life easier, especially for young Gen Z travellers, by allowing them to share insights with each other. A forum revivel for young people.

  • Create a digital companion that fits into the existing eco-system of Lonely Planet and is ideally used pre, during and post travel.

    • Focus on Travellers, not Tourists

    • Must-have app for Gen Z Backpackers

    • Maintain Find your way experience

    • Bring travellers together

  • UX Designer

    UX Researcher

  • 6 Weeks

  • Irene Pereyra

    Laura Grinblat

    Sasha Pavlova

    Vinayek Saravanan

    Carolina De Montis

  • Figma

    Miro

    After Effects

#212121

#212121

#FCEE5D

#FCEE5D

#FFFFFF

#FFFFFF

#EBEBEB

#EBEBEB

The colour palette is not finished, but one thing is clear, this app remains minimalistic with a special feature that does not distract users too much from the content. The special feature is right at the opening of the app, a black screen and you should move your finger back and forth to see the hottest topics. As you move your finger across the screen, a bright yellow light representing a torch lights up.

UX

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Research

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UX • Research •

71% of Gen Z travellers have no idea where to go or what to do when they come to a new city

HOW WILL IT WORK?

We focused on direct and indirect competitors.
We compared Travel Focused Forums and
Platforms that people use to connect in general.

What we learned…

  • 45+ y.o. Audience

  • Complicated to browse

  • Unstructured & not Engaging

  • No Filters

  • No Trending Discussions

  • Not Native

Interview w 21 Backpackers

  • 12 Men, 9 Woman

  • From 4 Different Continents

  • 2-3 Months travel period

  • 18-24 y.o.

Frustrations

  • Inaccurate Reviews

  • Hard to find ‘Non-Touristy’ attractions

  • Outdated topics

USER PERSONAS

common ground…

  • Travellers find reviews unreliable

  • Hard to find non-touristy, hidden attractions

  • Lack of community feeling

WHY IS MALIKA A CRUCIAL TARGET FOR US?12 Men, 9 Woman

  • Wants insights on things she can do while travelling

  • Enjoys hidden attractions that are non-touristy

  • Finds reviews unreliable and inaccurate

Solutions

  • She can explore trending discussions on any topic

  • Can scroll through traveller’s opinions instead of dated articles

  • Gets genuine, real-time opinions from top-voted discussions

More power to the User

Users can only start liking answers after a week of providing substantive insights on discussions. Top 100 users with most upvotes get badges