Timeline
3 Weeks

My Role
Product Designer

Team
John Kennedy
Pasha Galayda
Mikaela Madsen

Roadside America is visually overwhelming to new visitors. Users quickly realize they can't build a route within the site. With this key function missing, we will continue to lose users to our competitors.

Build an interactive map feature
Create a user profile feature so users can save and share routes
Offer a tips tool to help guide users to top rated attractions

By conducting research I compiled data from 46 responses. Bringing definition to who our target audience is, as well as some of their traveling habits.

I complied all of the data from my users, using an Affinity Diagram to organize and define the commonalities with my users.

Using a Feature Matrix, I learned that user wanted 3 main features.
‍
1. Interactive map feature
2. Tips for quirky attractions
3. Comprehensive Profile

I began sketching possible solutions before committing to digital designs.

In the first prototype, I explored what screens and layouts would work best in guiding the user and tested the design.

Landing page.

Home screen/Interactive Map.

Using a test plan, I conducted usability testing, learning important, new insights.

Testing participants liked the concept but, struggled to understand the purpose of the map. The map lacked intuitive properties, leaving users confused about the website.

While iterating on feedback from users, I added a few more features and higher fidelity designs. Bringing more definition and clarity to the affordances offered in this newly designed map feature.

Landing page.

Home screen/Interactive Map.

Users were pleased with version two. The more useful the tools became, the easier it was for them to understand and enjoy the product.

We wanted the brand to feel Clean, Informative and Adventurous by creating a tone that is classic and warm. Making the user feel welcomed and focused by using mid-tone colors.

High-fidelity landing page.

High-fidelity interactive map.

Check out the
walk-through.

Although our team achieved the UX adjustments we set out to accomplish, I recognize this project is far from complete. Here are a few items I would like to still add to the re-design of Roadside America’s website:

Comprehensive user profile
Explore attractions page
Travel guides
Search function

Roadside America

Your online guide to off-beat tourist attractions.

Roadside America is visually overwhelming to new visitors. Users quickly realize they can't build a route within the site. With this key function missing, we will continue to lose users to our competitors.

By conducting research I compiled data from 46 responses. Bringing definition to who our target audience is, as well as some of their traveling habits.

I complied all of the data from my users, using an Affinity Diagram to organize and define the commonalities with my users.

Using a Feature Matrix, I learned that user wanted 3 main features.
‍
1. Interactive map feature
2. Tips for quirky attractions
3. Comprehensive Profile

I began sketching possible solutions before committing to digital designs.

In the first prototype, I explored what screens and layouts would work best in guiding the user and tested the design.

Using a test plan, I conducted usability testing, learning important, new insights.

Testing participants liked the concept but, struggled to understand the purpose of the map. The map lacked intuitive properties, leaving users confused about the website.

While iterating on feedback from users, I added a few more features and higher fidelity designs. Bringing more definition and clarity to the affordances offered in this newly designed map feature.

Users were pleased with version two. The more useful the tools became, the easier it was for them to understand and enjoy the product.

We wanted the brand to feel Clean, Informative and Adventurous by creating a tone that is classic and warm. Making the user feel welcomed and focused by using mid-tone colors.

Check out the
walk-through.

Experience it yourself!

Roadside America

Your online guide to off-beat tourist attractions.

Roadside America is visually overwhelming to new visitors. Users quickly realize they can't build a route within the site. With this key function missing, we will continue to lose users to our competitors.

By conducting research I compiled data from 46 responses. Bringing definition to who our target audience is, as well as some of their traveling habits.

I complied all of the data from my users, using an Affinity Diagram to organize and define the commonalities with my users.

Using a Feature Matrix, I learned that user wanted 3 main features.‍1. Interactive map feature2. Tips for quirky attractions3. Comprehensive Profile

I began sketching possible solutions before committing to digital designs.

In the first prototype, I explored what screens and layouts would work best in guiding the user and tested the design.

Using a test plan, I conducted usability testing, learning important, new insights.

Testing participants liked the concept but, struggled to understand the purpose of the map. The map lacked intuitive properties, leaving users confused about the website.

While iterating on feedback from users, I added a few more features and higher fidelity designs. Bringing more definition and clarity to the affordances offered in this newly designed map feature.

Users were pleased with version two. The more useful the tools became, the easier it was for them to understand and enjoy the product.

We wanted the brand to feel Clean, Informative and Adventurous by creating a tone that is classic and warm. Making the user feel welcomed and focused by using mid-tone colors.

Check out the walk-through.

Experience it yourself!

Using a Feature Matrix, I learned that user wanted 3 main features.
‍
1. Interactive map feature
2. Tips for quirky attractions
3. Comprehensive Profile

Check out the
walk-through.