“Like a Local”: UI/UX Case Study

“Hey Siri, what to do in Amsterdam in December?”

Whenever we travel, My husband and I love using apps like ‘Headout’ and ‘GetYourGuide’ to find great things to do and cool places to visit. But sometimes, we find ourselves missing out on local holidays, unique seasonal events, and beloved traditions in various cities like Amsterdam during Christmas or the tulip season in spring.

We desire to dive deeper into these authentic experiences but struggle to find resources that cater to each city’s distinct vibe

Solution? A user-centric platform where we can simply input our travel time and destination and receive tailored recommendations for local festivities, concerts, and activities, particularly during national holidays.

Intended audience:

1. Diverse Interests: Caters to users with diverse interests, from cultural sightseeing to adventure activities, tours, and attractions.
2. Global Audience: Appeals to an international audience seeking activities and experiences worldwide
3. Cultural Experience Seekers: Focuses on curated and unique experiences, including local events, shows, and cultural happenings.
4. Urban Travelers: Targets city-centric experiences and activities, appealing more to urban travelers exploring cultural hubs and metropolitan areas.
5. Locals: Citizens who always miss what’s happening near them as there’s no source to gather all events in the same place

Competitors:

1. Headout
2. Get Your Guide
3. Viator

I mean of course, I used ChatGPT to jump quickly on what’s the advantages of each of them and what I might be missing, but it didn’t work well, the answers were vague and almost identical between all subjects and to be honest, it wasn’t in my voice.

That led to me trying the all websites/apps myself, it wasn’t as daunting as it seemed as this challenge is focused on the “Search and Booking” features.

So, here’s what I found:

Competitive analysis

Headout:

The categories themselves are traditional, it’s what you expect when you search for things to do in a certain place, but it’s not curated, it misses all that could be happening in a certain holiday, the markets and festivities, and other ways the locals celebrate this particular holiday.

Get Your Guide:

Categories are better than “Headout”, they’re more diverse, and directed to different interests, and the layout is easier on the eye and more interesting

Viator:

Viator’s categories are the best of them all, with different categories, also, when searching on different dates you get more curated activities but it’s not obvious that this happens, and it lacks more local activities and national holidays indicator

And that is where “Like a Local” shines ✨

“Like a Local” Landing page

1. Search destinations at a certain time and get curated suggestions, experiences, and activities specific to that time.
2. Locals’ recommendations of the best things to do, and hidden gems.
3. National holiday calendars to track which holidays you might be visiting at.
4. Wide range of free and paid activities.
5. Filter by a wide range of interests.
6. Notification alert if new activities arise at the selected time saved.
7. Emphasize seasonal activities (In Season/ Happening Now).
8. Highlight ongoing celebrations, ensuring a more immersive travel experience (Start date/End date)

Destination details page — Ramadan in Cairo

Users can search for what’s their destination currently celebrating from the “HAPPENING NOW” filter to get curated experiences specific to the celebration.

Destination details page s— Christmas & Tulip Blooming season in Amsterdam

While the booking experience remains similar to competitors, we aim to maintain functionality while enhancing personalized recommendations and cultural immersion for travelers like us.

Process:

1. Started by conducting a thorough analysis of competitors to identify gaps in their features.
2. Recognized a significant gap and began conceptualizing a solution to address it effectively.
3. Developed detailed wireframes outlining the envisioned user experience.
4. Crafted a distinctive logo that encapsulates the brand’s identity, resonating personally with our audience.
5. Curated color palettes and created visually compelling visuals to engage users effectively.
6. Executed a user-centric design approach, prioritizing the audience’s needs and preferences throughout the design process.

Wireframes:

Logo, Typography, and Colors:

I opted for earth tones to infuse a sense of warmth, approachability, and relatability into the design.

As for the logo’s typeface, my choice leaned towards a style that embodies adventure, friendliness, and urban vibes, and the North Star indicates a sense of guidance and direction.