Bucket List

Creating the Most Accurate Rating System for Travelers

I want to try a Chicago hot dog in Chicago. Or, she said, I should see a comedy show at Second City. If there were to be an ultimate crowd-sourced bucket list, there’d need to be a way for items like these to float to the top. Through interviews, I noticed that friends would disagree that what was at the top of the list for competitor travel websites were not necessarily what should be on that city’s “bucket list.” When arriving at the rating system for the app, there were several challenges:  

 1. Rankings are relative

Is seeing Venice Beach a top 5 thing to do in Los Angeles? Maybe. Is it a top 5 thing to do in all of California? Probably not. Is it a top 5 thing to do in the US? 100% no.  So… how do people want to sort out the locations on their bucket list?

2. Most atomic level?

When somebody says, “let me add that to my bucket list,” they may think macro or granular. They could say Europe, Florence, The Eifel Tower, etc… So should countries, cities, places or something more granular be what users add to their bucket list?

3. Which rating system is most clear

There’s a binary system, five star, questionnaire, etc. Is binary too simple? Are star ratings relevant to bucket list items? Which rating system works best?


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Research

I began polling people on destinations that were on their bucket lists. In addition, I polled them to find out what should be on other people’s bucket lists if those other people went to the interviewees hometown. After this, I assigned scores (1 to 5 stars) and polled other locals to see if they agreed with the score and how they would change it.

Rating system research

There is a science behind crowdsourced rating systems. The power of the crowd is more powerful than the power of one individual. However, the success of a rating system is highly dependent upon which system is chosen for that context. If there are not enough reviews, the idea of crowdsourcing could backfire. Alternatively, if there are not enough options when casting a vote, the qualitative information would be too simply to be useful. Read more about my analysis of rating systems here.

I began polling people on destinations that were on their bucket lists. In addition, I polled them to find out what should be on other people’s bucket lists if those other people went to the interviewees hometown. After this, I assigned scores (1 to 5 stars) and polled other locals to see if they agreed with the score and how they would change it.

Persona

Specifically female millennials are most interested in travel to major cities. The persona chosen was based off of the previous research.


Journey map

This is a visual depiction of the persona going through the travel process, without the current solution of the app. The journey map shows what the information architecture should be. Some countries are on the same level as states, and some countries are on the same level as cities. In addition, it’s shown that a general list (cities/states/countries) is most important before traveling, and a specific list (experiences) is most important once touching ground in that general area.[/vc_column_text][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” header_style=”” parallax_content_width=”in_grid” anchor=”” in_content_menu=”” content_menu_title=”” content_menu_icon=”” angled_section=”no” angled_section_position=”both” angled_section_direction=”from_left_to_right” text_align=”left” video=”” video_overlay=”” video_overlay_image=”” video_webm=”” video_mp4=”” video_ogv=”” video_image=”” background_image=”” background_image_as_pattern=”without_pattern” section_height=”” parallax_speed=”” background_color=”” border_color=”” row_negative_margin=”” side_padding=”” parallax_side_padding=”” padding_top=”” padding_bottom=”” color=”” hover_color=”” more_button_label=”” less_button_label=”” button_position=”” css_animation=”” transition_delay=”” el_id=””][vc_column width=”1/1″][vc_empty_space height=”32px” background_image=”” image_repeat=”no-repeat”][vc_separator type=”normal” position=”center” color=”” transparency=”” thickness=”” width=”” width_in_percentages=”” up=”” down=””][vc_empty_space height=”32px” background_image=”” image_repeat=”no-repeat”][/vc_column][/vc_row]

[vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” header_style=”” parallax_content_width=”in_grid” anchor=”” in_content_menu=”” content_menu_title=”” content_menu_icon=”” angled_section=”no” angled_section_position=”both” angled_section_direction=”from_left_to_right” text_align=”left” video=”” video_overlay=”” video_overlay_image=”” video_webm=”” video_mp4=”” video_ogv=”” video_image=”” background_image=”” background_image_as_pattern=”without_pattern” section_height=”” parallax_speed=”” background_color=”” border_color=”” row_negative_margin=”” side_padding=”” parallax_side_padding=”” padding_top=”” padding_bottom=”” color=”” hover_color=”” more_button_label=”” less_button_label=”” button_position=”” css_animation=”” transition_delay=””][vc_column width=”1/2″][vc_single_image image=”1473″ alignment=”center” border_color=”grey” img_link_large=”yes” img_link_target=”_blank” img_size=”full”][vc_column_text]Process flow

This is only one screen of the process flows created. Every single step interacting with the app was drawn out. If this is done, there will be important steps missed. In this case, I saw how adding experiences to lists/collections presented complications to the rest of the information architecture.[/vc_column_text][/vc_column][vc_column width=”1/2″][vc_single_image image=”1474″ alignment=”center” border_color=”grey” img_link_large=”yes” img_link_target=”_self” img_size=”full”][vc_column_text]Site map

The layout of the mobile app starts from thinking about “types” of trips. Those include Eurotrip, Southeast Asia, East Asia, Americas, South America, and Antartica. From here, items are added to a personal bucket list.[/vc_column_text][/vc_column][/vc_row]

[vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” header_style=”” parallax_content_width=”in_grid” anchor=”” in_content_menu=”” content_menu_title=”” content_menu_icon=”” angled_section=”no” angled_section_position=”both” angled_section_direction=”from_left_to_right” text_align=”left” video=”” video_overlay=”” video_overlay_image=”” video_webm=”” video_mp4=”” video_ogv=”” video_image=”” background_image=”” background_image_as_pattern=”without_pattern” section_height=”” parallax_speed=”” background_color=”” border_color=”” row_negative_margin=”” side_padding=”” parallax_side_padding=”” padding_top=”” padding_bottom=”” color=”” hover_color=”” more_button_label=”” less_button_label=”” button_position=”” css_animation=”” transition_delay=”” el_id=””][vc_column width=”1/1″][vc_empty_space height=”32px” background_image=”” image_repeat=”no-repeat”][vc_separator type=”normal” position=”center” color=”” transparency=”” thickness=”” width=”” width_in_percentages=”” up=”” down=””][vc_empty_space height=”32px” background_image=”” image_repeat=”no-repeat”][/vc_column][/vc_row][vc_row row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” parallax_content_width=”in_grid” anchor=”Wireframe” angled_section=”no” angled_section_position=”both” angled_section_direction=”from_left_to_right” text_align=”left” background_image_as_pattern=”without_pattern” row_negative_margin=”” css=”.vc_custom_1500338723508{margin-top: 80px !important;margin-bottom: 23px !important;}”][vc_column width=”1/1″][vc_column_text]

Wireframe Logic

I’m super smart. Read about how I set up the interface like I did.

Experience page

1. Image are just so important that they are all over the page.

2. The ability to review is massive because the app really needs new reviews.

3. “Add” and “done” are more subtle than the rate and review because they need not be encouraged as much.

4. The images are placed above the text on the “add” and “done” buttons because it’s important that those buttons have describers.

4. Under the image, title, rating, and category is the description – that is not having any other color/image take away from its legibility. This is because the description is even more important than the title.

A central destination

. Users can jump into many different sections on the main destination page.

2. User can quickly save, add, vote, or report anything on the page.

3. Bookmark is at the top right because that should be easiest to press out of the three options.

4. Images are just so incredibly important that it takes up large space.

5. The rank of the destination is also prioritized visually because the app is supposed to emphasize that it’s a social app.

List of experiences

1. It was incredibly important, based off of research, that the categories were prioritized visually. I tried having a prototype that simply had a “filter” button, but users did not value it in the same way. This is why categories are at the top. There was also a “more” button as one of the categories, which is not visible on the screen shot.

2. An explanation of what the item is all about was even more important than the name. This is why there was so much visual space left open for a description of the item.

3. Three images were shown instead of one because one picture cannot capture the entire experience. For example, if one shows a picture of street dancing at Venice beach, one might see that Venice beach is only about street dancing.

“My” bucket list

1. Locations may have many experiences listed saved under them. These must be viewed somehow. In addition, a user may want to explore the destination without necessarily looking at what is on their bucket list. Therefore, these two sections are divided.

2. Although there may be a checkmark that confirms if the user has “crossed off” the location on their bucket list, they still may need double confirmation. Therefore, under the destination name it either says “been here” or “need to do.”

3. The vertical hamburger is above the destination name, so it is okay if a destination name is long.

4. As a dropdown from the hamburger, a user can quickly remove, explore destination, or say they’ve been.

Play with Invision prototype

A prototype was created and tested in invision! Invaluable lessons learned before development. One main learning was that people do not want to investigate countries- they want to discover either the things to do in countries they don’t know about, or they will just add a country to their bucket list they know they want to go to.

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