Questo Application
Questo is a platform for real-world city exploration games written and designed by professional content creators, companies, and amateur storytellers around the world.
Company
Questo
My role
Product designer (UX/UI)
Illustrator (3D illustrations)
Platforms
IOS, Android
Tools
Figma, Miro, Blender 3D
Project details
The main reason to start
The company was looking for ways to improve current users' experience and ways to expand its audience. At that time they already had an application and a basic understanding of who their customers are and what they want. I decided to start my research to understand it too
Secondary research
People always struggle
After conducting extensive secondary research, which involved reviewing numerous user feedback on various city exploration activities, analysing blog posts, and monitoring social media discussions, I discovered some major sources of frustration:
Crowds
Popular tourist destinations can be crowded and congested, making it difficult to move around or enjoy the experience.
Information
Finding information about a city's attractions, events, or transportation options can be challenging. There is way too much information
Costs
Exploring a city can be expensive, especially if you're visiting popular tourist destinations. This can be a barrier for people with limited budgets.
Weather
The weather can be unpredictable, and extreme weather conditions such as rain, snow, or heat can impact ability to explore the city comfortably.
Limited time
Visiting a city for a short period, it can be challenging to see everything you want to see. This can be frustrating and may require prioritizing certain activities or attractions.
Authenticity
Many tourists want to experience the local culture, but finding authentic experiences can be challenging, especially in areas that are heavily tourist-focused.
cOMPETITORS ANALYSIS
What do others do?
I conducted an analysis of the most popular apps in the market to understand how they tackle these specific user problems. After examining their approaches, I realized that none of these apps address all of the issues that people encounter while travelling.
This indicates that there are significant market opportunities for us to address these unmet needs and provide a better user experience.
USERs INTERVIEWS
Current and potential users can offer a wealth of insights
Through conducting user interviews, I discovered that travelers commonly face a shared set of challenges: struggling to find an effective approach that allows them to see everything they want to without missing out on key experiences in their own pace
90% of interviewees expressed a preference for independent exploration over guided tours, as they felt rushed and lacked the flexibility to move on their own
Privacy were also highly valued among respondents, with the majority expressing interest in both popular and lesser-known destinations within a city
Interview questions
I had several key questions that I was eager to answer during the interviews, and I made an effort to keep the conversations relaxed and amicable. This approach fostered open and honest discussion about travels, during which I asked a lot of follow-up 'why' questions in addition to my prepared ones. I found that this method of interviewing allowed me to gain a deeper understanding of the users' perspectives and insights.
How often do you travel?
- With who you are usually travelling?
- Tell me more about your last traveling experience
- How did you plan what you are going to do?
- What was your process?
- What part of planning was the hardest? Why?
- What are you most interesting in when you travel to new places? Why?
- Tell me about your worst experience. Why it was that bad?
- What about the best one?
- How perfect city exploration experience looks for you? Why?
MAIN INSIGHTS
How do people see city exploration?
They prefer independent exploration over guided tours, value privacy and free time, and are interested in visiting both popular and lesser-known destinations within a city. They also feel rushed and lack flexibility during guided tours, and want the ability to linger in certain areas, take photos, and have meals or drinks at their own pace.
Here are some of the most common answers:
Time
Travelers desire the freedom to start their adventure, pause to take photos, explore areas at their leisure, have a meal, or relax, and continue their experience whenever they desire, without being constrained by time
Cost
City exploration can be pretty expensive, especially if you're keen on hitting up the tourist hotspots and using tour guides
Flexibility
This is a key factor that people aim for in their experiences, as plans can change, weather conditions may not be favorable, and unexpected situations such as a child having a tantrum can arise
Privacy
Travelers prefer to have the freedom to explore at their own pace rather than being part of a large group, which can be tiring
Authentic experience
According to some individuals, hiring a local resident of a city to provide insights about the area and reveal hidden gems may be a more valuable investment than opting for a traditional tour guide
JOBS-TO-BE-DONE
What do explorers need?
After analysing all the insights, I have identified three Jobs-To-Be-Done.
When I plan a trip I want to book not time-dependent experience, so I can relax during my journey
When I explore a city I want to have privacy, so I can have my own special moments
When I’m in a new city I want to discover popular places and also find a hidden gems, so I can have unforgettable experience
HMW
How might we?
This easy question always opens gates of imagination for proper brainstorming.
Solution
Unique city exploration experiences
From a functional perspective, we were able to address the majority of the problems identified during the research. Although some of these solutions were already present in the product, they were not highlighted in a proper way, which made it unlikely for users to discover them
DESIGN
Let's do some magic
When I joined the company, they already had an existing app that we decided to build on. Although there was a lot of work to be done, we were confident that our solution would provide a truly unique experience for travelers
Unique experience
What makes Questo games so special?
Each game has a theme and a fiction part
You can read or listen while strolling around the city
Explore real world places as a part of the story
Play whenever you want. No timing
Need a rest? Pause and resume whenever you are ready
Home Screen
Right from the start the app suggest the closest games to a user. This allows user to find a game in one click
Being able to search for a country, city, specific game or experience is crucial in this case. That’s why search bar is sticky to the top of the screen
Route
Games have their own designated starting point, which becomes activated once the user arrives at the location. Players must then decipher clues that will unlock the next game locations.
Solve riddles and puzzles on your way
All Questo games are build by locals. They put a bunch of effort and time to make games interesting and fun. This also means that games include hidden places and include exclusive stories
Privacy
Play on your own. There is no need to join huge groups of people. Just take your phone, good mood and go out!
Oh, and in case you wanna play with your closes ones - you can invite them. Or better - refer them. In this case you both will earn gems to purchase your next game. Win-win
What are gems?
Gems are special currency which we use in Questo app. You can purchase them in store, use them to unlock new games and earn them by completing tasks in app
Build by locals
A large number of games are built by locals. They put a bunch of effort and time into making games interesting and fun. This also means that games include hidden places and exclusive stories
CONCLUSIONS
What I've learned
In the design, there is no 'done' stage. You do something, you test it with real users and you iterate it. This project is different in no way.
Technical side
Take into consideration team size and how many people will work on the project. A small team might slow down the process, but that's fine. Just be sure everyone is aware of it.
Working in start-up means work fast
Test and iterate quickly. Try to test all your decisions in the early stages. It's important to test even if there is not so much time for it. Ask your friend, family member or team member (but they might be biased) if there is no testing planned. It's better than nothing and can help at least with usability
Flexibility is a must
Working in a start-up requires a lot of flexibility. Things change quickly, priorities might differ every time. Be sure you can adapt and most important - not lose the main objective. Have an understanding of what's going on, why and where we are going.