Tools:

Zoom, Google (docs, forms, and maps), Canva, Adobe Photoshop, Notion, Figma, Miro, Mural.

Duration:

two weeks.

Desk Research:

This research started with desk research where we examined graphs from Google Maps that summarized user behavior.

Based on Google Maps analysis, we concluded that visitors tend to go to Qara Mountain on the weekend, because people are busy with work and school during the weekdays.
According to Google Reviews by visitors, we concluded that users struggle with the following

Pain Points:

1. Lack of knowledge of the pricing.
2. The locations of restaurants in the area were not clear.
3. No tour guides were available.

Business Goals:

To let people know about Qara Mountain and Land of Civilizations. To learn about Qara Mountain, explore it, and expand their knowledge about local sites in Saudi Arabia.

DEFINE / USER RESEARCH:

User Screening:

We conducted screening surveys to reach those who are interested in learning about and exploring Qara Mountain, and what motivates them to visit.

INTERVIEWS:

Goal:

To understand our users’ behavioral patterns in relation to Qara Mountain.
We interviewed 15 participants.

Survey Highlights:

57% of users between 18–27 year were interested
58% believe the lack of advertisement could be the reason behind low traffic to Qara Mountain
Users said that people would be more motivated to visit once they know it is a popular local site, as well as learning about the activities and services offered at the place

Research Synthesis:

Based on our user research, we interviewed those who expressed interest in Qara Mountain. We wanted to understand the problem, so we used affinity mapping method to break down their needs.

Affinity Mapping:

Most users tend to plan ahead and explore the place online.
Users like to go with company.
Most users prefer using Google first to search the place before visiting
Users tend to buy tickets online

PERSONA:

PROBLEM STATEMENT:

Saudi explores don’t know much about Qara Mountain when they want to explore the mountain as a regional popular site. Our solution should deliver a simple, informative, and enjoyable exploration experience.

HYPOTHESIS:

Creating a website is the solution which should allow our explorers to receive up-to-date information about Qara Mountain and all the related activities.

JOURNEY MAP #1

C&C ANALYSIS

We conducted analysis with competitors who provided similar experiences to what Qara Mountain has to offer its visitors.

We conducted analysis with competitors who provided similar experiences to what Qara Mountain has to offer its visitors.
Based on the C&C Analysis, we concluded that the following features would be useful for our website:
Maps were prioritized because they provided helpful information about the place
Adding detail points of tickets and restaurants
Events page to sum up all the activities in Qara Mountain

STORYBOARD

The storyboard that shows Abdullah, our persona, as he plans his next adventure, only to find out his flight has been canceled due to COVID-19. He tries finding a new way to explore with his family through domestic travel, so he goes to Qara Mountain. While exploring the mountain, he encounters tourists who speak neither Arabic or English, so he helps them by telling them about the app that allows them to scan a code and access information in any language. They all end up happy.

DESIGN:

User Flow:

Using Mural, we created a simple user flow that allows users to explore and smoothly purchase tickets.

DELIEVER

Usability Testing:

We used Maze for usability testing. After testing the prototype, we expected users to start from the navigation or the hero element will attract them, which is why we added the options Discover and Tickets. After prototyping, 40% of users had direct success while 60% had indirect success.

NEXT STEPS:

- Make sure the website is mobile-friendly and responsive.
- Expand the exploration experience by adding any new services or events in the Land of Civilization.
- Add a gallery in the navigation bar, which would allow users to share photos and videos.
- Create a virtual reality expereince.