“The ultimate companion for your next adventure”

SCRMBL

ROLE

Researcher - UX/UI Designer (Individual project)

TIMEFRAME

8 weeks

TOOLS

Pen & Paper / Ideas / Sketch / InVision

"How to leverage technology to improve outdoor experiences?

DESIGN OUTCOME

SCRMBL is the ultimate companion for your next outdoor adventure. Powered and curated by the community, it provides its users with a comprehensive database of adventures all around the globe. Whether you are seeking for inspiration and informations to plan your next adventure, or simply wanting to know which way to go once you are experiencing an outdoor adventure, SCRMBL is there with you all the way.

DESIGN PROCESS

/ METHODOLOGY

The design-thinking ideology asserts that a hands-on, user-centric approach to problem solving can lead to innovation, and innovation can lead to differentiation and a competitive advantage.
This hands-on, user-centric approach well detailed by the Nielsen Norman Group in Design Thinking 101, has different goals and comprises 6 iterative phases, as illustrated below:

UNDERSTAND

/ PROBLEM STATEMENT

Go to apps such a Google Maps, Plans etc, don’t support trails, alpine routes, climbs paddles, ski lines… and dedicated apps are often activity specific with very little to no indications for those how decide to go off-tracks. The outdoors can quickly become a dangerous playground

/ COMPETITIVE ANALYSIS

Throughout our researches we discovered an highly competitive market, bringing out the crucial importance to provide competitive advantage to user. Indeed, while very useful functionalities are offered, user experience is often overlooked due to significant technical challenges required to develop interactive/collaborative map system. In addition we also found out that too numerous iOs updates tend to discourage users and that main online sources for information are often completely out of date.

“Your business will soon depend on Millennials, whether you are ready or not. By 2017, Millennials are estimated to have more spending power than any other generation.”

Engaging and Retaining Millennial Consumers,
a study by the Outdoor Industry Association
/ USER INTERVIEWS

In order to uncover millennials behaviours and expectations in terms of outdoor adventures, we conducted interviews with 5 users amongst our targeted group covering both attitudinal and behavioural aspects. Assumptions previously made were confirmed, whilst we gained the following insights:

KEY INSIGHTS

Ease of research and navigation is a recurring factor to pick a platform rather than an other.

Users find it important to be able to pin activities of interest and save them into lists.

Real-time informations, such as GPS or SOS shouldn't be network dependent.

Being able to share exiting moments, achievements or tips with friends but also followers is essential.

Low energy consumption is a major concern to maintain battery life .

Visual content plays a crucial role when choosing an adventure.

It is easier to trust information when they are verified or reviewed.

/ PERSONAS

/ EXPERIENCE MAP

Based on the preliminary research and the primary persona, we elaborated an a customer journey map depicting all the stages an outdoor enthusiast might come across on his factual but also emotional journey, from the research phase to the return from the outdoor adventure.

/USER STORIES

As an outdoor enthusiast I want to:

" research activities based on criteria such as my location, time available, endurance or gear... to easily pick an activity "

" be able to know what my position is at any moment in time so that I can keep track of my progress "

" have access to technical information like weather forecast, restrictions, required gear, recent reviews ... to be well prepared "

EXPLORE

Translate ideas into valid design:

/ INFORMATION ARCHITECTURE

/ IDEATION & SKETCHING

MATERIALIZE

/ USER TESTING & ITERATIONS

During this phase we aimed at validating our design and refining it with adequate iterations. Two rounds of tests were lead with 5 target users each time following specific task:

"Search for a hike and launch the activity"

KEY TAKEAWAYS

  • Concept validated & supported
  • Flow requires improvement
  • Headings need to be more accurate
  • Small visual details might side track users from usability testing

  • / VISUAL IDENTITY

    For the definition of the logo we played with triangular shapes, a compass, and the colour palette previously defined. The aim here is to evoke mountains and adventure in a minimalist yet colourful way.
    The wordmark is using the Amatic SC font with an hand-writting styles refering to adventure journals.

    / PROTOTYPE

    For the definition of the logo we played with triangular shapes, a compass, and the colour palette previously defined. The aim here is to evoke mountains and adventure in a minimalist yet colourful way.
    The wordmark is using the Amatic SC font with an hand-writting styles refering to adventure journals.

    Any inquiries? Feel free to drop me a line: