User Frustrations with Travel Apps
Frustrated
78%
Not at all
22%
Preference for Gamified Travel Experiences
Preferred Gamification
65%
Did Not
35%
Primary Research
We found that in the context of Middle Eastern tourism, many travelers actively seek interactive and engaging travel experiences that combine exploration with rewards.
Surveys were conducted with 150 tourists in major Middle Eastern cities, including Dubai, Riyadh, Cairo, and Beirut. The research aligned with trends in gamification and travel experiences, revealing a strong preference for engaging travel platforms.
Behavioral studies observed tourists interacting with existing travel apps during city tours in locations such as Dubai, Amman, and Muscat. These findings highlighted limited user retention due to static features and demonstrated a preference for real-time feedback and personalized experiences.
Market analysis further revealed a growing demand for gamified applications in the travel industry. Wicool’s unique approach, including immersive VR experiences and AI-based personalization, addresses this demand by blending real-world incentives with seamless exploration and shopping.
Research Through Design
With insights from primary research in hand, I embarked on a hands-on design journey that incorporated proven methodologies such as contextual inquiry and journey mapping. Contextual inquiry sessions allowed me to observe participants using Wicool prototypes in real-life settings. These sessions offered valuable insights into how users interacted with the app while navigating cities, completing challenges, and redeeming rewards.
Using journey mapping, I identified pain points and opportunities within the user experience. Collaborative testing with five participants provided direct feedback on features like adventure navigation, reward tracking, and shopping integration. Users emphasized the importance of a clean, intuitive interface, which guided me to refine the balance between gamified elements and practical tools like the advanced search bar.
Strategy/Customer Experience (CX)
The Wicool journey led to a carefully crafted user experience designed to make city exploration rewarding and seamless. The app’s gamified adventures encouraged users to complete city-specific challenges, unlocking destinations and earning rewards along the way. Businesses partnered with Wicool to create promoted destinations and customizable customer clubs, increasing visibility and engagement.
From onboarding to completing challenges, every step of the user journey was designed with engagement in mind. An interactive map highlighted available challenges with ratings and rewards. Tasks like photo challenges were complemented by features like leaderboards, fostering community competition and collaboration.
Data Visualization
Tracking progress became a cornerstone of Wicool’s experience. Users exploring cities like Jeddah, Abu Dhabi, and Istanbul could monitor their achievements through interactive dashboards. These dashboards broke down completed challenges, earned rewards, and spending patterns, offering users a clear view of their progress.
Projected metrics showed a potential 30% increase in user retention through gamification, alongside a 40% growth in foot traffic for promoted businesses. These projections were supported by industry trends and reinforced by feedback from prototype testing. Data visualizations, including bar charts and progress trackers, helped users stay engaged while achieving their goals.
Transforming City Exploration through Interactive Adventures and Smart Shopping Features
Project Type
Collaborative Design Project with Wicool Team / UX Strategy & Product Design
Value Delivered
A design approach that fuses gamification and commerce, offering users a rewarding exploration experience while empowering local businesses with increased visibility.
Final Design
The final design of Wicool integrated feedback from testing and research, resulting in an intuitive and engaging app experience. Personalized adventures guided users through city-specific challenges, offering rewards and insights along the way. Shopping features connected users to local businesses, providing detailed store views and options to redeem rewards.
Dynamic progress tracking, 360° VR views, and AI-driven suggestions enhanced the user experience. A bright color palette, minimalist icons, and engaging illustrations brought the app to life, ensuring a seamless balance between functionality and fun.
1. Gamification & Exploration
Wicool turns city exploration into an engaging adventure through gamified challenges like treasure hunts and puzzles. Integrating rewards and leaderboards motivates users to discover hidden gems and cultural landmarks.
3. Business Empowerment
Wicool leverages technologies like 360° VR tours and AR clues to make city exploration dynamic and educational. These immersive features deepen user engagement and provide richer, context-driven experiences.
2. Personalization
With AI-driven recommendations, Wicool tailors adventures based on user preferences, location, and behavior. This creates unique, meaningful journeys, ensuring every exploration feels customized and engaging.
4. Immersive Experiences
Wicool leverages technologies like 360° VR tours and AR clues to make city exploration dynamic and educational. These immersive features deepen user engagement and provide richer, context-driven experiences.
Results
Wicool demonstrated significant results in its prototype phase. Surveys indicated 85% user satisfaction, with many users praising the blend of adventure and practicality. Promoted locations reported a 40% increase in visitor traffic, while leaderboards and group challenges enhanced social engagement by 25%.
Background
Tourism is a cornerstone of cultural exchange, yet many travel apps fail to provide a meaningful and engaging experience. Wicool was designed to bridge this gap by combining gamified adventures with enhanced online shopping. It empowers tourists to explore cities in a new way—offering not only fun challenges but also tools to connect with local businesses.
Problem
Modern tourists often feel disconnected from the cities they visit. Traditional travel apps overwhelm users with generic recommendations, lacking interactivity and personalization. Moreover, local businesses face challenges in reaching this dynamic audience.
Role
As the lead designer and strategist, I crafted the overall concept, blending gamification with commerce. I developed the "clue-based adventure" framework, designed high-fidelity wireframes, and ensured seamless integration of shopping features—from detailed store views to a built-in purchasing system—into the app's interface.