Android Mobile App Design
From a pocket-sized booklet passport to a digital passport app by offering 2-for-1 deals of local establishments in Denver, CO.
The Passport Program is a seasonal initiative designed to encourage the exploration of Denver's vibrant food and beverage scene by offering 2-for-1 deals at a curated selection of local establishments. Participants purchase a pocket-sized booklet, known as the Denver Passport, which provides access to these exclusive offers at various bars, restaurants, breweries, wineries, coffee shops, and more throughout the city.
The Challenge
Our team was tasked with conceptualizing a printed booklet that is awarded physical stamps to show the deal has been redeemed into an app. An app that aids and adds to the Passport Experience. This could be logistical (a central database that allows restaurants to log and tally folks redeeming the deals), experiential (anything from a digital map to an integrated AR experience), or simply a replacement to the analog (it’s easy to lose a physical book, an app could be a more secure way of dealing with purchases).
(Discovery)
Before proceeding with this assignment, we were wondering what the pros and cons of having a digital passport without losing track of the physical booklet are. Additionally will help us to address some needs and potential features that can be leveraged to give an outstanding experience.
Digital Passport App
Pros
Can integrate GPS tracking, notifications, and real-time updates (new locations)
Digital Check-ins (QR codes, NFC scans).
Automatically tracks user activity and redemptions
Users don’t risk losing progress.
Data can be backed up and retrieved anytime.
Can gamify experiences with leaderboards, digital badges, or social media sharing.
Personalization allows recommendations based on user preferences and habits.
Cons
Lack of satisfaction of flipping pages and collecting tangible stamps.
Less special compared to a physical souvenir.
Users may face app crashes, and glitches.
Older generations or less tech-savvy individuals may struggle with app navigation.
Based on the previous analysis, we considered a high level of functionality and engagement that could be captured through an app. Our next step was to conduct a competitive and comparative analysis of current apps that offer potential features, which could help inform our Design Studio methodology.
Strengths
Very details previews and rating system
Very Strong local business category for food and service.
A lot of visual content to help users make a decision.
Weaknesses
No reward system
Feels cluttered due to excessive.
Strengths
Very personalized customization based on users needs.
Location Driven Insights
Keeps the users engaged with hidden gems and unique experiences
Weaknesses
Not as many users which reduces the amount of reviews
Fewer photos and visual elements.
Strengths
Strong focus on rewards and cash back.
Platform is easy to navigate.
Offers cash back incentives to encourage repeating business.
Weaknesses
Does not have community driven reviews like yelp.
More focus on online shopping than in person experiences.
Getting into the “Passporters”
We implemented a qualitative approach by conducting four user interviews to understand how users discover and visit local businesses, their goals, challenges, and pain points.
Passporter 1
"I discovered places by social media (Instagram) and mostly Yelp. Big yelper family."
Passporter 2
"It would be nice to have, you know, more options to try new coffee shops and other places."
Passporter 3
"I like the idea of having business directory for different businesses like a list of coffee shops"
Passporter 4
"I love a reward system because of the engagement and sense of accomplishment"
Additionally, we wanted to apply Design Studio, a collaborative methodology where we can diverge and converge ideas from the discovery to the design phase. For this exercise, we decided that each member would generate an affinity map individually so we could compare our findings after that to keep us on the same page when discovering our new passporters. We uncovered key challenges and opportunities through affinity mapping:
Availability: I would like to try new places with good drinks on my free time.
"I don't mind driving that far, as long as it has the features that I like"
"I go to new places at least one a week"
"Explores local businesses once or twice a week, mostly restaurants and coffee shops."
Guidance: I feel overwhelmed by too many options and not having tailored recommendations
"When I feel overwhelmed by too many choices, I just to stick to familiar spots."
"I’m overwhelmed by too many options. I just decide by making the call and if it’s disappointing I don’t go back"
"Too many businesses rely on social media popularity instead of focusing on customer experience."
"I just kind of get sick and tired of not having tailored recommendations"
Opportunity: I would like an app that provides options and reviews when discovering new places.
"I don’t have an app to help me to find new places"
"Have an app where people find places, ambiance and good atmosphere"
"if I'm just looking for coffee, I just want a list of local coffee shops. I don't want to see Starbucks. Like, if I can filter out Starbucks"
"It would be nice to have an app that gives you popular places in town, or like popular events going on that week."
Accomplishment and rewards: I value a reward system to keep me motivated and maintain a crucial engagement with the app. Importance of badges and celebration
"I love a reward system, I'll do anything to maintain a streak, God forbid I ever lose a streak"
"I’m always motivated to return to a place that offers rewards or discounts"
"It’s a nice bonus to the experience, especially when I’m a regular at certain spots"
"I'll get, like, a buy one, get one half off, or buy something, some type of incentive"
These insights helped us shape a solution that bridges The Passport Program functionality and engagement with the unique needs of our passporters, setting the stage for a product tailored to this emerging audience.
