Combining
data and design for personalized off the beaten track itineraries
Contract : 4 months (06 - 12/2023)
Role : Service & UX Designer
Provided expertises : Data driven service design・Prototyping via storyboard・User testing
Tools : Sketch・Miro・Invision
Industry : Tourism
BACKGROUND
Paris, being one of the top tourist destinations in the world, receives 38 millions of tourists each year. These tourists visit mostly popular places such as the Eiffel Tower, the Louvre Museum, Notre Dame de Paris etc which results in an overcrowded in these sites.
In consequence of this, three parties get impacted the most:
Tourists have a degraded experience because of too much waiting line and too many people.
Tourists look for authentic experiences of visit
Municipality of Paris, faces problems of security as well as management of waste.
Local businesses around face a poor distribution of economic spin-offs related to the concentration of tourists on the popular routes.
Paris For You is a web app that proposes tourists alternative itineraries off the beaten track while delivering them an authentic Paris experience. Users simply enter in their starting point, available time period and their interests in three steps. Then the algorithm generates alternatives of neighborhood with different points of interests.
CHALLENGES
Using the data provided by our partners (Mastercard, Tourism Office, City of Paris, APUR), proposing personalized itineraries for tourists to enhance the visitor experience and energize new districts.
OUTCOME
Received the Silver prize in Wayshowing category at IIID Awards 2000 (International Institute for Information Design)
A unique database of tourist attractions and activities in Paris.
A functional application enabling tourists to create personalized and authentic itineraries according to their desires for discovery.
Valuable user feedback to feed the product roadmap for further development of the application.
MY CONTRIBUTION
As one of the two UX Designers on this multidisciplinary team, I collaborated with a Service Designer, a UI Designer, and Data Scientists to shape a personalized journey experience powered by data. While the data team focused on developing the personalization algorithm, our design team worked to ensure that the user experience remained intuitive, engaging, and aligned with real user needs and project objectives.
Key responsibilities
My role centered on defining and visualizing the target experience. To align stakeholders and partners, I helped storyboard the envisioned journey, creating a clear and compelling narrative of how users would interact with the service at key touchpoints. This step was crucial in bridging the gap between technical feasibility and user expectations.
To validate our approach, I led usability and experience testing with nine American tourists in Paris over a five-day period. This involved two types of interviews:
Interface usability testing to assess the clarity and functionality of the digital interactions.
Experience testing with journaling, allowing us to capture real reflections on how the service fit into their travel journey.
At the end of the testing phase, we compiled a detailed restitution of insights, structuring feedback into four key axes: data, visual design, usability, and overall experience. This structured approach helped prioritize actionable improvements, ensuring that the final solution was both technically robust and user-centered.
CONCEPT PROTOTYPING
Presentation of the target experience for stakeholder alignment prior to UX/UI mockups
PROJECT KEY MOMENTS
Qualitative interviews・User journey mapping・Storyboarding the target concept・UX Wireframing・User testing (usability & experience)・User testing analysis
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