Matching tourists with authentic artisans in a destination
Role
UI/UX Designer
Timeline
2023 - 1 month
Overview
Tuzmo is a platform that bridges the gap between tourists and authentic artisans, offering a curated experience for users to explore cultural, artistic, and traditional craftsmanship in destinations around the world. The app provides seamless navigation for discovering unique artisans, booking personalized experiences, and promoting sustainable tourism.
Problem
Tourists often struggle to find authentic cultural experiences and trustworthy artisans in foreign destinations. On the other hand, local artisans face challenges reaching a broader audience and managing bookings efficiently.
Tuzmo aims to solve these issues by offering a platform that connects tourists with genuine local artisans while streamlining the process for both parties.
The Data Speaks
Understanding Artisans and Travelers in the Market
The goal was to identify the key challenges that both tourists and artisans face and how Tuzmo can streamline connections between them.
80% of travelers express difficulty finding authentic local artisans during their trips.
85% of artisans struggle to promote their craft due to lack of digital presence.
75% of users want personalized, curated experiences based on local culture and craft.
“It’s hard to find authentic artisans without visiting multiple markets.”
“I wish I could see personalized recommendations for cultural activities.”
“As an artisan, I need an easy way to showcase my work to tourists.”
“The booking process for craft experiences can be confusing and unclear."
Research Synopsis
Through research, it became clear that both tourists and artisans face challenges. Tourists struggle to discover unique, authentic experiences, while artisans have limited exposure to potential customers. A platform that bridges this gap was crucial.
Pivot
Based on these findings, Tuzmo shifted to focus on a personalized user experience. The platform enhances discoverability for artisans while simplifying the booking process for travelers, offering tailored recommendations and seamless navigation for a more fulfilling journey.
After I compiled the outtakes from the research into the affinity map, I was able to create personas that represent the main user group.
User Scenario
I crafted use cases for both artisans and travelers to demonstrate how they can leverage the platform. The app was designed to bridge the gap between artisans wanting to showcase their crafts and travelers eager to experience local culture and artistry.
Epic
As a traveler, I need to find authentic artisan experiences that resonate with my cultural interests, ensuring a seamless and engaging booking process.
As an artisan, I need a platform to showcase my craft and reach travelers seeking unique cultural experiences, with the ability to manage my bookings effortlessly.
User Story
As a traveler, I want to explore a variety of artisan experiences, easily book them, and gain insight into local traditions and craftsmanship.
As an artisan, I want to display my offerings with clear descriptions and visuals, manage bookings, and receive feedback to improve my services.
Acceptance Criteria
Ensure the traveler can:
Discover unique artisan activities based on location and availability.
Book experiences with instant confirmation and detailed itineraries.
View artisan profiles and read reviews to make informed choices.
Ensure the artisan can:
List experiences with rich media and personalized descriptions.
Manage bookings and communications through the platform.
Collect reviews to enhance future offerings and maintain visibility.
Purchase Trigger
Ellan, a traveler passionate about learning local crafts, searches for authentic artisans in Rome. She finds a calligraphy workshop that piques her interest and books it immediately.
Second Thoughts
Ellan had difficulty finding authentic experiences on past trips. With Tuzmo’s detailed listings and reviews, she’s assured that this booking will connect her to a genuine artisan.
Is This a Match?
Ellan books the workshop with confidence. The seamless experience and direct connection with a local artisan ensure that her journey will be both enriching and memorable.
User Journey Map (Traveler)
User Journey Map (Artisan)
Competitor Analysis
Tuzmo against Spotted by Locals, Airbnb Experiences, and WithLocals
I identified and prioritized key features based on user feedback and development effort. This ensured a balance between delivering high-value experiences and efficient resource allocation.
Design System
Defined the core visual and functional elements of the Tuzmo App. It serves as a foundation for creating a consistent and intuitive user experience, ensuring cohesion across all interfaces and interactions within the platform.
Usability Testing
Conducted usability testing with 10 users to evaluate the intuitiveness of Tuzmo’s interface, focusing on the booking process, user profiles, and artisan discovery.
95% of users successfully completed their bookings
demonstrating a well-structured booking flow that simplifies the user journey.
88% of users rated profile management as clear and intuitive
affirming the accessibility and simplicity of managing account details and preferences.
82% of users easily discovered artisan profiles and experiences
validating the effectiveness of Tuzmo’s search and navigation design.
"Users had difficulty finding the chat feature."
FIX:
Repositioned the chat icon to a more visible location in the navigation bar for quick access.
"The booking details were not always clear."
FIX:
Added a summary screen before checkout to ensure all booking details are reviewed.
"Some users found the filter options too broad."
FIX:
Introduced more granular filters based on experience types and artisan skills, improving search precision.
"Users were confused about how to customize extra experiences."
FIX:
Redesigned the add-on selection process to include clear descriptions and a progress indicator.
Expanding Global Reach
Grow Tuzmo’s network to include more destinations and artisans, enriching the platform with a wider range of cultural experiences and unique craftsmanship.
Optimizing Booking Flexibility
Enhance the booking system to support dynamic pricing, group discounts, and last-minute booking options for a more adaptable and user-friendly experience.
Improving User Feedback Integration
Implement more robust analytics and feedback loops to continuously refine user interactions and introduce features based on evolving user needs.
This project underscored the importance of creating a user-focused platform that connects travelers with authentic local experiences. The goal was to build an immersive and intuitive interface that fosters meaningful connections between users and artisans. Through iterative improvements, Tuzmo evolved into a comprehensive tool for discovering, booking, and personalizing unique cultural experiences worldwide.
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