a redesign of visitphilly.com by happy cog

VISITPHILLY.COM

A REDESIGN

DESIGN

INFORMATION

ARCHITECTURE

FRONT-END

CODINGBACK-END

CODING

DESIGN

INFORMATION

ARCHITECTURE

FRONT-END

CODINGBACK-END

CODING

What is IA?

Increase the number of people from outside the Philadelphia area that choose to book a weekend stay through one of the offered hotel specials.

Primary Goal

Facilitate awareness of events, destinations, and attractions to both Philadelphia residents and non-residents equally.

Secondary Goal

gophila.com (old site)

• What’s New

• Events Calendar

• Itineraries & Tours

• Countryside

• Photos & Multimedia

• Our Sponsors

• ings to Do

• Places to Stay

• Special Offers

• Travel Tools

• Philly Faorites

• Your Philadelphia

Mental Models

• “Aligning Design Strategy with Human Behavior”

Mental Models

• “Aligning Design Strategy with Human Behavior”

• by Indi Young, available at RosenfeldMedia.com or the books are sold on the internet

Where is the “context?”

Constraint?

Limited research budget & predetermined scope...

Solution?

Existing research + internal team project.

What is your personal process

for planning a regional,

weekend trip?

Research Questions

Research Questions• How did it first occur to you to

take a weekend or overnight trip?

• How did you select a destination?

• What did you do to select your mode of transportation/what did you select?

• What did you do before you le?

• What did you do on the way?

• What did you do when you first arrived?

• What did you do while you were there?

• What did you do before you le?

• What did you do on the way home?

• What did you do when you got home, related to your trip?

Post-It Sticky Notes

LEGEND

Alignment Diagram for GPTMC WideChoosing Mode of Transportation

Consider cost Consider comfort & convenience

How much stuff I needed to take

Parking costs and

convenience

Ease of getting around

Cost of gas Ease of public transportation

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Time duration of trip

Weather at destination

Flight distance

Parking costs and

convenience

Getting Here (Travel Tools)

Weather (Travel Tools)

Getting Around (Travel Tools)

Travel to Destination

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop for snacks/drinks

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Sending communications

Checked bag at airport

Parked at airport

Took train from airport

Stop for gas

Stop to use the restroom

Waited in a security line

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Text friends en route

Wayfinding

Travelling

View on Map (Itineraries)

Reminder e-mail for meetup

Mapping Social Networking

Plan Your Trip: Car Rentals

Arrival at Destination

Setup Orientation & wayfinding

Eating & sustenance

Planning & communications

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Took subway airport to city

Buy a snack

Contact my friend

to meet me

Read services book in hotel room

Took cab to an event

Asked concierge

for close by drug/

convenience store

Got directions to first destination

Used bathroomContacted home to

alert them of arrival

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Plan Your Trip: Attractions

Mapping

Choosing Regional Travel

Research Attracted by destination

Invited by friend Interested in gallery opening

Interested in band/concert

Interested in broadway show

Had to go to a wedding

Wanted activity offered by that geography

Visit family

Revisit location enjoyed on previous trip

Suggested by friend

Saw magazine advertisement

Purchased a travel book

Read travel rel. local news

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Spontaneously decided to travel

Interested in events

Interested in amenities

Friends, family & coworkers

Self-guided

Things to Do (E-mail)

Things to Do Events Calendar

Things to Do

Tours & Activities

Newsletter Signup

Trip Preparation (continued)

Preparation & packing Life management

Contacted friends

at destinationMade lists of things to bring

Call friends to confirm meet up plans

Made a playlist on iPod

Contacted babysitter

Cleared digital camera

Bought new camera

Bought clothes Packed suitcase

Packed clothesPurchased toothpaste/toiletries

Packed diapers

Purchased snacks for car

Answered emails

Turned on out of office assistant

Planning Packing

Purchases

Work & family

Sendingcommunications

Social Networking

Topic (2)

Mental space (3)

Category (4) Category (4)

Could be done online

Only done online

Cannot be done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Existing application

Proposed application

External Application

Secured application

Title: Alignment Diagram for GPTMC Wide | Modified: Thu Jan 08 2009 | Page 1/8

Trip Advisor Reviews

Philly Fun Guide

Choosing a Destination

Attracted by destination Economizing

Family/couple activities

Looked for shopping

Research

Self-guided

Interested in amenitites

Research

information online

Number of friends'

recommendations

Considered how many people I know there*

Looked for rural location

Looked for urban location

Wanted to see family

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

Looked for warm climate

Wanted to see certain exhibit

Wanted to see friends in the area

Compared costsCan be reached

w/o travel time

affecting free time

Looked for train accessability

Save time

Save money

Events Calendar

Things to Do Special Offers

Hotel Packages (Places to Stay)

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Travel & lodging Itinerary creation

Booked flight

Booked train ticket

Booked hotel

Researched plane fares

Booked rental car

Researched train fares

Compare prices on Expedia

Compare prices on Orbitz

Compare prices on Travelocity

Asked for friends'

recommendations

Read reviewsGet friend hotel

recommendation

Get friend food

recommendationPurchased event tickets

Checked weather

conditions

Researched

restaurants by hotel

Looked online for restaurants

Made restaurant reservations

Researched hotels

Researched bed

and breakfasts

Researched

parking near airport

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

My Trip Itinerary Builder

Itineraries & Tours (Things to

Bed & Breakfasts

(Places to Stay)

Philadelphia Hotels (Places

to Stay)

Parking Information

(Travel Tools)

Do)Plan Your Trip: Car Rentals

Plan Your Trip: Hotels

Dining & Food

Hotel Widget

Open Table

Experiencing the Destination

Setting up"home base"

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Visiting attractions

Toured winderies

Shop Look up directions

on iPhone

Go to museum

Saw a musical/broadway show

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went swimming in ocean

Took a walk around the city

Went hiking

Went camping

Took a city tour

Went to art gallery

Got on subway to Brooklyn

Transferred to bus due to construction

Took subway back to hotel

Researched shoes online

Called a friend because I got lost

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Attended event meeting

Attended after parties

Attended convention/conference

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Countryside (Travel Tools)

MappingPhilly Fun Guide

Experiencing the Destination (continued)

Passing time

Went swimming in pool

Played boardgames

Went to movie

Explore to take photos

Walked in Little Italy

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friend for coffee

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Order breakfast from room service

Bought beer from bodega

Ate at local favorite restaurant

Rest and hygiene

Eating & dining

Getting Around On Foot (Travel

Tools)

Dining & Food (Things to Do)

Nightlife (Things to Do)

Things to DoOpen Table Twitter

AIM/SMS

Leaving the Destination

Departure business

Checked out

Called taxi

Passing time

Bought magazine for trip

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to train station

Took cab to airport

Went to the airport

Turned on GPS for trip

Planned mini-exit

trip with Google

Went back to shop to buy that thing

Checked under hotel bed

Printed flight boarding pass

Purchased gift for son

Eating & hygiene

Grabbed food for trip

Grabbed coffee and bagels

Ate breakfast

Had business lunch

Called friends to

alert them of return

Called family to

Said goodbye to a friend

Mapping

Things to Do Social Networking

Open Table AIM/SMS

Return trip from destination

Travel & wayfinding

Monitored GPS while driving

Called homeListened to local traffic on radio

Tried not to fall asleep while driving

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Post Trip Activities

Sharing information with friends

Enjoying trip items

Return home business Recovery

Slept at odd times from jetlag

Did laundryBalanced checkbook

Sent thank you card to host

Unpacked bagsTold friends about trip

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Posted pictures to Flickr

Eat the food purchased in Little Italy

Recommended

restaurant to a

friend.

Emailed friends

Gave gifts purchased on trip

Personal business

Professional business

Social Networking

TripAdvisor Reviews

Flickr

Blogger, LiveJournal, etc.

What is an alignment diagram?

An alignment diagram is a tool that allows us to "align" our design strategy to specific aspects of

human behavior. For the purpose of this diagram, the human behavior we are exploring is the process

of deciding to take a weekend trip, and then executing that trip. The entire diagram can be laid out left

to right to be viewed in it's intended format.

The diagram consists of two major elements divided by an implied Horizon Line (1). The first element,

the mental model for the task of planning and executing a weekend trip, exists above the horizon line,

and is composed of Topics (2), which are then broken into Mental spaces (3). Within each mental

space, you may or may not have additional Categories (4), which are then broken into granular,

component tasks. Color and visual coding noted in the legend denote the importance of tasks to the

research participants and whether or not the task can be performed online, respectively.

Beneath the horizon line are current and proposed web content and applications as well as third party/

external websites that align vertically to the specific mental spaces and categories of tasks described.

The primary purposes of this diagram are to

1. Reveal gaps where the web experience could better support human behavior.

2. Begin to explore issues of information architecture, functionality requirements, and labeling.

3. Build a framework for a mental model of the activities the web site is intended to support.

It is important to note that an alignment diagram is a living document - there should never be a

"finished version." It's not unusual for an organization to revisit it's alignment diagram on a cyclical

basis to evaluate the fit of new content and functionality.

Is it done yet?

Research ProcessHorizon Line (1)

To construct this model, the researcher used an exploratory design exercise where Happy Cog

staff were asked to revisit their mental processes for any recent weekend trips they had planned

and executed.

Each participant broke down each step of their individual process into it's most simple, granular

tasks, and then as a group they evaluated the importance of each task relative to the other tasks

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

existing web content

and applications that

align with the tasks

and categories listed

above the line.

Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line. Alignment Diagram

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Choosing regional travel

• Research locations

• Attracted by destination

• Spontaneous choice

• Research amenities

• Economizing

Choosing regional travel

• Research locations

• Spontaneous choice

• Research amenities

• Economizing

Things to Do

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Select Transportation

• Cost

• Comfort & conenience

Trip Preparation

• Secure lodging

• Schedule

• Packing

• Communications

Travel

• Meals

• Wayfinding

• Passing time

• Communications

Select Transportation

• Cost

• Comfort & conenience

Trip Preparation

• Secure lodging

• Schedule

• Packing

• Communications

Travel

• Meals

• Wayfinding

• Passing time

• Communications

Plan Your Trip

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

LEGEND

Parking costs and

convenience

Price of airfare

Price of train

Price of car rental

Total travel time

Flight distance

Distance from home

Flight distance

Parking costs and

convenience

Eating & sustenance

Travel & wayfinding

Found parking

Stop for meals

Stop at rest stops

Passing time

Used GPS

Read book

Caught up on work

Watched DVD online

Stopped at

unexpected

roadside attraction

Parked at airport

Stop for gas

Purchased road map

Check local traffic

Pick up rental car

Pay tolls

Wayfinding

Travelling

Eating & sustenance

Check into hotel

Unpacked bags

Changed clothes

Asked for bathroom

Pick up car

Buy a snack

Contact my friend

to meet me

Asked concierge

for close by drug/

convenience store

Stretch

Take of seat belt

Lie down

Take a nap

Check e-mail

Attractions

Stopped at

unexpected

roadside attraction

Social Networking

Things to Do

Mapping

Visit family

Suggested by friend

Researched local

destinations

Received email

recommendation

Recommendation

from trusted friend

Spontaneous choice

Self-guided

Things to Do

Tours & Activities

Newsletter Signup

Contacted friends

Bought new camera

Packed diapers

Answered emails

Planning Packing

Purchases

Work & family

Social Networking

Topic (2)

Mental space (3)

Only done online

Important

Very Important

Somewhat important

Proposed content

Existing content

Existing page stack

Proposed page stack

Secured application

Philly Fun Guide

Looked for shopping

Research

Self-guided

Research

information online

Number of friends'

recommendations

Area renowned for

certain activity

Looked for regional

bed and breakfasts

Chose a specific

museum

w/o travel time

affecting free time

Save time

Save money

Events Calendar

Things to Do

Newsletter Signup

Philly Fun Guide

Trip Preparation

Booked flight

Booked train ticket

Booked hotel

Booked rental car

Asked for friends'

recommendations

recommendation

Get friend food

Checked weather

conditions

Researched

Researched hotels

Researched bed

and breakfasts

Researched

parking near train

station

Read reviews

Research lodging

Research travel

Tickets & booking

Events Attractions

Dining

Read reviews

Asked for friends'

recommendations

Asked for friends'

recommendations

Bed & Breakfasts

(Places to Stay)

to Stay)

Parking Information

(Travel Tools)

Dining & Food

Hotel Widget

Open Table

Unpacked bags

Changed clothes

Downloaded

pictures to laptop

Toured winderies

on iPhone

Go to museum

Went bowling

Went dancing

Went snowboarding

Went gambling

Went surfing

Went hiking

Went camping

Took a city tour

Went to art gallery

Took a cab ride

Wayfinding

Attractions

Attending events

Went to a concert

Spoke at conference

Look up directions

on iPhone

Took a cab ride

Wayfinding

ProfessionalEvents

LeisureEvents

Mapping

Events Calendar

Things to Do

Passing time

Played boardgames

Went to movie

Watched TV

Socializing

Text message

Met new people

Went to local bar

Talked on the phone

Met friends

Met family

Dining & sustenance

Sleep Eat meals

Researched

mexican restaurant

online

Ate at nearby deli

Went out to dinner

Take a shower

Shaved

Spoke to locals for

restaurant

recommendation

Shop for clothes we

forgot to pack

Rest and hygiene

Eating & dining

Tools)

AIM/SMS

Departure business

Checked out

Called taxi

Passing time

Returned rental car

Packed bags

Checked bags

Checked into flight

Travel & wayfinding

Took cab to airport

Went to the airport

Planned mini-exit

trip with Google

Eating & hygiene

Ate breakfast

Had business lunch

Called friends to

Called family to

Mapping

Open Table AIM/SMS

Travel & wayfinding

Called friends on

the way home

Stopped at place

we passed on the

Got a cab

Eating & resting

Stopped for meal

Passing time

Read a book

Catch up on email

Mapping

Social Networking

AIM/SMS

Enjoying trip items

Blog about trip

Reviewed notes

from business

meeting

Downloaded

pictures and

movies

Recommended

restaurant to a

friend.

Emailed friends

Personal business

Social Networking

TripAdvisor Reviews

Flickr

Is it done yet?

and executed.

listed.

Mental model for

planning and

executing a

weekend trip

Proposed and

above the line.

Arrive at the Destination

• Setup

• Communications

• Wayfinding

• Meals

• Attractions

Experience the Destination

• Create “Home base”

• Attending events

• Visiting attractions

• Meals

• Socializing

• Passing time

Arrive at the Destination

• Setup

• Communications

• Wayfinding

• Meals

• Attractions

Experience the Destination

• Create “Home base”

• Attending events

• Visiting attractions

• Meals

• Socializing

• Passing time

Philly Now

Sitemap

Wireframes

Bridging classification and context with a larger taxonomy.

When is something navigation, and when is it interface?

Clumping of objects: itineraries, top 10 lists, etc.

Search engine optimization, as it affects both label choices and legacy page rankings.

Other IA Considerations

Balance classificationwith context.

Explore.Regardless of scope.

DESIGN

INFORMATION

ARCHITECTURE

FRONT-END

CODINGBACK-END

CODING

SomeBACKGROUND

AREVOLUTION

What Needed Fixing

• A modern CMS

• Simplified management

• Improed hosting

• Wider support channels

The Constraints

• Limited timeline

• Public launch

• A lot of content

• A new system

WorkingWithin Constraints

UsingExpressionEngine

Frameworks

Gems…

Gems… have issues

EE has fewer issues

Why EE?

Engagingthe Client

Planningfor the Future

DESIGN

INFORMATION

ARCHITECTURE

FRONT-END

CODINGBACK-END

CODING

Baseball!!

JavaScript Off

Letting PhiladelphiaBE THE STAR

Choose Your h1’s WISELY

{if segment_1}

<strong class="logo"><a href="{path=/}" title="Home">Philadelphia and the Countryside® Beta</a></strong>

{if:else}

<h1 class="logo"><a href="{path=/}" title="Home">Philadelphia and the Countryside® Beta</a></h1>

Header Include

Give Your Links aHOME

The Keyboard IsNOT YOUR ENEMY

Don’t Hide thePRETTY PICTURES

JavaScript Off

Don’t AlienateYOUR USERS

Don’t AlienateYOUR CUSTOMERS

w3schools.comJavaScript Statistics

thecounter.comJavaScript False: 4393090 (6%)

100 Visitors6 users without JS

100,000 Visitors6,000 users without JS

96% of Statistics areMADE UP ON

THE SPOT

Pat YourselvesON THE BACK

DESIGN

INFORMATION

ARCHITECTURE

FRONT-END

CODINGBACK-END

CODING

ReinterpretingPHILADELPHIA

CATALYST

We went looking elsewhere.

Where else?

UncoveringTHE CONCEPT

DISCOVERY IA DESIGN

PROCESS

DISCOVERY IA DESIGN

PROCESS

DISCOVERY IA DESIGN

PROCESS

DESIGN

UNIFIED

APPROACH

UNIFIED

APPROACH

UNIFIED

APPROACH

UNIFIED

APPROACH

UNIFIED

APPROACH

UNIFIED

APPROACH

CONTEMPORARYDISTINCTIVENOSTALGIC FASHIONABLE

ART DIRECTION

THEMES

gophila.com (old site)

ART DIRECTION

THEMES

ART DIRECTION

THEMES

Forming Voltron

The TRICKY BITS

(This.)

Simple is better.

In CONCLUSION

Thank you...

RefreshPhilly!Comcast!

MissionStaff!Philadelphia Citizens!

a redesign of visitphilly.com by happy cog

Design

overnight trip

existing research

c r ef o

research questions

mental space

family museumcoworkershad

travel rel

friendread travel