Bucket List Experiences:

MobileApplication

Dream

ON

INFORMATION ARCHITECTURE OVERVIEW

By: Lucy P.Date: December 19, 2018

Dream ON - Mobile Application

Dream

ON

Creative Brief .............................................................................. 1

User Personas .............................................................................. 4

User Experience Journeys .................................................... 6

Site Map ........................................................................................ 7

Wireframes ................................................................................... 8

Dream ON - Mobile Application

Table of Contents

Dream On

Objective

To bring delight to people who want to meet their life goals. Our goal is to take the hassle out of checking off bucket list goals, leaving room for our users to fill their lives with magnificent adventures.

People can choose custom adventures or package deals crafted for the most lavish and equally conservative of budgets. Even the most seasoned adventurer will find curated offerings and great recommendations for global experiences in travel, food, shopping and entertainment.

Who are we talking to?

Desire to achieve certain goals in one’s lifespan is universal, so our audience is across-the-board: male or female, of virtually any age and background. Our user could be someone “stuck” in their daily routine and looking for ways to add variety to their life, someone going through major life changes or a crisis, or someone just working on their personal growth.

Age

15-90+

Consumer Insights

Regardless of their age, background, or interests, people want to see and do interesting things. It helps them feel fulfilled, accomplished, and engaged with their life. Our app will provide a customizable, user-centred platform that will help consumers meet these objectives.

By providing a wide-range of adventures for their selection, consumers will feel empowered to diversify their interests, learn new things, and cross important experiences off their bucket list. Luxury excursions will be available for more affluent consumers, while budget experiences and package deals will be available for the more budget-minded adventurer.

Marketing campaigns will target a range of consumers, from those looking for exotic seasonal travel, to those looking to join a local class or activity.

Desired Response

Our desired user response is to take the worry and discomfort out of thinking of their life goals, booking new classes and experiences, and to make users feel excited and interested to do so. We want users to feel more in control of their lives by creating a list of goals that they can keep track of. We also want to encourage users to get out of their comfort zone to achieve goals and enjoy new experiences.

Page 1Dream ON - Mobile Application

Dream

ONCreative

Brief

Stimulus

Unique experiences (tours, trips, activities) that are designed or customized by users, allowing people to go on their own custom-made bucket-list journey. We aim to encourage people to have one-of-a-kind experiences, with the help of our service.

Device Focus

Mobile app.

Other key information

• An excellent mobile experience is key, particularly for people who are browsing and booking on the fly.• Research has indicated that an easy-to-use booking system, peer reviews and ratings are key

components in the user experience.• People want flexibility to customize their experience, but don’t want to get lost in a sea of choices either.• Great descriptions and imagery will be vital.

Brand Visual Identity

A branding brainstorming exercise was conducted and brought out the following qualifying words for the new Dream ON brand:

Dream ON brand colours are: bright, warm and cool colours. Colour suggestion: orange and yellow; royal blue and sky blue.

Dream ON brand colours are not: dull, muted.

Dream ON typography is: sans-serif, light, bold (headings). Suggested Font: Nexa Bold, or Nexa Light (headings); Bahnschrift Light (copy text)

Page 2Dream ON - Mobile Application

Dream

ONCreative

Brief

Different Modern Welcoming

Innovative Fun Driven

Mesmerizing Dynamic Hassle-Free

Inspiring Positive Uplifting

Helpful Seamless Explore

FUNCTIONAL REQUIREMENTS

Content Repository

• Multiple categories of content for destinations, activities, wish-lists and experiences, which can be browsed and sorted.

• User-generated content – members can create their dream lists and save different pieces of data (journeys, places, deals, tasks) on their user profiles, which can be intuitively updated and refreshed from the mobileplatform. Lists can also be downloaded, printed, and exported via email.

Search Functions• Live Search: Search is performed live as user types against the destinations and activities on the app.• The results will appear as they load; scrolling enabled in case of high number of results.

Meta Data

• User will be able to search for content by Destination, Journey Type, Activity (entering manually), by Category (Destination: Canada, China, etc. or Type: Hotel, Hostel, Apartment, etc.), Region (local or international (locationservices can be enabled), by Theme (Group trip, Solo tour, Workshop, etc.), Price (low-high), Rating or Review(high-low), etc.

CONTENT MONITORING

Content licenses

Content will be updated and refreshed regularly, based on contractual agreements with tour providers, restaurants, hotels, travel companies, etc.

Content Reporting and SecurityUsers can report content if labeled or described inaccurately (e.g. if tour or activity is no longer available but stillappears on the app). Users' profile and settings, saved lists, payment information, and other private informationwill not be used or shared for any other purposes; except: third-party marketing, insights and reporting, userbehavioural analysis (internal). User information will only be used to enhance user experience.

Bug Fixes and Updates

Users will not face interruptions or issues during updates and bug fixes on mobile platform. In the unlikely eventthat updates or bug fixes affect a user when he/she is browsing or trying to book an activity or trip - they willreceive an automated email notification advising them of the interruptions, and providing them with a 10% offcoupon code, which can be redeemed at any point (incentive to return to app).

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Dream

ONCreative

Brief

Page 4Dream ON - Mobile Application

Name: Kristie MedinaAge: 42Occupation: Biology Teacher (High School)Status: married; mother of 2 young childrenIncome: $43 KHabits: stays home on weeknights, plans family activities for the weekend, goes on a family trip 2 times a year, tries to keep up with her friends’ circle when possible Expertise: mderately tech savvyPriorities: comfort, children’s well-being, affordable shopping, modest vacationsMotivations: meeting new friends, experience new things - on a budget, add excitement to her routine

Persona 2

Dream

ONUser

Personas

Name: Ismaeel WarnerAge: 65Occupation: Retired Chartered AccountantStatus: father of 2, grandfather of 4 (ages 2-16)Income: Pension Habits: recently retired, hard-worker, who spent majority of his life working and saving for his kids’ futures, and finally has the time now to travel and enjoy his free timeExpertise: not very tech savvy, but physically fit, energetic and open to new adventuresPriorities: to finally be able to relax and enjoy travelling, take up new activities and hobbies, and spend time with family and enjoy their companyMotivations: dream of seeing the Seven Wonders of the World with his wife, open to new experiences

Persona 1

Page 5Dream ON - Mobile Application

Dream

ONUser

Personas

Name: Zora NealeAge: 28Occupation: Graduate student, Bio-engineeringStatus: singleIncome: $40 KHabits: An athlete and avid traveler, she prefers to travel light, fly solo, and learn new languages while befriending locals and travelers in hostels or inns along her way. Enjoys meeting extreme sports, trying out new things - especially foods - and taking in arts and music festivalsExpertise: Tech savvy and multilingual (English, Portuguese, Spanish and Swahili)Priorities: Flexible itinerary with options to secure quality travel, accommodations and experiences on the go. Safety and the ability to find an array of well-curated travel experiences that promise off-the-beaten-path experiences in the great outdoors, vibrant arts, culture or culinary scenes are key priorities. With very little time to research, she values good deals and trusted advice from seasoned travelers. excitement to her routineMotivations: Thrill-seeker with a strong appreciation for world cultures and unique travel experiences unlikely to be offered via typical tourism channels

Persona 3

Dream

ON User Experience Journey

Page 6Dream ON - Mobile Application

Name: Ismaeel Age: 65Occupation: Retired

Description: Came to find a fun activity to attend with his 10 year old granddaughter this weekend. Booked 2 tickets to Bird Kingdom in Niagara Falls

Final Purchase Price: $40.56

Name: KristieAge: 42Occupation: High School Teacher

Description: Overwhelmed by variety of options, Kristie booked 3 sessions with our goal setting planner

Final Purchase Price: $300

Name: ZoraAge: 28Occupation: Graduate Student

Description: Booked a 13-day round-trip Brazil adventure from Rio that includes the iconic Iguazu Falls and paragliding

Final Purchase Price: $2,999

1 2 3

Overview: Our 3 key users are new to Dream On platform. After signing up and creating accounts, each one of them went on to browse goals and activities. All 3 ended up booking an experience through Dream On platform.

awareness / triggers research booking experience after booking

Plea

sure

Pain

1

3

2

Device & Channel (How and via what tools are used to transmit the message to our audience)

(Destination that delivers the message)Platform

Key

Poin

ts

After being told by his daughter about Dream On, Ismaeel sets up an account on his new iPhone and happily browses family trip ideas

Kristie spends 2 hours browsing possible goals, and gets overwhelmed and anxious

Kristie just spent �300 to book a coach; it’s more money then she thought she’d spend, but is also somewhat hopefully looking forward to the sessions

Ismaeel gets nervous whether his online ticket will be honoured at the location

Zora has gotten over the more expensive trip she first saw, and is looking forward to her journey to Brazil now

Ismaeel printed out his tickets and is now 100% confident about the trip

Kristie does not feel anxious anymore, and is planning on booking more experiences on Dream On

Zora’s mood plummets while doing research, as her first trip choices are too expensive

Ismaeel finds a great idea right away, so he’s very pleased

Zora just finished her final exams, and wants to go on an adventure trip to celebrate, so she’s feeling excited and curious

Page 7

SiteMap

Home

ContactHow It Works

ExploreIdeas

Food &Drink

Travel

Health & Fitness

Arts & Culture

Study & Volunteer

Top Picks Start Planning Search

My Account

RewardPoints

Hire aPlanner

ManageYour Goals

List Your Goals

� � � �� � � �

TrackProgress

Settings

My List

Log Out

Support

Bookings

FAQ

Work for Us

Sign In / Sign Up

Save

Call / EmailLive Chat

Dream ON - Mobile Application

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