CRT Normandie

Whispering secrets in the ear of tourists visiting Normandy: UX/UI of a web app 

Client Brief

The Normandy Regional Tourism Committee wish to create an evolutive digital device to share deals available in the area with geo-localized tourists, and to make personalized recommendations, based on the visitors’ profile.

Year

2017

Expertise
    Disciplines
    • Ergonomie
    • UX design
    • UX research
    Tools

      01

      Tourist knowledge

      Normandy presents a highly varied tourist offer, designed for different tourist types. First step: understanding the diversity of their needs.

      Phone interviews and questionnaire
      Phone interviews and questionnaire
      Picture of an interview grid filled out in the street
      Urban interviews in Rouen
      Phone interviews and questionnaire
      Urban interviews in Rouen

      We have visited representative Norman landmarks (such as Caen, Rouen, Cabourg, etc…) and we have been able to interact with tourists that had special affinities with these places. We have covered hundreds of kilometers to meet them all over Normandy, in the very place of their tourist experience.

      Phone interviews with tourist office agents helped complete our vision of the different visitor profiles’ needs and expectations.

      Based on this gathering work, an ideation workshop is organized to build personas and an experience map of the tourists journey before, during and after their stay.

      Presentation of the “Norman tourists” personas
      Presentation of the “Norman tourists” personas

      102
      tourists met and interviewed throughout the project

      Experience map co-design workshop
      Experience map co-design workshop
      experience map crt normandie
      Presentation of the experience map
      Experience map co-design workshop
      Presentation of the experience map
      02

      Information architecture and wireframing

      Based on the personas and experience map, we organized a co-design workshop in order to create a user-centered tool.


      65
      mobile and desktop version wireframes of the website

      We reflected on the website’s main and secondary features and tree structure. We conducted an homepage co-sketching workshop. This work initiated the UX sprint that consisted of the design phase, the prototyping phase, and the guerilla test phase, each step being submitted to the client’s approval.

      Matériel atelier post it stylo gommette
      Co-design workshop
      Co-sketching workshop participants
      Co-sketching workshop participants
      Co-design workshop
      Co-sketching workshop participants
      Desktop version wireframes
      Desktop version wireframes
      Mobile version wireframes
      Mobile version wireframes
      Desktop version wireframes
      Mobile version wireframes
      03

      Graphic creation of “Secrets Normands”

      After consolidating wireframes’ information architecture, artistic direction and design work can start.

      Following the creation of wireframes, our UX designers prepared a specifications list to help understand the pages’ ergonomics and sequencing, their interactions, and other non-visible or important details. These elements have been used by our teams to work on the service’s artistic direction and visuals.

      In collaboration with Julie Benhaïm, we worked on the graphic vision to make sure that the form matched the content.

      Presentation of the final interfaces in white label
      Presentation of the final interfaces in white label
      We are entirely satisfied with Akiani’s work. During the mission, they were very professional, attentive and flexible. All these valuable qualities helped them offer relevant answers to all of our needs, and they did so within the attributed schedule, despite significant timing constraints. Their work methods enabled all the participants in this project to express their views and to contribute to the thinking process. Their capacity to confront work hypothesis with the reality in the field was particularly appreciated.
      Laurent Helbert, E-marketing hub Manager at Normandy Regional Tourism Committee
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