[Sponsored] Academic Project for CicLAvia Unlock Your City is a digital event map that allows CicLAvia attendees to easily access the route map on the go. Additionally, attendees could also search for nearby restaurants and place of attractions to promote local businesses and share the history of LA.
WHO
Yena Kim, Masha Volodkina, Audra Walker, Jake Strassberg, Jon San Augstin
When
Fall 2022 | 16 Weeks
MY ROLE
Project Manager, User Research, Prototype, Storyboard, UX/UI Design, Vision Video
OUR DESIGN CHALLENGE
Create an experience for CicLAvia Attendees to easily access information in digital spaces promoting city exploration and local businesses
website deisgn by jon san augustin
PROBLEM CicLAvia is a 501(c)3 non-profit organization that catalyzes vibrant public space, active transportation, and good health through car-free streets. However, Their current website is cluttered with information with disorganized taps. Additionally, our design team faced a problem where many event attendees wanted easy access to the map of the route and any other information such as list of nearby eateries, attractions, and local businesses which was definitely lacking. INSIGHT • CicLAvia’s current interactive map is hard to use and overwhelming to look at, especially during the mobile experience which is most important to the participants who are on their phones during the event. • We learned in a survey, CicLAvia participants want more information on things to do, see, and eat in the area, but 80% of them do not use or know about CicLAvia’s current interactive map. • Out of all of the interactive maps on the market, Proxi is the best option for CicLAvia. It has the cleanest UI, great customizable options, intuitive features that will save CicLAvia’s staff’s time, and it will be completely free for CicLAvia. • CicLAvia participants at the Dec, 4th event loved our solution. They found it clear, informative, and a great place to find small businesses along the route to support. Many event goers said they would be using it during their time at CicLAiva, and hope to continue to use it at events to come. SOLUTION A mobile first easy to use interactive map that helps event goers navigate and better explore their city, along with an informative list of restaurants, shops, and points of interests on the route.
Methodology
CicLavia Event | Oct 9th, 2022
Phase 1 | Primary Research
Conducted heuristic evaluation of the website and interactive map, competitive analysis, and netnography
Phase 2 | Interviews
Interviewed 5 subject matter experts consisting of people who used to or currently work for CicLAvia.
Phase 3 | Physical Prototype
Tested findings by building a physical prototype of a customizable itinerary that we tested during CicLaVia event
Phase 4 | Survey
Surveyed 43 people at the CicLAvia event consisting of 18 questions about their experience and CicLAvia's interactive map.
CicLavia Event | Dec 4th. 2022
Phase 1 | Secondary Research
Explored mapping platforms and created a competitive analysis.
Phase 2 | Prototype
Settled on using Proxi and created a prototype website that included a list of shops, restaurants, and point of interests.
Phase 3 | User Testing
Conducted user testing with 11 participants and collected insights.
Phase 4 | Final Iteration
Implemented insights into our final prototype.
project context
meet ciclavia stakeholders
Rachel Bulke Chief Program Officer
Alissandra Valdez Event Producer
Project Description (Provided by CicLavia) •Perform an Audit of the Current CicLAvia Website: This includes pages such as the event page, sign-ups, making ways to donate more prominent, reinforce CicLAvia as a non-profit. •Tell the History + Story of Event Neighbors: This includes pre-event and event day opportunities in a variety of digital spaces. •Create a Digital Event Map: What are the ways to create an accessible event map that does not rely on a high-tech entry (such as an app)
research
heuristic evaluation
heuristic evaluation by audra walker
• Flow of the website is overwhelming and cluttered: The tagline on the main page did not explain the purpose of CicLavia clearly and it uses overly complex language that makes it harder for user to understand immediately. Homepage did not call CicLAvia a “nonprofit”. And most important, there were too many navigation categories and PDF links were broken. •Website did not tell the stories well: The largest part of the homepage did not tell users who CicLAvia is and just focused on the safety information. The impact block doesn't offer any information about actual impact and segments like Twitter feed was unavailable. •Users struggle to find the interactive map: Besides the main page's general route map, it was difficult to find the map and/or interactive map and is not mentioned on the event page. Users can only find past maps user "Field Guides to Local Businesses", which is complex title to understand. View the full heuristic evaluation
competitive analysis
competitive analysis by team effort
Why we choose Proxi •Free of charge: Proxi's COO, Chelsey, offered a free for non profit program for CicLAvia. •Ease of Use: Prioritize the easy of use for CicLAvia staff along with easy update system. •Concise and Clean UI: Proxy's UI was simple, clean, and concise. View the full competitive analysis
Team research insights
reseach insights by team effort
• Flow of the website is overwhelming and cluttered: The tagline on the main page did not explain the purpose of CicLavia clearly and it uses overly complex language that makes it harder for user to understand immediately. Homepage did not call CicLAvia a “nonprofit”. And most important, there were too many navigation categories and PDF links were broken. •Website did not tell the stories well: The largest part of the homepage did not tell users who CicLAvia is and just focused on the safety information. The impact block doesn't offer any information about actual impact and segments like Twitter feed was unavailable. •Users struggle to find the interactive map: Besides the main page's general route map, it was difficult to find the map and/or interactive map and is not mentioned on the event page. Users can only find past maps user "Field Guides to Local Businesses", which is complex title to understand.
subject matter interview
Julie Lacouture Good Ways Inc, Consultant for Non-profits
"The website's hero completelty undersells itself. CicLAvia is so much more than an open street event".
Mario Rini Strada Made, Digital Design Director
"Making sure the mobile experience, especially for this organization is, spot on. Put mobile first".
Meisha Rainman CicLAvia, Chief Impact Officer
"We want to give people event information... Why the events are important, and what is their impact".
field testing
Prototype testing #1 | ITINEARY
Does CicLAvia participants want an interactive map?
To do this, we created a customizable itinerary for users to make during the event and tested during CicLAvia's October 9th, Heart of LA event. Using the current interactive map we created a list of businesses and places. We also provided a map where we circled the locations they picked, then took a polaroid of them and taped it to their itinerary to leave them with a memory of CicLAvia.
video recorded by masha volodkina
ItinIary Design by Yena Kim, Audra walker, Masha volodkina
The prototype results for our concept were overwhelmingly positive. •People loved the concept: People expressed a strong desire for recommendations in the area, seeking suggestions for nearby attractions, restaurants, and amenities. This emphasized the importance of integrating a robust recommendation system into our concept; validating the clear need and desire for information on businesses along the route.
•Need of physical map: Many participants expressed interest in having a physical copy of the map, indicating a preference for tangible, portable information. Users frequently asked for directions to essential stops like water stations and bike repair shops, highlighting the importance of including these key points of interest for easier accessibility. •Everlasting memory: Participants were thrilled with the inclusion of a polaroid feature, enabling them to capture and take home cherished memories from their CicLAVia experience. These positive responses reinforce the viability of our concept and provide valuable insights for further development and refinement.
Prototype testing #2 | USER INTERVIEW
On December 4th, CicLAvia organized an event in South LA, which our team team had an opportunity to interview attendees. At this event, we had participants check out the improved UI of the prototype along with gathering their feedback and impressions.
One aspect that stood out in the interview was the community's appreciation for the UI. Participants expressed how the inclusion of not only a map but also a comprehensive list of local businesses, restaurants and shops made them feel more connected and engaged with their surroundings. This additional feature provided them with a valuable resources to explore the area, discover new places, and support local establishments. The integrations fostered a sense of community among the attendees. They felt that the event was more than just a recreational activity, it became an opportunity to truly connect with the local neighborhood and the vibrant culture.
RESULTS
After the CicLAvia event on December 3rd, we have finalized our design with few of key insights in mind. • Bathroom and Parking: Multiple users struggled with finding bathrooms and event parking in the past and wanted to see this feature added in the next iteration of the prototype. •Categories and Filters: Users wanted more filter options, like having ability to filter restaurants by outdoor seating or if they restaurants allowed bike rack accommodations, etc; so they can make sure their bike is safe while they are eating. •Missing Businesses: As we walked along the route we noticed multiple businesses that were missing from our prototype map and CicLAvia's map. These places had incorrect information on Google or were missing entirely. Future iteration should consider these businesses on the route and have person go through the route before the event to avoid these issues.
Working with CicLAvia has been an incredibly enlightening experience, exposing me to the significance of sustainability, clean communities, and the power of bringing people together. Throughout this journey, I have come to understand that creating a strong sense of community not only fosters a vibrant and connected society but also plays a crucial role in supporting local businesses and promoting a sustainable environment. One of the key lessons I learned was the importance of building a clean community. CicLAvia's mission to create car-free spaces and encourage alternative modes of transportation opened my eyes to the environmental impact of our choices. By prioritizing sustainable practices, such as cycling and walking, we can significantly reduce our carbon footprint and contribute to a healthier planet. Witnessing the positive environmental impact of CicLAvia's car-free events reinforced my commitment to sustainability and highlighted the power of collective action. Furthermore, the concept of community building took on a whole new meaning during my time with CicLAvia. Through the event interviews, I realized that community engagement is not just about organizing recreational activities but also about creating a space for people to connect, explore, and support local businesses. By incorporating features into our UI that highlighted nearby establishments, we not only encouraged event participants to discover new places but also contributed to the economic growth of the local community. This realization sparked a deeper understanding of the symbiotic relationship between community and local businesses, where one thrives by supporting the other. However, it is important to acknowledge that our journey was not without its challenges. When the direction of our project diverged from the initial brief, it presented us with unforeseen obstacles. The shift in focus required adaptability and resilience from our team. Despite the initial struggles, we managed to regroup, realign our efforts, and ultimately deliver a strong final product. This experience taught me the value of perseverance, teamwork, and the ability to find creative solutions in the face of adversity. In conclusion, my time with CicLAvia has been a transformative experience that deepened my understanding of sustainability, community building, and overcoming challenges.
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