VOCAL:
The Voice of the Local
Partnered with WEROAD, we want to consolidates all options for travellers while minimizing commercialized content and emphasizing authentic recommendations.
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Role in Group
Research & Strategy
Service Design
UI/UX Design
Video Production
Information Architecture
The Challenge
Loss of Authenticity
Over-commercialized travel information leads to unsustainable travel experiences, both socially and environmentally, which results in overcrowded attractions and the
loss of authenticity in destinations.
How might we enable authentic travel experiences by seamlessly and interactively connecting travelers with locals, curating travel advice from genuine perspectives, and facilitating mutual value exchange between local communities and visitors ?
The Insights
Authenticity
Travelers seek authentic travel experiences that allow them to immersethemselves in local culture at different travel destinations, discoverhidden gems, and embrace serendipitous moments.
Who Needs Authenticity?
- The Travelers
Who Represents Authenticity?
- The Locals (at a travel destination)
The Outcome
VOCAL is a service aims to help craft authentic travel experiences for individuals seeking to delve into the local culture and lifestyle of their travel destination. By allowing the travellers to hear the real and genuine local voices and recommendations, VOCAL is dedicated to create authentic travel memories that go beyond mere sightseeing.
By further validating and prototyping with subject matter experts and our partner WEROAD, there is the actual value of desirability, financial viability, and technical feasibility within travel industries, so that VOCAL would be further implemented.
The Problem
The Problem
Over-commercialized travel information leads to unsustainable travel experiences, both socially and environmentally, which results in overcrowded attractions and the loss of authenticity in destinations.
Research Process
#1
In order to gain a deeper understanding of various travel behaviors and identify our target users, we conducted multiple rounds of interviews with general travelers, posing the following questions:
1. How do you typically plan your trips?
2. What are your thoughts on the current offerings in the travel industry?
3. What are your expectations for an ideal trip?
#2
To gather more insights, we conducted additional interviews specifically with curious individuals, exploring their personal stories and experiences during authentic trips.
#3
Furthermore, we organized multiple map workshops with local residents, who provided valuable travel tips. This exercise served to reinforce the notion that local advice plays a crucial role in enhancing the authenticity of one's journey, as it often reveals hidden spots and invaluable recommendations that are not readily available online.
Design Opportunity
Authenticity - Travelers seek authentic travel experiences that allow them to immersethemselves in local culture at different travel destinations, discoverhidden gems, and embrace serendipitous moments.
Who needs Authenticity?
Target Group: The Curious Traveller
Individuals who actively seek alternative destinations when travelling and are enthusiastic about engaging with locals. They make a conscious effort to avoid commercialized content as much as possible, aiming for an authentic travel experience.
The curious seek authentic and reliable local recommendations, as they trust that locals can provide valuable insights.
Key criteria includes:
Who represents Authenticity?
Target Group: The Locals
PAINPOINTS
Difficult
in finding the prefered information
&
Complicated
in sourcing the prefered information
NEEDS
Genuine
travel advice from those who represent authenticity
Authentic
travel experience throughout
&
How Might We
How Might We
How might we enable authentic travel experiences by seamlessly and interactively connecting travelers with locals, curating travel advice from genuine perspectives, and facilitating mutual value exchange between local communities and visitors ?
The Voice of the Local
VOCAL is a service aims to help craft authentic travel experiences for individuals seeking to delve into the local culture and lifestyle of their travel destination. By allowing the travellers to hear the real and genuine local voices and recommendations, VOCAL is dedicated to create unforgettable and authentic travel memories that go beyond mere sightseeing.
Vision:
To Discover travel destinations like a local.
Mission:
To offer travel advice from a local perspective, crafting an authentic journey for the travellers.
Value:
Genuine local advice + Authentic travel experiences.
Features
Future Prospect
We recognize the advantages and are eager to envision the future while remaining vigilant about potential risks in order to establish a welcoming community for VOCAL in the long term. Our goal is to foster a harmonious relationship between travelers and locals, with the aim of creating a more sustainable and friendly environment for the tourist industry.
Special Thanks:
Special thanks to our tutor Richard, Kam, Clive, Judah, Service Design Cohort, and WeRoad travel coordinators(Shegun, Luke, Andrea, Barbara, Nerlit, Justyna, Nicholas, and Alex), as well as all those who participated in the design process for their invaluable guidance, support, and contributions.
