In collaboration with Livermore Downtown Inc

Curated Livermore

This project, in collaboration with the Livermore Downtown Association, addresses the challenge of promoting and enhancing the appeal of Downtown Livermore to attract new tourism. The Downtown is constantly trying to engage with tourists, stimulate local business growth, and attract diverse demographics. To realize these objectives, our project centers on leveraging user experience (UX) design principles to create a new dedicated page on the Livermore Downtowns website. This webpage showcases a series of captivating videos and curated content under the banner of "Curated Livermore."

CLIENT

Livermore Downtown Inc. (LDI) is a 501(c)(3) non-profit organization committed to fostering the economic prosperity and vibrancy of downtown Livermore. LDI plays a crucial role in preserving the historic character and promoting the development of downtown Livermore.

SECTOR

  • Hospitality

  • Tourism

  • Local business community

  • Economic development

my role

As a design generalist, I spearheaded this project through every phase. From conducting UX research, designing the web layout and user experience, creating content, and overseeing aspects of the project's execution.

problem

Before 2004, First Street was State Route 84 running through downtown and providing easy cut-through commute traffic. Even for most residents, the downtown was a place to pass through, not a destination. Now that the freeway has been rerouted, the Downtown is a bustling, beautiful community space full of restaurants, retail stores, and events. Livermore Downtown is now struggling with how to communicate, market, and inform people outside of Livermore of all it has to offer. Additionally, consumers are overwhelmed by the all of options and unsure of where to spend their time.

In Short: Livermore Downtown transformed from a thoroughfare to a vibrant hub post-2004 freeway rerouting, now tackling marketing challenges and consumer choice overwhelm.

Research

Both primary and secondary research methods were utilized to gather background information on Downtown Livermore and understand visitor needs. Surveys and interviews were conducted to delve deeper into the community's perceptions and uncover any confusion or misinformation regarding what the Downtown area offers.

We identified that consumers encounter challenges when researching visits to Livermore Downtown. They face information overload and overwhelming options, while the provided details like addresses and website links fail to evoke excitement or help them envision their experience with local businesses.

Empathize with user

User Story: As a local artist, I want to find inspiration so that sort through less information.

User Story: As a local advocate, I want to find new things to do so that I can support new businesses.

User Story: As a mom, I want to discover what businesses cater to families so that I do not waste time.

define

  • Immersive Visuals: Utilize immersive visuals, such as high-quality videos, virtual tours, or interactive experiences, to showcase the ambiance, offerings, and experiences of local businesses. This approach goes beyond traditional text-based information, allowing users to visualize their experiences and get excited about visiting Downtown Livermore.

    Storytelling: Employ a storytelling approach to convey the unique stories, histories, and personalities of local businesses. By sharing compelling narratives and human-interest stories, users can connect emotionally with the businesses, fostering excitement and engagement.

    Social Proof and Reviews: Integrate user-generated content, such as reviews, testimonials, and social media feeds, to provide social proof and validation of the experiences offered by local businesses. Positive feedback from other users can instill confidence and excitement in prospective visitors.

    Interactive Features: Incorporate interactive features, such as maps, quizzes, or polls, to engage users actively and facilitate exploration and discovery. These interactive elements add an element of fun and interactivity to the user experience, enhancing user engagement and satisfaction.

  • Information Overload: Users face a plethora of information and options when researching visits to Livermore Downtown, leading to confusion and overwhelm.

    Lack of Excitement: The provided details like addresses and website links fail to evoke excitement or help users envision their experience with local businesses, making it challenging for them to get excited about their time downtown.

  • The product, will aim to streamline and enhance the user experience for individuals researching visits to Livermore Downtown. It provides curated content and engaging videos produced by influencers and local businesses on a dedicated webpage. This content will provide users a quick glimpse at various “Day in the Life” options for the top ranked themes collected from the surveys (ie family day, girls/boys night out, tweens, holistic health, foodie, etc).

  • The product will offer users a curated and engaging preview of what Downtown Livermore has to offer. By providing immersive content and insights into local businesses, the user can make informed decisions about their visit, ensuring a more enjoyable and fulfilling experience.

Problem Statement: the user is a Middle School Teacher who needs local inspiration because they do not have time to sort through extra information online.

Hypothesis: If the user can perform an easy search for curated inspiration, then they will achieve a unique and stress free visit to Livermore Downtown.

ideation

Product Goal Statement: Our webpage will let users access streamlined and immersive content which will affect their experience by providing them an easy way to discover and engage with the diverse attractions, businesses, and events the area has to offer. We will measure effectiveness by tracking engagement and retention with content.

Competitive Audit

By examining several other Downtown Associations across California, we gain valuable insights into how various regions address similar challenges. Through this analysis of direct competition, we can identify both strengths and weaknesses. While each downtown boasts its unique strategy for organizing information, a common issue among them is the overwhelming amount of information presented, making navigation time-consuming and lacking in immersive experiences.

HMW Exercise

  • How might we make planning your visit simple? 

  • How might we create a way to make planning your visit less stressful?

  • How might we make a immersive experience? 

  • How might we keep the user engaged?

  • How might we make a way for users to support more small businesses?

  • How might we make the process inspiring for users?

Crazy 8

Crazy 8 sketches help me flesh out quick Lo-Fi layouts and concepts.

design

test

More coming soon…