Curated Livermore

DIGITAL EXPERIENCE

MAY 2024, 12 WEEKS 

My Role

UX research, brand design, webpage UX/UI

The Project

The project, in collaboration with the Livermore Downtown Inc (LDI), addresses the challenge of promoting and enhancing the appeal of Downtown Livermore to attract tourism. The Downtown is constantly trying to engage with tourists, stimulate local business growth, and attract diverse demographics. To achieve these objectives, the proposed solution creates a dedicated webpage on the Livermore Downtown site, featuring a series of engaging videos and content titled “Curated Livermore.” 

A webpage with engaging videos and content to boost tourism, local business growth, and demographic diversity, focusing on UX research, brand design, and webpage UX/UI.

The Challenge

Before 2004, First Street served as State Route 84, primarily a pass-through for commuters and residents. Today, downtown Livermore thrives as a vibrant hub of restaurants, shops, and events. However, LDI faces challenges in marketing its offerings to outsiders while helping consumers navigate the abundance of options.

Objectives

  • Increased Tourism: Curated videos showcasing Livermore’s attractions boosts tourism.

  • Local Business Exposure: Featuring businesses in videos drives foot traffic and sales.

  • Improved Perception: Highlighting Livermore’s offerings enhances its appeal as a destination.

  • Economic Growth: Increased tourism and business exposure support downtown vitality.

Target Groups

  • Livermore locals looking for new experiences within their community.

  • Tourists looking to visit Livermore looking to find the best businesses to support.

The Approach

Through surveys, journey maps, and interviews, we gain insights into users’ needs and interactions, enabling us to create tailored, user-centric designs that enhance usability and satisfaction.

Solution Matrix

A solution matrix is crucial in helping to determine what elements of the project are most important for specific users. This allows the designers to maximize their efforts on the most used elements. 

Mapping Matrix

Creating a mapping matrix helps to determine what aspects of similar sites and platforms are effective or ineffective to be an inspiration for our design. Whether a site is engaging, inspirational, a reflection of the community, or user-friendly are all elements that would be effective on Curated Livermore.

Storyboard

A storyboard is a visual tool that maps out the user journey and interactions with the “Curated Livermore” webpage. It helps illustrate each step, from landing on the homepage to engaging with content, ensuring that the design aligns with user needs. 

Survey Findings

  • 30% of interviewed users were overwhelmed when thinking about planning a day Downtown.

  • 72% of interviewed users used both social media and livermoredowntown.com to discover what to do Downtown.

  • 78% of interviewed users said they left these platforms feeling unengaged and uninspired.   

The Solution

A user-friendly webpage inspires downtown visits with “Day in the Life” videos by California influencers, featuring themes like wellness, girls’ night out, and wine lovers.

Flyers encourage local foot traffic to explore the site and promote featured businesses

Digital graphics to empower influencers, businesses, and for LDI to share content across media channels.

Typefaces

The typefaces were carefully chosen to work cohesively with LDI’s current branding while adding a fun flare to catch the users attention and imply that it is fresh and new.  

Montserrat

Voltage

Iconography

Inspired by the sunbeam in Livermore Downtown’s logo, I wanted to carry that through “Curated Livermore” to connect the campaigns.The flyers are designed to encourage local foot traffic to explore online platforms and actively promote the featured businesses. 

Tagline

“Discover Livermore, Curated for You”

Wireframes

Through continuous feedback and improvement, I ensure that every element of the design works harmoniously to achieve my project goals and deliver a seamless, impactful experience. Each round of revisions brings us closer to an effective and engaging final product.

Increasing visibility and appeal of Livermore Downtown businesses.

The “Curated Livermore” project represents a significant stride in enhancing the visibility and appeal of Downtown Livermore. By leveraging user experience design principles, Curated Livermore creates a seamless, engaging online platform that not only promotes local businesses but also enriches the visitor experience. 

As the project progresses, we are excited to see the impact this initiative will have on tourism and local business development.