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Thorn Tree 2.0 is a cutting-edge travel app designed for Gen Z backpackers, blending community-driven content with AI technology. It modernizes Lonely Planet's classic Thorn Tree forum concept, offering real-time travel insights tailored to young adventurers' needs.
Worked as a product designer and contributed in both UX and UI works alongside 3 team members Payal, Moses and Stefanie
weeks
from scratch to
Hi-Fi designs
Figma
FigJam
Google Slides
Notions
WhatsApp
Lonely Planet recognizes the need for an application that provides accurate and current travel information. We understand that our existing content can be challenging to consume easily. Our goal is to create a tool that remains relevant throughout all stages of the journey - before, during, and after travel. However, we've identified that our current offering lacks the "stickiness" factor, prompting us to explore new ways to engage and retain users more effectively.
Our ecosystem analysis of the travel industry revealed opportunities for new user solutions. By examining Lonely Planet products and other offerings, we identified a gap in the market. Our research suggests developing an app for Gen Z travelers that promotes spontaneous adventures and helps capture memorable experiences.
Gen Z travelers often turn to community platforms like Reddit for travel information, valuing peer insights and real-time advice. THORN TREE 2.0 combines the community-driven approach Gen Z loves with innovative features, making it a relevant and indispensable travel companion for the younger generation.
Upon receiving the assignment, we embarked on a comprehensive research initiative to gain a thorough understanding of our intended audience. Our focus was on uncovering their travel habits, challenges, requirements, and inclinations. We employed qualitative interview techniques and affinity mapping to analyze the behavior patterns of 30 young travelers staying in the 'Khao San' district and hostel areas of Thailand. This diverse group represented a wide range of travel and study cultures, providing us with rich insights into the backpacking experience in this popular destination.
74% with partner
20% solo
6% group
61% Europe
27% Asia
12% Australia
Gen-Z
backpackers
Key Findings
Solo travelers often feel isolUpon receiving the assignment, we embarked on a comprehensive research initiative to gain a thorough understanding of our intended audience. Our focus was on uncovering their travel habits, challenges, requirements, and inclinations. We employed qualitative interview techniques and affinity mapping to analyze the behavior patterns of 30 young travelers staying in the 'Khao San' district and hostel areas of Thailand. This diverse group represented a wide range of travel and study cultures, providing us with rich insights into the backpacking experience in this popular destination.ated and struggle to find compatible companions. Traditional group tours are too rigid, leaving a need for flexible, social options that match individual interests.
User personas in UX are fictional profiles representing key user types, based on research data. They help teams understand and empathize with their target audience. To create personas, designers synthesize interview data by identifying common patterns, grouping similar users, and distilling key characteristics. This process transforms raw data into concise, actionable profiles that guide design decisions throughout a project.
ASK-FOR-HELP AMY (Primary Persona)
"Before I try to solve it myself, I like to ask my friends, parents, and other travelers with more experience first"
Paint Points :
Feeling lost with too many options
Workaround :
Create a list of top priorities to filter advice that aligns with her interests and needs
DO-IT-YOURSELF DAN
"I can usually figure it out myself by carefully planning ahead and looking things up on social media and asking around in online forums”
Paint Points :
Difficulty in finding reliable or up-to-date information online
Workaround :
Utilizing a combination of verified online sources and local advice for information
WHATEVER-SHE-WANTS WILL
"Whatever my girlfriend decides is usually the best way to go for us, so I just let her take the lead. If she needs my help, I'm ready to engage though."
Paint Points :
Unfamiliar with planning or booking
Workaround :
Relies on their girlfriend or travel partner entirely for these tasks
Our innovative app caters to Gen Z explorers, blending community forums with AI to streamline travel planning. It offers offline access, content saving, and gamified rewards. Smart AI summaries distill complex info, making trip preparation both fun and effortless for young globetrotters.
ONboarding
Amy, a new user, can "Get Started" without creating an account. The next page uses her location to provide tailored solutions based on her specific area.
Threads and Search
The main homepage displays Bangkok-related information based on Amy's location. The next screen offers a search option with auto-suggestions for keywords, allowing Amy to find solutions to her specific problems.
results with topic filter
The "Motorbike" search shows both "Information" and "Transportation" threads. Amy can then filter to view only "Information" posts, helping her find specific details about motorbike rentals.
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detailed thread
The filtered page displays refined results tailored to Amy's specific information needs. She can view thread details, including likes, shares, and comments. However, to engage with the content by commenting or liking, Amy must first create an account.
highlight comment and save
When Amy attempts to interact with Thorn Tree features, she's prompted to create an account. After registering, she can highlight and save a specific comment by selecting it, which will then be stored on her "Highlighted" page for easy access later.
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Saved content and create new thread or poll
The "Highlighted" page displays Amy's saved information, accessible even offline. In the following screen, Amy creates a new thread to ask her specific questions. This thread creation interface includes an option for her to add a TL;DR (Too Long; Didn't Read) summary of her post.
"THERE IS AN OPPORTUNITY TO REVIVE AND MODERNIZE THE THORN TREE FORUM BY MAKING IT MORE RELEVANT TO GEN Z."
We learned the importance of understanding the specific needs not only from business, also from our target audience. We have a chance to explore different ideas and learn how to develop our core ideas to a valuable product.
