iNavigate iOS App | Pracheejaviya

iNavigate

An intuitive public transit guide tailored for tourists that simplifies route planning, ticket purchasing, and real-time navigation while accommodating language and cultural differences.

Role

Lead Designer

Timeline

Nov - Present

Skills

UX Research
Typography
Color Theory
iOS Design
UI Design

Tools

Figma
Photoshop
WCAG
Miro
Figjam
unDraw

Tourists often find it daunting to navigate public transit systems in unfamiliar cities, especially when they face language barriers, confusing maps, and lack of cultural knowledge.

PROJECT INSPO

As someone who loves to travel, I frequently encounter language barriers and cultural challenges while exploring new places. The inspiration for this project came from my desire to create a tool that helps me travel like a local. I enjoy uncovering hidden, non-touristy spots and immersing myself in the local culture to truly capture the essence of each destination.

SPOILERS!

A Sneak Peak...Final Designs

Discovering the world effortlessly

iNavigate is a travel companion designed to help users explore destinations authentically, focusing on hidden gems, local eateries, and cultural experiences that go beyond typical tourist attractions.

Travel like a local!

iNavigate combines personalized recommendations, practical tools like a currency converter and language phrases, and a community-driven platform to enable travelers to immerse themselves in the local culture and live like a local while navigating their journey seamlessly.

ASK AWAY!!!

The community on iNavigate allows the users to ask anything about the place on the platform, anonymously.

(just like reddit :)

Easy.

BEHIND THE SCENES!

UNDERSTAND THE PROBLEM

Imagine Sarah, a passionate traveler. She dreams of experiencing authentic cultures during her trips but often feels intimidated by cultural and language barriers. She wonders, 'Am I offending anyone by what I do?' or 'How do I find those unique, hidden gems that locals love but aren’t in guidebooks?' She spends hours online but rarely finds the small concerts, markets, or festivals that make a trip truly special. This leaves her feeling disconnected from the culture she’s exploring.

CHALLENGES TRAVELERS FACE

Planning is Overwhelming.

Hard to combine mainstream attractions with authentic local experiences.

Navigating local platforms to book tickets or transport can be challenging.

Cultural Barriers.

Unsure of etiquette (e.g., wearing shoes in temples).

Misunderstandings in local customs lead to awkward moments.

Hidden Gems are Hard to Find.

Most recommendations focus on well-known tourist spots.

Small, local events (like a farmer’s market or street performance) are rarely advertised online.

Language Barriers.

Difficulty ordering food or asking for directions.

Struggles to communicate basic needs or preferences.

1/ PROBLEM STATEMENT

Travelers face a dual challenge: overcoming cultural and language barriers while discovering authentic, offbeat experiences. This creates stress, limits access to meaningful cultural connections, and detracts from the joy of exploration.

2/ WHY DOES IT MATTER?

🔸 Empowers travelers to confidently explore new destinations while respecting local norms.

🔸 Uncovers hidden gems and lesser-known cultural events for authentic experiences.

🔸 Alleviates fears of miscommunication and cultural missteps, making travel more inclusive and accessible.

🔸 Directs travelers to community events and small businesses, promoting sustainable and equitable tourism.

This project doesn’t just improve individual trips; it reshapes the way people experience and connect with the world. It addresses the need for more respectful, inclusive, and enriching travel, creating a ripple effect that benefits travelers, local communities, and global tourism.

RESEARCH

Since I'm working on this project alone and have personally faced numerous inconveniences while traveling, I explored articles on Medium, Google Scholar and Reddit (love that community) for insights.

1/ Traveling SOLO

SOME LOVE IT!

SOME DON'T

"The findings suggest that solo travel as an evolving and fluid concept, varies according to individual travel experiences and personal circumstances. Solo travel motivations can be broadly categorized into ‘solo by circumstances’ and ‘solo by choice’."

What motivates and hinders people from travelling alone? A study of solo and non-solo travellers

Elaine Chiao, Ling Yang, 2020

2/ Travel EXPERIENCE

नमस्ते India!

Ciao Firenze!

สวัสดี Thailand!

My research led me to a few emerging patterns that guided my direction:

1. Increasing Popularity of Solo Travel

Searches for "solo travel" have doubled between 2018 and 2023, with platforms like TikTok seeing a tenfold increase in related content.

2. Desire for Authentic and Immersive Cultural Experiences

Experiential Travel: Travelers are moving beyond traditional sightseeing, seeking to engage deeply with local cultures through activities like participating in daily life, learning traditional crafts, and attending cultural festivals.

3. Creative Tourism

There's a growing interest in active participation in cultural experiences, such as workshops and informal learning, allowing travelers to develop their creative potential while engaging with the local culture.

4. Emergence of Niche Travel Experiences

Travelers are increasingly seeking niche experiences that align with personal passions, such as horticulture-focused trips, art-centric adventures, and gaming vacations, indicating a move towards more personalized and community-connected travel.

BUT...... does a solution already exist?

Lets find out

COMPETITIVE ANALYSIS

I performed a competitive analysis of Google Maps, Apple Maps, Citymapper, and Google Search in the context of this project, focusing on features related to travel, cultural exploration, and overcoming barriers. This allowed me to find the limitations of each product. This helped me develop a prioritized feature list.

Competitive analysis is the process of evaluating and comparing the strengths and weaknesses of existing competitors in the market to understand their offerings, target audience, and market position. It helps identify gaps, opportunities, and differentiators for your product or service.

GOOGLE MAPS

PROS

Offers detailed maps, popular tourist spots, and user reviews.
Can save favorite locations and create custom lists.
Excellent for walking, driving, biking, and public transport navigation.
Crowdsourced insights from locals add some authenticity.
Integrates with Google Translate, making communication easier.

CONS

Focuses heavily on mainstream tourist destinations rather than local, offbeat experiences.
Cultural Insights: Lacks detailed information on cultural etiquette and traditions.
Limited to popular, highly publicized events, often missing small, local happenings.
Too much information can overwhelm users seeking niche insights.

WAZE

PROS

Real-time, user-generated traffic and navigation updates.
Community-driven insights create highly accurate road conditions.
Gamification features enhance user engagement.
Strong focus on localized driving tips.

CONS

Focused solely on navigation; no broader travel or cultural context.
Urban-centric and less effective in rural or remote areas.
No event discovery or itinerary planning features.
Lacks offline mode and cultural sensitivity tools.

ANALYSIS

APPLE MAPS

PROS

Offers detailed maps, popular tourist spots, and user reviews.
Can save favorite locations and create custom lists.
Excellent for walking, driving, biking, and public transport navigation.
Crowdsourced insights from locals add some authenticity.
Integrates with Google Translate, making communication easier.

CONS

Focuses heavily on mainstream tourist destinations rather than local, offbeat experiences.
Cultural Insights: Lacks detailed information on cultural etiquette and traditions.
Limited to popular, highly publicized events, often missing small, local happenings.
Too much information can overwhelm users seeking niche insights.

GOOGLE SEARCH

PROS

Virtually unlimited access to travel-related information.
Flexible searches for any specific question or topic.
Integration with Google Translate for language barriers.
Broad coverage for destinations worldwide.

CONS

Overwhelming amount of unstructured information.
Limited ability to curate or prioritize niche, hidden experiences.
Scattered and inconsistent cultural etiquette or event information.
Requires significant effort to piece together relevant insights

I identified the gaps from the competitive analysis. No platform excelled in surfacing authentic, offbeat cultural experiences. None of these tools adequately address cultural or language barriers. Combining navigation, cultural insights, and event discovery into one cohesive app can fill this gap through iNavigate.

CONCEPT MAPPING

DEFINE

1/ USE CASES

Discovering Hidden Gems.

Scenario: A traveler is exploring a new city and wants to discover unique experiences not listed in typical tourist guides, such as local markets, small festivals, or niche cultural events.

Goal: Find offbeat locations and events based on interests (e.g., music, food, crafts).

Solution:
The app uses location services and user preferences to recommend nearby events and attractions, like a farmer's market or a local concert.
Includes cultural notes about these locations, such as etiquette for visiting temples or interacting with locals.
Provides real-time navigation and suggested "local phrases" for smooth interactions.

Navigating Food Culture.

Scenario: A traveler visits a local restaurant in a foreign country and wants to order food confidently without misunderstanding the menu or local dining customs.

Goal: Successfully order a culturally authentic meal while respecting dining norms.

Solution:
The app translates menu items and explains local dishes with visual aids.
Suggests culturally appropriate phrases (e.g., "What do you recommend?").
Highlights dietary considerations (vegetarian, halal, etc.) based on user input.
Includes tips for dining etiquette (e.g., whether tipping is customary).

Booking Tickets and Reservations.

Scenario: A traveler wants to book tickets for attractions, transportation, or events but is uncertain about how to do so in a foreign language or through unfamiliar platforms.

Goal: Secure tickets and reservations without language or cultural misunderstandings.

Solution:

The app provides a centralized platform to book tickets for local events, transportation, and attractions.
Includes automated translations for local ticketing platforms.
Suggests the best modes of transportation to venues with cultural and etiquette notes (e.g., "remove shoes before entering the temple").
Notifies users of booking confirmations and provides reminders.

2/ USER PERSONAS

The Spontaneous Wanderer

Trips are always

planned at the last minute

From the interviews I conducted with friends, I created 3 personas representing the types of potential iNavigate users; The "Local" tourist, The Anxious Adventurer, The Spontaneous Wanderer. To keep the identities secure, I pulled the cast of The Hangover movie!

The Anxious Adventurer

Needs to be prepared

to the toe

The "Local" Tourist

Wants to roam like he is a local of that place

Persona 1

Persona 2

Persona 3

Persona 1

1/3

click the arrows to see each persona

3/ PRIORITIZING FEATURES

After identifying a set of features for the application, I created an Impact/Effort Matrix to organize and assess which features should be prioritized for the platform. This process was crucial as it helped me clearly define the project scope and focus on what would deliver the most value.

Organizing features from research and affinity mapping

DESIGN

Designing a simple and manageable experience

I designed the main flow with first-time users in mind, introducing them to the key features while having it feel simple and manageable. Adhering closely to a set of product constraints helped me set a focused approach:

The App is...

A culturally inclusive travel assistant that helps users navigate language barriers, cultural norms, and hidden local experiences.
A platform for discovering authentic, non-touristy attractions and local events that provide a deeper connection to destinations.
A user-friendly tool for building customizable itineraries with integrated cultural guidance and real-time updates.

The App is not...

A full-scale navigation app like Google Maps or Waze, focusing purely on routes and traffic updates.
A general travel booking platform for flights, hotels, or package deals.
A social media app, though it allows for social sharing and community engagement to enhance user experiences.

CMA Results concept map - User Journey_e

The user journey map reflects the first-time user’s flow, onboarding them through a personalization process, allowing them to explore the different sections of the application and editing their preferences on the profile.

Creating the Brand:

I wanted to ensure that the product was accessible, which is why I used a set of high contrast colors which are easily distinguishable.

Since I am designing for iOS I wanted to make sure it can automatically adapt to vibrancy and accessibility settings.

Using Vibrant Colors also ensured that they worked well in both light and dark contexts.

OLD ORANGE

OLD BLUE

NEW ORANGE

NEW BLUE

75%

BLOOD ORANGE

#DB3000 100%

50%

75%

BLUEY

#0052BD 100%

50%

75%

CHARCOAL

50%

Typeface

App Icon

Typeface

SITE MAP

I used Miro for creating the site map which allowed me to organize the features on the app.

WIREFRAMES

By exploring various screen designs, I played with the different ways users could experience the space within the app. The spatial relationships and hierarchy I wanted to establish between screens informed my decisions in which interaction I used.