Rebranding and designing the experience around StoryTourist, a self guided tour application based on well-known books.

Intro

Young start-up in the Tourism field, StoryTourist took the bet to realise the dream of every bookworm on the planet: an application allowing the user to literally step into their favorite stories. The original concept is simple: download the tour on the app, go to the town where the book takes place, press play and let the story unfold, making you retrace the footsteps of your favorite characters and discover nuggets of extra content along the way.

StoryTourist sought out our expertise in order to refresh their branding, and give them a nudge in the right direction regarding the user experience and interface of their future application, as well as establishing consistency across their different touchpoints with their users (the application, the website, etc).

Deliverables

Visual Identity Conception
Mobile Application Design
Website Design

Timeframe:

2 weeks

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Kicking off
the journey

On short projects with very tight time constraints, getting the foundation right is especially primordial to enable the rest of the process. We kicked-off the project with a one day workshop; organising exercises ranging from moodboarding, user journey mapping, to media flow and structure definition.

We designed the exercises with a specific goal in mind: to enable us to get an overview of the characteristics that connect the company, the product and their target audience, as well as list the relevant steps of the product experience and its matching touchpoints. Together with StoryTourist, we materialised all those insights and solidified them into relevant content blocks for the website, as well as using them to inform the screen flow map for the application, identifying and prioritising each screen’s core functions.

Exploring the
Identity

At the end of the day, we had gathered a clear set of keywords to guide the branding work, an understanding of the application structure and its core screens functions, as well as a preliminary structure for the website main pages.

Using the results of the workshop in terms of keywords, moodboards and intent, we started sketching and exploring different concepts for the redesign of the branding; in order to pin down the one that would stay true to the essence of the brand while being sturdy enough to carry the future ambitions of the company regarding its product.

We kept close to the core idea of the previous branding physically stepping into the story while allowing ourselves to explore more deeply each pillar of StoryTourist’s identity, one concept at a time: from the very urban aspect to the more adventurous one. We designed a visual identity that remained faithful to the core values, while being simple enough to coexist in harmony with the varied stories and visuals that will inevitably populate the application later on.

Enabling the
Traveler

In parallel to the branding, we structured the core screens of the application and the website. We focused on creating a straightforward experience for the traveller, both for browsing through the stories, as well as evolving within a story tour itself.

We supported the ability to browse quickly through the vast amount of books thanks to cards that can be quickly swiped through, a categorisation permanently available, as well as adaptive sections taking advantage of the traveler’s position and previously consumed content to provide tailored suggestions.

Regarding the tour interface, we decided on emphasising the immersion within the content, avoiding overwhelming the user under complex commands and stripping the interface to its essentials: the audiobar to listen to the book, and the map controls to navigate through the main storyline as well as the extra content. We focused on the external controls, as the content of the map itself and its functions are still undefined and will be evolving as the product continues its journey, involving 3D and AR.

Lastly, we made sure that the website and the application were consistent and gathered all the principles behind the design, in order to give StoryTourist a solid basis upon which to build on to create all other relevant screens pertaining to both outlets.

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