Sanpellegrino created Delightways to encourage users to wander.

Delightways leads users through itineraries with stops designed to amaze and inspire, including stunning street art you've been bypassing for years, the best restaurants and shops you haven't tried, or spectacular architecture.

 

ROLE

Product Design
Illustration

AGENCY

Ogilvy & Mather

 

 
 
 
 

THE GOAL

To encourage users to explore the unknown and put Sanpellegrino in the conversation of modern brands.

 
 
 
 
 

TASK ANALYSIS

Being a new product, it was important to discover the real world situation of the users.

To address all of the potential constraints that users may have, we documented as many real life constraints and tendencies that a user might have when using the app as an actual navigational tool. This was done by walking on the streets of New York City and documenting every possible finding. Luckily there are many preexisting apps that answer a lot of questions that came up, but we had to be purposeful in our execution because of constraints on time and budget.

 

By actually testing the app on the streets of New York City, we realized that most users don't want to be staring at their phone when there are amazing sights all around. This meant creating a non-intrusive push notification system which let the users know when they were in close proximity to the next venue or location.

 
 
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THE STRUCTURE

Users would only need to know one thing, if they know where they're headed or not. The app does the rest.

 

Minimal friction was necessary for people to continue to engage with the app overtime. This meant minimal customization from a user standpoint, only removing venues on your path to reduce time as well as signup free access to everything the app has to offer.

 

Once we had a grasp of the information architecture, we created an Invision prototype as quickly as possible. Using a low fidelity prototype is a great way to get a basic idea of how the app might work. This revealed things like where signifiers might be helpful, inconsistent interactions, and how we could best bridge the gap between screens.

 
 
 
 

LIMITING CHOICE

In the process of creating a path it was important to limit the options for the user in order to prevent a paradox of choice. This meant a simplified view and focused actions. If the user's location is known by enabling geolocation, the user is prompted with a simple and direct message, "Where are you headed?". Once the user begins to type a destination, a suggested search takes over to help filter out possible destinations.

 
 
 
 

THE INTERACTION

Seamless animations were applied to create a cohesive experience throughout the app.

Users would be spending 95% of their time in the app while on the map view. This meant every other screen needed to easily be able to return to the map view. An overarching theme was designated prior to development which assured we would have feedback in the form of animations within the app. Every user interaction had to have some sort of visual feedback, and it needed to add meaning.