Download CV
Goggle makes trips easy and enjoyable with audio guides!
Goggle is an audio guide app that combines official museum partnerships with a platform where individuals can create and share personalised audio tours. It’s like a 'Spotify for audio guides,' allowing users to discover and curate unique travel experiences.
This project was developed in partnership with Goggle, a client in the Queen Mary University of London Incubator, over a 12-week, in-person Product Design course at Experience Haus. As Goggle prepares to pitch for funding, success for this phase meant crafting a robust MVP to anchor its growth and secure support from investors.
ROLE
User Research
Product Design
DELIVERABLE
iOS Mobile App
YEAR
2023
The Traveller’s Pain Points
To understand the user landscape for Goggle, I conducted a comprehensive research process involving user interviews and competitor analysis. The research focused on general travel experiences as well as specific interactions with audio guides.
CONTENT
Users find existing audio guides uninspiring, struggling to stay engaged.
CONVENIENCE
Audio guides require queuing and learning how each device works at different locations.
COST
The expense of multiple audio guides across various attractions adds up.
These insights highlighted a gap in the current market, and reinforced our mission to make travel experiences more engaging, accessible, and user-friendly through Goggle’s unique blend of official and user-generated content.
Meet Claire, The Art Lover
To better understand our users, I created four personas and selected Claire as the primary persona to explore the most common behavior patterns identified in the user research.
“Exploring museums is a source of inspiration for me!”
Claire Wright
28, Digital Content Writer, London
BIO
• Works and lives in London
• Loves going to museums on a trip as well as locally
• Prefers travelling in cities with some green spaces
• Likes both solo trips and trips with one or couple of friends
GOALS
• Getting away from day-to-day life
• Learning about the context of artworks and exhibits
• Looking for entertaining and engaging guides
FRUSTRATIONS
• Sometimes audio guides have too much background information
• Has to queue to get the device and then give it back afterward
• Museums have different devices, requiring to learn how to use
• Audio guide costs add up across multiple locations
Chen
The Foodie
Lesley
The Movie Lover
José
The Nature Lover
How might we make trips easy and enjoyable with audio guides?
Guided by user insights, I developed solutions ensuring each feature aligned with user needs.
CONTENT
A unique blend of curated audio experiences - from art and history to local cuisine, official guides, and travel influencers.
CONVENIENCE
No queues, just instant access to guides at your fingertips
COST
Free Audio Guides
How would users interact with the app?
JOB TO BE DONE
As a traveler who loves discovering art and culture in Vienna, I want to listen to the audio guide for art piece 001 of THE WÜRTH COLLECTION at the Leopold Museum and learn about its background story.
I want to make sure I booked the visit correctly.
I want to use audio guides at Leopold Museum.
OK, I’m downloading it.
I found THE WÜRTH COLLECTION in the list!
I want to know about this painting more. Where am I at the Museum?
Excited to listen to the guide!
Seeing Through Users’ Eyes
From 5 usability tests, I identified navigation as the main issue. Users struggled to locate features, found the map confusing, and didn’t recognise categories, making content exploration challenging. I iterated the design to address these navigation concerns.
TASK ACHIEVEMENT TIME
AVG
123
seconds
→
AVG
116
seconds
What does initial success look like?
I recommend tracking the monthly user retention rate and audio guide engagement rate for the first six months post-launch to assess initial app adoption.
USER RETENTION RATE
Achieve a 1-month retention rate of 35% within the six months.
CONTENT ENGAGEMENT RATE
Each active user listens to an average of 3 audio guides per month.
What's Next?
To secure funding post-MVP, the next steps include gathering user feedback and metrics to demonstrate early traction, refining a compelling pitch deck, and identifying potential investors. User feedback will help validate the app’s value, while key metrics like retention and engagement rates show initial demand. A strong pitch deck will showcase the problem solved, the market potential, and a clear revenue model. Finally, reaching out to targeted investors such as angel investors, VCs, and startup accelerators will provide opportunities to pitch the app’s vision and secure the necessary funding for growth.
Website design and content © 2024 Jenny Choi.