Project Overview
Project Overview
Making it easier to plan and discover new experiences
Making it easier to plan and discover new experiences
Hidden Gem is an app designed to help people uncover local restaurants, shops, and events that match their interests. It simplifies how users find and plan activities by curating personalized recommendations based on mood, distance, and budget.
Hidden Gem is an app designed to help people uncover local restaurants, shops, and events that match their interests. It simplifies how users find and plan activities by curating personalized recommendations based on mood, distance, and budget.
Planning outings can be overwhelming and time-consuming due to indecisiveness and busy schedules, often leading to long planning sessions or canceled plans. While people rely on social media, word-of-mouth, and review sites to discover new places, there’s no streamlined way to organize options, coordinate with others, and follow through.
Planning outings can be overwhelming and time-consuming due to indecisiveness and busy schedules, often leading to long planning sessions or canceled plans. While people rely on social media, word-of-mouth, and review sites to discover new places, there’s no streamlined way to organize options, coordinate with others, and follow through.
The Current Space
The Current Space
Finding new experiences should feel exciting, not overwhelming
Finding new experiences should feel exciting, not overwhelming
With endless recommendations scattered across social media, blogs, and review sites, planning something fun can quickly become stressful. People want to explore new places but are often slowed down by indecision, fragmented tools, and busy schedules. Hidden Gem aims to make discovery effortless by bringing inspiration, planning, and follow-through together in one place.
With endless recommendations scattered across social media, blogs, and review sites, planning something fun can quickly become stressful. People want to explore new places but are often slowed down by indecision, fragmented tools, and busy schedules. Hidden Gem aims to make discovery effortless by bringing inspiration, planning, and follow-through together in one place.
SO WHAT?
SO WHAT?
If Hidden Gem wants to help people actually follow through on plans, it needs to bridge the gap between discovery and action
If Hidden Gem wants to help people actually follow through on plans, it needs to bridge the gap between discovery and action
A great product goes beyond recommendations — it helps people take action. Hidden Gem focuses on reducing friction and saving time, turning indecision into confidence and ideas into real experiences.
A great product goes beyond recommendations — it helps people take action. Hidden Gem focuses on reducing friction and saving time, turning indecision into confidence and ideas into real experiences.
THE SOLUTION
THE SOLUTION
Designing a smoother, social way to discover, organize, and enjoy experiences
Designing a smoother, social way to discover, organize, and enjoy experiences
RESEARCH
Research focused on understanding how people discover, plan, and follow through on experiences
Research focused on understanding how people discover, plan, and follow through on experiences
To inform the concept and design direction, I conducted user interviews and surveys to uncover behaviors, motivations, and barriers around making plans. Insights from this research shaped the app’s features and guided opportunities to simplify decision-making and coordination.
To inform the concept and design direction, I conducted user interviews and surveys to uncover behaviors, motivations, and barriers around making plans. Insights from this research shaped the app’s features and guided opportunities to simplify decision-making and coordination.
Key Research Goals
Key Research Goals
Understand how people discover new places and experiences
Identify pain points in planning and following through on outings
Explore social dynamics around coordinating plans with others
Determine what features encourage users to take action, not just browse
Understand how people discover new places and experiences
Identify pain points in planning and following through on outings
Explore social dynamics around coordinating plans with others
Determine what features encourage users to take action, not just browse
Surveys
Surveys
User interviews revealed challenges with coordination, decision-making, and follow-through when planning experiences
User interviews revealed challenges with coordination, decision-making, and follow-through when planning experiences
Through six user interviews, I explored how people discover and organize plans. Participants often relied on social media to find new experiences, frequently sharing posts with friends but rarely following through. Many saved ideas as screenshots that were later forgotten or lost in camera rolls.
Through six user interviews, I explored how people discover and organize plans. Participants often relied on social media to find new experiences, frequently sharing posts with friends but rarely following through. Many saved ideas as screenshots that were later forgotten or lost in camera rolls.
Key Takeaways
Key Takeaways
Many people rely on social media to discover new experiences:
Posts are frequently sent to friends but people rarely go to these places as they forget or lose the posts
Some participants take screenshots of places but lose them in their camera rolls
Frustrations:
Difficulty coordinating schedules
Indecisiveness - too many options make it difficult to decide on what to do as a group
Making decisions based on people’s needs and preferences such as budget, time, location, distance, and interests
Many factors impact how users create plans:
Budget, transportation, distance, schedules, reviews, images and videos, and interests
Many people rely on social media to discover new experiences:
Posts are frequently sent to friends but people rarely go to these places as they forget or lose the posts
Some participants take screenshots of places but lose them in their camera rolls
Frustrations:
Difficulty coordinating schedules
Indecisiveness - too many options make it difficult to decide on what to do as a group
Making decisions based on people’s needs and preferences such as budget, time, location, distance, and interests
Many factors impact how users create plans:
Budget, transportation, distance, schedules, reviews, images and videos, and interests
User Interviews & Usability Testing
User Interviews & Usability Testing
A survey distributed to over 50 participants revealed common behaviors, preferences, and barriers around planning experiences:
A survey distributed to over 50 participants revealed common behaviors, preferences, and barriers around planning experiences:
To build on qualitative insights, a survey was conducted to explore why plans often fall through, how frequently people experience these challenges, and which tools they use to plan. The survey also examined the factors that influence decision-making, such as budget, timing, and convenience. The charts below highlight the most interesting findings that informed the direction of Hidden Gem’s design.
To build on qualitative insights, a survey was conducted to explore why plans often fall through, how frequently people experience these challenges, and which tools they use to plan. The survey also examined the factors that influence decision-making, such as budget, timing, and convenience. The charts below highlight the most interesting findings that informed the direction of Hidden Gem’s design.
What is the most common reason plans don’t happen?
What is the most common reason plans don’t happen?
How do you usually discover new places to visit?
How do you usually discover new places to visit?
What usually influences your decision of where to go or what to do the most?
What usually influences your decision of where to go or what to do the most?
What tools do you use to plan outings?
What tools do you use to plan outings?
How often do you have trouble deciding where to go or what to do?
How often do you have trouble deciding where to go or what to do?
How often do your plans fall through?
How often do your plans fall through?
After synthesizing user feedback, we identified key usability and content issues:
After synthesizing user feedback, we identified key usability and content issues:
The survey revealed that most participants use calendar apps, Google Maps, and group chats to plan, while social media is the most common tool for discovery. Decision factors like distance, price, and reviews were evenly influential. Plans often fell through due to indecisiveness, scheduling conflicts, and cost concerns. Overall, the results pointed to a need for a single, organized platform that helps users plan easily and follow through.
The survey revealed that most participants use calendar apps, Google Maps, and group chats to plan, while social media is the most common tool for discovery. Decision factors like distance, price, and reviews were evenly influential. Plans often fell through due to indecisiveness, scheduling conflicts, and cost concerns. Overall, the results pointed to a need for a single, organized platform that helps users plan easily and follow through.
DELIVERABLES
DELIVERABLES
Based on my research findings, I created several deliverables to guide the app’s design
Based on my research findings, I created several deliverables to guide the app’s design
Insights from research informed a series of design artifacts that shaped Hidden Gem’s direction and user experience. These included user personas, journey maps, user flows, and wireframes that helped define user needs, key features, and opportunities to simplify planning and discovery.
Insights from research informed a series of design artifacts that shaped Hidden Gem’s direction and user experience. These included user personas, journey maps, user flows, and wireframes that helped define user needs, key features, and opportunities to simplify planning and discovery.
USER PERSONAS
USER PERSONAS
Developed primary persona representing Hidden Gem’s target user
Developed primary persona representing Hidden Gem’s target user
The persona captured key motivations, goals, and frustrations related to discovering and planning experiences. It served as a foundation for design decisions, helping align the app’s features with user needs and behaviors.
The persona captured key motivations, goals, and frustrations related to discovering and planning experiences. It served as a foundation for design decisions, helping align the app’s features with user needs and behaviors.
JOURNEY MAP
JOURNEY MAP
Mapped the user journey to understand behaviors, emotions, and pain points throughout the planning process
Mapped the user journey to understand behaviors, emotions, and pain points throughout the planning process
The journey map outlined user actions, thoughts and emotions, pain points, and needs or opportunities across each stage of making plans. This helped visualize the full planning process and identify where users faced the most friction or needed additional support.
The journey map outlined user actions, thoughts and emotions, pain points, and needs or opportunities across each stage of making plans. This helped visualize the full planning process and identify where users faced the most friction or needed additional support.
INFormation Architecture
INFormation Architecture
Created a clear app structure to organize key features and simplify navigation
Created a clear app structure to organize key features and simplify navigation
The information architecture defined how users move through the app, from discovery to planning. It clarified the relationships between main features like the planner, saved experiences, and chat, ensuring users can smoothly find what they need without confusion or unnecessary steps.
The information architecture defined how users move through the app, from discovery to planning. It clarified the relationships between main features like the planner, saved experiences, and chat, ensuring users can smoothly find what they need without confusion or unnecessary steps.
User Flow
User Flow
Designed a user flow based on insights from the persona, journey map, and information architecture
Designed a user flow based on insights from the persona, journey map, and information architecture
The user flow visualized the steps users take from discovering a new place to finalizing a plan. It helped define key screens, decision points, and opportunities to streamline actions, ensuring the experience felt intuitive and aligned with user goals.
The user flow visualized the steps users take from discovering a new place to finalizing a plan. It helped define key screens, decision points, and opportunities to streamline actions, ensuring the experience felt intuitive and aligned with user goals.
DESIGN & IDEATION
DESIGN & IDEATION
Explored multiple rounds of sketches to generate and refine design ideas
Explored multiple rounds of sketches to generate and refine design ideas
Throughout ideation, I created several rounds of sketches to explore potential solutions and layouts. Some sessions focused on identifying key user problems and sketching ways to solve them, while others centered on page-level concepts such as layout, structure, and feature placement. This process helped visualize different directions before moving into wireframes.
Throughout ideation, I created several rounds of sketches to explore potential solutions and layouts. Some sessions focused on identifying key user problems and sketching ways to solve them, while others centered on page-level concepts such as layout, structure, and feature placement. This process helped visualize different directions before moving into wireframes.
Crazy 8 Sketching Sessions Focused on Ideation for Specific User Needs:
Crazy 8 Sketching Sessions Focused on Ideation for Specific User Needs:
Ideation Sketching Session Based on Page Layout:
Ideation Sketching Session Based on Page Layout:
Throughout ideation, I created several rounds of sketches to explore potential solutions and layouts. Some sessions focused on identifying key user problems and sketching ways to solve them, while others centered on page-level concepts such as layout, structure, and feature placement. This process helped visualize different directions before moving into wireframes.
Throughout ideation, I created several rounds of sketches to explore potential solutions and layouts. Some sessions focused on identifying key user problems and sketching ways to solve them, while others centered on page-level concepts such as layout, structure, and feature placement. This process helped visualize different directions before moving into wireframes.
User TESTING & THE IMPACT
User TESTING & THE IMPACT
Created a set of tasks for five different participants to complete
Created a set of tasks for five different participants to complete
Conducted usability testing to evaluate navigation and feature clarity.
Conducted usability testing to evaluate navigation and feature clarity.
Key Findings:
Navigation flow: Users found the navigation simple and easy to follow but mentioned that the generator form required too much scrolling.
Improvement: The form was separated into multiple pages, and a progress bar was added at the top to make the process more manageable.
Feature clarity: Some users were unsure about the purpose of the generator and wanted the option to create plans separately.
Improvement: The generator and calendar were placed on different pages, and “Create Plan” and “Saved Plan” sections were added to clarify functionality.
Key Findings:
Navigation flow: Users found the navigation simple and easy to follow but mentioned that the generator form required too much scrolling.
Improvement: The form was separated into multiple pages, and a progress bar was added at the top to make the process more manageable.
Feature clarity: Some users were unsure about the purpose of the generator and wanted the option to create plans separately.
Improvement: The generator and calendar were placed on different pages, and “Create Plan” and “Saved Plan” sections were added to clarify functionality.
FINAL DESIGN
FINAL DESIGN
A final design that turns indecision into confident action
A final design that turns indecision into confident action
Getting Started
Getting Started
Creating an engaging first touchpoint that invites users to start discovering
Creating an engaging first touchpoint that invites users to start discovering
The app begins with a simple onboarding flow that guides users from the splash screen to login and into the Discover page. The sequence introduces Hidden Gem’s purpose of helping users easily find and plan new experiences.
The app begins with a simple onboarding flow that guides users from the splash screen to login and into the Discover page. The sequence introduces Hidden Gem’s purpose of helping users easily find and plan new experiences.
EXPLORE EXPERIENCES
EXPLORE EXPERIENCES
Helping users explore new experiences through personalized and social discovery
Helping users explore new experiences through personalized and social discovery
The Discover page is the starting point for exploration, showcasing experiences that users can filter by interest. Each experience card displays tags, an overall rating, and a price estimate, allowing users to quickly scan and compare options. Selecting an experience opens a detailed view with photos, reviews, and options to save it or visit its website.
The Discover page is the starting point for exploration, showcasing experiences that users can filter by interest. Each experience card displays tags, an overall rating, and a price estimate, allowing users to quickly scan and compare options. Selecting an experience opens a detailed view with photos, reviews, and options to save it or visit its website.
Generator
Generator
Creating personalized itineraries that make planning effortless and intentional
Creating personalized itineraries that make planning effortless and intentional
The Generator is the feature that sets Hidden Gem apart. From the Planner page, users can enter key details such as budget, date, time, location, and transportation. They can then select category tags that define their preferences, including vibe, activity type, and food options. Users also have the option to include one of their saved folders, allowing the generator to consider previously saved places when creating the itinerary.
The Generator is the feature that sets Hidden Gem apart. From the Planner page, users can enter key details such as budget, date, time, location, and transportation. They can then select category tags that define their preferences, including vibe, activity type, and food options. Users also have the option to include one of their saved folders, allowing the generator to consider previously saved places when creating the itinerary.
This feature directly addresses the common issue of forgotten or unused ideas from social media and past discoveries. By blending saved favorites with new recommendations, the Generator helps users rediscover experiences they once wanted to try and creates personalized itineraries based on their unique preferences.
This feature directly addresses the common issue of forgotten or unused ideas from social media and past discoveries. By blending saved favorites with new recommendations, the Generator helps users rediscover experiences they once wanted to try and creates personalized itineraries based on their unique preferences.
PROFILE
PROFILE
A space for users to manage their activity and saved experiences
A space for users to manage their activity and saved experiences
The Profile page allows users to view their posts and reviews, see their followers and following, and access saved folders with experiences they like. It gives users a clear overview of their interactions within the app and an easy way to revisit places they’ve enjoyed or plan to visit next.
The Profile page allows users to view their posts and reviews, see their followers and following, and access saved folders with experiences they like. It gives users a clear overview of their interactions within the app and an easy way to revisit places they’ve enjoyed or plan to visit next.
Chat
Chat
Helping users plan together through built-in group messaging
Helping users plan together through built-in group messaging
The Chat feature allows users to coordinate plans directly within the app, removing the need to switch between multiple tools. Users can share experiences, vote on ideas, and finalize details in one place. Since most participants said they rely on group chats to plan, this feature brings that behavior into Hidden Gem, making collaboration easier and more organized.
The Chat feature allows users to coordinate plans directly within the app, removing the need to switch between multiple tools. Users can share experiences, vote on ideas, and finalize details in one place. Since most participants said they rely on group chats to plan, this feature brings that behavior into Hidden Gem, making collaboration easier and more organized.
REFLECTION
REFLECTION
Results & Impact
Results & Impact
The redesign resulted in a 72.9% faster average task completion time
The redesign resulted in a 72.9% faster average task completion time
Users found the site easier to navigate, clearer in messaging, and more visually engaging. Both client and user feedback confirmed that the new site more accurately reflects Blended Collective’s expertise and brand identity.
Users found the site easier to navigate, clearer in messaging, and more visually engaging. Both client and user feedback confirmed that the new site more accurately reflects Blended Collective’s expertise and brand identity.
Client Handoff
Client Handoff
Delivered detailed design specs and implementation recommendations to ensure a smooth developer handoff
Delivered detailed design specs and implementation recommendations to ensure a smooth developer handoff
Next steps included finalizing the brand style guide and conducting post-launch usability testing to maintain alignment with user needs.
Next steps included finalizing the brand style guide and conducting post-launch usability testing to maintain alignment with user needs.
FINAL THOUGHTS
FINAL THOUGHTS
Reinforced to me the importance of helping clients clarify their goals through research, testing, and collaboration
Reinforced to me the importance of helping clients clarify their goals through research, testing, and collaboration
It also deepened my understanding of balancing user-centered design with business objectives like SEO and content strategy. The experience strengthened my ability to guide clients thoughtfully and approach design with both creativity and strategy in mind.
It also deepened my understanding of balancing user-centered design with business objectives like SEO and content strategy. The experience strengthened my ability to guide clients thoughtfully and approach design with both creativity and strategy in mind.
Hidden Gem
Hidden Gem
Hidden Gem
Role
Role
Sole Designer and Creator
Sole Designer and Creator
SKILLS
SKILLS
UX/UI Design
Prototyping
User Research
UX/UI Design
Prototyping
User Research