Encouraging exploration and instilling confidence in a new place
Odyssey - Explore. Connect. Belong.
Timeline
2 months, October - December 2023
Role
UX Designer, Researcher, Project Manager
Team
5 people
Tools
Figma, Google Suite
OVERVIEW
Odyssey is an immersive scavenger hunt experience that helps people who are new to a place learn more about their city, encourages them to explore unfamiliar places, and boosts their self-confidence to help them overcome anxieties of being in a new place.
Inspired by popular gamified apps like Pokémon Go and SuperBetter, Odyssey uses a combination of persuasive techniques to compel users to venture outside and engage in new activities that they may not otherwise.
Project Preview
The Outcome
Odyssey received stellar feedback from design professors and peers regarding the thoughtfulness in incorporating persuasive design strategies as well as the execution of the final prototype. We’re hoping to further refine the app and make Odyssey a reality!
The Challenge
The project prompt was to create a fully-realized intervention that 1) encourages pro-social attitude or leads end users to experience some type of positive transformation (attitudinal or behavioral) and 2) is deeply informed by theory and prior research on persuasion and social influence and integrates these foundations thoughtfully and appropriately.
Our Problem Space
My team was particularly interested in the topic of acclimation to a new place. People in a new place often face loneliness, a lack of belonging but also a sense of curiosity. Through research, we found that being able to navigate in a new city increased feelings of safety, confidence and comfort. Additionally, engaging in conversations and discovering commonalities help foster a sense of community and belonging. These insights led us to think about using persuasive design techniques to encourage people new to a city to play a game that helps them familiarize themselves with their environment.
Our Process
We spent the first month conducting primary and secondary research, honing in on our problem space and ideating potential solutions. At the midway point we pitched our audience to 50+ peers to get feedback on our concept. We then spent the next month prototyping and iterating on the physical and digital experience of Odyssey. This culminated in a final showcase in front of peers, design professionals and experts.
Background Research
Target Users
We found that this problem of acclimating to a new place was most apparent among university students (especially international graduate students). Our initial goal was to decrease the acclimation time to a new place by creating a persuasive intervention that will encourage graduate students go outside their comfort zone and develop new connections in their communities.
Over the span of 3 weeks we conduct primary and secondary research to better understand our users and the problem of acclimating to a new place.
Focus Groups
Our team conducted 4 focus group sessions with a total of 12 participants. All participants were international students from different geographies who recently entered a new place or had a prior experience of doing so. We conducted an activity where we provided participants with 70+ metaphors and ask them choose ones that they associated with the concepts: New places, Community, Culture, A Sense of Belonging and Family and Friends.
Metaphors chosen by a participant
Expert Consults
We met with 5 experts who had varying levels of expertise and perspectives on the topic of community building and acclimatization for graduate students. We asked them questions about their past successful and unsuccessful efforts to help build community as well as their biggest takeaways regarding student acclimation.
Literature Review and Market Research
We conducted a literature review of 12 papers that focused on topics revolving international students, community building, third places, and cultural acclimation. Here is the full document. We also looked into apps such as Pokémon Go, Nudge, SuperBetter and Beli App that use persuasive techniques to encourage people to explore and try new things.
Research Insights
Based on our research we were able to identify four key insights regarding acclimation and challenges faced by people in a new place.
Acclimation to a place consists of many factors
Between landing in a new place and starting to get a feeling of belonging, there are many key aspects involved such as time, self-acceptance, letting go of preconceived notions and using public transportation to name a few.
“When I take my family and friends around the city, the fact that I know exactly where to go and can take the bus makes me feel a sense of belonging.” - Focus Group Participant
Learning small things about a place
Participants started to feel a greater sense of belonging when they began to understand the nuances that are obvious to the locals but not to them. Knowing things that a small group of people know makes you feel like you belong to the place.
“I used to take for granted these small things that I knew about my city. There were specific things that were hard to learn about that I already knew.” - Focus Group Participant
Balancing structure and independence
Participants need to have some structure to foster connections but with enough agency so that they can choose to take ownership at their own will. Successful interventions will also create hooks for people to begin communications without feeling surveilled and provide opportunities for larger and smaller group formations.
“Interventions need to be authentic and recognize when people are being engaged and empowered and enable them to make the choices to build it further” - Expert Interview
Co-creation in community building
Successful interventions facilitate a sense of belonging and community formation while empowering people within the community to lead efforts. What then needs to follow are persistence and a lack of negative experiences. Persistence to promote consistency and familiarity in people’s lives while making sure that these experiences are positive enough that it enables people to be more willing and open to forming a sense of belonging.
“I created the facebook group for the students, they then took ownership and continued the efforts”. - Expert Interview
Opportunity Statement & Ideation
The Opportunity
How might we encourage newcomers to a city to explore unfamiliar places and foster the development of self-confidence, ensuring they feel empowered in their new environment?
From our insights we aligned on an opportunity statement and project goals:
1. Help our audience understand the nuances and intricacies of a new place (these could be unique social, cultural, environmental, geographical, or infrastructural aspects such as public transportation)
2. Encourage them to venture beyond their comfort zone
3. Boost their self-confidence to help them overcome their anxieties and fears of being in a new place.
Creative Scenarios and Brainstorming
We used the activity ‘The Thing from the Future’ to brainstorm creative future-vision ideas. We also did Crazy 8s to rapidly generate ideas based on our how might we, and then affinity diagrammed similar ideas. The concept of a scavenger hunt to persuade people to get out of their comfort zones and explore was most popular. We also considered other concepts such as crowdsourcing apps, in-person community events and object exchanges.
My Ideas from Brainstorming and Group Affinity Diagram
Concept Pitch & Feedback
We pitched our top two ideas to 50+ peers to gain quick feedback. The first concept was a scavenger hunt game that uses embedded design and self-affirmation to persuade students to step out of their comfort zone and explore their new environment. This concept had potential to also use self-affirmation through personalized challenges to build confidence-building. The second concept was a crowdsourcing platform that enables students to navigate more confidently and learn about the place around them. This could use techniques such as distancing through fictionalization, self-affirmation, and compliance strategies such as social proof and consistency.
Quick renders of early concepts
Feedback from our pitch
“A scavenger hunt gives users a stronger incentive to visit places rather than allowing them to passively explore what’s nearby on a map. I also think you would have an easier time incorporating a social element into a scavenger hunt game as well”
“The gamification sounds very effective in the scavenger hunt. I think it’s a good challenge for users to learn more about the city. I think maybe if you added some type of other incentive like coupons or points that turn into currency might increase user interest and motivation. Would actually use this if it existed.”
We received high validation for the scavenger hunt idea as well as useful feedback on how to make the experience for engaging for users. Moving forward we needed to now focus on prototyping the concept and testing risky design decisions.
Physical Prototyping
Design, build, test. Repeat.
Once we had a design concept in mind, we started to prototype the scavenger hunt experience and test persuasive techniques. Over 3.5 weeks we conducted three rounds of prototyping. The first two rounds were Wizard of Oz style with 6 participants as we wanted to get feedback on the effectiveness of the techniques in meeting the project goals rather than usability feedback.
In our first round we wanted to test:
Are obfuscation and priming effective in motivating people to visit new places?
Do people prefer making new connections organically or would they prefer it to be planned?
Would users be interested in playing this game again?
For this prototype we provided users with a destination to visit (a coffee shop). Upon arrival users has to solve a series of puzzles to unlock a token and win the game. Unlocking the token won them a free coffee from the shop. We primed one group of users with puzzles that encouraged open-mindedness and curiosity while the other group of users were not primed.
Primed Version
Unprimed Version
Round 1 Insights
Desire for a more social experience
While all participants were excited to have gone out of their comfort zone, they noted that they would be more comfortable doing this with someone they knew, especially in the beginning. Overtime, they felt that they would develop the confidence to go alone.
It’s about the journey, not only the destination
Participants noted that they would like more engagement on the way to the location. The transit experience in a crowded bus alone took away from the experience and providing more engagement to participants as they are in transit could provide a more immersive experience.
Difficult to gauge the effectiveness of priming
It was difficult to determine if the priming had an effect on the participants because of the small sample size. For our second prototype we decided that embedded design and self-affirmation may be more effective than priming.
More opportunity for embedded design
We realized that including a storyline or other gamified elements would make the hunt more motivating for users to complete. This approach would use more obfuscation while encouraging users to visit new local spots along the way.
Prototype Round #2
Our initial prototype testing revealed a notable lack of engagement when the game solely consisted of direct directions and crossword puzzles. Participants viewed the activities as mere tasks, diminishing the immersive potential of the game. This prompted us to explore more Embedded Design strategies, specifically: obfuscation and distancing as well as Self-Affirmation to increase confidence and reduce any threats to the self.
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We recognized the potential challenge of communicating the game’s objective to players without triggering reactance. Directly instructing them to explore the city was perceived as an imposition on their comfort zones, resulting in resistance rather than enthusiasm. To address this, we used an Embedded Design approach. In our second prototype, instead of explicitly stating the goal of exploring new places, we introduced captivating storylines rooted in the local context of Pittsburgh. This narrative-driven approach compelled players to explore different parts of the city where clues were hidden. The aim was to obfuscate the true purpose, diverting players from the perceived threat of stepping out of their comfort zones.
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Self-affirmation is a psychological intervention in which people reflect on self-defining values and can buffer people against such psychological threats. Self-affirming core values can lead to increased confidence, coping and enhanced learning, which is imperative in the context of relocation to ensure increased acclimation.
In our second prototype, we created a social experience by requiring users to play in pairs with acquaintances and included self-affirmation prompts where users choose values and engaged in conversations based on prompts.
Wizard of Oz Prototyping with users - texts from the scavenger hunt
Round 2 Insights
Embedded Design led to greater engagement
Participants were notably more excited after completing the scavenger hunt in this round. Participants that had previously visited the hunt locations noted that the activity allowed them to take more time to notice details about these places that they had missed before. Participants that hadn’t visited the locations before expressed that the activity reduced the threat of exploring new places which highlights the effectiveness of embedded design and self-affirmation.
Users self-affirming their values via in-transit activities promoted exploration and curiosity
Creating in-transit activities was also a key component to making the scavenger hunt more engaging. Participants stated that they had deeper conversations with their game partners beyond what they usually speak about, making them feel more connected. The values seemed to affirm participants and make the activity less threatening and also primed them to focus on building connections and exploration.
Digital Prototyping
Designing the digital prototype
After validating our design concept and the effectiveness of embedded design and self-affirmation in the scavenger hunt experience, I led the design of the digital prototype that users would use to play the scavenger hunt. Since we had already tested the user flow via Wizard of Oz prototyping, I was able to create wireframes keeping this in mind.
Wireframe Walkthrough
Users begin by choosing a scavenger hunt of their choice. They can choose from 3 options: Art Heist, Steel City Murders and Haunted Suburbs. For our prototype, we developed Art Heist.
The premise of the ‘Great Art Heist Hunt’ is an immersive storyline: an iconic Andy Warhol painting has been stolen and replaced with a blank canvas. Somewhere in the vibrant streets of Pittsburgh, parts of the stolen masterpiece have been hidden and the thief has left a series of clues that will guide players through Pittsburgh’s historical and cultural landmarks. Players’ mission is to decipher the clues, find the missing pieces and bring back Warhol's masterpiece to its rightful place.
Prior to starting the hunt, players choose a value that resonates most with them. Based on the value they choose, they receive discussion prompts as in-transit activities. Players can discuss these with one another or simply reflect on it individually.
As players progress through the scavenger hunt, they receive new clues to solve. They need to upload their answers to verify if they solved it correctly and will then continue to the next part.
Visual Design
Visual Design choices were made with the game’s persuasive goals in mind. We wanted to prime players to be more open-minded and curious. A light mode design was used since users typically find it comforting and familiar. Using warm colors in combination with white can create a more positive and inviting atmosphere.
Odyssey also uses imagery to create an immersive feeling when users are viewing the screens. Initial visuals that we tested with users (for example: Iteration 1 of the Home Screen below) didn’t provide a feeling of exploration or mystery. Using animated visuals rather than 2D illustrations were more effective in creating this mindset among users and evoking feelings of curiosity
Visual Design Inspiration and Elements
Final Solution
App Prototype - View Demo Video
Introducing Odyssey.
Intro screens - Choosing an adventure and starting the Art Heist Hunt
Choosing values and in-transit activity
Clue Screens
Product Poster
Results & Takeaways
What was the outcome?
We presented Odyssey to 50+ peers, design/HCI professors and experts. The concept and execution resonated with much of our audience and users, particularly the elements of the scavenger hunt storyline and the social interactions. We’re hoping to potentially make Odyssey a reality and build out the app to run pilot tests!
“It got me outside of my comfort zone... I had never visited these places before.” - User
“I loved discussing clues with my partner. This is the first time we’ve bonded 1-1.” - User
“I’d play it again to explore more places!” - User
“Your experiential prototyping methods were ingenious and expertly designed, and your efforts to learn about the transformational effects of your design on users through both observational and interview methods were impressive.” - CMU Professor
“The level of thought and creativity you exhibited in executing the central goal of your project as well as the strong foundation you built from your exploration of the research literature, were truly noteworthy.” - CMU Professor
Project Strengths
Effective prototyping to test and showcase design ideas
Odyssey successfully applies persuasive theories and it was our creative use of prototyping that helped us reach a polished digital and video prototype.
High desirability to use Odyssey
Our users were excited during and after using the prototype and a huge success is users’ enthusiasm to use the developed product.
Future Considerations
Potential for more interaction
Something I would have liked to explore if we had more time is partnering with local businesses to create a larger Odyssey community with users and locals.
Efforts to scale
While scalability wasn’t a focus during this project, if we were to further develop Odyssey, we could consider how this concept could scale to other cities beyond Pittsburgh.
Key Takeaways
Consider unintended harms and consequences
We used many unique methods in our design research such as Surfacing Metaphors to understand users’ perspectives, Tarot Cards of Tech, and The Thing from the Future. These not only brought in fresh perspectives from the design team and users, but it also helped us consider unintended harms of our design and ensured we stayed away from deceptive patterns.
There’s always an opportunity to incorporate persuasive design
Prior to this project I knew that many design choices are grounded in social psychology but being able to apply it in my own projects helped me gain a strong grasp on the theories and their impact on users. Moving forward, I’m confident in applying these critical thinking skills in new design challenges.
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