Atlanta’s unity project needed to establish a digital presence as impactful as its physical one. I worked with a team to create an app that would serve as a mobile guide to the Atlanta BeltLine.

 

The Process

 
 

About the Business

 

The Atlanta BeltLine is a large scale urban development project dedicated to making Atlanta a “global beacon for equitable, inclusive, and sustainable city life.”

 
 

Source: https://beltline.org/the-project/project-goals/

 

User Interviews and Demographics

 

A series of questions uncovered some key demographics of the users the app would target. Next, in person interviews were conducted on the BeltLine itself.

 
 
 

Affinity Mapping

 

Affinity mapping revealed a majority of users were seeking recreational and leisure activities, and had no consistent way to access information.

 

Developing a Persona

 

Using information from surveys and interviews, an initial persona was developed.

Broadening the Scope

 

I received some particularly powerful feedback from one user about the more controversial aspects of urban development. After doing some of my own research on the issue, I decided it would be worth adding an additional persona. My goal was to solve for the problems of our typical BeltLine user within the framework of the problematic nature of gentrification.

 
 
 

Solution: A mobile guide to Authentic Atlanta

 

I hypothesized that what the users needed most was a mobile guide to the local businesses and cultural points along the BeltLine. I would focus on independent businesses and provide users with the option to find popular sites based on user defined preferences.

 

Competitive Analysis

 

Key takeaways included interactive navigation and access to ratings and reviews

 

Designing Key Features

 

A design studio was conducted and resulted in a layout with two tentative user paths; a listing view that shows locations based on distance and a “discovery” feature that allows users to explore locations based on popularity.

 
 

User Flow

There are two options for user flow based on the users chosen browsing style. Highlighted in blue is the “Discover” interactive swipe-through feature.

 

Prototyping

 
 
 

The Discover Feature

The Discover feature was created to mimic the psychological experience of browsing Tinder. I wanted users to feel like they were playing a game as they browsed recommended locations. My hope was to give them the opportunity to explore the BeltLine virtually as they explore it physically.

 
 
 

The Nearby Feature

The Nearby feature provides users with a browsing option similar to Yelp. The map also offers users the opportunity to view real-time crowd data. This was initially a solution for users who wanted to avoid traffic, but evolved to also allow users the opportunity to find real-time event data.

 

Key Screen Mockups

Next Steps

 

  • Option to create an account and connect with other users

  • Detailed events calendar

  • Inclusion of workout classes and fitness opportunities in alignment with the mission of the business

  • “Get Involved” section with information about community meetings and the option to donate

  • Expansion of the map to relevant historical and cultural sites nearby

  • “Plan a trip” feature for users to browse from home and find parking near their destination

  • Implement the concept in other cities experiencing fast-paced urban development