Category
Service Design | UI/UX Design
Process
Why this project?
Calicut beach is located in North region of Kerala, known as Malabar region. Kerala as a state tourism is performing very well, but in Malabar region the foreign tourist visits are very less as compared to other region.
Number of nearest International airports
Malabar has more International airport options than other regions in Kerala. Still the foreign tourist visits are not up to the mark .
Foreign tourist visits on important destinations with beaches
Data from Kerala tourism statistics 2018
Why Calicut beach?
Calicut beach is very culturally diverse and located in the busy city area. All flavors of history and its diverse culture can be experienced just by visiting this beautiful beach area. The activity happening in different time zones makes this beach very unique, a tourist unexplored area .
About Calicut beach
Calicut beach is very culturally diverse and located in the busy city area. All flavors of history and its diverse culture can be experienced just by visiting this beautiful beach area. The activity happening in different time zones makes this beach very unique, a tourist unexplored area .
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Primary research
Research method
Participant Diary Study : "A diary study is a research method used to collect qualitative data about user behaviors, activities, and experiences over time. In a diary study, data is self-reported by participants longitudinally".
Overall diary study purpose
The study aims to collect raw data on various touchpoints that participants interact with during their journey around the beach area. The data is generated based on the experiences of multiple participants.
The study seems to be in its early research stage and is designed to understand user problems and opportunities. It covers a wide range of touchpoints, including parking areas, open stages, beach football areas, lighthouses, footpaths, and more. The participants' experiences are categorized into five emotional states: Very Negative, Negative, Neutral, Positive, and Very Positive.
Research insights
Click here to see the complete paticipant diary study
Problems faced by participants
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Parking Issues: Participants struggled to find parking space, and bikes were parked in car parking areas.
Lack of Information: There was no information about upcoming events at the open stage, and structures like lighthouses had no relevant information displayed.
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Lack of Amenities: Participants noted that street lights were in bad condition, and there were no proper pedestrian pathways.
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Inactive Areas: Beach football areas were found to be inactive, and participants expected to see some matches ongoing.
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Waste Management: Participants found a lot of food package waste on the footpaths.
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Unsatisfactory Public Spaces: Some public spaces like Lions Park were poorly designed and did not catch the participants' attention.
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Signage Issues: There were no signboards for road crossings, and participants found it difficult to navigate.
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Safety Concerns: Poor lighting in some areas made participants feel unsafe.
Positives felt by participants
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Scenic Beauty: Participants expressed a sense of awe and relaxation when experiencing the natural beauty of the beach. The sunset views were particularly mentioned as a highlight.
Cultural Activities: The open stage area was appreciated for hosting cultural events, even though information about upcoming events was lacking.
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Recreational Opportunities: Areas like the beach football zone, despite being inactive, were seen as a positive addition for recreational activities.
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Cleanliness: Some participants noted that certain areas were well-maintained and clean, which enhanced their overall experience.
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Ease of Access: The beach was easily accessible, and participants appreciated the convenience of getting to different areas.
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Local Vendors: The presence of local vendors selling food and souvenirs added to the overall beach experience and was seen as a positive aspect.
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Public Facilities: Amenities like public restrooms and seating areas were generally found to be in good condition and added to the comfort of the visit.
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Safety Measures: Despite some concerns about lighting, participants felt that the presence of lifeguards and security personnel added a sense of safety.
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Community Feel: Participants enjoyed the sense of community at the beach, where families and friends gathered for various activities.
Stakeholder mapping and value exchange
Existing service blueprint of Calicut beach
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Conceptualisation
Emerging personas
"Two distinct personas have emerged: The Tourist, unfamiliar with Calicut Beach, and The Local, residing nearby and frequently spending weekends there."
The Tourist
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The Local
Desired user experience & ideas
User scenarios & task flows
Background
Jane is an American visiting South India for a few days. After travelling to multiple destinations in South India she arrives at Calicut and wants to explore the culture and cuisines of Calicut. She is currently staying at a Hotel near Calicut town.
Discovery & installation
Jane wants to visit Calicut beach today. She found a ‘Kerala tourism’ promotional brochure at the hotel lobby. As mentioned in the brochure, Jane installs Calicut beach app on her phone.
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Exploration & planning
Jane wants to visit the beach and historical and cultural destinations near Calicut beach. She opens Calicut beach app and explores destinations. She identifies couple of destinations and restaurants that she want to visit in a day. She hire a auto to go to her first destination.
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User is at Calicut beach, she wants to explore nearby popular tourist locations.
User is at home, he wants to do his daily jogging and skating practice on beach.
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Information architecture
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User interface design
Identity design
Roboto
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Final Screens
Through mobile application user decide to visit an important destination
Finding Amneties from the application
Beach activities