👨🏼💻 Work Project
👨🏼💻 Work Project
👨🏼💻 Work Project
👨🏼💻 Work Project
Pivoting strategy and design for an E-Bike tours startup
Pivoting strategy and design for an E-Bike tours startup
Pivoting strategy and design for an E-Bike tours startup
Pivoting strategy and design for an E-Bike tours startup
Client
Unconventional Road
Role
UI/UX Designer
Tools
Figma
Photoshop
Illustrator
Leadpage
Notion
Industry
Tourism, Online travel services
Year
2021
Client
Unconventional Road
Role
UI/UX Designer
Tools
Figma
Photoshop
Illustrator
Leadpage
Notion
Industry
Tourism, Online travel services
Year
2021
Client
Unconventional Road
Role
UI/UX Designer
Tools
Figma
Photoshop
Illustrator
Leadpage
Notion
Industry
Tourism, Online travel services
Year
2021
Client
Unconventional Road
Role
UI/UX Designer
Tools
Figma
Photoshop
Illustrator
Leadpage
Notion
Industry
Tourism, Online travel services
Year
2021
Project Overview
Project Overview
Project Overview
Slowit was born in 2020 as an online marketplace for tours from various tour operators. However, the launched product did not produce the results we were expecting – we had minimal control over the tours and we needed economies of scale to become more profitable. Hence, we decided to pivot our business model and open our own tour agency, Unconventional Road. We also changed our business model from a marketplace to a tour operator.
Slowit was born in 2020 as an online marketplace for tours from various tour operators. However, the launched product did not produce the results we were expecting – we had minimal control over the tours and we needed economies of scale to become more profitable. Hence, we decided to pivot our business model and open our own tour agency, Unconventional Road. We also changed our business model from a marketplace to a tour operator.
Slowit was born in 2020 as an online marketplace for tours from various tour operators. However, the launched product did not produce the results we were expecting – we had minimal control over the tours and we needed economies of scale to become more profitable. Hence, we decided to pivot our business model and open our own tour agency, Unconventional Road. We also changed our business model from a marketplace to a tour operator.
⚠️ Problem Statement
⚠️ Problem Statement
⚠️ Problem Statement
How might we create an accessible e-bike tour experience and brand for middle-aged travellers and outdoors enthusiasts?
How might we create an accessible e-bike tour experience and brand for middle-aged travellers and outdoors enthusiasts?
How might we create an accessible e-bike tour experience and brand for middle-aged travellers and outdoors enthusiasts?
A valuable and profitable business model
A valuable and profitable business model
Marketing Budget per tour:
Marketing Budget per tour:
Marketing Budget per tour:
1.500€ to 450€
1.500€ to 450€
1.500€ to 450€
-67%
-67%
-67%
Customer acquisition cost:
Customer acquisition cost:
Customer acquisition cost:
225€ to 40€
225€ to 40€
225€ to 40€
-80%
-80%
-80%
Average tour revenue:
Average tour revenue:
Average tour revenue:
3,000€
3,000€
3,000€
Solution Overview
Solution Overview
Intuitive & user-friendly Tour Information
Intuitive & user-friendly Tour Information
Intuitive & user-friendly Tour Information
Effortlessly access comprehensive tour details on our booking platform, seamlessly blending traditional information with an interactive FAQ for a quick and informed overview of our offerings.
Effortlessly access comprehensive tour details on our booking platform, seamlessly blending traditional information with an interactive FAQ for a quick and informed overview of our offerings.
Effortlessly access comprehensive tour details on our booking platform, seamlessly blending traditional information with an interactive FAQ for a quick and informed overview of our offerings.
Online booking platform
Online booking platform
Online booking platform
Stay organized for your next adventure by easily managing and tracking all your packed gear with our Packing Lists.
Stay organized for your next adventure by easily managing and tracking all your packed gear with our Packing Lists.
Stay organized for your next adventure by easily managing and tracking all your packed gear with our Packing Lists.
Competitors Analysis
Competitors Analysis
Competitors Analysis
What are the main companies operating in the tour agency industry?
What are the main companies operating in the tour agency industry?
What are the main companies operating in the tour agency industry?
After conducting both primary and secondary research, I proceeded to analyze my potential competitors in the market. Since several tour agencies are offering various adventure services, I created a comprehensive competitors matrix to have a better understanding of the various market players.
After conducting both primary and secondary research, I proceeded to analyze my potential competitors in the market. Since several tour agencies are offering various adventure services, I created a comprehensive competitors matrix to have a better understanding of the various market players.
After conducting both primary and secondary research, I proceeded to analyze my potential competitors in the market. Since several tour agencies are offering various adventure services, I created a comprehensive competitors matrix to have a better understanding of the various market players.
Site Analysis
Site Analysis
Site Analysis
Team Insights on Key Competitors: Sharing Our Perspectives
Team Insights on Key Competitors: Sharing Our Perspectives
Team Insights on Key Competitors: Sharing Our Perspectives
Saturation in the Tour Agency Sector
Saturation in the Tour Agency Sector
Saturation in the Tour Agency Sector
The industry is saturated with companies specializing in itinerary planning and local experience curation.
The industry is saturated with companies specializing in itinerary planning and local experience curation.
The industry is saturated with companies specializing in itinerary planning and local experience curation.
The industry is saturated with companies specializing in itinerary planning and local experience curation.
Missed Sales Opportunities
Missed Sales Opportunities
Missed Sales Opportunities
Despite their expertise in crafting engaging experiences, these companies struggle to effectively sell their services due to obsolete online platforms.
Despite their expertise in crafting engaging experiences, these companies struggle to effectively sell their services due to obsolete online platforms.
Despite their expertise in crafting engaging experiences, these companies struggle to effectively sell their services due to obsolete online platforms.
Despite their expertise in crafting engaging experiences, these companies struggle to effectively sell their services due to obsolete online platforms.
Technological Disparity
Technological Disparity
Technological Disparity
A substantial 70% of these companies exhibit proficiency in creating outstanding travel plans but lack contemporary technology, especially in their outdated website and booking platform designs.
A substantial 70% of these companies exhibit proficiency in creating outstanding travel plans but lack contemporary technology, especially in their outdated website and booking platform designs.
A substantial 70% of these companies exhibit proficiency in creating outstanding travel plans but lack contemporary technology, especially in their outdated website and booking platform designs.
A substantial 70% of these companies exhibit proficiency in creating outstanding travel plans but lack contemporary technology, especially in their outdated website and booking platform designs.
Potential for Technological Innovation
Potential for Technological Innovation
Potential for Technological Innovation
There is a clear opportunity to introduce technological advancements and modernize online platforms within the tour agency sector, thereby capitalizing on the gap identified.
There is a clear opportunity to introduce technological advancements and modernize online platforms within the tour agency sector, thereby capitalizing on the gap identified.
There is a clear opportunity to introduce technological advancements and modernize online platforms within the tour agency sector, thereby capitalizing on the gap identified.
There is a clear opportunity to introduce technological advancements and modernize online platforms within the tour agency sector, thereby capitalizing on the gap identified.
Business Opportunity
Business Opportunity
Business Opportunity
Defining the principal pillars
Defining the principal pillars
Defining the principal pillars
Based on our research into the tour agency market, we have identified the key components of a new business model. We aim to provide a comprehensive and seamless experience for our customers, from the moment they book their tour to the moment they return home.
Based on our research into the tour agency market, we have identified the key components of a new business model. We aim to provide a comprehensive and seamless experience for our customers, from the moment they book their tour to the moment they return home.
Expert local guides who have in-depth knowledge about the territory
Expert local guides who have in-depth knowledge about the territory
Expert local guides who have in-depth knowledge about the territory
Expert local guides who have in-depth knowledge about the territory
Active tours with unique nature and culinary discoveries
Active tours with unique nature and culinary discoveries
Active tours with unique nature and culinary discoveries
Active tours with unique nature and culinary discoveries
Weekend trips that allow you to escape the city easily
Weekend trips that allow you to escape the city easily
Weekend trips that allow you to escape the city easily
Weekend trips that allow you to escape the city easily
Small group experiences with others who share your same interests
Small group experiences with others who share your same interests
Small group experiences with others who share your same interests
Small group experiences with others who share your same interests
Customer Journey
Customer Journey
Customer Journey
Finding the pain points on the customer journey
Finding the pain points on the customer journey
Finding the pain points on the customer journey
User Interview
User Interview
User Interview
What did we learn from our customers?
What did we learn from our customers?
What did we learn from our customers?
After providing our services to our first customers, we conducted a short interview with them to gather feedback. For customers who were unable to participate in the interview, we sent out a brief survey. By taking these actions, we were able to identify the main frustrations and problems that customers faced during their journey with us.
After providing our services to our first customers, we conducted a short interview with them to gather feedback. For customers who were unable to participate in the interview, we sent out a brief survey. By taking these actions, we were able to identify the main frustrations and problems that customers faced during their journey with us.
Visitors face challenges in trusting our service, making it difficult to convert them into paying customers.
Visitors face challenges in trusting our service, making it difficult to convert them into paying customers.
Visitors face challenges in trusting our service, making it difficult to convert them into paying customers.
The company encounters the issue of booking and paying for excursions and lodging in advance, often without receiving full payment from customers.
The company encounters the issue of booking and paying for excursions and lodging in advance, often without receiving full payment from customers.
The company encounters the issue of booking and paying for excursions and lodging in advance, often without receiving full payment from customers.
The payment process is unclear for users since it isn't integrated into the booking service.
The payment process is unclear for users since it isn't integrated into the booking service.
The payment process is unclear for users since it isn't integrated into the booking service.
Sketches & Wireframe
Sketches & Wireframe
Sketches & Wireframe
Taking sketches to low-fi and high-fi mockups
Taking sketches to low-fi and high-fi mockups
Taking sketches to low-fi and high-fi mockups
Brand Identity & Style Guide
Brand Identity & Style Guide
Brand Identity & Style Guide
Brand Identity & Style Guide
Brand Identity & Style Guide
Brand Identity & Style Guide
Taking into consideration our brand values, I decided to choose two distinct but complementary colours: green to represent nature and the battery energy of the E-bike, and blue to reflect the calm and relaxing feeling of the experience.
Taking into consideration our brand values, I decided to choose two distinct but complementary colours: green to represent nature and the battery energy of the E-bike, and blue to reflect the calm and relaxing feeling of the experience.
Logo
Logo
Logo
Brand Identity & Style Guide
Brand Identity & Style Guide
Brand Identity & Style Guide
The logo is really important for the company because it is the first thing that the users see, so it has to stand out and be memorable while reflecting the values of the brand. Redesigning the logo for me was really challenging and fun. I wanted to keepc the design simple and direct. I used the shape of the "U" and the "R" to create the silhouette of a bike trail.
The logo is really important for the company because it is the first thing that the users see, so it has to stand out and be memorable while reflecting the values of the brand. Redesigning the logo for me was really challenging and fun. I wanted to keepc the design simple and direct. I used the shape of the "U" and the "R" to create the silhouette of a bike trail.
Final Design
Final Design
Final Design
