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APPLICATION DESIGN - PROJECT 2 UI/UX DESIGN DOCUMENT

25/10/25 - 21/11/25 (Week 5 - 9)

SUN YUTONG (0377440)

APPLICATION DESIGN / Bachelor of Design (Honours) in Creative Media

Project 2: UI/UX Design Document


JUMP LINK
INSTRUCTIONS

LECTURES

WEEK 6:  Introduction To User Experience Research

Summary of Interview

An interview is a research method for gaining in-depth understanding of users' attitudes, beliefs, and experiences.

It typically involves a one-on-one interview with a user, lasting 30–60 minutes, and can be conducted face-to-face, by phone, or video.

During the interview, researchers can record not only the user's verbal expressions (what they say) but also observe nonverbal cues (such as facial expressions and body language). These cues help determine the user's emotional response to the product or service, such as positive (excitement) or negative (discomfort).

Pros and Cons of Interview:
PROS
• Users provide detailed insights into their
attitudes, desires, and experiences.
• Allows addressing and clarifying
individual concerns and
misunderstandings immediately.

CONS
• Interviews are time-consuming per participant.
• Requires preparation, conducting, analysis, and
sometimes transcription.
• Limits sample size, which can be problematic.
• Data quality depends on the interviewer's skill.

Summary of Online Surveys

Online surveys, which collect user preferences, attitudes, and opinions through questions, are a commonly used online research tool. Questionnaires come in various formats and lengths, and data is automatically recorded and analyzed by the system. They help researchers understand users' demographic characteristics, goals, and information needs. However, it's important to note that users' self-descriptions when completing questionnaires may not match their actual behavior, thus affecting the validity of the research results.

Pros and Cons of Online Surveys
PROS
 • Conducted online, allows for rapid and 
inexpensive data collection.
 • Anonymity often leads to more 
candid/honest responses.

 CONS
 • Ensuring a representative sample is challenging, 
particularly from social media or general forums.
 • Poorly crafted or leading questions can bias 
responses.
 • Lengthy surveys may discourage participation.

WEEK 7: User Persona 

Understanding User Needs in Crafting Problem Statements:
 
Crafting a clear problem statement is vital for effectively addressing real user issues. 
Understanding the needs and requirements of the user is essential in this process.

 The Role of Personas in Design Decision-Making:

 Personas aid in strategizing and guiding intelligent design decisions.

WEEK 8: Site Map & User Flow Diagram


Site Map 
  • Visual representation of site / app content organization. 
  • Hierarchy of nodes (boxes) representing pages or content. 
  • Arrows or lines indicate relationships between web pages/ app interface. 
  • With card sorting insights, you can create a logical and intuitive organization for your content in site map. 
User Flow 
  • Visualization tool: User flows are visual representations of all interactions a user has on your site/App. 
  • Purpose: To design efficient task completion 
  • Focuses on tasks: User flows concentrate on the specific actions users take within a product to accomplish something. 
  • Multiple paths: There can be multiple branches in a user flow, depending on the choices a user makes at different points. 
  • Benefits: User flows help designers understand how users interact with a product, identify potential issues, and optimize the user experience for better usability and efficiency. 
Classroom Exercises:

We were divided into teams to create user personas for a food delivery app. We chose to create customer personas.

User journey map for customer:

Flow Chart for customer:



PROJECT 2: UX, UI, IXD DESIGN DOCUMENT

In the first phase, we categorized the features of the selected application and those of competing companies' applications using cards.

Fig 2.1 Card sorting 1

Interview & Survey

Next, we needed to conduct interviews and a survey.
I first determined the interview questions to help me better understand the pain points and needs users encounter when making travel plans, including the problems they face during their travels.

Fig 2.2 Interview Questions

We need to find 5 interviewees to conduct the interviews and transcribe the transcripts live.

Fig 2.3 Interview recording image

Interview recording link: 

Interview transcript:

Fig 2.4 Interview transcript

Interview transcript link: 

Survey

Fig 2.5 Survey Questions

Survey Link: 

Survey data sheet: 

Affinity Mapping

After completing the interview, I extracted the key parts of the interview content, and then I completed Affinity Mapping to explore the needs and pain points of the interviewees.
Fig 2.6 Affinity Mapping


Personas 
Next, I completed key insights into user personas based on the Affinity Mapping content, which helped me to better complete the Persona based on the interview content.



Fig 2.7 Persona Key Insights

Based on key insights from user personas, I created three user personas: Persona 1: The Organized Traveler; Persona 2: The Practical Traveler; and Persona 3: The Relaxed Traveler.

Fig 2.8 Persona 1: The Organized Traveler

Fig 2.9 Persona 2: The Practical Traveler

Fig 2.10 Persona 3: The Relaxed Traveler.

User Journey Maps

I created the corresponding User Journey Map based on the persona and added 3 opportunities to each action point.

Fig 2.11 User Journey Maps

I categorized the opportunities in the User Journey Map and added them to Card sorting.


Next, I integrated all the function cards and divided them into five parts: Trip planning function, Explore and Inspire, Budgeting & Expenses, Account and Settings, Collaboration and Sharing, and Travel Journal. I then filtered the functions, selecting the necessary ones and eliminating irrelevant and duplicate functions.

Fig 2.12 Card sorting 2 

Sitemap

Based on the card categories, I completed the site map. The site map showcases the app's main functions: Explore and Inspire, Create Trip, Collaboration and Sharing, Budgeting & Expenses, Travel Journal, etc., providing an intuitive understanding of the app's various functional modules.
Fig 2.13 Sitemap 

User Flow Chart

Fig 2.14 User Flow Chart 

FINAL PROPOSAL SLIDES


FEEDBACKS

WEEK 5:  No Feedback

WEEK 6: Mr. Sylvain told me that I needed to revise my interview questions.

WEEK 7: Mr. Sylvain explained to me that I needed to extract the necessary parts from the interview content.

WEEK 8: No Feedback

WEEK 9: No Feedback

REFLECTION

In this project, we learned how to understand user pain points and needs through interviews and surveys. We also learned how to create Personas, User Journey Maps, User Flow Charts, and more. Completing this project was incredibly rewarding, teaching us how to determine the necessary application functionalities based on user needs.



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