UX Case Study

Discover London

Research Methods
  • Guerilla User Research
  • Competitive Analysis
  • Impact Map
  • Card sorting
Design Methods
  • Design Principles
  • Task Flows
  • Wireframes
  • Visual Design

Discover London is a city guide app that makes it easier for visitors to explore London. Using the app, visitors are able to create self guided walking tours made up of experiences recommended by locals. This project was completed in the General Assembly Part-Time UX course.


Through a user centred approach I aimed to discover pain points visitors were encountering while planning trips and exploring London. I used a combination of the curriculum provided in class as well as my own research to come up with a strategy that started with user interviews and concluded with a high fidelity prototype.

Research Methods

Guerilla User Research

I conducted interviews with a range of visitors to London to determine how they plan their trips, navigate the city and what what pain points they come across. I plotted out the results onto an affinity map to help me see patterns in user needs.

Key Insights

Navigating a new city is confusing and frustrating

Users have a difficult time keeping track of daily activities

Visitors want authentic experiences

Competitive Analysis

A competitive analysis identified existing solutions. Were users hearing from a large number of other visitors or from just a few experts? Was the tone of voice being used professional or conversational? I looked at the range of experiences covered and the features provided.

Impact Map

Creating an impact map helped me determine the actors who would play into the development of the app, as well as how features would impact them. It allowed me to map the user needs first, and then create features to meet those needs.

Card Sorting

I ran a workshop to determine which experiences locals take friends and family to when they visit London. Participants were asked to spend 2 minutes writing down their favourite things to do and 3 minutes writing a detailed description of their favourite experience. They were rewarded with treats.

I conducted open card sorts using experiences the workshop participants had provided to determine how perspective users categorized them.


Location proved to be the most significant factor in organising the experiences

Design Methods

Design Principles

More time enjoying the city, less time absorbed in a device. Provide quick and simple interactions that enhance the discovery of a new city.

Provide unique experiences. Experiences and journeys must be visceral, stimulating and authentic. Visitors should feel like they have discovered something special.

Fun to use. Playful and easy to interact with. You would want to goof around with it while waiting for the bus / your significant other to get out of the shower.

Plan for spontaneity. Plans change, discoveries are made and what was meant to be a quick look might turn into hours of wandering. Journeys need to be flexible enough to accommodate for changes and deviations from the planned route.

Communicate casually and clearly. Writing should be clear and to the point, using a casual tone of voice. It should feel like talking to a trusted friend who you can have a laugh with, but who would also remember the room number.

User Flows

I created user flows to help put myself into the user’s shoes and determine how she might use the app while out navigating the city and planning her trip.

Goal: Explore an area and add an experience to favourites
Goal: Create a route using your favourite experiences
Goal: Explore an area using your route


The user flows determined what wireframes needed to be designed and what the user might do on each screen. User testing of a low fidelity prototype found that users were understanding the structure of the app and able navigate it without difficulty.

Visual Design

I created a high fidelity prototype to show the app design. This prototype could be used to explain the concept of the app and pitch for funding to develop it further.

Discover London provides visitors with a platform to plan their days and explore the city. It takes away much of the stress of visiting a new city, allowing users to enjoy the experience.

More Work