☺ navigating the world with safety & culture in mind ☺
UX/UI DESIGN
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BRANDING
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UX/UI DESIGN ☺ BRANDING ☺
ROLE: DESIGNER
YEAR: 21’ - 23’
PROJECT TYPE: WEB APP
MASTER’S THESIS PROJECT
OVERVIEW
There have been hundreds of years of racism & social injustice in the United States.
Unbeknownst to a significant amount of people, the implications of that racial history are still prevalent in today’s society, specifically in relation to how Black people experience travel. That experience of travel holds a mirror to the relationships of race and societal frameworks that have allowed discrimination to take place throughout the United States. Bias, racism, and inequities continue to create toxic tourist experiences for Black people, both domestically and abroad.
Problem
Black travelers face unique challenges in finding safe, inclusive destinations and resources, often resulting in stress and limited opportunities for exploration.
Solution
This project provides a web app that empowers Black travelers with tools to discover safe destinations, explore cultural significance, and connect with a supportive community.
RESEARCH GOALS
Traveling While Black is Never Just Tourism
The overall goal of this research is to gain a better understanding of the Black travel experience, what exactly it means to travel while being Black, and to not only create a dialogue around this problem, but create a product that is going to help to ease that worry of traveling while Black.
Fully Understand the Scope of the Problem
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In order to get a better grasp on the overall problem, there needed to be an evaluation of orgin. Taking a look at the historical context gives more insight into how the impacts have affected the way Black people travel today.
Evaluating Impacts on Modern Day Tourism
There has been a major lack of representation in the travel industry. Even where Black people are represented, a major aspect is missing; the narrative of their experience. Looking at how the past has impacted the present with hard, concrete facts & numbers puts into a how important this really is.
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Who is the Competition?
Providing an analysis of the competitors provides some insight into potential features, feelings of the user, and overall functionality that is evoked by their design solution.
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Understanding the User
Taking a deep dive into the minds of the potential users helps to create a better product to suit their needs, and make more informed decisions when it comes to traveling, which is ultimately the end goal. Not every user is going to be the same, and the data that gets captured in a persona should reflect the specific goals and scope of the work that it is meant to impact.
ADDRESSING THE PROBLEM
This problem presents itself in both a physical & digital space. From the beginning of the travel process and having to research safe destinations, all the way through the actual experience of the trip itself, and potentially running into problems while at their destination. Understanding the historical context, and applying it to the present day travel industry played a crucial role in breaking down the nuances of the social implications of what it means to travel while being Black.
Sundown Towns
All-white municipalities or neighborhoods in the United States that practiced a form of racial segregation by excluding non-whites via some combination of discriminatory local laws, intimidation or violence. The term came from signs posted that "colored people" had to leave town by sundown.
Sundown towns had become a hidden aspect of the racism already present, and have contributed to the understanding of inequalities of Black people. The implications of this unfortunate part of history made it’s way into present day, and play a major role as to why there is even an issue now.
There is a distinct relationship between people and places, and race plays a big role in how people interact with those places. Black people have been able to amplify awareness of insecurities associated with the color of their skin and make a place for themselves where historically they have been left out of.
THE
COMPETITION
Building on this understanding of the relationship between people and places, the competitive analysis explores how existing travel platforms address or fail to address the unique concerns of Black travelers. This provides some insight into potential features, feelings of the user, and overall functionality that is evoked by their design solution. By understanding that information, I am able to create my own unique product and experience.
In order to do that, I needed to look at websites that were dedicated to Black travel, as well as other types of travel sites and blogs to take a look at what they were providing as well.
What features are other companies providing for their users?
What are some things they are missing?
How can I set my application apart from everyone else?
While many travel apps focus on general safety and convenience, few take into account the specific challenges faced by Black people in unfamiliar or historically unwelcoming spaces. This analysis examines competitors in the market, identifying gaps in their offerings and how those gaps create an opportunity to build a more inclusive, empowering travel experience. By highlighting the absence of tailored resources for Black travelers, this analysis provides the foundation for developing an app that prioritizes safety, community, and cultural sensitivity.
destination specific info
info on safety
accommodation booking
updated covid-19 travel info
travel noire
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blogs/articles
reviews & personal stories
attraction recommendations
trip booking/planned trips
account creation
latest travel news
travel resources
✶ main insights ✶
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black & abroad
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no madness
soul of america
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adventure in black
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black girls travel too
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greenbook global
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A majority of these sites provided travel packages and deals, something that I was not interested in adding.
There was no website that referenced in any capacity the dangers that come with traveling while Black.
Being dedicated to Black travel meant different things to different sites: Some were only marketed toward Black people without providing any other signifiers or information that was actually about traveling while Black. Others were focused on providing Black travel experiences, creating group trips that allowed you to travel with other Black people through their website.
UNDERSTANDING THE USER
With a clear understanding of the competition and the gaps in the market, the next step is to dive deeper into the needs and experiences of our users. In order to get a look into my audience, I needed to start addressing specifics. With the use of both surveys, a series of interviews, and some observational research, I was able to get a look inside the minds of the people that were specifically being affected by this.
I started with a simple survey, that was distributed to 56 Black people. These questions were used as a framework for understanding the general attitudes toward traveling:
What is your age group?
How many times a year do you take a trip within the United States?
Do you prefer to fly, or take road trips?
How many people do you usually travel with?
Do you use any travel services or websites when planning your trip?
As a Black person, has safety ever been a concern for you when traveling?
Out of the fifty-six responses I was able to receive, there was an overwhelming majority when it came to the questions about the use of travel services, and the concern of safety.
Using surveys to gauge the overall responses of the general public.
✶ get the numbers ✶
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More in depth interviews to get into the thoughts and feelings of those most affected by this problem.
✶ in depth questioning ✶
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Developing a user persona to help navigate through the research in a more realistic way.
✶ creating a voice ✶
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Using social media to observe how people felt, how they voiced their opinions, and what they were curious about.
91%
of people answered yes to the safety question, with the few people who answered no, noted that they have either never been somewhere where they felt unsafe, or they try not to think about being restricted to traveling because of their race.
of people answered yes to using some kind of travel service or website, with those who answered no, noted that they do not use one because their trips are typically planned by other people, so they do not have to do the research themselves.
87%
✶ taking observation ✶
DIVING
DEEPER
Observational research had become a methodology that I relied heavily on for seeing from a distance people’s opinions on certain topics in regard to travel. I set out to conduct an exploratory study of social media (specifically focusing on Facebook & Twitter), I was able to observe what it was that people were talking about when it came to #travelingwhileblack.
On Instagram and TikTok, I was able to look into the lives of people who were dedicated to sharing intimate details about their travel experiences. There were accounts that I followed (@TWBseattle, @diversify.vanlife, @sowonthego, and @thetraveltauruss) where their content was directed specifically to Black people. It was important for me to consider this as a part of my research because I wanted to see how people were reacting to others sharing their stories.
✶ facebook insights ✶
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I joined a series of travel groups on Facebook (Black People Travel & Network, Black Women Travel, and JetBlack Travel Group) that were dedicated specifically to Black Travel. Over the course of several months, I took note of the patterns that were presented through these different forums. And what I found, through these groups on Facebook, was that a majority of the posts were dedicated to asking people their opinions.
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Whether it be recommendations on places to travel, restaurants, trip planning, etc, people were using these groups as a way to not only connect with other travelers like themselves, but to find out information in regards to their trips. This played a major role in deciding what features to add to my own web application. It was a way to see what exactly people needed, and in this case, it was recommendations, reviews, and input from other people.
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✶ twitter insights ✶
Through Twitter, I found a completely different set of research. By searching “traveling while Black,” I was met with an overwhelming amount of tweets from different people sharing their specific stories, and giving their opinions on their own individual experiences, in more of a way that’s educating people without holding back or having any kind of filter.
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Scrolling through Twitter allowed me to look more into what people were feeling, rather than them just sharing reviews and recommendations like on Facebook.
IMPACT
ON DESIGN
Through observational research, I gained a deeper understanding of how Black travelers interacted with existing platforms and the specific challenges they encounter when seeking safe spaces to visit. By analyzing user behaviors, patterns, and pain points, I identified key areas where current travel apps fall short in addressing the safety concerns and emotional needs of Black travelers. This research directly influenced the design of the app, leading to features that prioritize transparency, user empowerment, and a sense of belonging.
The impact of research on the design of the website is evident in its user-centric approach, emphasis on inclusivity, improvements in safety information presentation, visual design enhancements, refined customization features, educational elements, community-building features, and a commitment to continuous improvement based on user feedback. This holistic approach ensures that the website not only meets but exceeds the expectations of black travelers seeking safe and enriching experiences in the United States.
There are a number of factors that need to be considered in order to create a well rounded application that meets the needs of the users.
The user features chart encapsulates the core goals and actions that drive the app's design, ensuring that each element aligns with the needs and aspirations of Black travelers. By focusing on user empowerment, intuitive user architecture, educational content, and community engagement, the chart provides a clear roadmap for creating an app that is both functional and impactful.
Each feature was crafted with intention: empowering users with valuable tools and resources, organizing information in a way that feels natural and accessible, offering educational content that enhances the travel experience, and fostering a sense of community where users can connect and share. This approach not only enhances the app's usability but also reinforces its mission to support and uplift Black travelers, making them feel seen, heard, and safe wherever they go.
user empowerment
Provide easily accessible information on safety ratings, community reviews, and user-generated content to assist users in choosing destinations that align with their preferences and safety concerns.
intuitive info archictecture
educational content
community engagement
✶ goal ✶
People rely on where other people have gone, and use those experiences to help decide where they’re going to travel.
Travelers look for the most popular places to try when visiting a place, especially if its their first time.
There has been a growing sense of fear for safety when choosing a new place to travel to.
People look for a sense of community in the travel space to give them some guidance and help.
Empower users to make informed decisions about their travel destinations.
Create a clear and intuitive information architecture to streamline the user journey.
Offer educational resources to help users make informed decisions.
Foster a sense of community among users.
✶ research insights ✶
✶ action ✶
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✶ potential features ✶
In Depth Personal Stories
Reviews & Recommendations
Reviews & Recommendations
Reviews & Recommendations
Organize information logically, ensuring that users can easily navigate through the website to find relevant details about destinations, safety tips, and community insights.
Include informative content such as travel guides, safety tips, and cultural insights to educate users about different destinations and empower them to travel confidently.
Integrate features like forums, discussion boards, or social media integration to encourage users to share their experiences, ask questions, and build a supportive community.
designing the app
IDEATION PHASE
With a solid foundation established through the user features chart, the next step was to transition into ideation and feature prioritization. This phase focused on translating the identified goals and actions into tangible features that would form the backbone of the app. By brainstorming innovative solutions and evaluating their alignment with user needs, I was able to prioritize features that offered the greatest impact on safety, empowerment, and usability.
must have 😁
The ability to search for destinations in the U.S. (including filters & the ability to save results to come back to at a later time)
Reviews & testimonials for selected destinations, highlighting of stories & experiences
Recommendations for things to do and attractions to visit in each city
Some type of integrated map
A way to incorporate safety information (with an emphasis on sundown towns)
lofi wireframes
should have 😊
Travel news updates or links to the latest articles, as well as access to real time information
Sundown town database/directory/general information
Black owned business database/directory/information
Ability to create an account
disrupt
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rethink
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refine
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disrupt ⋆ rethink ⋆ refine ⋆
The research undertaken to design a website to help Black travelers has yielded valuable insights that will help to shape the ongoing development and refinement of the platform.
The impact of research on the design of the website is evident in its user-centric approach, emphasis on inclusivity, improvements in safety information presentation, visual design enhancements, refined customization features, educational elements, community-building features, and a commitment to continuous improvement based on user feedback. This holistic approach ensures that the website not only meets but exceeds the expectations of black travelers seeking safe and enriching experiences in the United States.
could have 😐
Map integration with ability to start a trip/have directions to the destination
Travel blog (where people could submit stories)
Social media integration
Travel planning resources & tips
Trip Planner or itinerary creation
Flight & hotel/accomodation booking
Trip deals & packages
Group trip booking
won’t have 😔
HIFI Wireframes
After refining the initial user flow and structure through the low-fidelity wireframes, we moved on to the high-fidelity designs to bring the app's visual identity and functionality to life. The high-fidelity wireframes build on the foundational layout and flow established earlier, now incorporating detailed design elements like color schemes, typography, and interactive components. These designs provide a more accurate representation of the final user experience, allowing me to test and fine-tune the app’s look, feel, and usability before moving into development.
WHAT DO THE USERS THINK?
With the final designs in place, I moved into the usability testing phase to validate the design choices and ensure the app met user expectations. This phase focused on observing real users as they interacted with the app, gathering feedback on navigation, feature accessibility, and overall experience. Usability testing allowed me to identify any remaining pain points and make necessary adjustments.
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Think about a different kind of navigation that makes it easier to find the different topics (photos, map, recommendations etc.
Maybe make the sections collapsible, or at least just the map section so it’s not taking up so much space.
Find a way for users to filter or search for specific stories.
Think about finding a way to condense all of the information so users don’t have to continuously scroll all the way down the page to find what they need
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✶ insights ✶
Reorganize the photos, consider putting them in their own category or page
Add more filters, and possibly a search bar so users have more control over their recommendations, and have the ability to look for items that are not presented to them
Add in more safety specific information for the destination, or encourage users to go to another tab for information on safety when traveling there.
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Add a more defined navigation bar with more options and way to move between the different sections
Add more information to the cards, maybe even some symbols to differentiate between what each place is (park, restaurant, etc.
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✶ insights ✶
Make the side bar with information collapsible or moveable so users have access to look at the entire map if needed.
Consider adding in custom markers for the places on the map to users can quickly see where places are and what’s nearby so they don’t have to dig tpp much.
FINAL
DESIGN
Following usability testing, where I gathered valuable feedback from users interacting with the prototype, I made several adjustments to enhance the overall experience. The insights gained from this phase allowed me to refine the navigation, improve visual clarity, and address any pain points users encountered. These changes were implemented into the final design, ensuring a seamless, intuitive, and visually engaging website. With a user-centered approach at its core, the final design aligns with both functional needs and aesthetic goals, creating a polished and effective platform for users to explore and discover safe, inclusive travel destinations.
✶ main website ✶
The homepage introduces users to the app’s mission of creating safe and inclusive travel experiences for Black travelers. Visitors are encouraged to explore and discover new places with confidence.
The About page delves deeper into the importance of the platform, shedding light on its purpose and core features: Search, Discover, Learn, and Explore.
A clear call-to-action button invites users to sign in or sign up, unlocking personalized tools and full access to the app’s resources.
✶ search feature ✶
The main search page is designed with ease of use in mind, featuring an interactive map that allows users to visually explore locations and see real-time safety ratings and recommendations. Alongside the map, users will find curated suggestions and personalized recommendations based on their preferences or past activity.
Search functionality is enhanced with robust filters, enabling users to search by safety rating, location, region, or destination type, ensuring they can pinpoint exactly what they’re looking for.
✶ destination profile ✶
The Destination Profile page offers a comprehensive and immersive experience for users to explore each location in depth. It’s designed to provide a well-rounded view of destinations, with multiple tabs that cater to a variety of interests and needs.
✶ learn the history ✶
The "Learn the History" section offers an interactive and engaging way for users to explore the rich history of each destination.
By clicking on various markers placed throughout, users can uncover key historical moments and cultural significance tied to that place.
As they navigate through, they can scroll through a collection of images, videos, and detailed narratives that bring the history to life. This section provides a deeper understanding of the destination's past, including its connection to Black history and culture, offering users an educational and immersive experience that enriches their travel journey.
✶ map integration ✶
The integrated map is a dynamic tool that offers users a detailed and informed view of their travel destinations.
The map showcases nearby attractions and things to do, helping users discover engaging experiences in the region. Black-owned businesses are specially highlighted with unique markers, making it easy for users to support and connect with businesses that celebrate and empower Black culture.
It includes an interactive safety heatmap that highlights areas with historical significance, such as regions known as sundown towns, which may still present safety concerns today. By clicking on the heatmap, users can access detailed information about the historical context of these areas, along with key advice and tips for navigating them safely.
WHAT
I LEARNED
This entire process has been one of the most challenging, yet fulfilling experiences I have had. Being able to work on a project that has such deep meaning and relevance to my life has transformed my outlook on my entire design and thought process, especially when it comes to being a designer.
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Understanding User-Centered Design
Throughout this project, I learned the importance of truly listening to the needs of the users and designing with their unique experiences in mind. By conducting thorough research, including user interviews and competitive analysis, I gained a deeper understanding of the challenges Black travelers face and how design can help address those pain points. I discovered how vital empathy is in creating solutions that not only meet practical needs but also empower and inspire confidence in the users.
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Balancing Functionality and Storytelling
I also learned how to balance functionality with storytelling to create a meaningful and engaging product. Designing features like the interactive map and the “Learn the History” section taught me how to merge practical tools with educational and cultural elements. These features not only provide users with valuable resources but also highlight the significance of representation and inclusivity in travel. This experience reminded me that good design doesn’t just solve problems—it tells a story and builds connections.
Refining & Iterating
As I progressed from low-fidelity wireframes to usability testing and the final design, I saw firsthand how important iteration is in creating a polished and impactful product. I learned how to take feedback, identify areas for improvement, and refine the design to enhance the overall user experience. This process reinforced the value of adaptability and attention to detail, showing me how a project evolves to better meet the needs of its users. Ultimately, I came away with a stronger appreciation for the power of design to inform, empower, and connect people.
✶ next steps ✶
Even if that means just building out the shell of the site. But I want to potentially build this into an actual functioning product, whether that’s just by myself or bringing on a team to help me out. The amount of content that the site requires will take quite a bit of manpower to secure, so I have even considered building a scaled-down version. Maybe just focusing on one state and building. out from there. I also want to look into incorporating APIs, like Push and Notification. They are necessary for creating a successful, functioning progressive web app. I am also looking into turning this into an entire brand and opening this up to social media. I want my site to be a place where people feel open to sharing their stories and experiences, and I think that by expanding this to social media, it will provide an even bigger platform for people to do that.
