Tourism Investment Assessment Platform
Client: Federal Tourism Agency
Role: Design and Solution Delivery Lead
Collaborators: UX/UI Designers, Project Manager and Program Manager, Product Owners, Executive Stakeholders, Marketing Agency, Solution Developer, Data Engineers, Data Scientist and Economist
Objective
The agency sought to develop advanced, data-driven products for market segmentation and spend forecasting. While an initial MVP existed, low usability created a critical gap in the user experience. I was brought in to lead a new design approach that would transform complex data into a reliable tool for strategic investment decisions.
The Design Solution and the Value Created
I orchestrated a cross-disciplinary team, including Economists, Data Scientists, and Cloud Engineers to ensure a user-centric outcome within a constrained Agile delivery timeline.
Persona-Led Feature Prioritization: To mitigate "insight overload," we shifted from "cover-all" features to a persona-led strategy (Investors and Destination Stewards). We synthesized interview insights to establish core product objectives, which directly guided the data modelling requirements.
Narrative-Driven Information Architecture: We mapped the data and insights narrative flow, creating a blueprint for a GIS-powered segmentation platform. This ensured that geospatial analytics were intuitive and adhered to the initiative’s brand guidelines.
Strategic Governance: We maintained a regular cadence with the Steering Committee to secure alignment. By participating in PI planning and backlog management, we created a roadmap for future scaling, including the later integration of automated Machine Learning models.
Outcome
The second iteration release of the product successfully drove increased user traction and interest. By empowering users with intuitive geospatial analytics and near real-time insights, the solution enabled data-driven investment and resource planning and accelerated innovation.
Final product following iterative design cycles. Based on user feedback after the initial launch, additional features including a dedicated print function were implemented.
Informed by direct user interviews and market analysis, the platform’s feature set was prioritized to meet actual user needs and industry standards.
Wireframes developed in alignment with brand guidelines to ensure a cohesive visual language across the entire product ecosystem.
Driven by a strict release deadline, we conducted prioritization mapping for MVP 2, ensuring our time-boxed efforts focused on the highest-value items for the business and users.