Service design and UI/UX redesign collaboration with the scavenger hunt company
Watson Adventures is a company that focuses on scavenger hunts. It is founded in 1999 and has more than 500,000 participants across the US. Their game is designed for the general public of all ages as well as corporate groups for team building and creating fun ways to explore museums, famous public spaces (parks, monuments), and neighborhoods.
Types of Events
During the covid pandemic, the company change their previous in-person interaction to the online experience by using zoom and built a web app to replace their previous paper puzzle-solving mode. Now they are looking for new business opportunities by combining offline and online gaming experiences to create a fun hybrid scavenger hunt journey.
" Make hybrid hunts a better experience for both hosts and participants."
Why this Challenge?
Good for business: can have a presence in more cities and have a bigger market
" We won’t have to pay our staff additionally for reaching the remote location. If a client has a tight budget, we can arrange for a remote host."
Why this Challenge?
Zoom via their phone and check
their game ‘app’ (on a browser)
at the same time
Uses a high amount of phone battery
No quiet environment
No stable internet connection
how to make “a browser to kind of
act like an app” (-Stacy)
Tight on budget
" The more complicated we make the app the more bells and whistles we keep building into it. The chances of it breaking get higher and higher.” … “we already have a lot of challenges getting it to operate smoothly on Apple and Android"
Salient Attributes: Public/Private &
In-person/Hybrid Scavenger Hunts
Methodology and Limitations
The Design Process
Key Screens of App
How the game is conducted
Had many assumptions
Helped to frame interview questions
Mapped Personal experience and Observations
Verify assumptions and gather insights from users
Understand the user journey from the user's perspective
Identify pain points, and feedback about the game experience
Observe communication between the host and participants
User Persona - Host Sarah L.
Optimistic and composed
She is an actor, has been in NYC for 16 years, worked for Watson for 9 years, into theatre/ orator, music, and acting
Easy Money. More flexible and can connect from any place.
No restrictions on time and space
User Persona: Participant
Educator - friendly and extrovert
Adventurous want to vent out their office stress and enjoy while sipping a coffee
Recommended 2 more friends to join this time
Likes to explore places and spend weekends doing something different every time
Publicity of the events on social media
Incentives for second timers
Promo posts look good
The onboarding process is so easy
Photo and Q to be on the same page
Live notification updates from host on browser
“I want to learn more things about the place”
Website is intuitive
Glad to play with friends
Rewards for winners?
Host communication can only be on zoom
Game end announcement
A token of remembrance
Email messages to be concise and more visual
The incentive to fill out the survey
After researching with users and hosts and considering the constraints. We came out with our suggestions focused on communications, branding and marketing, and the UI that can be improved for the user experience at a lower cost.
Meanwhile, we kept our process of doing the interview and tested our idea with users during that. We made some simple mockups to help quickly collect user feedback.
1.No promote about the event on social media
Solution: Social Media - posts that promote upcoming events
2. Unclear information about hunting during the booking process.
Solution: Add program explanation on the booking process pages
3. Some participants don't read the booking mail carefully
Solution: Add different options for getting information update when booking
4. Information hierarchy and structure unclear
Solution: Enhance the instructions graphically
5.Suggestion: game route, start and end point.
6.Hard to find a restroom and water during the hunt
Solution: Add icons when the clue is close to the rest spot
7.The unclear question navigation process
Solution: Combine location and photo questions
8.Currently, the process of uploading a photo is complex
Solution: Simplify & clarify the process of uploading photos
9.No visual indication of the alert
Solution: Make an alert for announcements
10.The current alarm is for every team
Solution: Host send message to a specific group
11.The way to end the game is not clear.
Solution: Add one more step to clearly explain.
Solution: Images that can be edited and shared
13.Lack of incentive for the next hunt
Solution: Incentive for second-time customers
Thanks to Watson Adventures and Marshall Sitten
Ju Eun Jeon
Nov. - Dec.2022