Snap Pass x Culver City

A new Snapchat feature that allows users to explore Downtown Culver City easily as a unique and affordable experience.

Brief

Working in teams, the challenge was to explore and research a city center in order to design an interactive system to solve a problem found in the area.  I came up with the idea to go to Downtown Culver City where we then conducted a design ethnography.

Time Frame: Fall 2023 (16 weeks)
Skills:
- User Research
- UI/UX Design
- Product Design
- Game Design
- Motion Graphics
Tools: Figma, Mural, Photoshop, & Premiere Pro

The Team:

Contributions

As a group project with my team, we each contributed to the process at every step of the way. We each conducted user interviews and reseach along with developing our design solution with journey mapping, prototyping, and user testing. For our video assignment, I supported by creating storyboards, editing the sound and visuals, and doing the voice-over.

Problem

Downtown Culver City is seen as a hidden gem amongst many of its visitors; however, with the rising cost of living, increased traffic density, and lack of public knowledge of its many new features, it has become harder to engage with the space.

Our Solution

Our app was designed to create an interactive and affordable experience to highlight key features and landmarks to visitors of Downtown Culver City.

Since the implementation of the protected bus & bike lanes there have been increases in different modes of transportation:
- 38% in bus ridership
- 57% in cycling
- 68% in micromobility (scooters, e-bikes, etc.)

This along with dutch designed intersections makes our app usable in a compact, pedestrian friendly area. 

After going online with our desktop research, there was polarizing opinions on Culver City from things such as car traffic vs increased public transit and economic growth vs increased cost of living.

The cost of living in Culver City is 65% higher than the national average. Additionally, the average home price is $1.29 million and the average rent is $3,950 a month. 

“I’ve lived in Culver City since I was a toddler. I loved going to Downtown as a kid but as I’ve gotten older it’s harder to go because of how expensive it’s gotten. There are a couple places still affordable, like the thrift store, but there’s so little now.”

Mid Fidelity Prototype

We created a paper prototype in order present our early concept. 

1.  Better Testing: The usability test was conducted in a way where each step was conducted. In hindsight, more freedom should have been given to testers so that we may see which points they succeed and stumble at. 

2. Tutorial Screens: Users had difficulty starting a mission as the interface was entirely new. This could be remedied with a tutorial screen that teaches players how to use the new feature. 

3. Clearer Map: The Snapchat map and GPS functions confused users. Original testers were classmates who had not used Snapchat in months to years, so it was something to get accustomed to. This feature could be designed more user-friendly.

Features

Live Wayfinding
The location for each weekly challenge is highlighted within a circular area. WithSnapchat’s GPS, they are able to know their own location in relation to each. A new age scavenger hunt.

Rewards
By completing each weekly mission, the player earns a reward to use at a local participating business. This further incentivizes its use and alleviates some of the costs of going Downtown.

Social Media
Users are able to share their stories to the local community and view others as well. For each challenge completed, the user earns an exclusive Snapchat sticker for their use on the app. 

Scalability 

Towards the end of the project we realized the capacity of this feature to be scaled globally to other regions. Imagine it in New York City or even in the UK. Scalability is something that should be more at the forefront of design, and we learned that in this process. Snap Pass x Culver City still provides a great breeding ground for early implementation and further development. 

Augmented Reality Additions

We were thankful to have Raag Harshavat, Augmented Reality Developer Relations Lead at Snapchat, there to provide feedback. While we designed our AR feature to highlight local landmarks, there is much more that can be done to utilized AR to its full potential. Possibilities include additions to wayfinding and Snapchat lens filter functionality. 

User-Generated Content

Social media integration in the form of stories and stickers were thought out, a feature of this size would get further support with content generated by its users. Thinking about how to get user generated recommendations and community input would be helpful to research.