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Discover Ohrid

Discover Ohrid is a mobile tourism application designed to help travelers explore the city of Ohrid in an intuitive, engaging, and meaningful way.

01 Research & Discovery

Research Methods: User Interviews, Competitive Analysis, Surveys, Analytics Review

Tourists Need Centralized, Easy-to-Use Information

Visitors struggled with fragmented travel info — paper brochures, scattered websites, and language barriers made it hard to plan and navigate independently. This showed a strong need for a single digital source that combines key sights, routes, histories, and practical details in one place.

Digital Tools Enhance Local Exploration

Research showed that tourists increasingly rely on apps for navigation and discovery, especially when traveling abroad. Features like offline maps, guided trails, and bilingual content directly address this need by making the experience more intuitive and accessible, even without internet.

Supporting Local Economy and Hidden Experiences Matters

Beyond the major attractions, there was a lot of undiscovered value in smaller cultural sites, active tourism routes, and local services (cafés, guides, workshops). Users and local stakeholders both wanted a tool that not only highlights these places but also encourages deeper engagement with the region and its businesses.

02 User Personas

Tailored personas after the research

Primary persona

Age: 34
Status: Single
Occupation: Marketing Manager
Location: Sydney
Tech literate: High – heavy mobile app user

Personality

Research showed that tourists increasingly rely on apps for navigation and discovery, especially when traveling abroad. Features like offline maps, guided trails, and bilingual content directly address this need by making the experience more intuitive and accessible, even without internet.

Bio

Elena is a 34-year-old marketing manager from Germany who travels 4–5 times per year for short cultural getaways. She discovered Ohrid through a UNESCO travel blog and was drawn to its blend of history, architecture, and lakeside scenery. She enjoys walking through old towns, visiting historical landmarks like Church of St. John at Kaneo and Samuel’s Fortress, and learning the stories behind them. She prefers authentic local restaurants over tourist-focused spots and likes discovering hidden gems.

Core needs

  • Curated must-see recommendations
  • Short but rich historical storytelling
  • Offline maps and guidance
  • Authentic restaurant recommendations
  • Smart itinerary suggestions (2–3 day plans)

Frustrations

  • Scattered and unreliable online information
  • Tourist traps and overrated locations
  • Wasting time figuring out what’s worth visiting
  • Poor signage or unclear navigation in historic areas
  • Lack of contextual storytelling at landmarks

Secondary persona

Age: 34
Status: Single
Occupation: Marketing Manager
Location: Sydney
Tech literate: High – heavy mobile app user

Personality

Research showed that tourists increasingly rely on apps for navigation and discovery, especially when traveling abroad. Features like offline maps, guided trails, and bilingual content directly address this need by making the experience more intuitive and accessible, even without internet.

Bio

Elena is a 34-year-old marketing manager from Germany who travels 4–5 times per year for short cultural getaways. She discovered Ohrid through a UNESCO travel blog and was drawn to its blend of history, architecture, and lakeside scenery. She enjoys walking through old towns, visiting historical landmarks like Church of St. John at Kaneo and Samuel’s Fortress, and learning the stories behind them. She prefers authentic local restaurants over tourist-focused spots and likes discovering hidden gems.

Core needs

  • Curated must-see recommendations
  • Short but rich historical storytelling
  • Offline maps and guidance
  • Authentic restaurant recommendations
  • Smart itinerary suggestions (2–3 day plans)

Frustrations

  • Scattered and unreliable online information
  • Tourist traps and overrated locations
  • Wasting time figuring out what’s worth visiting
  • Poor signage or unclear navigation in historic areas
  • Lack of contextual storytelling at landmarks

03 Information Architecture

Sitemap: Outline the structure and hierarchy of information.

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