Ertha
UI/UX & brand strategist, case study
Problem:
During my solo travels, I observed the challenges women face in ensuring safety and building connections. Conducting extensive interviews with solo travelers and researching their unique needs, I developed a project proposal. The goal is to create a platform addressing these challenges, fostering a secure and supportive environment for solo female explorers.
My Role
As a UI/UX Designer and Brand Strategist for Ertha, my role encompassed:
Conducting extensive user research and interviews to understand the unique needs of solo female travelers.
Developing the information architecture and user flows based on user insights.
Designing wireframes, mockups, and prototypes for the app.
Creating the visual identity and branding elements, including the logo, color scheme, and typography.
Ensuring a cohesive and visually appealing design that aligns with the brand’s values of strength, resilience, and exploration.
Testing and iterating on the design based on user feedback to ensure a seamless user experience.
Create a Community - A Significant Challenge: Navigating through social media groups and blogs for solo travel tips can be overwhelming for women, as the information is scattered and lacks accessibility. This challenge led me to develop a user-friendly app that addresses these issues, providing a centralized platform where women can easily access tailored guidance, feel safe, and gain the confidence to embark on solo travel adventures.
Never feel stranded! Click our CALL button for help in emergencies, even without a cellular signal. Get personalized safety tips and, when connected, connect with local resources or emergency services.
UX Research
Planning a solo trip as a woman can be exhilarating, but it can also feel like navigating a jungle of disorganized information. I embarked on some research to understand the challenges women face and how we can create a more user-friendly platform to empower safe and fulfilling solo adventures.
Research Reveals Information Overload
68% of solo female travelers spend over 12 hours researching a 1-week trip due to difficulty finding reliable information.
Women consult an average of 6 different websites and 3 mobile apps, often encountering conflicting or outdated safety advice.
Open-ended responses reveal safety as a top concern, with anxieties about finding safe accommodations, navigating unfamiliar areas, and accessing help in emergencies.
Social media analysis highlights the need for a platform that curates trustworthy safety resources, like vetted accommodation options, offline safety guides, and emergency contact information.
Focus group discussions emphasize the desire for a user-friendly interface with safety features (e.g., offline safety tips, emergency contact sharing), and a community aspect (e.g., forums for sharing experiences, connecting with other solo travelers for advice or potential travel companions).
Solution
Ertha goes beyond a simple travel app. It's a user-friendly platform specifically designed for solo female travelers.
Our research revealed the challenges of navigating scattered information and prioritizing safety. Ertha tackles these concerns head-on, providing you with everything you need for a confident and fulfilling solo adventure.
Here's how Ertha empowers you:
Cut Through the Information Jungle: Ditch the time-consuming research! Ertha offers a centralized hub with curated, trustworthy travel content geared towards solo women travelers.
Safety First, Always: We understand your safety concerns. Ertha provides vetted accommodation options, offline safety guides, and emergency contact information. Our offline emergency assistance feature gives you peace of mind, no matter where you roam.
The Power of Community: You're not alone! Connect with a network of supportive and inspiring solo female travelers through our community section. Share experiences, exchange tips, and find travel buddies for unforgettable adventures.
Takeaways
The Ertha App project was a transformative journey. It not only empowered solo women travelers but also broadened my perspective as a designer. Through extensive research and a user-centered approach, we simplified the complexities of solo travel. This project reinforced the importance of collaboration, understanding user needs, and harnessing data-driven insights to create a supportive, empowering, and engaging platform.
Utilizing Free Resources: Balancing Creativity with Budget Constraints
The Ertha project presented a valuable opportunity to explore alternative methods for acquiring design assets. Due to project budget constraints, I turned to free resources for illustrations. While this approach proved cost-effective, it also posed challenges in finding illustrations that perfectly aligned with the brand vision. In future projects, I will consider a hybrid approach, utilizing both freely-available resources and potentially creating custom illustrations for key elements. This would ensure a balance between cost-effectiveness and brand consistency.
Color Psychology and Brand Identity
Choosing the right color palette was crucial for establishing Ertha's brand identity. I opted for purple as the primary color, leveraging its association with trustworthiness and comfort. Orange served as a secondary color, symbolizing the strength and independence of solo female travelers. Green and yellow accents complemented the palette, creating a friendly and approachable atmosphere. While these choices were well-founded in color psychology principles, the limited availability of illustrations within this specific color scheme sometimes presented challenges. Moving forward, I plan to explore alternative color palettes alongside freely available illustrations during the initial design phase. This iterative process will ensure both color and illustration choices seamlessly embody the brand identity.
