The primary objective was to create a modern platform tailored to "digital natives" (16-26 year olds) in the Dutch market, focusing on affordability, social engagement, and ease of access.

1. User Research & Needs Analysis

• User Stories: We developed detailed user stories for diverse demographics (students, families, elderly) to gain empathy and understand specific motivations, such as the need for discounted rates or safety during travel.

• Task Analysis & Hierarchical Diagrams: We decomposed complex user interactions (eg. "Booking a taxi" or "Student discount signup") into step-by-step flows to visualize the actor-system relationship and identify friction points.

2. Ideation & Strategy

• "How Might We" (HMW) Statements: We framed core design challenges into actionable questions, focusing specifically on informing students about discounts and improving accessibility for elderly users.

• 6-3-5 Brainwriting: Utilized this collaborative brainstorming technique to rapidly generate a high volume of potential solutions for our HMW statements.

• Affinity Diagrams: We organized brainstormed ideas into thematic clusters (eg. Social Media, Gamification, Transport) to identify strong design directions.

• Value Propositions: Defined clear value statements for our target personas to ensure the proposed solutions, such as a "Student Perks Program" aligned with both user needs and business goals.

3. Definition & Requirements

• Scenario Building: Created concrete narratives describing users interacting with the solution in real-world contexts to validate the flow of features like group bookings.

• MoSCoW Method: Applied this prioritization technique (Must have, Should have, Could have) to categorize requirements, ensuring the "Minimum Viable Product" included essential features like filtering and discount verification.

• Use Case Descriptions: Documented precise system responses and user actions for key tasks, such as redeeming a "snack roulette" reward.

4. Information Architecture (IA)

• Card Sorting: Conducted sessions with users to organize movie genres and terminology, ensuring the site structure matched the users' mental models.

• Taxonomy Development: Established a user-centric classification system for movies (eg. defining age ranges and cinema types like IMAX/3D) based on the card sorting results.

• Sitemaps: visualised the website's hierarchy to ensure intuitive navigation between the home page, booking systems, and reward dashboards.

5. Prototyping & Visual Design

• Wireframing (Low to High Fidelity): Progressed from initial sketches to annotated, high-fidelity wireframes. This stage visualized unique features such as the "Group Booking" system with QR codes and the gamified "Spin to Win" rewards interface.

• Prototyping: The wireframes were made into a high fidelity prototype using Figma.