Regional Directory
Within 106 ('within ten six')—a non-profit on-the-road food and drink directory. This platform, born out of a need for unbiased insights, is designed to make local beverage and food producers accessible to tourists.
We identified gaps in existing tourism market and designed "Within 106" to fill these voids, offering a reliable source for on-the-road discovery.
As a UX/UI Designer at BFF Experience Design Agency, I played a pivotal role in leading research, synthesizing findings, and crafting a cohesive product strategy for Within106. Collaborating with a team of three, my responsibilities extended to developing UI designs and refining handover documentation for a successful product launch.
Mobile, Desktop Web-App
Online Food and Drink Directory
2021-2022
Within106 regional directory aims to solve the lack of visibility and recognition for local produce food and drink businesses in regional Victoria that sit on the edge.
Initiated by our client Tim, a local publican and owner of the popular Tallarook Pub, the project aims to address the difficulties these businesses encounter in gaining attention on platforms like Google and other prominent tourism websites. To counter this issue, Within106 operates as a non-monetised, unbiased platform, providing equal opportunities to all local producers, irrespective of their size, location, or online marketing presence.
Our journey to transformation involved several key stages:
Navigating a mature tourism market prompted by Tim's post-COVID insights. The challenge was discerning a genuine problem and ensuring our solution authentically addressed user needs without adding to the competitive landscape.
Crafting an effective product required understanding user behavior during travel in regional Victoria. Despite insights from interviews, we encountered a gap between what users said and their actual actions, emphasising the reliance on observational data to align our app with users' genuine needs.
We designed within106 to be a directory for on the go discovery, helping all tourist discover regional Victoria’s food and drink producers in discovery mode.
Designed for efficiency, our results provide comprehensive information without unnecessary clicks.
Users can easily access directions via Google Maps, facilitating a smooth and efficient journey to their selected destinations.
To cater to diverse scenarios encountered during on-the-road adventures, we designed the application in two modes - dark and light - to help with readability in different scenarios.
Check out WIthin106 here
Breakdown
the overview? keep reading!
We saw an opportunity for Within 106 to be a trusted source of information, similar to a council website, while also displaying options in a more curated way.
Being a unique on-the-road directory, which specialises in providing information about locally-beverage and food based producers only.
Our research revealed a pivotal opportunity when users transition into "discovery mode." Whether avid pre-planners or spontaneous explorers, all users exhibited a unique phase of discovery during their trips. This distinctive "mode" is a dynamic aspect we identified, travellers with larger amounts of time to explore flick into discovery mode for longer.
Integrating elements of road trips, navigation symbols, road signs, and vintage packaging. Developed by the BFF team, these brand elements are intentionally simple yet resonate with the essence of regional Victoria, evoking nostalgic memories and a sense of exploration.
In the concept design phase, our team tested illustrations, refined search functionality, and experimented with filtering tabs, information display, and map interfaces. This aimed to empower users in discovery mode to make quick on-the-go decisions while exploring regional Victoria.
Within 106 is now live, successfully connecting craft beverage producers with tourists, providing a valuable resource for on-the-road discovery.
Check out Within106 here