To define our target user, I created the following persona.
Synthesized from research insights, this persona helped narrow our focus and guide key design decisions.
To better understand where support would matter most, I mapped Ivy’s experience from planning to completing her visit.
The journey map revealed that the most critical intervention point occurs upon arrival, where overwhelm and time constraints peak. It also reinforced the need for lightweight interactions that enhance, not interrupt, exploration.
Building on research synthesis, I developed a user task flow to map the primary actions and decision points across the experience.