Career contacts have ended and this experience has been extremely fruitful, to say the least. I have learnt a lot of skills especially using online tools and conducting user research based on secondary and primary sources. On the example of this is when I used google analytics to determine which age demographics we should target our new marketing outcome to.  From our findings, we found that 32.47% of users are between 25-34 years old and 18.83% of users are between 18-24 years old. These 2 age demographics make up the majority of users which is why we decided to target our marketing and engagement activities towards them. Despite these 2 age demographics making up the majority of active and new users, their average session duration and bounce rate are disturbingly low compared to the older age demographics. The bounce rate and Average session duration are 80% and 53 seconds respectively for 18-24-year-olds and 71.7% and 50 seconds respectively for 25-34-year-olds. Looking at Tribe Tours Instagram page and website, it is easy to see there is little engagement because the amount of information is overwhelming and users can’t interact with any Instagram quizzes, polls, etc. Consequently, we decided to implement photobooths, single-page infographics and Instagram posts/stories to better engage these younger age demographics. We chose these products as they were visually appealing and easy to share on social media.

Another form of user research that we undertook was participating in the Chinatown murder mystery tour ourselves. We discovered that too much time was allocated for each puzzle and there wasn’t enough time to take memorable pictures with the cultural sites. We felt that better engagement can be achieved if participants are given the opportunity to create more memorable pictures by posing with funny signs and if they can share single-page infographics detailing the tour.

This fundamental digital skill fundamental course allowed us to learn about user interviews which is a skill that is applicable to any project that we may undertake in the future. Learning about digital skills such as digital marketing and building no-code websites/apps using Figma, Bubble and Wix will also be very important in the future. This digital skills course does not influence the career path we envision since these skills will be universal for almost every job.

I think some areas for improvement is that despite us effectively using secondary and primary research such as the words of Yock Song, our experience participating in the tour and google analytics to devise ideas for products, we failed to test the prototypes on any users. We should have taken what we learnt from planning a UX research session such as creating a research objective relating to our prototype and finding suitable research participants. Speaking to them would have allowed us to refine our user personas and modify our products to suit them better. Usability testing also would have allowed us to see our prototype in action and how well it performs.

As for learning outcome 3, we built on the idea of tribe tours to target younger age demographics by developing a more engaging and visual social media campaign.

Career contacts ended with a final presentation back to the leaders of the program and the business itself where we demonstrated the changes we would like to make to their social media marketing.