Intro

Our client Choose Chicago is the official destination marketing organization for city of Chicago, IL. Major Rahm Emanuel's strategic goal is to increase 5 millions annual visitor amount by 2020 and make the top 5 city for international visitors. Choose Chicago also wants to drive visitors from the Loop to other communities. In order to serve the growing visitors, Choose Chicago needs to rethink the role and function of its visitor center located in downtown and adapt to traveler's shifting behavior. 

In this project, my team worked with the client to understand both the organization and visitor's goals. We reframed the role of the visitor center from passively providing information to actively driving visitors to local communities. We also prototyped a solution which encompasses both digital and physical experiences.

Research and analysis

Concept

HUB is the first place to welcome visitors by offering digital and physical pre-Chicago experience located in O’Hare airport, Midway airport, and Union station. When visitors arrive at the entrance of Chicago, they are always looking for the directions and wondering where to go and what to do with a little bit of tiredness and excitement. Pre-Chicago experience provides more than just a direction and pieces of information. This gives you a sense of Chicago neighborhood atmosphere and experience that await you.

STAR is regional visitor centers located in local partnership organizations such as Museum Campus, Hotel Lincoln, and Chambers of Commerce. STAR allows visitors easier access to visitor services and help them make personal itinerary to explore more in the neighborhood.  

Persona

Future user journey

Team members