Introducing Thorn Tree 2.0
The Ask
What we know about Gen Z
65% of Gen Z'ers feel more confident using community apps over feed-based apps according to a 2022 report by Impero Creative Agency.
Our research included qualitative interviews with 32 Gen Z backpackers, an analysis of existing travel platforms, and a review of the "Gen We and the Digital World" report by Impero Creative Agency. This approach ensured we understood our target audience's pain points, preferences, and behaviours.
Learning from our competitors
We examined popular platforms like Reddit, Discord, Quora, and Trip Advisor, identifying gaps in travel-specific, offline-accessible, and Gen Z-targeted content. The analysis highlighted a significant opportunity to modernise the Thorn Tree forum, making it more relevant and functional for Gen Z backpackers.
Gen Z backpackers prefer community-driven platforms for travel advice and need offline-accessible, summarised content. Few products in the market effectively combine these features.
Our app, Thorn Tree 2.0 aims to provide Gen Z backpackers with a reliable, community-driven platform for travel planning and problem-solving. The app combines the best features of existing platforms while introducing unique functionalities tailored to Gen Z's needs.
Distilling research into personas
Ask-For-Help Amy (Primary)
"Before I try to solve it myself, I like to ask my friends, parents, and other travellers with more experience first"
| Pain points | Workaround |
| Feeling lost with too many options | Create a list of top priorities to filter advice that aligns with her interests and needs |
| Worries she's missing out on the "best" stuff | Remind herself that travel is personal; what works for others might not suit her |
| Difficult to understand if the advice is good or bad | Check multiple sources for consistency |
Do-It-Yourself Dan
"I can usually figure it out myself by carefully planning and looking things up on social media and asking around in online forums"
| Pain points | Workaround |
| Difficulty in finding reliable or up-to-date information online | Utilizing a combination of verified online sources and local advice for information |
| Challenges with transportation, such as being overcharged by local drivers | Using reputable transportation apps that offer fixed rates or sharing experiences in community groups for advice |
| Trust issues with locals potentially exploiting tourists | Building trust through community-based platforms with local insights |
Whatever-She-Wants Will
"Whatever my girlfriend decides is usually the best way to go for us, so I just let her take the lead. If she needs my help, I'm ready to engage though."
| Pain points | Workaround |
| Unfamiliar with planning or booking | Relies on their girlfriend or travel partner entirely for these tasks |
| Potential conflict during trip due to his passive attitude to planning | When sufficiently pressured, he will start to make plans or suggestions |
| Struggles when alone | Tends to not do much unless other people plan for him |
How might "Ask-For-Help Amy" find a motorbike rental in Bangkok?
The user journey begins with setting travel preferences, followed by browsing community-generated content, saving relevant information, and accessing it offline. Wireframes were developed to visualize these interactions, ensuring an intuitive and seamless user experience.
Ask-for-help Amy
Ask-for-help Amy
Ask-for-help Amy
Ask-for-help Amy
Ask-for-help Amy
Ask-for-help Amy
Alright! Not only did we help Amy on her way, she now feels more confident doing things on her own.
Structure of the App
Art Direction
Key Learning
TL;DR
Thanks to the Team
