Inspired by the intersection of local cultures and technology we focused on establishing a narrative that was driven by people and their relationships with their environment. I prioritized the development of this accessible voice and tone that would go on to influence written content across touch-points and serve as the basis for our identity system and visual language.
User testing quickly revealed that people were overwhelmed by the numerous levers we initially provided and the counterintuitive way that information was broken out across pages. We decided we wanted to take a new approach and present the social data as stories centered around individuals.
We tested ways to transform complex data analyses into visual representations of behavioral patterns. We wanted to seamlessly integrate with the stories happening at locations and enhance a viewers understanding as the experiences evolved with location, time, people, and events. All of these iterations served as a testing ground for what would become the web platform.