Target Users

Brainstormed Personas

Joanne's persona

Joanne

Student Persona

A 21-year-old student at the University of Waterloo who walks to class daily.

Goals

  • Stay active
  • Feel safe
  • Make commute more enjoyable

Frustrations

  • Boring commutes
  • Fear of strangers
  • Difficulty coordinating with friends
Bob's persona

Bob

New Graduate Persona

A 23-year-old who has just moved to Toronto and is exploring his new city.

Goals

  • Make new connections
  • Discover hidden gems
  • Engage more with surroundings

Frustrations

  • Boredom and isolation
  • Over-reliance on generic navigation tools
  • Difficulty finding local events and spots
Adi's persona

Adi

Professional Persona

A 30-year-old professor at UBC who wants to stay active and connected.

Goals

  • Use walking for exercise and social engagement
  • Stay connected with friends
  • Reduce environmental impact

Frustrations

  • Feeling lonely while walking
  • High transportation costs
  • Lack of time-efficient active options

Identified User Groups

Students Commuting to School

Demographics: University students aged 19-24

Goals

  • Get to class on time
  • Feel safe while commuting
  • Incorporate exercise into daily routine

Pain Points

  • Walking is boring or intimidating when alone
  • Concerns about safety in unfamiliar areas
  • Challenges finding peers with matching schedules

Newcomers to a City

Demographics: Recent graduates aged 23-30

Goals

  • Discover new places and local spots
  • Build new social connections
  • Expand network

Pain Points

  • Feeling isolated in unfamiliar environment
  • Struggling to find events beyond mainstream
  • Boredom during solo walks

Professionals Commuting to Work

Demographics: Working professionals aged 30+

Goals

  • Incorporate healthier routines
  • Connect with friends/colleagues
  • Stay socially engaged during commutes

Pain Points

  • Reliance on cars despite preferring healthy options
  • Lack of motivation when walking feels isolating
  • High commuting costs but no satisfying alternatives

Empathy Map

User empathy map

Think & Feel

  • Walking to and from class is boring, time-consuming, and unsafe
  • Moved to a new city, doesn't know anyone
  • Getting bored of usual commute
  • Thinks daily commute is a bit bland
  • Feels disconnected from their friends and local community

See

  • Buildings far off streets
  • Buses can be late
  • Limited free parking near campus
  • Fellow professors take public transport to work
  • Spouse usually takes car to work
  • Sees new things on commute

Say & Do

  • Enjoys walking and getting fresh air
  • Asks friends who live nearby to walk together, but they are not always available
  • Likes getting out and walking around city
  • No friends so open to meeting new people
  • tries to find local event online

Hear

  • Shortcut near their residence
  • Friends live close to campus
  • Mainly only hears things from co-workers
  • Complaints about long walks home

Pain

  • Being late to class
  • Getting approached by strangers at night
  • Buses can be unreliable
  • Long hours at their desk
  • Feels like not truly “experiencing” the city.

Gain

  • Opportunity to exercise
  • Feel safe
  • Get to class on time
  • Getting out more and fresh air
  • Discover new things during their commute
  • New routes or shortcuts that show what locals do

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