Zone boréale
Designing a digital tool to support the development of a regional agrotourism offering.
Role
UX Design Consultant
Duration
3 months
Deliverables
Information architecture, Design system, High-fidelity mocks, Interactive prototype, Detailed report, Implementation recommendations
Challenge
This project was completed as part of a 14-week course in the Master of Interaction Design program at Laval University, during which we conducted an unpaid professional mandate for a host organization. Because all team members were originally from the Saguenay–Lac-Saint-Jean region of Quebec, we chose to collaborate with a regional agricultural economic development agency. This non-profit organization supports local producers and food processors in strengthening the regional agri-food sector.
In collaboration with the organization, we identified their agrotourism offering as the focus of our intervention. The program promotes gourmet experiences for tourists and excursionists, encouraging them to discover the region’s agri-food ecosystem through visits to producers, restaurateurs, and artisans. However, due to the growing popularity of agrotourism, the organization’s existing tools were no longer adequate to support the increasing demand.
In collaboration with the organization, we identified their agrotourism offering as the focus of our intervention. The program promotes gourmet experiences for tourists and excursionists, encouraging them to discover the region’s agri-food ecosystem through visits to producers, restaurateurs, and artisans. However, due to the growing popularity of agrotourism, the organization’s existing tools were no longer adequate to support the increasing demand.
Problem Statement
“The agri-food sector in Saguenay–Lac-Saint-Jean is thriving and presents strong potential to attract both tourists and local visitors. How might we evolve and enhance Zone boréale’s agrotourism offering to effectively respond to its growing popularity?”
Process
1 | Ethnographic research
One of the first phases of the project involved conducting ethnographic research to better understand users and key stakeholders. We began by interviewing nine tourists and excursionists to gain insight into their perceptions of agrotourism and related needs. We then visited five local producers and artisans in the Saguenay–Lac-Saint-Jean region to better understand their realities and the on-site experiences they offer. Finally, we interviewed the commissioning organization to clarify their internal challenges and long-term vision for the project.
2 | Data analysis
The next phase focused on analyzing the data collected during the ethnographic research. We created affinity diagrams using sticky notes to cluster related insights and identify patterns. This process helped uncover key trends, pain points, and opportunities for each target audience. We then developed personas and journey maps to synthesize and visualize the findings.
3 | Concept development
We then conducted a team brainstorming session to generate ideas and explore potential concepts. Using the “How Might We” framework, we developed multiple solutions for each challenge identified during the research phase. The ideas were mapped on a prioritization matrix based on impact and feasibility, allowing us to identify the most promising opportunities and incorporate them into the proposed solution.
4 | Wireframes
Wireframes were developed to translate the conceptual ideas into a digital solution. The proposed product was a responsive web application accessible via mobile and desktop browsers. A mobile-first approach guided the interface design, as most tourists and excursionists we interviewed primarily used their phones to plan their agrotourism experiences.
5 | User testing
After completing the wireframes, we conducted usability testing with five tourists and excursionists. An interactive prototype was developed to simulate the product experience and support task-based testing. Each session included four scenarios, with participants completing a series of predefined tasks. This phase enabled us to validate the solution’s relevance and collect actionable feedback to refine the design.
6 | High-fidelity mocks and detailed report
The final phase involved developing high-fidelity mockups of the proposed solution, incorporating improvements based on insights gathered during user testing. The visual design was aligned with Zone boréale’s brand identity to ensure consistency across the interfaces. A design system was created alongside the mockups to document components and support future development. Finally, a comprehensive report was delivered to the organization, outlining the full design process and providing concrete implementation recommendations for the proposed web application.
Results
Design System
The design system was developed in alignment with Zone boréale’s brand identity. It documents the UI components used across the proposed web application, as well as key style elements such as colors and typography. Beyond streamlining the creation of high-fidelity mockups, the system also ensures consistency and facilitates future collaboration should another design team contribute to the project.
Interactive map
The “Map” tab serves as the core feature of the proposed solution. It allows users to explore all producers, restaurateurs, and local artisans participating in Zone boréale’s agrotourism program. Users can enable geolocation to discover nearby locations or switch to a list view for a comprehensive overview of all members. Filters are also available to refine results based on specific interests.
Discover
The “Discover” tab provides multiple ways to explore and experience agrotourism in the region. It features curated recommendations for activities in Saguenay–Lac-Saint-Jean, tailored to users’ preferences. Visitors can browse destinations by town or village, explore thematic routes, receive a mystery destination suggestion, or listen to podcasts highlighting local artisans.
Thematic routes
Thematic routes simplify trip planning by suggesting curated itineraries that group multiple foodie destinations under a shared theme. Each route includes a detailed map, descriptions, and practical information. Suggested themes include outdoor experiences, relaxation, locals’ recommendations, and unique recipes. The goal was to recreate a word-of-mouth dynamic, frequently highlighted by tourists and excursionists during our ethnographic research.
Mystery destination
The mystery destination feature generates a random agrotourism recommendation in the form of a destination card, offering users spontaneous ideas for places to visit. Once a card appears, users can either accept the suggestion to access detailed information about the destination or decline it to generate a new recommendation.
Podcasts
Podcasts were integrated into the application to incorporate existing content from the Zone boréale website. They offer users an alternative way to discover local producers by listening to their stories in their own words. Episodes are organized by municipality within Saguenay–Lac-Saint-Jean. Additional features, such as filtering episodes by town or village, sharing episodes, and saving them to a favorites list, were included to enhance the user experience.
Favorites collections
The “Profile” tab enables users to create an account and save their favorite destinations. Once logged in, they can organize saved items into multiple collections. For example, a user might create a collection to plan an upcoming agrotourism trip. Each collection automatically categorizes saved items, such as producers, thematic routes, and towns or villages, making it easier to retrieve relevant information.
Reflections
This project was a pleasure to carry out. The organization demonstrated openness and engagement throughout the process. My teammates and I brought complementary strengths and maintained a high level of professionalism and respect during the mandate. Ethnographic research was central to our approach and added significant value to the design process. Key takeaways from the project include:
- Ethnographic research offers strong potential for deeply understanding the needs and realities of target audiences;
- Analyzing ethnographic data can take longer than anticipated, but it greatly streamlines subsequent phases of the project;
- Methods such as “How Might We” are effective for generating ideas and concepts collaboratively.