Ideation phase

How might we?

1. How can we ensure the credibility of the website?

   Enhanced Trust & Local Expertise System

   1. Event Reviews & Ratings
   • User-Generated Feedback: Allow attendees to rate events (1–5 stars) and leave detailed reviews (e.g., “Atmosphere, safety, value”).
   • Moderation: Use AI + manual checks to filter fake/spam reviews. Highlight “Verified Attendee” badges.
   • Sorting & Transparency: Let users filter by “Most Recent,” “Highest Rated,” or “Most Relevant” (based on their interests).
   2. Local Consultant Profiles & Validation
      • Public Profiles: Showcase vetted local consultants with bios, expertise (e.g., “Nightlife,” “Family-Friendly”), and user ratings.
      • Performance Metrics: Display stats like “Tours Hosted” and “Avg. Rating” (e.g., “⭐ 4.8/5 from 200+ reviews”).
      • Stakeholder Oversight: Let stakeholders flag or reward top consultants (e.g., “Top 10 in NYC”).



2. How can we ensure the diversity of the website?

   Inclusive Research & Scalable Growth Plan

   1. Diverse User Research for Universal Accessibility
      • Broaden participant recruitment to include underrepresented groups (e.g., people with disabilities, seniors, non-native speakers).
      • Partner with advocacy organizations (e.g., disability groups, cultural associations) to ensure diverse feedback.
      • Test accessibility features (e.g., screen reader compatibility, adjustable UI, captioning) early in development.
   2. Beyond Major Cities: Strategic Expansion
      1. Phase 1: Validate demand in smaller cities/towns through pilot programs (e.g., pop-up events, local partnerships).
      2. Phase 2: Prioritize expansion based on user density, cultural relevance, and infrastructure (e.g., transport, internet access).
      3. Localize content: Adapt event recommendations to regional preferences, holidays, and languages.



3. How can we ensure that our end users can actually benefit from the website?
   1. Targeted Event Notifications
      • Send personalized email alerts about upcoming events matching users’ interests, based on their browsing history, past attendance, and preferences.
      • Highlight trending or exclusive events likely to catch their attention.
   2. Wishlist Feature
      • Allow users to save events to their profile’s Wishlist for easy tracking.
      • Use this data to refine recommendations and trigger timely reminders (e.g., "Your saved event is selling fast!").
   3. Urgency-Driven Alerts
      • Automate low-availability emails when event seats are running out (e.g., "Only 5 seats left for [Event Name]!").
      • Include exclusive perks (e.g., early access or discounts) to incentivize quick action.



4. How can we choose the local individual for consultation?

   Targeted User Interviews

   • Invite key users in each city for in-depth interviews.
   • Assess their knowledge of local events, parties, trusted gatherings, and attractions through structured questions.
   1. Trial Test: Tour Planning Challenge
      • Select high-potential candidates from the interviews.
      • Task each with planning a tour for interviewers from different cities, evaluating their expertise, creativity, and local insight.
   2. Final Consultant Selection
      • Choose top performers from the trial test as trusted consultants.
   3. Quality Assurance: Mystery Guest Test
      • Stakeholders commission paid testers (e.g., mystery shoppers) to experience tours in select cities.
      • Evaluate consultants based on service quality, accuracy, and user satisfaction.




5. How can we make the users choose Tonight?
   • By deeply understanding our end users and their needs, we can ensure that Tonight stands out in its geographic market and sustains long-term success. Launching the app, conducting ongoing competitive audits, and iterating based on user feedback will keep Tonight ahead of competitors and consistently relevant to our target audience

Information Architecture