Duration: 24 hours
My Roles: Product strategist, UX researcher, UX designer
On November 5, 2022, I participated in a 24-hour hackathon called Gastro Hackathon, where my team and I developed a mobile augmented reality quest to support local Christmas markets in Austria. I conducted secondary market and user research, analyzed strategic opportunities for engagement and revenue growth, and explored gamification mechanisms to shape our concept. I also contributed to early prototyping in Figma. My team—Astha Upadhyay, Corey Tran, Bharat Krishna Venkitachalam, Marie Oppitz, and Taisiia Rekhova—collaborated to develop a mobile augmented reality quest for Christmas market rewards and discounts.
With the onset of COVID-19, global commerce entities, both large and small, saw a decrease in sales, resulting in a loss of net profit. At the same time, sectors of tourism were hit with a reduction in local and international visitors to cultural experiences. Specifically, in Austria, tourism accounted for 7.5% of GDP in 2019 but decreased to 5.5% in 2020 [1]. Christmas markets help drive tourism, so we wanted to figure out how to strengthen buying behaviors within Austria's numerous Christmas markets.
To explore ways of boosting visitor engagement and spending at Austrian Christmas markets, our team began by collaboratively brainstorming in FigJam. We mapped out early ideas using the Business Model Canvas, explored incentive structures, and identified potential user pain points and market opportunities. During this phase, I focused on researching gamification strategies, personalized recommendation mechanisms, and motivational patterns relevant to seasonal markets. I also gathered data on visitor behavior and local tourism to inform our value proposition and to help shape a compelling final pitch. As part of my exploration, I looked at comparable apps like Visit Linz, which blends tourism with game-like interactions, to gather inspiration and identify potential opportunities for differentiation. My research notes can be viewed here.
Our prototype is a mobile augmented reality app that is incorporated into the Christmas market ecosystem to create opportunities in the market for new and past market attenders alike. It allows users to experience the culture of Christmas markets in a novel way, while receiving rewards in the form of market discounts and exciting goods. With the Advent Calendar game incorporated into the app, users will have to enter the Christmas market premises to acquire their weekly calendar rewards. The increase in users within this ecosystem means that more individuals will be interacting with the market, thereby completing further transactions with vendors without being pressured to do so.
This hackathon was a fast-paced and rewarding opportunity to grow as a researcher, designer, and strategist. Here are some of the most impactful lessons I've learned through this experience:
1. There is value in breaking down challenges. I came to appreciate the power of breaking down complex challenges into manageable components through this hackathon. I learned to approach problems more systematically, brainstorm innovative solutions, and creatively address obstacles to arrive at effective results.
2. In the face of unexpected challenges, it is worth adjusting strategies. Sometimes, I came across unexpected challenges in this hackathon, which taught me the value of adaptability. I learned to adjust strategies and remain resilient when faced with unforeseen obstacles, which ultimately enhanced my problem-solving skills.
3. Collaboration requires adaptability. Working on this project made me appreciate just how differently people can think and create. Some of us worked best by sketching ideas quickly, while others preferred talking things through in depth. Learning to recognize and adapt to various team members helped me contribute more effectively, bridge communication gaps, and foster a more inclusive, cohesive environment.
4. Research should inform, not overwhelm. With limited time, I had to distill large volumes of data into actionable insights. Prioritizing findings with the clearest link to user behavior and business goals helped me support design choices without getting lost in academic complexity.
