NYC Nightlife Express
Productivity App Case Study
NYC Nightlife Express is a personal design case study. The case study was originally conceived as my capstone project for my BrainStation UX/UI Design course. Since then a new dynamic UI design, key event booking features, and improved functionality have been implemented based on updated research and user input.
THE CHALLENGE
Photo credits from Unsplash
Louis Hansel
Gaurang Alat
Klaudi Piaskowska
Nihal Demirci
OVERVIEW
NYC Nightlife Express is an all-in-one nightlife search and booking app that offers the user up-to-the-minute information and reviews on the best shows, concerts, art exhibits, and other live events, as well as dining and bar options. The app’s customized Recommendations feature presents the user with the best choices of things to do based on the user’s profile and previous experiences.
My Role
UX/UI Design
Research
Information Architecture
Interaction Design
Web Design
Branding
Tools
Figma
Premiere Pro
Original Project Dates
October- November 2025
Revison Project Dates
February - March 2025
CONTEXT
“How can I find an easy and reliable way to choose where to go and what to do?”
With so many events going on and restaurants and bars to choose from in big cities like New York, how can I find the best places to go to have a memorable night out on the town where I know I am getting my money’s worth?
PROBLEM STATEMENT
How can this all-in-one mobile app save the avid nightlifer the headache of finding the best deals on dining, social, entertainment and cultural experiences, while allowing them to review the most positive recommendations, see what’s trending and book it all from one platform?
Who is affected by this problem?
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Anyone who has ever tried to coordinate a night out on the town and has been disappointed by the quality of the restaurant, been late for a show because of a slow subway or just can’t figure out what to do in a city that has a million things to offer.
When does this problem occur?
-
Everyday many nightlifers find themselves paying more than what they want to for an just average dining experience or paying for event that doesn’t live up to there expectations. So many find it daunting to explore other boroughs and neighborhoods to experience something different.
Where does this problem occur?
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Walking aimlessly down city blocks or scrolling endlessly on the internet trying to decide where to go for fun is a common occurrence. Often times it is easier just to do what is familiar but that doesn’t help the nightlife coinsurer break out of their comfort zone and explore “The City that Never Sleeps”.
Why does this problem occur?
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Though there any many people that are resourceful and do their research, many choose the style of winging it. Which is fine if you are the type that is spontaneous, likes to take chances and doesn’t care what the results are. However, that isn’t the norm and most people need some guidance about what they should spend their money and time on.
Why is this problem important?
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A person’s time and money are probably two of the most important parts of their life. We don’t like to waste either one. Having a helpful tool that allows them to explore all aspects of dining, entertainment and cultural experiences makes for an enjoyable lifestyle.
GOAL
The goal is to create a one stop shop mobile app handle all the challenges of booking a fun filled evening of dining, social activities, entertainment and cultural experiences for local New Yorkers and Out-of-Towners. While offering easy to use features for finding the best prices, smartest transportation options, current reviews and stellar recommendations.
“Having a reliable all-in-one booking app is like having a swiss army knife in your pocket .”
MY DESIGN PROCESS
RESEARCH,
USER PERSONAS & INSIGHTS
After evaluating several user personas, one key factor was that the app has to be easy to use. Over complicated user interfaces are too time consuming to figuring out, making the apps unusable. Other important key factors are a sophisticated search engine, one stop booking capabilities and a wide range of events and entertainment experiences that encompasses a huge demographic.
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INSPIRATION
The inspiration for the app comes from apps such as Time Out New York, Tripadvisor, and Bandsintown. These apps provided the basis for the key features and functionality. NYC Nightlife Express takes these well crafted apps a few steps further combining all aspect of search, review, recommendations, and booking.
EMPATHY MAPS
It is interesting to discover through this series of empathy maps that even though the users all come from different backgrounds and walks of life, the main concern in seeking a good time is to avoid as much displeasure and disappointment as possible.
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INFORMATION ARCHITECTURE
The key to creating this Information Architecture was a bit tricky. How do offer so much to the user without over complicating it with features that overwhelm the users. In the end, the choice to add more search content over lots of bells and whistles made the most sense.
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SKETCHES
& WIREFRAMES
The sketching and wireframe process is not only essential in the analytical process but it brings the visual creative process to life.
The important task of creating the dynamic visual interface began with several ideations of sketches and wireframes. The process examined the users seamless navigation through the app and how to entice them to keep clicking through endless event ideas.
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DESIGN SYSTEM
& BRANDING
I wanted the design system and logo design to follow the aesthetic of the night sky and bright lights of Broadway. The choice of dark blue for the background and primary color and white as the secondary color shows the drastic contrast of when you walk down a dark street and bright lights illuminate the environment. The choice of royal blue as an accent color was chosen for it's comforting nature and elegant vibrancy.
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HIGH FIDELITY
SCREENS
The choice of bold colors, playful font styles and a variety of button styles, create the feeling of a nightlife atmosphere. The design style feels cohesive throughout the app. The user should feel a sense of comfort and trust like they are being advised by a friend.
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PROTOTYPING
& INTERACTION
The initial prototyping and interaction for this app is not complex. The complexity comes in the development stage of creation of the entertainment content library, transportation options, and the AI "Suggest My Night Out" feature. The journey mapping process was a useful tool for making the user search experience fun and interactive, as if you are walk through a neighborhood looking for something to do.
KEY TAKEAWAYS
Alleviating Buyers Remorse
A common issue among many consumers. The goal of the app is to take away all doubt from the user's mind when purchasing an experience. User reviews and staff recommendations will improve
the costumers night out and will keep them returning in search of
even more thrilling nightlife adventures.
Complex Search Features
A wide range of search parameters are in place to assist the user in finding the absolute right experience they are looking for. With up to the minuet additions of new events, specials, and all-in-on packages that will ensure a truly memorable night out.
One-Stop Shopping Booking Option
It can be quite annoying and a waste of time to leave one app or website to find information or do a task on another app. NYC Nightlife Express enables the user to book the event and transportation, and pay for it all in one place with just a few clicks.
Bold Design System and Branding
The elegance and sophistication of the logo inspired the use of the rich blue hues offset with vibrant white, making it feel comforting and energetic. The choice for this color way is to evoke the feeling of being in the heart of New York City, which has proved positive.
Nick Gisonde
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