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1. Client Project Research
Hannah Wilkinson

2. Audience
Profile of Visitors – Area
For my audience research I want to find out what visitors to York are interested in when coming to York. I need
to see what popular activities in York are so that I can make sure I include this in my final project.
When researching who visits York I found that 90% of visits to York are leisure visitors whilst only 10% are local
residents.
63% come from elsewhere in the UK with 36% coming from Yorkshire and a small 1% from overseas. This tells
me that most people visiting York are from the UK with quite a few coming from Yorkshire but with most from
elsewhere.
52% of people stayed overnight in York and 34% were visitors on a day trip. This tells us that most people who
visit York are people from outside Yorkshire who wont be familiar with everything they can do in York. They will
be looking for lots of information for activities they can do to fill their time during their stay in York. This means
I should cater to the demographic by including a lot of information on shops and cafes. Creating this in a
compact location on a mobile phone will be convenient for younger people as they will find it more useful to
have everything in one place. Younger people are also not likely to have leaflets and brochures so creating an
app will be much more familiar to them.
VisitYork.. (2020). Quarterly Visitor Survey Aug – Oct. [Online]. Make it York. Available at https://ca1-york.dccdn.net/images/Quarterly-
Visitor-Survey-Aug-Oct-2020-3_highres.pdf?v=1623055986. [Accessed 15 September 2022].

3. Audience
69% of visitors travel to York by car and 23% travel by train. This tells us that quite a few people are travelling
from around the area or from places that don’t have trains or busses to York. It also shows that people only
stay in York for short amounts of time with the average number of night being 2.2. If people were staying
longer they would travel by train to avoid paying too much in parking. The 69% of visitors travelling by car also
further shows that most people coming to York are older since they can afford their own car. Whilst 18-24 year
olds are at the age where they can drive, but most wont be able to afford cars or simply wont need them whilst
studying at university.
52% of visitors stay overnight. This means that I will have to make sure that my project is something that can be
completed successfully people don’t stay for a very long time with the average amount of stays being 2.2
nights. If people stayed in a couple of days so that people can get the most out of it and wont feel like they are
missing out on anything.
VisitYork.. (2020). Quarterly Visitor Survey Aug – Oct. [Online]. Make it York. Available at https://ca1-york.dccdn.net/images/Quarterly-Visitor-
Survey-Aug-Oct-2020-3_highres.pdf?v=1623055986. [Accessed 15 September 2022].

4. Audience
Profile of visitors – Age
The majority of visitors to York are aged 45-55 with 21.2% With 20.6% of visitors aged
55-64. This tells me that younger people don’t feel as though there is much for them
in York as only 6.1% of visitors are aged 17-24. This means I will have to create
something new and different that can engage a younger audience and give them
reason to visit York with lots to do. There is also a higher number of 5-11 year olds.
This will be children who come with their parents showing that younger people are
only coming because of their parents. This continues to show that young people
don’t have much to do in York.
VisitYork.. (2020). Quarterly Visitor Survey Aug – Oct. [Online]. Make it York. Available at https://ca1-york.dccdn.net/images/Quarterly-Visitor-
Survey-Aug-Oct-2020-3_highres.pdf?v=1623055986. [Accessed 15 September 2022].

5. Audience
Activities
One of the big attractions to York is the scenery and atmosphere. According to the VisitYork survey
100% of visitors strolled around and enjoyed the ambience. This means that creating a tour that allows
people to enjoy the scenery as they walk around York is very important. This could include maps that
plan out a route that ensures visitors go the most scenic route that passes the sights. 71% of visitors
also shopped in regular shops, 56% visited museums and attractions and 51% were eating and drinking
after 5pm. Since Most people who go to York also spend their time in the shops, I will incorporate
information about different places to shop in York. Especially shops that tourists might not be familiar
with.
Coming to York will cost a lot of money. There will be costs for travel, food, attractions and
accommodation if your staying overnight. The average spend per person including accommodation is
£64.45. This means I should try and make sure that I wont add extra expense to the experience so it can
be still enjoyable without adding compulsory extra expense. This is especially important when targeting
something to a younger audience because they generally wont have as much money to spend as the
older generations who come to York.
VisitYork.. (2020). Quarterly Visitor Survey Aug – Oct. [Online]. Make it York. Available at https://ca1-york.dccdn.net/images/Quarterly-Visitor-
Survey-Aug-Oct-2020-3_highres.pdf?v=1623055986. [Accessed 15 September 2022].

6. Audience
Tourism
I would like to have my project centre around the end of the year, encouraging people to come in the autumn
and winter. This is because it is a harry potter based experience and I feel as though a lot of people associate
the films with these times of year. Since mine will be a seasonal event, it is important that it is around the
holidays so that younger people can come to York when they get time of school. I have decided to compare
some statistics from when people visit York in December compared to other times of the year to see if there is
a difference in tourism when it is not around the holidays.
In December 2019 there were 204,268 visits to attractions, 82.0% of hotel rooms occupied, 20,619 visits to
the Visit York information centre. This tells us that a lot of people visit at the end of the year which is when I
would like to focus my project.
In February 2020 there were 220,925 visits to attractions and 21,526 visits to the visit York information centre.
There was also 64% hotel room occupancy. This tells me that more people stayed for the night in York in
December. There are also more tourists in December based on the amount of people visiting the information
centre.
It is also important to note that the statistics I have access to are based largely throughout the year of 2020.
This causes some complications as February was that last month before the country went into its first
lockdown due to the covid-19 pandemic. February is the last date that might give me an idea of what tourism
patterns usually look like. It is also to depict what usual tourist pattern would look like throughout the year as
people will have increased visits in between lockdowns when they felt desperate to get away and out the
house. For these reasons I cannot analyse the tourism patterns in York throughout the year.
VisitYork. (2020). Latest Tourism Intelligence. [Online]. Visit York. Available at: https://www.visityork.org/members/research-
statistics/latest-tourism-intelligence [Accessed 16 September 2022].

7. Audience
Geodemographic
In London the average earnings is 39,716. this compares to the North West which has
29,529. This tells me that people who live in Yorkshire will, on average, have lower
income than people who live in London. Since 69% of visitors have travelled to York by
car then it tells us that a lot of people come from the nearby area. This means that
people who come to York will be looking for a visit that isn’t overly expensive so I can
cater my project to this demographic. I can do this by ensuring that I include activities
that are free or cheap, allowing people to enjoy their visit without having to spend a lot
of money. I could do this by creating an interactive virtual experience that introduces
people to York and encourages them to explore the city.
Median annual earnings for full-time employees in the United Kingdom in 2021, by
region
https://www.statista.com/statistics/416139/full-time-annual-salary-in-the-uk-by-region/

8. Audience
From my research I can conclude that the majority of people who visit York are
from older generations. This means that I have to think of something new and
innovative to appeal to the interests of 18-24 year olds. People from this age
group will be very comfortable with using their phones and will prefer to have
tourist information on their phones. Creating an app that gives people access to
this information will be more appealing to young people. I have also learned that
many tourists enjoy the scenery in York so making sure that the tour shows off
the sights in York is important. I can also offer them a wide variety of information
on the local shops and restaurants in the area. Linking this with a fun game that
comes with a competition will make the tour fun as it has a goal. I also learned
that I need to give younger people a chance to save money on their trip. I can
incorporate discounts for the restaurants and cafes to motivate them to take part
and ensures inclusivity for people with lower incomes.

9. Existing Product Research

10. Pokémon Go
Pokémon Go is an immersive open-world game that allows gamers to live in the real world as
they play the game with an augmented reality experience. The game released in 2016 where it
gained a lot of attention and quickly became popular amongst many age groups.
J. Clement.. (2022). Number of Pokémon GO app downloads worldwide from 3rd quarter 2016 to 2nd quarte. [Online]. Statista. Available at
https://www.statista.com/statistics/641690/pokemon-go-number-of-downloads-worldwide/. [Accessed 16 September 2022].
Whilst Pokémon go's popularity has decreased
over the years after its launch, the game is still
beloved by many to this day. According to a survey
by J. Clement who looked at the Number of
Pokémon GO app downloads worldwide from 3rd
quarter 2016 to 2nd quarter 2022, Pokémon go
had over 200 million downloads in 2016 after its
release. Over the past years the game has
decreased in popularity however it still has a
recorded 11 million downloads in 2021. Despite its
significant decrease in popularity, this shows to me
that the game is still popular and loved by fans of
the franchise. This is because from 2018 to 2021
the number of downloads has remained consistent
and shows no signs of decreasing further in the
years to follow.

11. Pokémon Go
Pokémon GO is also game that is popular amongst varying age groups. According to another survey by J.
Clement who recorded the Share of gamers in the United States who play Pokémon GO as of December
2021, by age group, there are still lots of people still playing the game. It shows who from the age
groups, have played Pokémon GO in the past and who is still playing it now. For the age group 18-35 it
showed that 70% of them played the game in the past with only 36% still playing now. This means that
many people from these groups are familiar with the game and have enjoyed it in the past. A new game
with similar gameplay features may spark an interest amongst this age group as it is something they are
familiar with. They might also have stopped playing the game because they lost interest and wanted
something different after a while so a new game in this area could be something they are intrigued to
try. It also shows that whilst a lot of its fan base have dropped off, there are still plenty of people who
enjoy the game currently and will be interested in another game that they know they’ll enjoy.
J. Clement.. (2021). Share of gamers in the United States who play Pokémon GO as of December 2021, by. [Online]. Statista. Available at
https://www.statista.com/statistics/589197/pokemon-go-players-us-age/. [Accessed 16 September 2022].

12. Pokémon Go
UI
Pokémon go encourages players to go outside in public places, to find the Pokémon
and play the game. The app has an onscreen map that players can use to help them
navigate their surroundings.
The AR feature is a big part of the games success and enjoyability. It creates a more
interactive and entertaining experience. The AR view makes the game feel more real
as you can see the Pokémon standing in front of you. AR is still a fairly niche choice for
gameplay so this feature will have caught people eyes as it’s something they haven’t
seen a lot of in video games.
The accessibility and interface of
the app is also very important.
The placement of buttons and
colours of fonts all add to the
games experience. As shown in
the picture, the buttons all sit
along the bottom of the screen.
This is simply for convenience
because its where people thumbs
sit as they hold their phone.

13. Pokémon Go
UI
When designing a game it is important to think about how the
visual elements can attract people to play the game. They need
to think about the way the brain reacts to the images because it
can trigger the limbic system in the brain to release dopamine
which is responsible for making us feel happy. This is done with
a series of gameplay mechanics and visual styles.
In Pokémon go they make use of bright complementary colours
that make the game nice to look at. Aesthetics can be very
crucial as it’s the first thing that people will take notice of and
feel compelled to play the game. The game also creates a sense
of accomplishment for the player. Levelling up and catching rare
Pokémon can make players feel like they have achieved
something and encourages them to spend more time playing.
They will create goals for themselves and keep playing until they
achieve them. The game also motivates people to go outside
and walk around. Exercise is an important part of our routines
and regularly walking around will improve our health which
improves happiness.
The simplicity with Pokémon go's design is an important factor
in the games success. Accessible buttons with easily accessible
information means players don’t get frustrated or bored. The
simple design makes things look sleeker and can add to the
addictive qualities that games like these possess.
In addition to these factors Pokémon go has a nostalgic element
that draws in fans of the Pokémon franchise. Pokémon was
created in 1998 so has been around for peoples childhood. This
familiarity that people have with the franchise will draw in old
fans and give them a sense of comfort with the game.

14. Pokémon Go
The AR features of this game tie in the real word with a fictional world making it feel more
realistic. The App also accommodates this with simple design features that enhance the
whole experience.
Night and day visuals imitate the time of day the players experience which makes the
fictional world and real world feel more connected. This is further implemented with the
real world locations being visible on the users screen. This helps immerse the players into
the experience and keep them interested.
The game has also helped create the game inline with peoples previous knowledge of
Pokémon. They show the individual Pokémon's to have personalities and they inhabit areas
of the real world that suit this. This further connects to original fans of Pokémon by making
the players feel nostalgic.
The simplicity with Pokémon go's design is an important factor in the games success.
Accessible buttons with easy to use features means players don’t get frustrated of bored.
The simple design makes thing look nicer and can add to the addictive qualities that games
like these possess. The buttons have simple designs and the screen isn’t cluttered with too
many buttons. This takes the stress away from players, as they wont feel overwhelmed by
choice, leaving them to enjoy stress free gaming.
This research shows me how important nostalgia is when creating an app from an already
loved franchise. The sense of familiarly is crucial for success and makes fans feel positively
about their experience. I need to make sure that my app is accessible and that everything is
easy to use.

15. Harry Potter
Harry Potter is a well known franchise with increasing
popularity with the younger generations. The first book
was released in 1997 and the first film was released in
2001, meaning that people who are aged 18-24 have
grown up with harry potter books and films. This means
that it will hold a lot of significance with their childhood
giving the films some significance and meaning to them.
I used a chart published by the Statista research
department that asked people based on age group, Have
you read any of the Harry Potter books or seen any of the
Harry Potter movies? The chart showed that 79% of
people under the age of 30 had seen the Harry Potter
films whilst only 20% hadn’t. This shows that the
franchise is most popular amongst younger generations.
The films still make millions in box office revenue.
According to a survey by Jose Gabriel Navarro In 2022 The
Deathly Hallows: part 2 made 381.45 million dollars in the
U.S. and Canada and 960.91 elsewhere in the world. The
other films made similar amounts as each other with
about 600 million in the rest of the world and around 300
in the U.S. This shows that Harry Potter continues to make
lots of money after all these years post release and
continues to maintain its popularity.
José Gabriel Navarro.. (2022). Box office revenue of the Harry Potter movies worldwide as of June 2022 (in mill. [Online]. statista. Available at
https://www.statista.com/statistics/608173/box-office-revenue-harry-potter/. [Accessed 16 September 2022].

16. Harry Potter Gaming
Like with many film franchises, Harry Potter has many
games made for fans of the Films. As early as 2001 Lego
released their first game the same year as the first films
release. This was just a starting point for many future
Harry Potter games to quickly become loved by fans.
The mobile Harry Potter game to have earned the most in
America is Harry Potter: Hogwarts Mystery with an
amount of 342 Million U.S dollars as of November 2021.
This is a mobile game that allows players to experience
life as a Hogwarts student and is the first game that
allows players to create their own character. This was an
exciting change that welcomed a large audience of Harry
Potter fans to play the game as this was something new.
After Hogwarts Mystery, the next highest game was
Magic awakened. This is a collectible card game which
made 228 Million Dollars in the U.S. The game allows you
to have real-time multiplayer duals. You collect spell
cards, brew potions and battle creatures.
Lifetime player spending on mobile Harry
potter games as of November 2021.
J. Clement.. (2021). Lifetime player spending on mobile Harry Potter games worldwide as of November 2. [Online]. Statista. Available at
https://www.statista.com/statistics/1235383/top-grossing-harry-potter-games-mobile/. [Accessed 21 September 2022].

17. Harry Potter
Hogwarts Mystery
With Harry Potter Hogwarts Mystery
being the most successful mobile game
for Harry Potter, I’ve decided to look into
what attracted players to game and
which features helped award the game
its success.
With Hogwarts mystery being the first
Harry Potter mobile game, this will have
attracted a whole new audience of
casual gamers who would not have had
access to games only sold on specific
consoles. The game is also free to play
with in app purchases. This will have
made the game available to a much
larger audience and to a whole new
market of Harry Potter fans.

18. Harry Potter
Hogwarts Mystery
Hogwarts Mystery was also the first Harry Potter games to create their own character.
This customisation allows fans to live their own experience as they explore Hogwarts.
They also introduce familiar characters that fans will know and love like Professor
Snape, Dumbledore and Hagrid. This will make fans feel more immersed into the
experience as it gives them a new story in Hogwarts whilst remaining connected to the
films. It also allows people to chose their house giving them this way to identify and
express themselves within the new world of Hogwarts mystery.
The game also has fresh storyline as well as implementing features from the films. This
gives people a reason to play the game as they can find something new. It also means
that fans aren’t just playing out the events of films like many of the RPG games that
came before.
Hogwarts Mystery have also introduced an event called the Chocolate Frog adventure,
that gets players to complete collections to win awards. This keeps the game fresh and
relevant for long-time players and will entice new people to the game. It will also give
motivation for people to play the game for longer and could resurrect past players
who have lost interest for the game.
Portkey Games. (2018). Harry Potter: Hogwarts Mystery. [Online]. Harry Potter: Hogwarts Mystery. Available at:
https://www.harrypotterhogwartsmystery.com/ [Accessed 21 September 2022]

19. Conclusion
This product research shows me how important nostalgia is when creating an app
from an already loved franchise. The sense of familiarly is crucial for success and
makes fans feel positively about their experience. Reintroducing popular and beloved
characters will be a good thing to incorporate into the app that I create myself. Harry
Potter has a loyal fanbase who will want to see and interact with these characters. I
also need to make sure that the app captures the whimsy and fantasy that fans would
expect from an app centred around magic. I also need to make sure that the app looks
sleek and doesn’t bombard players with buttons and information the minute they
open the app.

20. Bibliography

21. Bibliography
1. VisitYork.. (2020). Quarterly Visitor Survey Aug – Oct. [Online]. Make it York. Available at https://ca1-
york.dccdn.net/images/Quarterly-Visitor-Survey-Aug-Oct-2020-3_highres.pdf?v=1623055986. [Accessed 15
September 2022].
2. VisitYork. (2020). Latest Tourism Intelligence. [Online]. Visit York. Available at:
https://www.visityork.org/members/research-statistics/latest-tourism-intelligence [Accessed 16 September
2022].
3. D. Clark.. (2022). Median annual earnings for full-time employees in the United Kingdom in 2021, by.
[Online]. Statista. Available at https://www.statista.com/statistics/416139/full-time-annual-salary-in-the-uk-by-
region/. [Accessed 22 September 2022].
4. J. Clement.. (2022). Number of Pokémon GO app downloads worldwide from 3rd quarter 2016 to 2nd quarte.
[Online]. Statista. Available at https://www.statista.com/statistics/641690/pokemon-go-number-of-downloads-
worldwide/. [Accessed 16 September 2022].
5. J. Clement.. (2021). Share of gamers in the United States who play Pokémon GO as of December 2021, by.
[Online]. Statista. Available at https://www.statista.com/statistics/589197/pokemon-go-players-us-age/.
[Accessed 16 September 2022].
6. Tim Rotolo. (2016). The UX of Pokémon GO. [Online]. Try my UI Blog. Last Updated: 14 July. Available at:
https://www.trymyui.com/blog/2016/07/14/pokemon-go-ux/ [Accessed 22 September 2022].
7. Dave Kearney. (2016). The UX of Pokémon GO. [Online]. Fluid. Last Updated: 27 July. Available at:
https://blog.fluidui.com/the-ux-of-pokemon-go/ [Accessed 22 September 2022].
8. José Gabriel Navarro.. (2022). Box office revenue of the Harry Potter movies worldwide as of June 2022 (in mill.
[Online]. statista. Available at https://www.statista.com/statistics/608173/box-office-revenue-harry-potter/.
[Accessed 16 September 2022].
9. J. Clement.. (2021). Lifetime player spending on mobile Harry Potter games worldwide as of November 2.
[Online]. Statista. Available at https://www.statista.com/statistics/1235383/top-grossing-harry-potter-games-
mobile/. [Accessed 21 September 2022].
10. Portkey Games. (2018). Harry Potter: Hogwarts Mystery. [Online]. Harry Potter: Hogwarts Mystery. Available at:
https://www.harrypotterhogwartsmystery.com/ [Accessed 21 September 2022]