As part of the 1st project during the 2nd semester of the Digital Concept Development program me and my group were challenged to create an innovative and unique concept solution in the digital form that resolves a complex challenge within the outdoor industry and/or unleash new and attractive business potential. Even though it is a group project all of the digital design content is made entirely by me.

ServiceDigital design
Concept development


Outdoor tourism in Denmark has been constantly growing for several years and during the covid-19 pandemic situation had accelerated the demand for unique and authentic outdoor experience even further. Due to the virus restrictions all of the entertaining places were closed therefore people started to look for outdoor activities even more often. That brought the potential of straightening the existing offers or developing completely new experiences.

New technologies and digital solutions offer great opportunities for creating new customer experiences, ensure more sustainable operations and better competitiveness. However, the tourism industry has not been among the first to take advantage of new technologies although more and more companies have become aware that digital solutions can make a positive contribution to business development. Therefore the Academy challenged us to develop an innovative digital solution that would encourage even more people to outdoor activities and make them travel and explore Denmark.

Problem statement

How to achieve a boost in the local Danish Tourism market by increasing foot traffic in regional areas?

- What key features of a concept are needed to be innovated
to attract local and foreign tourists to underperforming areas?

- How to actively increase spending in targeted locations?

The concept

Eventyr is a travel mobile app offering interactive travel guides with puzzles and riddles to solve on the way to make the trips around Denmark more fun and enjoyable. Eventyr offers pre-made travel plans based on the users decision of region. The trips take them to the country roads and lead to new spots closer to nature, away from typical tourist spots. The guide takes to scenic places and encourages people to go on the hike and explore more of the place.

The solution

First, the user has to sign up or log in if he already has an account.

When the user enters the app after logging in he sees the main page with saved, current, and completed trips. From there he can continue a trip he started in the past, start another trip that he saved in advance, or look for another trip by clicking the “find a trip” button.

In order to find a trip the user is directed to the map of Denmark shared in areas. He picks an area he wants to visit and then decides on one of the proposed trips based on the cities located within the areas, when he decides on the trip he can see a page with a short description of this particular trip and start the adventure.

There is a possibility for the user’s friend to join the trip and navigate from his phone. It’s done by typing the trip ID by the travel buddy on his phone in the Eventyr app.

The user drives to a particular place on the map and when he arrives at the location he is able to check the riddle and start to look for a solution. While struggling with the solution he can check the hint. For the correct answer the player gets rewarded with points and gets the next location to head to.

When the trip is completed the user is awarded with badges and points and then referred to local attractions where discount coupons are offered to different places in the end location.

Every user has their own profile with all of their information, rewards, points gained, numbers of trips completed, and leaderboard position.

How Eventyr solves the problem?

The concept allows the local and foreign tourists to be guided to underperforming areas adjacent to points of interest. In effect natural expenditure on things like fuel, food and impulse buys may assist in increasing revenue in these areas. Furthermore often underperforming areas have no marketing for the region and by purely experiencing the location may result in additional future spending.

To directly target areas for increased spending a reward system was incorporated which would operate with an affiliate kickback scheme. Users would be given discount codes for specifically chosen business in a target area and as a result increase spending for the region whilst providing revenue for the concept.