The Future of Ottawa: Reimagining Downtown Core

Role: UX Researcher
Category: Exploratory UX Research
Tools: Google document, Miro, Figma
Collaboration: City of Ottawa
Skills: UX Research
💭 Project Background
As part of a five-student team from the Human-Centered Design Lab at Algonquin College, we partnered with the City of Ottawa to support its long-term goals. Over the next decade and beyond, one of the city's key objectives is to cultivate a diversified and prosperous economy as its strategic priorioties. This is an ongoing project that over the first semester, our task was to refine our preliminary study and secure REB approval in preparation for conducting surveys and interviews during the next semester.
👩💻 My Role
During the pitch development phase with my team, I played a key role in contributing articles for the literature review, participating in mind and affinity mapping, constructing threads in the iceberg model, and simplifying the system mapping. For the final presentation, I focused on the iceberg model section and assisted in unifying the slide design.
In preparing for the REB (Research Ethics Board) arrangement, I was involved in developing the methodology for the REB application, creating the interview protocol, and collaboratively reviewing and suggesting improvements for our overall tasks. Additionally, I contributed to the social media protocol, created supporting graphics, and participated in reviewing the overall recruitment protocol with the team.
🎯 Project Goal
The aim of our research is to offer valuable insights to the City of Ottawa on strategies to enhance events and activities in downtown Ottawa, particularly to attract more young adults.
Problem Background
The City of Ottawa, aiming for a diversified and prosperous economy, has set strategic priorities for the 2023-2026 Term of Council, focusing on revitalizing the downtown core and Byward Market to boost economic activity, safety, and tourism (City of Ottawa, 2023). One of the objectives under this strategic priority is as follows:
Reimagine the downtown core and Byward Market
with a target result of increasing economic activity, safety and tourism (City of Ottawa, 2023).
Recent initiatives like the ByWard Market Public Realm Plan and the Nightlife Economy Action Plan reflect the city's ongoing interest in enhancing the downtown area. These plans aim to make public spaces more pedestrian-friendly and enrich the city’s nightlife (City of Ottawa, 2020; City of Ottawa, 2021).
Post-pandemic economic recovery in downtown Ottawa has been slow, with the city ranking lower in recovery among North American and Canadian cities and experiencing a significant drop in downtown visits (Chapple et al., 2023; Pringle, 2022). Factors contributing to this include the shift to hybrid working models and the city’s reputation as uneventful, driving young adults to seek entertainment in other cities (CBC News, 2023; Egan, 2022).
In response, the City is adopting new strategies, including a governance model for the ByWard Market, aiming to enhance management and host activities to rejuvenate the downtown economy (Council, committees and City Hall, 2023). Furthermore, Ottawa's growing population, expected to reach 1.4 million by 2046.
The growth is anticipated to raise consumer spending and demand for downtown experiences, aligning with the objectives of the ByWard Market District Authority (City of Ottawa, 2021).
This leads to the formulation of the following research question for our study:
References:
CBC News. (2023, November 23). Canada’s ‘most boring city’ is hiring a nightlife boss. CBC News. https://www.cbc.ca/player/play/2286757443716
Chapple, K., Moore, H., Leong, M., Huang, D., Forouhar, A., Schmahmann, L., Wang, J., and Allen, J. The Death of Downtown? Pandemic Recovery Trajectories across 62 North American Cities. School of Cities, University of Toronto. https://downtownrecovery.com/death_of_downtown_policy_brief.pdf
City of Ottawa. (2020). ByWard Market Public Realm Plan Recommendations Report. https://documents.ottawa.ca/sites/documents/files/byward_publicrealm_en_0.pdf
City of Ottawa. (2021). Ottawa Nightlife Action Plan. https://pub-ottawa.escribemeetings.com/filestream.ashx?DocumentId=123595
City of Ottawa. (2023). City of Ottawa Strategic Plan 2023-2026. https://documents.ottawa.ca/sites/documents/files/StrategicPlan_2023-2026_EN.pdf
Council, committees, and City Hall. (2023). Committee hears plans for ByWard Market revitalization. https://ottawa.ca/en/city-hall/city-news/newsroom/committee-hears-plans-byward-market-revitalization
Egan, G. (2022). Ottawa doesn't have to be boring, residents say. Capital Current. https://capitalcurrent.ca/ottawa-doesnt-have-to-be-boring-residents-say/
Pringle, J. (2022, August 2). Visits by residents and tourists to downtown Ottawa are less than half of pre-pandemic levels, a study finds. CTV News. https://ottawa.ctvnews.ca/visits-by-residents-tourists-to-downtown-ottawa-less-than-half-of-pre-pandemic-levels-study-finds-1.6009344
Target of Participants
This study focuses on young adults aged 18 to 30 years old, a key demographic prepared to drive the recovery and growth of downtown Ottawa's economy over the next decade. Aligned with the City of Ottawa's strategic goals, the study seeks to understand the perspectives of these young adults on downtown events and activities. The aim is to uncover insights that will guide future development decisions for downtown Ottawa. By identifying the needs and expectations of this group, the study intends to propose strategies to enhance their downtown experience, thereby fostering the area's economic revival and growth.
INCLUSION CRITERIA
Our inclusion criteria are young adults between 18 and 30 who have participated in downtown Ottawa activities and events at least once within the last five years.
EXCLUSION CRITERIA
This research excludes people younger than 18 to avoid risks associated with their capacity to provide consent, ensuring the study is low-risk. It excludes adults older than 30 because our industry partner, the City of Ottawa, primarily focuses on the youth demographic that will utilize this service over the next decade. Participants over 30 today will be in their 40s by then, placing them slightly outside our primary age group of interest.
We are excluding people who have not participated in downtown Ottawa activities and events within the last five years because we need recent data that accurately reflect the experiences of the demographic just before and after the pandemic.
User Persona
We have envisioned a persona to represent the majority of potential participants, young adult who live in Ottawa and have engaged in downtown Ottawa’s events and/or activities.
Customer Journey
To gain a deeper understanding of people's feelings and needs regarding their experiences, we created a sample journey depicting a young adult participating in events and activities in downtown Ottawa.
Methodology
This study aims to collect data from participants using a combination of a screener survey and follow-up interviews. To recruit survey participants, we will employ four methods: direct approach at Algonquin College, poster advertisements on campus, leveraging the researchers’ social networks, and utilizing social media platforms.
Participants will be required to complete an informed consent form alongside the survey. This consent confirms their eligibility, specifically that they are aged 18 to 30 and have attended downtown Ottawa events and activities at least once in the past five years.
We plan to recruit 200 participants for the survey and 15 for in-depth follow-up interviews. Eligible survey participants who consent to interviews will be contacted via email to schedule either an online interview via Zoom or an in-person session at Algonquin College's Human-Centered Design Lab, Room C127. These semi-structured interviews will explore young adults' motivations and obstacles in engaging with downtown Ottawa activities.
Furthermore, interviews with Subject Matter Experts (SMEs) from Ottawa's Nightlife Plan and the City of Ottawa's Arts, Heritage, and Events Department are also planned. The goal here is to understand the government's perspective on challenges, opportunities, and constraints in designing events and engaging with the youth. These interviews with SMEs will adhere to strict data privacy protocols for collecting, transferring, and storing demographic data.
Recruitment
Direct Approach at Algonquin College
Initially, the research team will reach out to the Student Association of Algonquin College to introduce the study and request permission to interact with students on campus. We will also inform the Student Association about the specific timeline for the recruitment phase.
Once approval is secured, our researchers will engage with students on campus, explaining the research objectives and inviting them to participate in the survey. The team will be prepared to answer any questions students may have. Interested students who consent to participate will be given a QR code that links to the survey or a direct link to access it.
Posters at Algonquin College
Researchers will contact Algonquin College’s AC Hub, provide them with a soft copy of the recruitment poster and the REB research approval, and ask their permission to put up posters on the General Interest Board and other boards around campus. The poster will have a QR code embedded with a link to the survey and a direct short URL link to the survey. If granted, the posters will be placed at the approved locations around campus.
Researchers’ Social Network
To recruit participants, our research team will leverage both our primary and secondary social networks. Initially, we'll informally gauge their interest in participating in our study. For those expressing interest, we will send a detailed email invitation to participate in the survey. This email will also encourage them to share the invitation within their social networks if they wish to do so. The email will include an overview of the research team, the study's objectives, a link to the survey, and the contact information of the Principal Investigator.
To ensure objectivity and avoid potential biases, researchers will not interview individuals from their personal contacts. Instead, another team member will conduct these interviews, preserving the integrity and impartiality of the study.
Social Media
Our research team will also utilize social media platforms, specifically targeting Facebook and Instagram. We will identify accounts, groups, or pages that cater to our target demographic and, after shortlisting them, reach out to their administrators for permission to post a recruitment message. This message will include essential information about our research team, the study's purpose, a survey link, and contact details of the principal investigator, allowing the audience to access and participate in the survey.
For the interview phase, we will select participants from those who completed the survey and expressed interest in a follow-up interview. At the survey's conclusion, interested participants can provide their email addresses for this purpose. We will then send an invitation email to these selected individuals, asking them to indicate their preferred timing and mode of interview, be it Zoom or in-person at Algonquin College. The interviews will be scheduled based on their responses.
Accompanied graphics as follows:
Vincent could be representative of many young adults who share a similar perception of downtown Ottawa. We can categorize their responses into two major patterns that reflect their responses to perceptions of the downtown area:
1. People go to neighboring city for entertainment.
2. People stay at home instead of going out to downtown Ottawa.
We attempted to analyze the factors influencing these patterns, basing our approach on our initial hypothesis.
Ottawa has hold this perception as a “boring city” for many years, even a decade ago.
Let's explore this problem space further with the help of systems maps to understand the correlation between the objects involved.
Let's delve deeper into this problem space, utilizing systems maps to grasp the connections between the various elements involved.
Two key areas emerge as particularly significant:
City Perception: This forms a vital component of the city's overall image. Individuals shape their perceptions of the city based on external information and narratives.
Downtown Core Impact: The city's image directly influences the number of visitors to the downtown core. This, in turn, impacts annual spending in the area, potentially leading to revenue loss due to these perceptions.
Solution Landscape
We collected various news articles and case studies to explore solutions implemented by other countries and cities for enhancing the performance and economy of their downtown areas.
Opportunities
Drawing from our findings, we identified several opportunities that could be prioritized for enhancement by the City of Ottawa.
Downtown Infrastructure
Larger and more venues to host events
More walkable and better for human interactions
Support and Incentives for Creatives
More growth in art and entertainment scene
Branding and Promotion
More vibrant and dynamic energy in the city
More visitors and talents attracted to downtown
As the next step, to validate our hypothesis, we will conduct interviews with carefully chosen participants. These interviews are intended to collect insights that will serve as a means of substantiating our hypothesis.
Learnings
Navigating team dynamics and personal challenges
The initial phase of our project posed the greatest challenge, as we struggled to align our understanding as a team. Our subjectivity toward the problem space, influenced by personal biases, made objectivity a difficult goal to achieve. In terms of work ethic, balancing project responsibilities with work and other assignments was at times strenuous. Despite managing to contribute, often at the last minute, it was disheartening to observe a team member not fulfilling their responsibilities when it mattered most.
Through this experience, I learned the value of stepping back from the project. Taking breaks proved vital in refreshing my perspective and fostering more objective thinking. Revisiting literature and data to validate our assumptions was also beneficial. When addressing conflicts with teammates, I found that direct communication was the most effective approach. Adopting an empathetic, blame-free attitude was key in finding solutions that satisfied everyone involved.
Methodological challenges and interview protocol adaptations
During the development phase, my role included working on the methodology for the REB, developing the interview protocol, and providing comprehensive reviews and suggestions for our team tasks. One significant challenge in methodology was ensuring detailed, logically reasoned processes. In terms of the interview protocol, my understanding evolved notably after a meeting with Adi. While previous feedback from stakeholders had been positive, Adi offered practical questions and insights, stressing the need to customize our interview approach for each participant to elicit authentic responses.
To address the methodology challenge, I learned to reference examples and strive for clarity in every explanation, fine-tuning the demographic details to closely align with our research study. For the interview protocol, adapting our questions to be more contextual and straightforward became essential. Additionally, we recognized the importance of honing our soft skills in communication and interviewing. This approach not only helped in obtaining the desired responses but also ensured we offered value to our participants.
Overcoming challenges in REB instrument development and recruitment
In the development of the REB Instrument and Recruitment protocols, my role involved working on the social media protocol, creating supporting graphics, and collaboratively reviewing the overall recruitment strategy. One of the primary challenges we encountered was the fluctuation in team motivation. Initially, during the Industry Project pitch phase, our enthusiasm was palpable. Yet, as we progressed to the REB phase, a noticeable dip in motivation occurred. Additionally, transitioning from a research-focused mindset to one that emphasized the participant's perspective proved challenging. Adapting the provided template to our specific research needs was also a hurdle.
To address these challenges, I found it essential to conduct personal check-ins with team members to offer mutual support. The decline in motivation could be attributed to various factors, including the winter season's effect, end-of-semester fatigue, or individual personal issues. Understanding and empathizing with participants' perspectives became as crucial as adhering to the ethics board's guidelines. We learned the importance of flexibility in making our approach relevant to our team's context. Regular reviews and feedback from our professor and within our group significantly contributed to refining our outcomes and maintaining high standards.