Research

I collected results from 144 participants with the online questionaire. Based on the results:

52.78% of them love having sightseeing trips without travel agencies.
74.31% of the participants don’t enjoy the compulsory consumption that usually happens in travelling groups
45.83% of the participants like the idea of visiting the places that appeared in movies and literature.

To what extent do you like to go sightseeing travel?

In what ways to you like to travel?

What problems have you encountered during travelling?

What online experience would you like to have?

User Journey Map

Persona

How might we...?

Before travelling

How might we ensure that the user's pre-trip planning is adequate and meets customer expectations?
How might we allow the users to personalize their travelling experience?
How might we provide information of the attractions to the users before they arrive?

During travelling

How might we combine literatures and movies with the real attractions?
How might we guide the users to explore the attractions
How might we guide the users while travelling to have unique experiences?

After travelling

How might we provide meaningful and satisfactory souvenirs online?
How might we allow the users to review and share their trips?

Information Architecture

Wireframe

Link to Figma: Wireframe Prototype

User Testing & Iterations

The purpose of the user testing is to know:

From a service driven / user driven angle, how can we improve?
Is there any design blocking the right user experience?

Design Iteration1
Navigation Bar

After

Design For Higher Usability

According to user feedback, I changed the navigation bar from a constant floating one to a scalable navigation so the user can open the navigation bar when they desire with less distractions.

Design Iteration2
Character in the Game

After

Design For Higher Retention

I added more design elements using guide icons so that the services feel welcoming to the user and they can come back to the platform more frequently.

Design Iteration3
Colour Schemes

After

Design for Visual Legibility

According to user feedback, it is hard to understand what is selected. So I changed to the underline to indicate the ‘selected states’.

SHAMATE Factory Pamphlet