web design | Shute (Serena) Zhang

Hangzhou Travel Website Destination Microsites.png

Personal project

Shute(Serena) Zhang

TOOLS

TIMELINE

Figma

13 weeks

Brief

Hangzhou Travel Website

This website strives to provide personalized assistance to travelers intending to visit the enchanting city of Hangzhou. By offering tailored recommendations, detailed itineraries, and curated travel tips, my aim is to enhance the convenience, care, and overall enjoyment of their exploration, ensuring a truly unique and unforgettable travel experience.

Key features

Drawing upon the rich tapestry of Hangzhou's millennia-old culture and history, coupled with its rapid technological advancements and modern architectural marvels, my website seamlessly integrates both elements to offer users the opportunity to craft their own personalized routes.

The background is a famous attraction in Hangzhou, also the style of ink painting is also a characteristic of Hangzhou city.

Homepage:

The background was chosen to represent one of the historical and cultural aspects of Hangzhou, the 'Leifeng Pagoda'.

The two fonts 'Hangzhou' were chosen to reflect that Hangzhou has a corresponding brush culture.

In the middle of the main page, there is an introduction of the three functions featured on this website, which helps users to use the website more quickly and conveniently.

There is a note icon added to the right side of the homepage, which is a play because function button.

This function is designed to play songs in Hangzhou dialect here, which makes users have a better experience when entering the homepage.

Guide page:

The purpose of the guide page is to solve the problem of the target group not knowing all aspects of Hangzhou.

Guide page can help users to quickly understand the characteristics of Hangzhou in food, drink, accommodation and travel before the trip, so as to make a good preparation for the next smooth travel and tourism.

Users can search in the search bar and do a quick search. You can also select the broad category of options to learn more. As shown in the picture, take the weather in Hangzhou as an example.

Discover page:

The Discover page is designed to help users find activities that interest them. People can use the filter function on the left to quickly find events that meet their criteria and click on the ones they are interested in to bookmark them.

All the events are divided into traditional and mordern categories because Hangzhou is a city that combines both traditional and modern styles, and this classification allows users to get a better understanding of Hangzhou from two seemingly different perspectives.

At the same time, all activities are displayed in the form of Polaroid photos, in order to attract young people (in the study, more than 80% of Hangzhou travelers are young), and to imply that Hangzhou travel will be a good memory.

Collection page:

The Collection page is intricately linked to the Discover page, empowering users to curate their own collection of activities. By selecting their preferred activities, the system automatically generates the optimal day trip route, addressing the common issue of users feeling unsure about how to plan their travel itinerary.

Additionally, the creation of one-day travel routes aligns with the findings from survey, which revealed that people typically allocate approximately one day for their exploration of Hangzhou.

Problem Statement (Initial)

"What measures can be taken to enhance the tourist experience in Hangzhou through the implementation of a travel website?"

Many travelers visiting the captivating city of Hangzhou struggle with planning their travel itineraries, leading to a lack of organization and optimal utilization of their time.

Visitors often struggle with arranging their activities and attractions in Hangzhou, resulting in a sense of uncertainty and difficulty in maximizing their travel experience within the limited timeframe.

Research

The data from the previous questionnaire study was analyzed using data visualization as shown in the figure on the right. The conclusion drawn from this is that the target group, i.e., users who want to visit Hangzhou, can be divided into four main directions for data related to Hangzhou tourism age of visitors, length of tour, content of interest and concerns.

A more detailed analysis reveals that Hangzhou tourists are young in age, the length of the tour is about one day, the direction of interest is mainly divided into two kinds of modern and traditional, and the problem of worrying about food, clothing, accommodation and transportation in many aspects. These findings are the problems that need to be solved in the design of this page.

Insights

After conducting thorough analysis and research, I have identified the following four pain points experienced by users who travel to Hangzhou:

Ideate

I utilized a sitemap to conceptualize and establish the web structure of this website.

Wireframes

Next, I initiate the product development by strategically planning how to seamlessly incorporate the features into the user flow.

Reflection

In reflecting upon the pain points obtained from the research, it is evident that the website has been strategically developed to address each pain point through the implementation of specific page functions.

Pain Point 1: Lack of Information Accessibility To address this pain point, the website incorporates a comprehensive and user-friendly information ecosystem. Users can easily access accurate and up-to-date information about Hangzhou's attractions, cultural heritage, local services, and events. This ensures that users have the necessary information at their fingertips to plan their trips effectively.

Pain Point 2: Difficulty in Itinerary Planning The website provides a personalized itinerary planning feature that takes into account users' preferences, interests, and travel duration. By offering curated lists of must-visit attractions, recommended local experiences and dining options, and optimized transportation routes, the website simplifies the itinerary planning process and helps users make the most of their time in Hangzhou.

Pain Point 3: Language Barrier Recognizing the language barrier as a challenge for international visitors, the website offers multilingual support, ensuring that crucial information and resources are accessible to users from different linguistic backgrounds. This feature enables a smoother and more enjoyable experience for non-native English speakers.

By addressing these four user pain points through tailored page functions, the website aims to enhance the overall tourist experience in Hangzhou, providing users with a seamless and enriching journey throughout their visit.