Digital Experience Design
HNA-PV TOURISM is a company invested by one of biggest tourism group in France and a property company in China. My client planned to bring the brand-new leisure and holiday choice, self-catering apartment residence, to China market. Unlike traditional resorts, it's aimed to provide a natural and family fun experience to people who can not only stay in the self-catering apartment but also participate in lots of activities at resort.
My company first worked with the client on the service operation planning blueprint for the self-catering apartment tourism. The client was so satisfied with the achievement and result that we had an opportunity to kick off our second project with them - the website & APP design project.
I joined the team to design two digital products from scratch, a website and APP, while the concept design presentation was just done. I worked as an interaction designer with the other, an illustrator and two visual designers. I took over the website and APP UX design.
Company Website Design
Build Website from Scratch
I was personally in charge of UX design on the website design project. The company website was a first touch point to people in China for my client. Not only holiday seeking audience but also property investors would visit this website to learn more about the self-catering apartment tourism, so I aimed to make sure people could easily understand the new tourism residence option from Europe and impressively 'feel' the chill holiday vibe through brand communication and emotional design.
My design goals were to:
Clear deliver brand communication and image
Build an immersive website visit experience
Make a new brand more trustworthy with content & design
Immersive Resort Vibe
On the landing page, we designed four illustration pictures that changed automatically according to the time of a day to show sceneries of the resort in order to bring an immersive browsing experience to people.
Brand Intro Page Design
Before I dug in UX design, I studied all the materials about company introduction provided by the client and service operation planning blueprint done by my colleagues. I pointed out the key content to articulate the brand values and products including environment, facilities, cottages, activities, residency locations and travel tips. With all this information, visitors were able to understand the new tourism brand and its values.
The design artwork wowed the client and they're waiting to publish the website once the paperwork process got done.
All Service in Single APP Design
The APP was aimed to provide all the service people might need through the user journey like planning a trip, visiting a resort and finishing a trip. People were able to book accommodation and activities in the resort in advance and go on vacation without hassle.
Co-creation Workshop with Client
We organized a workshop where the client brainstormed ideas about what service they would like to provide based on two perspectives, user and business. We created information architecture levels and visibility of all the service features according to their priority and importance.
Bottle Fairy as Concept Design
The brand values my client would like to deliver were to let people disconnect from the busy life and reconnect with other travelers in the resort. Plus, the business goal was to digitalize the service and make it more efficient and helpful to people, so we came up with a design concept called "A Fairy in a Bottle", a helpful online assistant that provided service to people with hospitality. In a word, this fairy assistant would show up to guide and help users according to the scenarios.
Bottle stands for the dreamland resort that disconnects people from outside of the world.
The fairy as a helper assists resort visitors in answering the frequently asked questions and guiding them to finish the task based on the scenario.
The client didn't have clear business rules and operation plans but draft ones. So in order to inspire them to deeply think about these core business rules and operation plans, we created a rough version of wireframe for top prioritized features first and discussed with the client to gain feedbacks and quickly iterate the design.
Efficient & Scenario-based Home Page Design
We designed two different versions of the home page according to the user login status. When users were signed out, we guided them to sign in the account in order to plan the trip more efficiently; whereas users were signed in, the home page showed the information on the upcoming trip.
Scenario-based Room Booking Design
Considering different scenarios of the order status such as before booking, check-in and check-out, I designed different cases of the room booking page according to the order status. For example, at the default status, the core user task of this page was to place an order. After check-in, we provided resort guests with some service features like room service, resort navigation, catering and many more.
Customized & Muti Room Type Booking
In order to satisfy all possible user searching scenarios, my idea was to show the best deal to users on the search result even though it was composed of different room types.
The best deal calculated by A. I.
The client was satisfied with the website and mobile APP artworks, so we continued to work with them on one more project, an APP for employee side.