Global website revamp for boutique Tibetan hotel
Role: Solo UX Researcher + Designer
Duration: July 2024-
Tools: Figma, Photoshop, Premiere
Problem
How can a highly localized hotel brand create a world-class website that reflects its luxury and cultural experiences?
Research
Understanding the current user experience
Through usability testing with 5 participants, I identified critical areas for improvement on Songtsam's existing website. Participants highlighted challenges with navigation, such as confusing menus and redundant categories, and expressed frustration over the lack of visible booking options or upfront details like tour costs and availability. Users also struggled to understand the geographical context of the properties and requested interactive elements, such as maps, to bridge this gap. Additionally, dense blocks of text and insufficient visual hierarchy made it difficult to absorb information quickly.
These findings underline the need for a website that prioritizes seamless navigation, dynamic content presentation, and a stronger emphasis on Songtsam’s unique cultural and geographic offerings.
Struggled to locate key details such as prices, availability and location information.
Found it hard to understand the geographical context of Tibet and where individual hotels were located.
Wanted to learn about the hotel offerings without opening numerous new pages, preferred information to be condensed into single pages.